Consumers have different ideas to marketers when it comes to the most effective media channel, according to data analytics and brand consulting company Kantar.
In the annual study, Kantar Media Reactions explores the evolving media landscape using insights from around 18,000 consumers and 1,000 marketers around the world.
This year’s data shows that offline channels continue to dominate the top-ranking media channels among consumers. Across all media channels, consumers are most positive about advertising in sponsored events, in magazines and at the cinema.
Marketers, on the other hand, are more positive towards online channels, such as online video and ecommerce ads. These are the channels with the strongest ad equity, meaning people are more receptive to ads on these channels.
Indeed, ad equity for almost all online channels increased this year, continuing the trend from 2021.
Top-ranking media channels - global, via Kantar
In advertising, context is critical, campaigns are seven times more impactful among a receptive audience – so it is essential to know what consumers think of media channels and brands to identify the most effective ones for your brand.
For example, when it comes to key digital media trends, influencer marketing leads the way as the preferred ad format, with a six-point jump in ad equity. This is followed by ecommerce and podcast ads.
However, influencer marketing and using celebrities in advertising, are proven to help brand impact and sales but only if they are used effectively and deemed to be a good fit for your brand.
Jane Ostler, EVP creative and media solutions at Kantar, said: “Marketers continue to be lured by the siren call of the new and shiny, such as embracing attention as a new metric and the metaverse as a new channel.
“But it is imperative to maintain a holistic understanding of ad platforms and what consumers think of them.”
This year’s Media Reactions study also shows a positive new trend in advertising equity among consumers. They have more favourable attitudes towards advertising on media channels and they are more receptive to advertising compared to last year.
While positive attitudes are increasing, more exposure to ad platforms will also mean negative aspects are going to be more obvious to consumers. Brands should be mindful of this when planning their advertising and marketing strategies.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.