Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Balancing privacy concerns with optimal experience has been a challenge for digital marketers. But when or why are ads seen as more acceptable by consumers? Canvas8 spoke to Dr. Tami Kim, assistant professor of marketing, to understand why people feel negatively about targeted advertising.

Audio-wearables brand Boat has launched an anti-advertising campaign by blocking ads on the music streaming platform Gaana for World Music Day. The campaign addresses pain points within music streaming, in this instance costs and ads, while also boosting its own goodwill among users.

Through immersive adtech, French start-up Gadmse is hoping to create more seamless gaming experiences by featuring dynamic and interactive adverts that don’t disrupt the game. As an increasing number of people turn to gaming for escapism, people have higher expectations of seamless engagement.

Many people have looked to snacks and food for comfort amid the pandemic, with a real interest in nostalgic treats from childhood. McVitie’s Jaffa Cakes has reaped the benefits, launching a campaign for Jaffa Jonuts that tapped into a desire for playful, reminiscent, and tasty snacks.