Instead, 32% of respondents said they want brands to incorporate messaging that shows how they will contribute to the country’s future, and 20% want to see ads that talk about current promotions, discounts or offers.
Brands that want to deploy ads around promotions or discounts should tailor their messaging around the notion of “saving money” rather than merely creating a ploy to incite customers to make a purchase. This, according to GfK, seems to have the most potential as a semblance of normality is gradually restored to most parts of the country.
For more on digital advertising trends in Latin America, eMarketer PRO subscribers can look for our Latin America Digital Ad Spending 2020 report publishing in April.
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