Consumer receptivity to and likelihood to engage with advertising have increased, according to global consultancy Forrester.
But just because consumers show interest in branded content on digital advertising channels doesn’t mean they trust it.
Forrester’s data shows that the share of online adults in the US paying attention to advertising has increased across almost all digital channels from 2022 to 2024.
As social media platforms become more like entertainment channels, advertising becomes less skippable as it’s part of their scrolling habits.
According to Forrester’s Marketing Survey, 2024, 20% of marketing budgets are spent on paid media and there’s no sign of CMOs slowing.
In 2024, two-thirds (67%) of global B2C marketing decision-makers indicated that they plan to increase their advertising spend on digital paid media, while 65% indicated the same for traditional media.
One third (34%) of Gen Z and Millennial US online adults don’t mind seeing ads when streaming videos on their smartphone, while only 19% of Gen X, Baby Boomers, and the Silent Generation said the same.
Younger consumers on average are more tolerant of ads in apps or in games on their smartphone relative to older adults, as younger consumers are more likely to engage with a variety of platforms.
But younger consumers are more likely to pay to opt out of advertising: Thirty-four percent of younger consumers plan to upgrade their video streaming services to remove ads. Only 18% of older consumers plan to do the same.
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