Ads Are Getting Better … Sort Of… According to Recent Kantar Media Research Study

Is advertising getting better for consumers? Are consumers’ receptivity to advertising improving as ads become more addressable? Kantar Media’s recent global DIMENSION study has revealed that while consumers say that the advertising environment has improved, there are still some challenges, particularly with online. The survey included responses from more than 5,000 “connected” adult consumers. 

Manish Bhatia, North America CEO, Kantar Media shared his views about the survey in this exclusive interview.

Charlene Weisler: What for you was the biggest takeaway from the Dimension survey?

Manish Bhatia: One of the biggest takeaways we found is that data is changing everything and not always for the better. While data helps advertising become more effective and efficient than ever, marketers who rely on the wrong data or use the right data in the wrong way risk turning consumers off and damaging perception of their brands.  

Charlene:  Your results indicate that 47% of those using ad blockers say they have issues with aspects of online advertising as opposed to ads themselves. What type of issues?

Manish: We believe excessive retargeting is contributing to these concerns: 71% of those we surveyed agree that they see the same ads over and over again and we saw many complaints about being bombarded by advertising. Respondents expressed annoyance at being shown ads for items that had recently been purchased. The industry leaders we interviewed also agreed that saturation has become a significant concern. 

Charlene: At what point does addressable advertising tip into invasion of privacy?

Manish: We found it’s really a balancing act for both advertisers and consumers. When targeted ads are relatively benign and beneficial to consumers they often don’t mind the fact that their data was shared – for example, if they are offered a coupon for a product they often buy. But ads can also start to seem too intrusive.

Charlene: Does it vary by platform?

Manish: Mobile definitely can raise greater concerns about privacy because those devices are so personal. Some consumers may also be concerned about geo-targeting ads that leverage their physical location. 

Charlene: How can feelings of invasions of privacy be avoided?

Manish: Paying attention to frequency and context can help. Seeing ads too often and seeing ads at inconvenient times or linked with the wrong kind of content can definitely be viewed as intrusive. 

Charlene:  When you talk about matching creative with context, can you give some good examples of what works and what might not work?

Manish: Don’t just match ads to content, but rather to consumer mindset and behavior. Someone who is reading a serious article about food safety is in a different place from someone who’s looking at recipes. And someone who’s browsing for quick info from a phone may be too busy to take in an ad, or might even view it as an annoyance.  

Charlene: How can this best be implemented?

Manish: You need a full understanding of all the media consumers are using – often, in this hybrid world, all at the same time. True cross-media measurement is key, otherwise you risk becoming siloed and serving too many of the same ads through different channels. 

Charlene: What are some of the lessons that programmers can take from your study?

Manish: Invest in quality data and tools that will give you a complete picture of the media landscape – and then make sure you use them wisely. Make sure to provide consumers with a compelling experience - you’ll find that they reward you for it. 

 Charlene: Is this a trend study -- do you have year to year comparisons?

Manish: DIMENSION will be a trend study but this is our first year. Check back with us next year and we’ll be happy to update you. We’re going to be tracking perceptions of advertising on an ongoing basis via our Ad Positive score so we’ll have a better answer for you next year. But overall, targeted advertising can be effective – if it’s done well. 64% of consumers we surveyed said they prefer to see advertising that is relevant to their interests.

This article first appeared in www.MediaVillage.com