What consumers want from brands in a digitally saturated world

Editor’s note: Ryan Gross is head of data products, client services, and Ben Paro is senior sales director, at market research firm YouGov.

More than three in five (61%) Americans say they spend too much time in front of a screen, according to a YouGov study. And when they look at children’s relationship with technology, they are even more concerned. Many more (75%) say kids today spend too much time with their tech.

Society’s relationship with technology is far from straightforward. Our data shows that most of us are concerned about its impact on society (by a wide margin), and most of us feel overwhelmed by the pace of change in tech. Yet we remain convinced of its benefits – nearly seven in 10 Americans agree that tech is changing their life for the better. Perhaps this explains why most of us are prepared to spend more time with our screens, even if we don’t particularly like it or feel proud of it. This brings us to the core challenge facing today’s marketers: how to connect with consumers in their digital worlds in ways that enhance, rather than degrade, their experience. 

This article will look at some of the aspects of digital existence where advertisers have trodden – and evaluate what has been a success and where consumers wish they would just butt out. 

1. Gaming 

While advertising in video games might be nothing new – the 1978 Adventureland game featured ads for its own sequel and Budweiser was a prominent part of a bartender-themed arcade game called Tapper – there’s no question that its prominence has grown.

Open world games

Open world video games are the ultimate in immersive media. Players of these games, titles like Animal Crossing, Destiny, Fortnite, Grand Theft Auto, Genshin Impact and Minecraft, spend more time playing video games than the average gamer. And their motivations for gaming are more escapist, fantastical, and emotionally driven. For these and many other reasons (desirable age and economic demos), video games are a strong channel for marketers but it’s important to understand this audience to have an impactful activation. 

Around three in five gamers (59%) have a positive view of branded ads and sponsorships, while 16% view them negatively. Reward-based advertising is especially effective, with 64% of players willing to watch ads in exchange for in-game perks. Both men and women are as willing to engage with reward-based ads (65% and 63%, respectively).  

However, advertisers face challenges with in-game ad relevance. Only 24% of gamers feel these ads align with their interests, while a majority (62%) do not. Additionally, sound in ads can polarize players: only 17% prefer ads with sound, while 29% favor silent ads. Around one in 10 (12%) have no preference, but 38% would prefer no in-game ads at all. 

So, while the story here is of gamers who are accepting of this type of tactic, the challenge for marketers remains – how to deliver them in a way that builds on, rather than distracts from the in-game experience. In certain gaming environments, there are strong opportunities for brand-building, but the downside to getting it wrong for such a well-connected and vocal community is high.   

Here’s a quick success story: In September 2024, Singapore-based entertainment company HoYoverse partnered with McDonald’s in the U.S. to launch a new collaboration centered around its popular open-world game Genshin Impact. The partnership introduced two limited-edition products and offered customers the opportunity to earn exclusive in-game rewards. YouGov data shows that McDonald's purchase intent score increased during this period among gamers, particularly. 

Mobile games

Mobile games are another major advertising channel. Ads are ubiquitous in the freemium model, and it’s no surprise that two-thirds (66%) of mobile gamers report seeing them very often or always encountering them. Here, reward-based ads remain the most effective format, capturing the attention of 44% of players, followed by video ads (33%), interactive ads (24%) and banner ads (13%).

More than four in five players (83%) have noticed an increase in mobile gaming ad frequency, a factor brands must navigate carefully. Nonetheless, 60% of players are still willing to engage with mobile ads in exchange for rewards.

2. Ads on e-commerce platforms

E-commerce platforms like Amazon, Walmart and Etsy, among others, present a very different and more immediately actionable opportunity for advertisers to influence purchasing behavior. They also offer substantial reach. Nearly three-quarters of Americans visited Amazon in the past 30 days, according to YouGov BrandIndex data. 

When shopping online, 38% of consumers sometimes click the first item shown, representing a sizeable market. But ads on e-commerce sites are divisive, with 45% finding them helpful and 46% not helpful. The danger is that programmatic ads, while a viable revenue stream for some platforms, may also deter some shoppers from visiting or dwelling. Placement and volume need to be carefully considered by both platforms and advertisers. 

