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Why Ad Tech Isn’t the Answer this Xmas

Why Ad Tech Isn’t the Answer this Xmas

Havas Global Comms

Havas Global Comms

December 4, 2017

Real-time data and insight shouldn’t be the monster under the creative’s bed this Christmas

More About Advertising

Chris Slough
Global Business Partner, Havas Group

 

Another year, another round of festive ads, which when combined, all serve a similar underlying message – that the emotional value of togetherness is key to shopper engagement at Christmas.

However this year the nation is split and people’s responses haven’t all been warm and fuzzy.

People have flooded social media with strong reactions to a wide range of creative elements.

Some of the loudest complaints have focused on John Lewis’ Moz the Monster for allegedly encouraging young children to believe that monsters under the bed are in fact real; Tesco promising ‘a turkey for everyone’ but then being forced to admit that it doesn’t sell halal-certified turkeys, despite featuring a Muslim family in its ad; plus the burglar apparently swearing at Paddington Bear in the Marks and Spencer ad (the retailer was forced to clarify that he is in fact mumbling ‘thank-you little bear’.)

One data analyst has already measured 55 of this year’s Christmas adverts and tracked 3300 viewers’ facial expressions as they watched.

 

Read the full article

More About Advertising

Chris Slough
Global Business Partner, Havas Group

 

Another year, another round of festive ads, which when combined, all serve a similar underlying message – that the emotional value of togetherness is key to shopper engagement at Christmas.

However this year the nation is split and people’s responses haven’t all been warm and fuzzy.

People have flooded social media with strong reactions to a wide range of creative elements.

Some of the loudest complaints have focused on John Lewis’ Moz the Monster for allegedly encouraging young children to believe that monsters under the bed are in fact real; Tesco promising ‘a turkey for everyone’ but then being forced to admit that it doesn’t sell halal-certified turkeys, despite featuring a Muslim family in its ad; plus the burglar apparently swearing at Paddington Bear in the Marks and Spencer ad (the retailer was forced to clarify that he is in fact mumbling ‘thank-you little bear’.)

One data analyst has already measured 55 of this year’s Christmas adverts and tracked 3300 viewers’ facial expressions as they watched.

 

Read the full article

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