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10 Key Insights from Kantar’s Survey of Advertising Preferences

The Advertising Research Foundation (ARF) 2017 Audience Measurement conference begins Sunday, June 11, in Jersey City, New Jersey, a high-level three-day conference on ad measurement and optimization. To whet participants appetites, the ARF has sent around new Kantar Media survey on digital advertising preferences and attitudes. This eye-opening report has answers from both advertisers and consumers. Here are 10 key insights it turns up:

  1. TV, radio, newspapers: They’re all very much still alive. For today’s connected consumers, online and traditional media co-exist. It’s not an either/or scenario. Understand that even online consumers access a variety of content sources.
  2. Call it branded entertainment or anything else, but consumers know it’s advertising. They’re aware of all the forms ads can take online, so don’t try to fool them.
  3. Consumers by-and-large aren’t opposed to advertising: 68 percent like or accept it. Advertisers don’t need to sneak advertisements in from of consumers—just make ads engaging.
  4. Many people are optimistic about ads: 36 percent say advertising is changing for the better, while 20 percent say it’s getting worse. Creating entertaining and sharable ads will help that first number increase.
  5. However, people like traditional ads (newspaper, TV, magazine) more than they like online ads. Maybe too many have had unpleasant online ad experiences. A traditional newspaper ad is never going to expand and cover the whole page.
  6. They like being targeted by relevant ads: 51 agree with the statement “Advertising that appears to be specifically targeted to me makes me more interested in the brand than advertising that appears to be more random.”
  7. However, while they know advertisers are doing a better job of reaching them with relevant ads, they’re bothered by seeing the same ads too many times or being followed around the web by retargeted ads.
  8. Context matters to many consumers: 30 percent are aware of ads being a good with the context in which they appear. Context is especially important for non-commercial messages, where brand and editorial are more tightly linked.
  9. Ad-blocker use is strong at 20 percent of consumers. Excessive ad frequency and the poor use of retargeting could be prime reasons why.
  10. Nearly half of the people using ad-blockers (47 percent) say they enjoy or accept ads. While privacy is a concern for some, others are bothers by the disruptive experience some ads delivery.

Look for’s coverage from the Audience Measurement early next week. And download Kantar’s report for more data (registration required).



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