Democratization of Advertising Puts the Consumer Center Stage

September 2024 · 7 minute read
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The “From Ads to Zeitgeist” report from Amazon Ads explores how brands are embracing consumer collaboration

The way advertisers develop campaigns is constantly shifting.

Gone are the days when a handful of ad executives sat in a room and developed ideas in a vacuum. With the rise of social media and evolving expectations from consumers, the hierarchal approach to marketing is being restructured to the point that creatives are finding themselves pushed more and more in the way of democratization. That move toward democratization was a key finding in “From Ads to Zeitgeist,” a research report published by Amazon Ads.

For the report, Amazon Ads connected with experts and consumers through interviews and focus groups and conducted an online survey of 21,600 adult consumers across multiple generations in the Americas, Asia and Europe.

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According to the research, there is a desire to see more collaboration among brands, creatives and the people who consume their content. In fact, 54% of survey respondents agree that brands actively involve their customers in the process of generating something new. The evolution is a symbiotic one, too. Digital channels have made brands and artists more accessible to the public than ever before. For some, that means fostering a relationship with consumers in an unprecedented way. Those willing to participate and evolve with consumers are seeing opportunities to ideate and create in ways that highlight both the consumers’ interest and the creator’s message.

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These types of collaborations prove that internet cultures can supercharge songs, films, video games and advertising to new heights. That means greater exposure for brands, but it also has importance for consumers. According to the “From Ads to Zeitgeist” research, consumers see advertising as a means through which they can exercise their creativity, with 62% of survey respondents agreeing that advertising sparks creativity within themselves. Just as many believe advertising should be more immersive and foster creative interactions, and 63% believe brands create shared experiences for people.

“The Sims” recently championed the concept in conjunction with the Amazon Ads Brand Innovation Lab. The “Not Creative” campaign centered on a three-part docuseries, following an adult Gen Z content creator looking to find her creative spark. Three other content creators, all of whom had previously used “The Sims” to ignite their own sparks, worked with the content creator to show how they’d found their way out of their own creative blocks using interviews, hands-on activities and, of course, by playing “The Sims.” The immersive approach entrenched viewers in the real-life conundrum of someone’s creative impasse, pulling from authentic connection.

Finding that connection authentically is important. “There’s a real difference between brands that are true players in culture versus brands that are trying to jump on a cultural bandwagon in order to be seen,” notes Kate McCagg, head of the Brand Innovation Lab.

The feeling of connectedness is essential in advertising as well. While democratization of the creative is important, a sense of belonging and community is meaningful for consumers, too. “Brands can facilitate true self-expression by helping consumers be themselves and, in turn, connect with like-minded people,” the report states. In fact, 72% of respondents shared that advertising is a key element by which brands share consumer values.

“It’s what makes us human beings: having common interests, being able to share and discuss things,” notes a consumer from Spain who participated in one of the focus groups. “Brands are a huge part of this. We show our common values through the brands we buy.” Additionally, a respondent from Germany shares, “Everything can feel very detached today. More than ever, it’s important to show you belong to a group. Brands can really help with this: to create something for people to belong to.”

Over two-thirds of consumers polled for the report said that brands offer experiences that large swaths of audiences enjoy together. Younger adult Gen Z (ages 18–26) and millennial (ages 27–42) demographics most regularly engage online, and 84% of survey participants watch streaming service content, including Prime Video, every month. Twitch’s community alone boasts 7 million unique streamers every month, allowing for audience interaction and community at scale.

Streamers working with brands are acutely aware of the responsibility that comes with choosing brands and sponsorships that will resonate with their audiences. The results can be seen in real time, too: Successful streams require interaction. The most successful streams transcend the standard host-viewer relationship, resulting in one-of-a-kind experiences co-created by the streamer, their community members and the brand sponsoring the broadcast.

“While reach is always important, we find that it’s more about how engaged the viewers are on Twitch,” says Sarah Iooss, head of U.S. agency development and Twitch at Amazon Ads. “Are they chatting and asking questions? Audiences truly value the relationships they have with streamers, view them as experts, and respect their opinions. For a brand, engaging audiences like these is invaluable, providing a real opportunity to make an impression and have a lasting impact on communities.”

The importance of involving, encouraging and inviting consumer input is proving to be a pillar of advertising’s future. With an ever-expanding online landscape, brands must be listening to the consumers who are spending day in and day out in the niche culture they inhabit. It’s those consumers and specific communities who have the tightest grasp on the cultural zeitgeist.

“Working with content creators who live and breathe in these creative spaces can be game-changing for brands,” says Carly Zipp, global director of brand marketing at Amazon Ads. “They have such a deep understanding of their audiences’ preferences, and that’s invaluable.”

View the full “From Ads to Zeitgeist” report to see more insights from the research and learn how brands can join the conversation.

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