"The single biggest shift I've seen is that interruptive advertising has stopped working the way it used to. The data backs it up. Kantar's Media Reactions 2025 research found that campaigns are seven times more impactful when the audience is receptive."
"The same people skipping your pre-roll ad may stop for a sample, line up for a pop-up and talk about your brand at dinner-unprompted-if you show up in a way that doesn't feel like you're targeting them."
"In my experience, no format earns more genuine goodwill per dollar than putting your actual product into someone's hands. The message is honest in a way most paid media isn't: Try it. Decide for yourself."
Experiential marketing has become essential as interruptive advertising loses effectiveness. Brands must consider whether their campaigns feel like interruptions. Research shows campaigns are more impactful when audiences are receptive. In-person events are highly preferred by consumers. Product sampling is a key strategy, allowing customers to experience products firsthand, fostering goodwill. Engaging consumers in their environments through sampling bikes and street teams enhances brand connection and conversion rates, especially for household and beauty products.
Read at Forbes
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