Ads that evoke strong emotions have four times the impact and are more likely to drive equity and go viral. Discover 5 tips to help you create powerful digital campaigns.

As digital advertising matures, it’s time for advertisers to treat it as an important brand-building channel as well as a transactional one – and leverage emotions and human stories to deliver impact. Brands should be conscious of how they communicate via digital channels and ensure their digital presence is doing the job it’s intended to and contributes to their meaningfully different position.

The online world is rapidly growing and is an undeniable part of everyday life. We are online both in our professional and social lives, and this has significantly increased post-pandemic. The evolution we observe in the online world is also reflected in how digital advertising has evolved since pop-ups and challenges with targeting. Consequently, we see a change in the way people perceive digital advertising. According to Kantar’s Media Reactions study, people are becoming more receptive to digital advertising. Digital channels increased most in positivity in 2022 compared to 2021, with online video at the forefront. Not surprisingly, marketers are also planning to spend more on digital channels.

Given the ever-present progression of the digital world, brands should be conscious of how they communicate via digital channels and ensure their digital presence is doing the job it’s intended to and contributes to their meaningfully different position. So how can you ensure your digital campaigns are effective and ultimately contribute to brand equity?