Nicole Jones, senior vice president of the platform implementation team at Kantar, says Australia is lacking terms of media growth on a global scale and must implement new advertising strategies as the media spend is set to increase into 2023.
A guest speaker at the 2022 IAB Measure Up conference, Jones spoke about the importance of what advertisers must get right to connect with Aussie consumers.
"At Kantar, a lot of the data we use comes from media reactions to global equity evaluation across media channels as well as media brands amongst consumers and marketers.
"What we are seeing in these evaluations is that Australia is not seeing the same growth in consumer advertising equity.
"When we talk about consumer advertising equity, what we really mean is, how receptive consumers are to advertising; this is mostly coming from digital formats.
"When we look at Australia’s advertising, we see that they’re slightly muted compared to global, and these muted attitudes are coming from online formats.
Jones said that this is where Australian advertisers needs to make sure that they're focusing our attention to ensure that these formats are not so intrusive or repetitive.
"This perceptivity and sentiment is so important because digital media spend is increasing and is expected to increase next year as well.
"To ensure ads are impactful, both creative and media are necessary. We can’t have one without the other, and that is what is lacking right now.
"We need to make sure that the content is eye capturing and appropriate for all demographics to avoid consumers implementing an ad blocker to avoid such campaigns.
Jones said that contextual inappropriateness was one of the top reasons consumers were skipping ads.
"We want to see clear cut content, mixed with stories that evoke emotion from creative and avoid reptition and confronting ideals, whilst delivering on the media strategy."
"This is how Australian media growth will thrive in 2023."
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