Kantar Media launches report calling for improved creativity and standardised measurement in advertising

Kantar Media, a global leader in media intelligence, has today released its global annual DIMENSION report along with findings from Ireland. The study reveals that while consumer attitudes towards advertising have stayed consistent over the last year, there remains an opportunity for marketers to improve creativity and holistic cross-platform measurement.

The annual industry report explores the key communication planning, buying and measurement issues faced by the advertising and media sector from the perspective of both prominent media industry leaders and 5,000 connected consumers* across Brazil, China, France, UK and US.

Kantar Media engaged with Ireland industry leaders from RTÉ, Group M, Kinetic, AIB, Ogilvy, and Omnicom Media to understand how the trends identified in the global DIMENSION report resonate on the ground. Some of the key findings in Ireland included:

  • Relevance is key for consumers when viewing advertisements
  • The ability for consumers to avoid adverts is greater than ever
  • Advertising is a long game – it’s about the emotions brands draw from consumers
  • Consumers are willing to trade privacy and data for personalised media
  • Advertising is more focused, more personalised, more bespoke, but as a result less exciting
  • Traditional media is still relevant to advertising and is finding ways to keep its medium alive by migrating to new platforms to reach its market
  • To avoid ad blocking, brands need to make their advertising more entertaining and engaging
  • Beyond advertising, brands are leveraging product placement to subtly get messages across, through funded content and programming
  • Artificial intelligence will have an impact on media behaviour and engagement
  • Consumers are more savvy and slightly more sceptical as the level of information they receive increases, therefore they are likely to question the quality and authenticity of the information
  • Consumers want to engage with brands that are not only acting in their best interests but in the interests of societies and economies
  • As the digital world grows stronger, so do core principles of effectiveness and relevancy
  • Metrics measurements need to be common across all media

The rise of cross-platform and need for holistic measurement

DIMENSION reveals that multi-channel continues to increase in popularity for consumers and brands alike. Across the five markets established media formats remain resilient with 96% of respondents still accessing TV via a television set, 86% listening to the radio offline, and 73% and 72% reading print newspapers and magazines respectively. Today’s consumer will, on average, use three different content sources to proactively gather information about a brand – led by the internet (64%) and friends and family (52%).

For marketers, cross-platform activity still presents a host of challenges for both creativity and measurement, in ensuring that advertising campaigns work across multiple platforms, and that the success of these campaigns can be properly measured. 

The challenge of integrating media and PR

Whilst a holistic, integrated campaign is often desirable, industry leaders interviewed for DIMENSION commented it can be hard to achieve in practice due to the challenge of linking the value of earned media to paid media and creating campaigns whereby each complements the other. Thus, better quantification of earned media value and how it fits into the media mix is a key industry goal.

An opportunity to raise creative standards 

According to DIMENSION, 71% of consumers surveyed believe advertisers are better at communicating with them now than in the past. However, this figure has fallen from 73% last year, with 72% of consumers today reporting seeing the same ads over and over again. Technological changes have enabled advertisers to improve channels of communication, but there is still work to be done.

Insights from Kantar Media’s TGI consumer survey data show that in Ireland, 51% of all adults expect advertising to be entertaining, but 36% currently find it a waste of their time. Clearly there is a significant gap between expectation and what people are actually seeing.

TGI data also reveals that 52% of Irish consumers feel bombarded by advertising. Meanwhile the insights from DIMENSION show that across the five markets 22% say they always use ad blocking software, with a further 33% claiming to sometimes block.

Eimear Faughnan, Managing Director, Kantar Media in Ireland commented: In line with global trends, the industry leaders we spoke to in Ireland recognised a trend towards integration across platforms, with both brands and consumers increasingly active on numerous devices.

A key emerging theme is the greater need and understanding for brands to develop creative, relevant, engaging and high quality content. However, the leaders we spoke to in Ireland also cautioned against panicked reactions to ad blocking.

We know from experience that advertising which delivers consistent messaging on multiple platforms and across paid, owned and earned forms of media, is highly effective in engaging consumers. There is also an industry need for a metrics measurement tool that can be utilised across all media formats.”

 The full report is available to download here: www.kantarmedia.com/dimension



Find out more about DIMENSION 2019 and download the report

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