Consumer ad perceptions from around the world
Nielsen’s Consumer Neuroscience team conducted a study on which advertisement themes have the most impact on customers. The success of these themes were measured based off of three dimensions:
- Attention
- Conversion to long-term memory
- Emotional engagement
Most Popular Advertising Themes in the World
Here are the advertising themes that resonated the most with customers in the following regions:
Source: Nielsen Global Trust in Advertising Survey, Q1 2015
Top Themes per Region:
- Asia Pacific - (1) Real Life Situations (2) Health (3) Family (4) Value (5) Humour (6) High-energy/Action
- Europe - (1) Humour (2) Real Life Situations (3) Family (4) Health (5) Pets/Animals (6) Value
- Africa/Middle East - (1) Real Life Situations (2) Family (3) Humour (4) Health (5) Value (6) Competitive
- Latin America - (1) Health (2) Real Life Situations (3) Family (4) Value (5) Humour (6) Kids
- North America - (1) Humour (2) Value (3) Real Life Situations (4) Family (5) Pets/Animals (6) High-energy/Action
It’s important to note how a customers wants and needs change per region. Keep this in mind when launching global marketing campaigns, and be ready to make adjustments on the go. When it comes to content-based marketing, it’s especially important to note how words may also mean something completely different in another culture.
How Advertising Appeal Differs by Generation
Don’t forget to take age into account. Here’s how popular ad themes differ per generation:
Source: Nielsen Global Trust in Advertising Survey, Q1 2015
Top Themes per Generation:
- Gen Z - (1) Real Life Situations (2) Humour (3) Health (4) Value (5) High-engergy/Action (6) Aspirational
- Millennials - (1) Real Life Situations (2) Humour (3) Health (4) Family (5)Value (6) High-energy/Action
- Gen X - (1) Real Life Situations (2) Family (3) Humour (4) Health (5) Value (6) High-energy/Action
- Boomers - (1) Humour (2)Real Life SItuations (3) Health (4) Family (5) Value (6) Pets/Animals
- Silent Gen - (1) Humour (2) Real Life Situations (3) Health (4) Value (5) Family (6) Pets/Animals
Most trusted advertisement mediums - per region
Source: Nielsen Global Trust in Advertising Survey, Q1 2015
