Findings from a recent Kantar Media study suggest most consumers are aware that brand messages are communicated to them in multiple ways, but consumers think advertisers can make better use of the data.
Surprisingly, only 52% view recommended results on search engines as advertising, 61% view messages from brands in printed media forms, and 62% view messages from brands in news and articles online as advertising.
Kantar Media's study — Dimension, Communication Planning In a Disrupted World — analyzed communication planning, buying and measurement issues faced by the industry when marketers increase the amount of data used to target campaigns. The study analyzes the impact of the messages and methods used to communicate. The results aggregate responses from 5,213 "connected" adults, who have access to the Internet via a PC or laptop and mobile device, across Brazil, China, France, the UK, and the U.S.
Consumers still view traditional messages through online media as advertising. For instance, 76% view messages on TV, radio and print as advertising; 67, view sponsorships of TV or radio programs; and 64% view messages from brands on social media as ads.
They are more tolerant to offline advertisers compared with online advertisers — at 75% vs. 61%, respectively. Some 68% of connected adults either tolerate or like advertising, but only 36% feel advertising is changing for the better.
While 64% agreeing or strongly agreeing that they prefer ads that are relevant to them, about 20% of connected adults worldwide choose to use ad blockers. Still, 47% of those using ad blockers say they have issues with aspects of online advertising as opposed to ads themselves.
About 78% of connected adults say they often or sometimes see ads they consider specifically tailored to them. Some 66% would like to have more control over the advertising they see, while 36% said they would not want to provide more data in exchange.
The 15% of those considered "heavy connected adults" access online media several times daily. Those in the Medium bucket, about 35%, access media more than several times weekly. Some 50% of respondents put themselves in the Light bucket, accessing online media once weekly or less.
Some 97% access TV media through a television set; 73%, online; and 70% through mobile devices. Most who consume news do so online, 93%; but newspapers at 83% still attract readership. Some 84% consume news through a mobile device.