Day 3 - DIMENSION - Mining for meaningful data

Throughout December, Kantar Media will showcase some of its best content from across our global network of marketing teams  in 2018.​ For 25 days in the lead up to Christmas we will summarise highlights of our content around specific themes, calendar events, newsjacking opportunities and thought leadership.​

Is the industry listening to consumers and the brands it seeks to serve? 

The DIMENSION study, now in its second year, tracks connected consumers’ changing attitudes to media forms and formats. 

Juxtaposed against the views of industry leaders across five of the largest media markets in the world, the insights provide an overview of the major trends and innovations shaping the world of media and communications planning.  

The top take outs from the report are: 

  1. The proportions of connected consumers accessing media forms places some of the more extreme comments from around the industry on how habits are changing at breakneck speed into some perspective – we are living in a mixed media economy. 
  2. Many of the key measures on consumer attitudes to advertising, and to the media themselves remain similar to last year. 
  3. Consumers feeling that advertisers are doing a better job of communicating with them now than in the past, has declined slightly year-on-year. Highlighting that there is still work to be done to improve the standing of online advertising with the end user. 
  4. Consumers and industry leaders agree that improvements are needed to ensure relevancy in messaging – there is a balance between privacy and creative appropriateness.
  5. Advertisers and their agencies need help navigating the huge quantity of data available to them from multiple sources – quality data integration is key. 
  6. Common standards are needed across all platforms to allow for full use to be made of all data, and for industry learnings to be maximised. 

And some of the more relevant implications include: 

  1. Advertisers need to enable their creative agencies to use data at the start of the ad planning process, as opposed to as a fine tuner of messages. 
  2. Linked to this, greater focus should be on improving creative use of online media forms. ‘Online’ isn’t just offline on a screen. 
  3. Consumers understand the trade-off between data and personal benefit. Advertisers need to enter the trade. 
  4. Advertisers need help navigating data sets; which need to be easier to access, more consistent, and easier to connect

Complete the form on the right to download the report. 

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