KANTAR

MEDIA

REACTIONS

2023

Bravingthebattleground

Howdoyoudecideonyourmediamixwhentherehasn’tbeenaquietmomentformediainrecentyears,withthecontinuedevolutionofdigital,andglobalsocio-politicalevents

determiningwhatchannelsareavailable

oracceptable?Asever,itcontinuestobe

adynamictimeformediainvestment.

Advertisingcampaignsareseventimesmore

impactfulamongreceptiveaudiences,soitis

essentialtounderstandtheprecisebenefitseach

adplatformcanbringtoyourbrand,andwhat

strengthsandweaknessesyouneedtoworkwith.

Dependingonyourcampaignobjectives,differentadplatformsmayneedtobeconsidered.Andad

preference–whatconsumersactuallythinkabout

theadplatformsyouchoose–isanunderestimatedfactorthatplaysintothesedecisions.

Readontofindoutmoreabouttrendsfrom

thepastfouryearsandhowtobravethis

fragmentedmediabattleground,where

digitalpervadesreallife,andpartsofreal

lifehaveretreatedintovirtualworlds.

JaneOstler

EVP,Global

ThoughtLeadership

GoncaBubani

GlobalThoughtLeadershipDirector,Media

Whatcanwe

findinthis

booklet?

Adpreferencerankings

3

formediachannels

andbrands

Examplechannelprofiles4

Topmediabrands

7

permarket

Examplebrandprofiles8

Payattentiontoattention10

Conclusion13

ranking

channels

PreferenceGlobalconsumersMarketers

1.

Sponsoredevents

Onlinevideoads

2.

Cinemaads

Sponsoredevents

3.

Outofhomeads

Digitaloutofhomeads

4.

Pointofsaleads

Videostreamingads

5.

Digitaloutofhomeads

Socialmediastoryads

ranking

brands

PreferenceGlobalconsumersMarketers

1.

2.

3.

TikTOK

4.

TikTOK

5.

3

4

Consumers’advertisingattitudestowardssponsoredevents

Funand

entertaining

Betterquality

Relevantanduseful

Sponsoredevents

arelikedby

bothconsumers

andmarketers

Sponsoredeventshaveapositive

advertisingprofileamongconsumers,andafairlystableoneaswell.Overtheyears,thelackofnegativeperceptionshasnot

changed,buttheperceptionofinnovation,aswellastrust,hasincreased.Sponsoredeventsisoneofthemediachannelsthat

adaptedwelltothedigitalageandthe

pandemic,withface-to-faceeventsnow

accompaniedbywell-producedonline

events,ofteninahybridformat.Marketers’viewofthesponsoredeventsasachannelforadvertisinghasalsobeenimproving

steadilysince2021,thankstohighertrust.

Innovative

Toomuchadvertising

Excessive

targeting

In-personmedia

channelsdominate

Consumersaresettledintoalifewheredigital

blendsintooursurroundings.Wedon’tneedtostayhome,orgluedtoourphones,towitnessthefull

theadpreference

rangeofexperiencesandentertainmentthatmediachannelshavetooffer.However,theimpactofin-

rankingsfor

personadexperiencesismorepronouncedthisyear:

consumers

Alltop5channels

Magazineshave

Instead,outdoor

Marketers’preferences

forconsumers

fallenoutof

advertisingis

remainmoredynamic,

requirepeople

thetop5

makingasplash:

andgenerally

to‘goout’

bothtraditionalanddigitalOOHrankhighly

differfromthose

ofconsumers

Trustworthy

Intrusive

Repetitive

Dulland

boring

Sponsoredevents2023Sponsoredevents2022

Sponsoredevents2021

Average2023

5

Consumers

lovegoingout

In-personadvertisingismaking

abigsplashin2023,withoutdoor

channels,bothtraditionalanddigital,

makingthetop5mostpreferred

adplatformsamongconsumers.

DigitalOOH(DOOH)takescare

ofthe‘dullness’issueconsumers

havewithtraditionalout-of-home

advertising,whilebringingfurther

innovationintothefold.Marketers

arealsohighlyreceptivetoDOOH

ads.Forbothgroups,digitalOOH

isthemostinnovativechannelout

there–especiallyasittakesadvantage

ofhighscreenresolutionandfast-

developingcreativetechnologies.

