#ExplainIt: How can brands stay afloat in a sea of festive ads? [Video]

With Christmas, New Year, and Chinese New Year around the corner, one can expect to be flooded with seasonal ads during this period. Additionally, with most brands now gearing up for 2022, it may come as no surprise for consumers to expect ads for year-end promotions. While it is given that seasonal ads are expected, brands now need to consider how to stand out from their competitors in order to keep up with consumer demands.

According to Forrester's 2022 predictions for media and advertising, consumer behaviour shifts and marketing resources constraints as a result of the pandemic since 2020 have forced companies to think out-of-the-box with their marketing. As a result, brands have adapted its advertising, creative production, and products to capture consumers' attention and increase mindshare. 

When asked about how brands can cut through the clutter among the sea of ads, marketing, and advertising agency, Wild's managing director, Yeo Ai Ling told MARKETING-INTERACTIVE that brands should consider partnering with influencers who embody the brand values well. This way, the influencer would be able to showcase the benefits of the products or services through their own authentic experiences.

Banking on authenticity, Yeo added that this method would not only leverage the clout and reach but also help to make the ad more relatable. "When the audience is able to see a trusted KOL endorsing the product or service, the ad becomes more attractive and relatable," she added. 

Similarly, Yeo said this method applies to her as well. "For example, as a busy mum, I discover potential Christmas gift ideas when I watch content and videos posted by mummy influencers on toys their children play and enjoy. Their reviews seem authentic and genuine rather than a mere paid post," she explained. As the industry gears up for 2022, industry players share with MARKETING-INTERACTIVE how brands can slice through the sea of festive ads.

Click on each picture to watch a video! 

1. Tay Guan Hin, chief creative officer at BBDO Singapore

2. Anand Vathiyar, managing director at Cheil Singapore 

3. Vasuta Agarwal, SVP and managing director for Asia Pacific at InMobi 



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