Democratization of Advertising Puts the Consumer at the Center

The way advertisers develop campaigns is constantly changing.

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 changing consumer expectations, the hierarchical approach to marketing is being restructured to the point where creators are finding it increasingly difficult to democratize. This move toward democratization was a key finding in a research report published by Amazon Ads called “From Ads to Zeitgeist.”

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

According to the survey, there is a desire to see more collaboration between brands, creators, and the people who consume their content. In fact, 54% of those surveyed agree that brands actively involve their customers in the process of creating something new. The evolution is also symbiotic. Digital channels have made brands and artists more accessible to the public than ever before. For some, this means developing a relationship with consumers in an unprecedented way. Those who are willing to participate and evolve with consumers see opportunities to ideate and create in ways that both speak to the consumer’s interest and the creator’s message.

These types of collaborations prove that online culture can take songs, movies, video games, and advertising to new heights. This means more visibility for brands, but it’s also important for consumers. According to the “From Ads to Zeitgeist” study, consumers see advertising as a tool to tap into their creativity, with 62% of respondents agreeing that advertising sparks creativity in them. Many believe advertising should be more immersive and encourage creative interactions, while 63% believe brands create shared experiences for people.

“The Sims” recently championed this concept with the Amazon Ads Brand Innovation Lab. The “Not Creative” campaign focused on a three-part docuseries following an adult Gen Z content creator trying to find her creative spark. Three other content creators, all of whom had previously used “The Sims” to ignite their own spark, worked with the creator to show how they got out of their own creative blocks through interviews, hands-on activities, and, of course, playing “The Sims.” The immersive approach placed viewers in the real-life dilemma of someone’s creative impasse and leveraged authentic connection.

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

A sense of connectedness is also important in advertising. While democratizing creativity is important, a sense of belonging and community is also meaningful to consumers. “By helping consumers be themselves and connect with like-minded people, brands can facilitate authentic self-expression,” the report states. In fact, 72% of respondents said advertising is a key element of how brands share consumer values.

“That’s what makes us human: having common interests, being able to share and discuss things,” said a consumer from Spain who participated in one of the focus groups. “Brands are a big part of that. We show our shared values ​​through the brands we buy.” Additionally, a participant from Germany shared: “Today, things can feel very disconnected. More than ever, it’s important to show that you belong to a group. Brands can really help with that: creating something that people can belong to.”

More than two-thirds of consumers surveyed for the report said brands deliver experiences that broad audiences enjoy together. Young adult Gen Z (ages 18-26) and millennial (ages 27-42) demographics engage most regularly online, with 84% of survey respondents watching streaming service content, including Prime Video, each month. Twitch’s community alone hosts 7 million unique broadcasters each month, driving viewer engagement and community at scale.

Broadcasters who work with brands are acutely aware of the responsibility that comes with choosing brands and sponsorships that will resonate with their audience. The results can also be seen in real time: Successful streams require engagement. The most successful streams go beyond the standard host-viewer relationship, resulting in unique experiences co-created by the broadcaster, community members, and the brand that supports the stream.

“While access is always important, it is more how interested the audience is “On Twitch,” says Sarah Iooss, head of US agency development and Twitch at Amazon Ads, “are they chatting and asking questions? Viewers really value their relationships with broadcasters, viewing them as experts and respecting their opinions. For a brand, engaging with those types of viewers is invaluable and provides a real opportunity to make an impression on communities and create a lasting impact.”

The importance of engaging, encouraging and inviting consumer input is proving to be a pillar of the future of advertising. In an ever-expanding online landscape, brands must listen to consumers who spend time every day in their niche culture. It is these consumers and specific communities who have the most solid grasp on the cultural zeitgeist.

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

“Exactly”From Ads to ZeitgeistCheck out the report to learn more from the research and how brands can join the conversation.