Andmainlyamongmarketers,

trustisalsohighforoutdoorads.

Consumers’advertisingattitudes

towardsoutdoorads

Funand

entertaining

Betterquality

Relevant

anduseful

Innovative

Trustworthy

Excessivetargeting

Toomuchadvertising

Intrusive

Repetitive

Dulland

boring

Average2023

Outofhome2023

Digitaloutofhome2023

Onlinevideo

Videostreaming

Socialmediastories

Inluencerscontent

Socialmedianewsfeeds

Ecommerce

TVstreaming

Online/mobilegames

Display

Digitaloutofhome

Musicstreaming

Podcasts

Retailmedia

Sponsoredevents

Marketinginmetaverse

Outofhome

Adsinstore(oine)

TVproductplacement

TVsponsorship

TV

Radio

Cinema

Newspaper

Magazines

Onlinevideo

remainsthe

marketer’sdarling

Whileonlinevideoistowards

thebottomoftheadpreference

rankingsforconsumers,marketerscontinuetoplacetheirtopbets

ontheplatform.Onlinevideo

remainsthemostpreferredmediachannelformarketersforthefourthyearinarow.Itisthethirdmost

trustedchannelbymarketers,

behindonlyTVandsponsored

events.Thisinturnbringsin

themediadollars;anet74%of

marketerssaytheywillincrease

theirspendinthechannelin2024.

Despitehightrust,marketers’interestinTVisdeclining

Forconsumers,TVhasnever

beenamongthetopranksfor

preference.However,formarketers,itstrustworthinesshasspoken

volumes–untilthisyear.TVhas

fallenfrom3rdplacelastyearto

12thplace,andTVsponsorship

hasalsofallenfrom12thto20th.

Marketers’trustinTVadsisstill

high–butithasfallen5%since

2021,whilemanyotherchannels’

aregoingup.Combinedwithalackofinnovation,TVfindsithardto

competeformarketerpreference.Onlyanet6%ofmarketerssaytheywillincreasespendinTVin2024.

Marketingin

themetaverse

hasn’tlivedup

tothehype

Anet61%ofmarketersclaimed

theywouldincreasespendinthemetaversein2023,however,theactualnetincreasewasonly12%.Andfor2024,anetof22%of

marketersclaimanincreaseof

investmentinthemetaverse.

Let’sseewhathappensonthatone.

6

Changesinmarketingspendallocation(%netpositive)

Changein2023

Anticipatedin2024

66

74

59

62

57

59

50

59

50

53

48

56

45

59

39

48

36

43

35

46

35

48

33

45

32

46

20

24

12

22

11

16

11

19

1

17

-3

2

-5

6

-8

1

-18

-6

-50

-47

-53

-44

7

UK

JAPAN

USA

MEXICO

VIETNAM

PHILIPPINES

BRAZIL

INDONESIA

SAUDIARABIA

SOUTHAFRICA

ARGENTINA

EGYPT

AUSTRALIA

GERMANY

INDIA

CHINA

NETHERLANDS

GREECE

BELGIUM

TAIWAN

COLOMBIA

UAE

NEWZEALAND

8

facebook

Amazonisthemost

preferredadplatformforconsumerstwo

yearsinarow

Outofthe23marketsthatwesurveyed,

Amazonisthenumberonebrandfor

adpreferenceinBrazil,Germanyand

Mexico.It’salsothegloballeaderforad

preference.Thereasonsforitssuccess

includethefactthatadsonAmazon

areseentoberelevantanduseful,and

withfewnegativequalitiesapartfrom

someexcessivetargetingconcerns.

OneareawhereAmazonhasmadea

noticeableimprovementinitsadssince

2021istrust–bothforconsumersand

marketers.Marketers’trustforthebrand

asanadplatformhasincreasedaround

10%sincelastyear,alsoimprovingtheir

preferencesomewhat.Thereisstillmore

worktobedonefromthepublisher’sside

tobeatopadplatformformarketers.

Consumers’attitudestowards

advertisingonAmazon

＋

Funand

entertaining

Relevantanduseful

Betterquality

Innovative

Trustworthy

Excessivetargeting

Toomuchadvertising

Intrusive

Repetitive

Dulland

boring

Amazon2023Amazon2022

Amazon2021

Average2023

Marketersprefer

YouTube

YouTubehastakenoverInstagram’s

previousleadjumpinguptwospotsin

2023,withabigincreaseinpreference.

