Marketers today are cashing in more on the emotional quotient to connect with customers by either using celebrities or by campaigns involving social issues, talking about myths, stereotypes, etc.
Stepping into the shoes of customers and telling their stories through advertisements has become a common practice. With multiple options available to customers, it has now become difficult for brands to directly target a community and to reach to them, and hence content has started shaping up via storytelling and other formats.
http://www.buzzincontent.com/story/content-gives-an-emotional-edge-to-user-experience-says-ut-ramprasad-of-tata-motors/
Balancing digital advertising with a delightful user experience remains a conundrum for advertisers and publishers . With these best practices in mind, not only would the programmatic adtech ecosystem become more efficient, we could perhaps begin to hope for something as audacious as ads that enhance the UX!
https://www.martechadvisor.com/articles/ads/digital-ads-and-user-experience-frenemies-forever/
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