advertising industry growth
at risk without comparable
measurement standards, says Kantar Media
research released by Kantar Media warned
that, if the advertising industry doesn’t find a way to measure performance
accurately and consistently, Proctor & Gamble’s threat to pull spend from digital advertising
will be just the tip of the iceberg.
a new international study into consumer and industry attitudes to advertising
by Kantar Media, has shown that a lack of consistent, comparable measures to understand
the audience and gauge the effectiveness of advertising is a
significant concern for those working in the communications planning ecosystem.
Unless consistent metrics across traditional and digital channels are
developed, industry growth will be put at risk. In parallel, over-targeting
threatens to alienate consumers who, broadly, have no fundamental problem with
advertising, and damaging their relationships with brands.
unable to consistently measure the impact and effectiveness advertising from
channel to channel, and from market to market, which risks damaging consumer
generally receptive to advertising (with 68% of respondents saying they
actively like or accept being advertised to) but over-targeting on digital
platforms threatens to undermine brand marketing efforts (71% of respondents
claimed to see the same ads over and over again, finding them too repetitive).
leaders also recognise the need to access data within
walled gardens if they are to truly build effective consumer-centric
communication plans that are comparable across all channels.
Brown, CEO & Chairman, Kantar Media, said: “Without
the availability of consistent, comparable metrics, brands and the advertising
industry cannot accurately measure their audience, the impact and effectiveness
of their marketing and the accuracy of individual campaigns. It’s a collective
challenge for our industry: unless we work together to solve this problem, the
growth of the sector will be hindered.”
shows that, despite frequent negative headlines, 68% of connected adults either
like or tolerate advertising, while 73% of consumers think that
advertisers are doing a better job of reaching them now than they did in the
past. However, consumers feel significantly more positive about advertising on
traditional platforms, such as TV and print, than they do about online formats,
despite technology advances. This is due in no small part to blunt, repetitive
targeting driven by brands’ inability to understand how their ads are being
deployed on digital platforms.
concluded: “So long as standards differ between markets and across media
forms no one wins. Brands can’t track spend, agencies can’t deliver the best
solutions for their clients, and consumers’ openness to marketing will diminish
if the channels used to reach them are not used intelligently. That collective
challenge cannot be solved without consistent, comparable metrics across every
channel and every major advertising market.”
Media is a global leader in media intelligence, providing clients with the data
they need to make informed decisions on all aspects of media measurement,
monitoring and selection. Part of Kantar, the data investment management arm of
WPP, Kantar Media provides the most comprehensive and accurate intelligence on
media consumption, performance and value.
further information, please visit us at kantarmedia.com
Media interviewed 5,213 ‘connected adults’ (aged over 18 years old) across five
of the world’s largest advertising markets: Brazil (1,097 interviews), China
(1,067), France (1,000), the UK (1,035) and the US (1,014). ‘Connected adults’
are defined as those who have access to the internet via both a PC/laptop (at
home or work) and a personally owned mobile device (be that a smartphone or a
‘connected adult’ interviews were conducted by Lightspeed on behalf of Kantar
Media, and took place between 19th October 2016 and 14th December 2016. All interviews
used the CAWI (computer aided web interviewing) technique.
Media also interviewed 40 industry leaders based in Brazil (12), France (9),
the UK (12) and the US (7). Many have global or regional roles encompassing a
larger geography than their base. 14 came from agencies (creative, media or
PR), 10 from advertisers, nine from media owners, seven from ad-tech
organisations and trade bodies
For further in-depth insights, please visit: kantarmedia.com/DIMENSION