Theplatformhasimprovedtrust

foritsadscomparedtolastyear

–ametrichighlycorrelatedwith

marketerpreference,andisnow

themosttrustedadplatform.While

establishedbrandslikeYouTubeand

Googlegarnertrustandreceptivity

frommarketers,thisisoftennot

enoughforconsumers’topranks,where

YouTubedoesn’tmakeanappearance.

Marketers'mosttrustedadplatforms

1.

2.

Googe

3.

4.

5.

9

X,previouslyknownasTwitter,isalso

controversialintermsofadpreference

Xhasoftenbeeninthenewsrecently,andisadynamicexampleofthechaotic

mediabattleground.Perhapspartlyinfluencedbythecontroversy,consumersand

marketersarenotparticularlyhappywiththeadvertisingontheplatform.Xmakes

neithergroup’stop5inadpreference.Infact,amongmarketers,itsreceptivityisin

thenegative.Thisgoeshandinhandwithadeclineintrustworthyandinnovative

perceptionsforX.Allofthisisreflectedinthebudgetallocationfigures,withmore

marketersclaimingtheywilldecreasespendonXin2024thanwillincreaseit.

GoogleandInstagramstandoutthisyear

Google’sadpreferenceforconsumers

andmarketershasimprovedsteadilysince2021,makingabigjumpin2023.Abig

changeinGoogle’sconsumeradvertisingprofileisanimprovementinitsrelevance

andusefulness,despiteexcessive

targetingconcerns.Formarketers,

increaseintrustisanimportantfactor.

Consumers’attitudestowards

advertisingonInstagram

Funand

entertaining

Betterquality

Relevant

anduseful

Innovative

Trustworthy

Excessivetargeting

Toomuchadvertising

Intrusive

Repetitive

Dulland

boring

Instagram2023Instagram2022

Instagram2021

Average2023

Consumers’attitudestowards

advertisingonGoogle

Funand

entertaining

Betterquality

Relevant

anduseful

Innovative

Trustworthy

Excessivetargeting

Toomuchadvertising

Intrusive

Repetitive

Dulland

boring

Google2023

Google2022

Google2021

Average2023

Meanwhile,Instagrammovesupfor

consumersbutdownformarketers.

ConsumersfindInstagramadstobe

morefunandentertainingthisyear,

makingupforexcessivetargeting

concerns.Formarketers,theinnovation

ofadsonInstagramhasfallen12%since2021.Whilepreferencelevelshavenot

beenimpacted,theplatformcouldn’t

holdontoitscrownduetoincreasing

trustonYouTubeandGoogle’sside.

Attentionhasbeenahottopicamongmarketersrecently.

Butasthenumberofplatformsfor

advertisersandagenciestochoose

fromincrease,themoreconsumers

mightbehitbyadsthatarescreamingforattention.Andthisisnotonlytrue

becauseoftheincreasingnumberof

digitalplatformsbutalsobecausein-

persontouchpointsareanimportant

partofthecompetitiveset,contributingtothechaosinthemediabattleground.

Attentionisahottopicandmany

researchstudieshaveproventhatit

helpsbuildbrandsanddrivessales.Itisrelatedtoadpreferencetoo:thereisa

90%correlationbetweenmediachannels

thatconsumersclaimcapturetheir

attention,andthoseinwhichtheypreferseeingadvertising.Wealsoseeastrong

negativecorrelationof97%forpreferencewith“adformatstheytrytoignore.”

Sowecanconcludethatadsthatare

positivelyengagingareinamuchbetterpositiontocaptureandretainattention,andwill,therefore,notbeavoided.

Topandbottomrankingmediachannelsforattention

Globalmarketers

–attentiondelivering

Globalconsumers

–attentioncapturing

1.

Cinemaads

Influencercontent

2.

Outofhomeads

Cinemaads

3.

Digitaloutofhomeads

TVads

Globalconsumers–something

Itrytoignore

Globalmarketers

–attentiondelivering(bottom3)

1.

Online/mobilegames

Newspaperads

2.

Videostreamingads

Onlinedisplayads

3.