Conversions from e-commerce ads vary, with 27% of consumers sometimes purchasing items due to an ad, 36% rarely doing so and 22% never purchasing. Ads influence purchasing decisions for 20% of shoppers, but for half, ads neither encourage nor discourage purchases – at least according to the conscious voice of consumers.

3. Voice search and voice commerce

Voice-assisted search is gaining traction, though adoption varies. One in five Americans now owns a smart voice-controlled speaker and more still own other devices capable of voice search, like phones, tablets and cars. 

Currently, nearly a third of consumers (31%) reports occasional to frequent use of voice-assisted searches. Despite limited usage, optimism about the technology’s future is high, with 50% believing voice searches will become more reliable. Men, in particular, express greater confidence in its potential (54% vs. 44% of women).

4. Advertising in virtual worlds

The metaverse presents another digital frontier for advertisers, though consumer interest remains mixed. According to YouGov data, 26% say they have spent time in a “metaverse” in the past 12 months. This number increases to 80% among consumers who own a virtual reality (VR) headset. Popular motivations for spending time in a meta-world include free video games (50%), streaming online content (47%) and social interaction (34%). But beyond entertainment, consumers are exploring virtual experiences like fitness (24%), shopping for physical products (22%) and virtual tourism (22%). 

High-quality graphics and immersive visuals are the top priority for metaverse users (54%), followed by social interaction features (47%) and a seamless experience (44%). Brands looking to attract engagement may do well to place themselves in sweet spots where high quality social interconnections are made and nurtured – although the pickings here may still be slim and the audience smaller than other, more tried and tested channels. 

5. Leveraging the creator economy

During the Super Bowl 2024, instead of a 30-second commercial Maybelline opted to spend its budget on a lower cost channel: influencer marketing. Featuring several stars of “Dance Moms” who posted a casual #GRWM in the comfort of their hotel room, the campaign showed how they get ready using Maybelline products while simultaneously chatting about the exciting weekend ahead, reminiscing about dance competition make-up and more. This year, the NFL fully embraced this channel, giving more than 150 content creators privileged access to the Super Bowl and supporting a flag-football game led by popular streamers IShowSpeed and Kai Cenat.

As brands leverage the creator economy to engage younger audiences, trust in influencer marketing remains a challenge. Only a quarter of consumers (26%) trust products recommended by celebrities or influencers, while 57% don’t. Brands seeking to engage in this space must balance authenticity with trust, ensuring that influencers align with their target audience. At the same time, influencers should focus on strengthening trust within their own channels to maintain credibility.

6. The use of AI in advertising

No analysis of consumer technology and the nexus with marketing would be complete without looking at artificial intelligence. 

According to the Interactive Advertising Bureau, 80% of digital marketers are expected to incorporate AI into their strategies soon. This technological shift enables the creation of personalized and efficient content, but it also raises questions about consumer expectations. This is another of those areas where many consumers can philosophically appreciate how AI could be a leap-forward for humanity, but many more are wary of its near-term impact. When asked about the net effect of AI on society, the most popular answer from consumers: “More negative than positive.” 

But where do Americans stand on the specific application of AI in ads? When we asked what they value most in AI-driven ads, consumers highlighted accuracy (22%) and efficiency (20%), followed by creativity (14%) and personalization (6%). However, comfort with AI-generated content varies significantly across formats: 43% of consumers are comfortable with text-based AI content, compared to 28% with visuals and 22% with audio.

Consumers also see potential for AI to improve advertising by delivering higher-quality content (33%), faster turnaround times (32%) and cost reductions (28%). While personalization (26%) ranks lower, these insights suggest that functionality and quality matter more to consumers than hyper-customized targeted ads.

Strategic campaigns for a changing market

This rapidly evolving tech-enabled landscape requires marketers to be quick on their feet and even quicker with their heads. There is a delicate balance to be struck between visibility and viability, and advertising that interrupts the gaming experience or jars with shoppers already intent on making a purchase could be counterproductive. Brands need to carefully consider the tension between high attention and high distraction and how it varies between channels. As noted at the top of this piece, consumers generally believe technology is changing their lives for the better and are prepared to embrace it on that basis. But marketers need to be careful not to fuel their doubts about its darker effects.