Users want discounts and virtual offers

Industry experts are certain that successful advertising must be tailored to individual needs, personalized and relevant, so that consumers will continue to be enthusiastic about it in the future. 57 percent assume that targeted, personalized advertising that offers users added value will also be accepted. 68 percent of advertisers believe that they reach their target group with relevant advertising if it enables interaction with the brand or the product displayed.

This is the result of the latest Consumer Pulse study conducted by the digital technology company Undertone in March 2016. For the study, selected marketing decision-makers and media agencies were asked which advertising media are, in their view, the most promising for successfully addressing their customers. At the same time, consumers were asked to indicate how they prefer to be addressed with advertising and which new technologies are appealing from their point of view. Jörg Schneider, Country Manager at Undertone, explains which advertising experiences and offers will be decisive in reaching consumers in the future:

1. rebates

Discounts are particularly efficient for addressing customers via the Internet. 70 percent of the users surveyed said they would take part in a quiz on a brand or product if they received a discount in return.

2. little helpers

Time is in short supply today. Between work, everyday life and family, there is hardly any time left for shopping. That's why users are happy about advertising that helps them make everyday life easier. 69 percent of respondents would therefore accept advertising that reminds them, for example, that their detergent is coming to the end of its life and at the same time offers them a coupon for reordering.

3. virtual reality

Virtual test drives with the car you're planning to buy or virtual try-ons of clothes that look so great on the screen are high on the list for 65 percent. If brands add a virtual advisor to this advertising experience, there's (almost) nothing standing in the way of the purchase.

4. design advertising by yourself

Consumers are increasingly becoming creative themselves on the Internet. It is therefore not surprising that over 50 percent of participants would like to be able to design the ad themselves and, for example, select the color, accessories or accessories individually.

5. personalized offers

Advertising that is geared to the user's individual interests is crucial. The next concert of your favorite band in your city? Or the start of a movie that might interest you? 68 percent of respondents say they would be interested in this type of advertising. Implemented correctly, these ads can drive user engagement through the roof.

Jörg Schneider, Undertone's Country Manager Germany: "Brands need to rethink the way they design their ads. Today, more than ever, users want to be entertained by advertising or even engage in it creatively themselves. To do this, however, an added value must be apparent to the consumer within the first few seconds, which is offered to him by engaging with the ad. However, formulating an offer of this kind is only half the battle. Only when the implementation of this offer is designed in a high-quality and entertaining way will the brand or product stick with users as a positive advertising memory. High-impact formats stand out particularly well from the crowd and can inspire with innovative and unusual advertising experiences."