Musicstreamingads

Magazineads

10

11

Marketers’receptivity

doesnotcorrelate

ashighlytothe

mediachannelsthattheythinkdeliver

consumerattention.

Thisisdespite51%ofmarketerssaying

attentionhighlyinfluencestheirmedia

budgetdecisions.Inaddition,66%and

60%ofmarketerssayattentionhasan

importantinfluenceoncreativeand

mediaeffectiveness,respectively.Theflipsideisthatcloseto50%ofmarketersdonotseeattentionasimportantasbrandorsalesoutcomes.Themetricisnot

entrenchedinmarketingsystemsyet.

Whatmarketersthinkdeliverconsumerattention,versuswhatconsumersthinkcapturetheirattention,isalsofairlydifferent.Influencercontentisasurprisingnumberoneformarketers,

whileitdoesn’tmakethetop5forconsumers.Therearesomechannelswhichbothgroupsseeasattention-grabbingsuchascinema,eventsandDOOH.However,mostofthemarketers’

darlingsfeaturelowdownontheconsumerrankings.

12

Wehavelooked

attrendsoverthe

pastfouryearsin

MediaReactions

andfindthatmost

advertisingequity

metricsdonottrickledownfromchannel

tobrandlevel.

Amazoncanbethebrandleader,

despiteecommerceorvideostreamingnotmakingitintothetop5media

channels.Thesituationissimilarfor

attention.Thecorrelationbetween

adpreferenceandattentionamongmediabrandscurrentlysitsat40%,lowerthanhalfformediachannels.

Mediachannelsencompassawide

rangeofbrandsundertheirbelt,

meaningpremiumadplatformsarelikelygoingtostandoutamongthe

crowdwiththeirownstrengthsand

weaknesses.Thisisgoodnewsfor

publisherbrands–theinnovations

madetotheiradvertisingformatsandofferscanbringaboutrealresults.

Globalmediabrands’attentionlevelsarearoundmidwayinrankingswhenall330brandsmeasuredinMedia

Reactionsaretakenintoaccount.

Theirattention-grabbingpowers

arenotthatfarofffromeachother

either.49%ofconsumersclaimTikTokadscapturetheirattention,while

Facebookisn’tthatfarawayfromtheleaderat40%.Localradio,TV,and

ecommercebrandsgarnerthemost

attentionfromconsumers:JakFMis

sittingatthetop,74%ofconsumers

inIndonesiasayingadsontheradio

stationcapturetheirattention.The

lowestattentionlevelsgloballycan

goaslowas12%.Similartomedia

channels,whatmarketersthinkdeliverconsumerattentionisdifferenttowhatconsumersseeasattention-catching.

Topandbottomrankingmediabrandsforattention

Globalmarketers

–attentiondelivering

Globalconsumers

–attentioncapturing

1.TikTOKTikTOK

2.

3.

Globalconsumers

Globalmarketers

–something

–attentiondelivering

Itrytoignore

(bottom3)

1.

reddit

2.

3.

WillgenerativeAI

takemediatechto

furtherheights?

AI,inparticulargenerativeAI

,isanotherweaponinthemedialandscape,andonethathasgreat

implicationsforeverypartofthebattlegroundfromplanningtotargeting,andthroughoutthecreativedevelopmentprocessaswellaseffectiveness

measurement.Itisstilltooearlytotellhowmuch

ofanimpactitwillmake,butmanyconsumersandmarketersarealreadypositiveaboutitspossibilities.Askingconsumers,overhalf(55%)arepositive

aboutAI,andofmarketers,it’stwothirds(66%)

Thereseemstobeexcitement,butitremainsto

beseenhowmanymarktetersfullyadoptAIfor

theirmarketingpurposesinthecomingyear.

13

Whilethedigitaltakeovermayhavesloweddown,

themediabattleground

isneverstatic.Thereis

alwaysnewinformationtoconsiderintheequation

ofthemediamix.

In-personmediachannelsshouldnotbe

underestimated,asmanybringconsumer

receptivityandattention.Thiscanbringmorebrandimpactforadcampaignswiththerightcontentandcustomisation.However,digital’sjourneyisn’tover,itisnowaroundusin-personaswell,transforminganddigitisingoffline

channelsasweknowthem.

Inthisever-chaoticbattleground,therearealwaysnewpowersemergi