Kantar Media’s U.S. Media Reactions Report finds people, overall, are more receptive toward advertising. Nearly half (47%) of people surveyed say they have a positive feeling towards ads, in general. “That is a marked improvement from 2016, when 19% said the same, with Kantar tracking a consistent upward trajectory since 2020,” reports Inside Radio.
The Inside Radio post states that “Kantar says it is seeing improvement across the board, with newer channels — such as online video and games — having a more pronounced improvement on ad receptibility. Only 28% of consumers were positive towards online video ads in 2012. That number is now up to 54%. Similar gains were recorded for gaming ads, which have more than doubled — rising to 54% from 25% earlier.
“Kantar Media says U.S. marketers invested less in all formats of offline advertising in 2024 and intend to continue this trend in 2025. However, the report finds that marketers may be missing the mark since U.S. consumers remain most receptive to offline advertising. It’s not just older consumers either. From Gen Z to Boomers, Kantar says all audience generations have high equity for offline formats.”
“U.S. consumers are less trusting of online ads and feel least positive about social media, streaming and online video content,” it says. “In addition, they feel social media feeds and e-commerce sites are excessively targeting ads using personal data. As a result, marketers and publishers must work harder than ever to build trust and credibility with consumers by establishing strong brand safety practices.”
Kantar’s report also points to what it sees as a “waning” impact of influencers. While influencer content maintains exponential growth, it says consumers are beginning to express influencer content fatigue and a growing skepticism of authenticity, states Inside Radio.
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