B2B advertising has historically focused on clarity messaging, showcasing a brand’s value proposition, but this approach often lacks emotional connection, leading to forgettable campaigns.
Magna's research reveals that 64% of BDMs find humor and emotional appeal rare in B2B ads, indicating a significant opportunity for brands to connect better with their audience.
Despite traditional views, B2B buyers respond positively to humor in advertising; therefore, brands that embrace this risk could tap into an unmet market need.
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