The "Social Misfits" report by Adam Sheridan of Ipsos, January 2024, explores the effectiveness of social ads in achieving brand growth. It highlights the shift from short-term sales to long-term brand awareness goals in digital advertising, emphasizing the importance of creating ads that not only capture attention but also foster longer-term behavioral changes. The report suggests that optimizing social ads for viewer engagement alone doesn't necessarily lead to lasting brand impact. Instead, successful social advertising should focus on delivering quality audience experiences through creativity and empathy, aligning with the reasons people use social platforms.

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