DIMENSION10 KILLER FACTS

April 2017

Today online and more established media forms co-exist,

but how do consumers feel about the increasingly sophisticated

methods brands use to reach and influence them?

And what are the key challenges facing the industry today?

DIMENSION by Kantar Media combines the views of 5,000

‘connected adults’* across the UK, US, France, Brazil and

China and 40 leaders* from all sides of the industry.

This deck highlights the top 10 killer facts

Methodology:

* Connected consumer = 5,213 adults (aged over 18 years old) across five of the world’s largest advertising markets: Brazil (1,097), China (1,067), France (1,000), UK (1,035) and the US (1,014 interviews). Interviews were

conducted by Lightspeed between 19th Oct - 14th Dec 2016. Consumers must have had 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 tablet.

* Leaders = depth interviews with 40 industry leaders based in Brazil (12), France (9), UK (12) and the US (7). 14 came from agencies (media & PR), 10 from advertisers, 9 from media owners, 7 from ad tech organisations

and trade bodies

CONSUMER SAMPLE

5,213 connected adults

18+ years old

55% live in an urban setting

5 major ad markets

LEADER SAMPLE

14 agencies

10 from advertisers

9 media owners

7 adtech organisations / trade bodies

DIMENSIONCONSUMERS VIEWS

Overall attitudes towards

advertising remain positive

1

6

73% of connected adults

think advertisers are

doing a better job of

communicating to them

now than in the past

Base: 5,213 connected adults.

now

past

Consumers are aware of,

and even welcome, specificity

in targeting and relevance

in content

2

8Base: 5,213 connected adults.

say they sometimes

or often see ads

aimed at them

(89% of HEAVY)

agree they prefer ads

that are relevant

to them

say such ads are

more interesting

to them

say more ads should

be specifically

targeted to them

Multi-media campaigns are

being noticed and becoming an

expectation of successful brands

3

10Base: 5,213 connected adults.

85% claimed they notice

multi-media campaigns

• 43% more likely to

go online to learn more

about the brand

• 46% likely look for

the brand in store

51% think this is a good way

of communicating with them

• 29% say they’re more likely to notice

• A higher proportion of HEAVY users

(39% vs 22% of total sample) think

this approach helps them to

understand what the brand offers

Personalisation is noticed

and welcomed…

4

12

55% of respondents

agree that ads that are

specifically shown or

tailored to them are more

interesting than other ads

Base: 5,213 connected adults.

…but the industry can improve

what we reach consumers with

online

5

14Base: 5,213 connected adults.

We have become

so bombarded by

advertising I don’t

take any notice of

it anymore.

Respondent, UK

agree/strongly agree that

some ads are shown too

often (66% of HEAVY)

agree/strongly agree they

often see ads for something

they’ve already bought

We are at risk of

feeding ad blocking

6

16Base: 5,213 connected adults.

20% say they always use adblocker software

(a further 34% say they ‘sometimes’ use a blocker)

Amongst those with adblockers,

47% claim to like or tolerate

advertising, suggesting that their

concern is with aspects of online

advertising as opposed to with

advertising as a whole

DIMENSIONLEADERS VIEWS

Data – a challenge

and opportunity

7

19

Leaders were united in their views that the

breadth and depth of the data now available

and accessible from multiple sources is of a

scale we haven’t seen before.

This brings both opportunities…

We’re getting to a stage of development

where technology can not only help the

advertiser gain greater efficiency in

connecting with a precise audience target,

but also do so in a manner that enables

delivery of a more relevant commercial

message – and then allow for optimization

of those efforts in near real time.

Jane Clarke, CIMM, US

What tells me whether what I buy has good

data quality? I repeat: third-party tools.

Erik-Marie Bion, AOL Advertising, France

...and challenges… Just because something

is quantified does not necessarily mean that

it is either accurate or objective. The phrase

‘not all data is equal’ was used by many.

CONSUMERS VIEW

I ‘often’ or ‘sometimes’

see ads that I consider

to be specifically shown

to, or tailored for me.

Often + sometimes

Base: 5,213 connected adults.

Perfect data storm – just because

we can doesn’t mean we should…

8

21

The sheer quantity and short-term nature of what’s out there

inevitably leads to a degree of automation in how ad dollars

are spent. No bad thing, but …

Many felt the industry is in danger of becoming a slave to

data rather than mastering it.

We have the enabling technologies and we know how

to use the data better, we have to ensure that we avoid

over-targeting and that we never forget the top of the

purchase funnel [the bit that builds the brand].

Simon Daglish, ITV, UK

CONSUMERS VIEW

I would like to have

more control over the

types of advertising

that I see online.

Agree + strongly agree

The importance of context 9

23

CONSUMERS VIEW

I’m aware of ads

being a good fit with

the context in which

they appear.

Consumer usage of mobile (has) exploded. I think (we)

really underestimated in terms of how quickly consumers

have adopted it. How do we engage with our audiences

on mobile devices? How do we become useful for them

in their daily lives on mobile devices? It’s a very, very

different mind-set than we had to deal with before when

it was very much a push world. And now obviously with

the mobile device, (everything) is much more

personalised.

Penry Price, LinkedIn, US

From multiple to cross media

– an inclusive cross-channel

measurement system is desirable

10

25

Most leaders recognised the debate was moving away from simply looking at multiple channels,

and measuring each within its own silo, towards the need for more consumer-centric planning.

I think we have got to find metrics that are

more holistic but also simpler. The best

businesses are able to organize and rally

a team around delivering a simple goal.

Paul Frampton, Havas Media, UK

If such a measurement approach were to be adopted it would help advertisers go some way

towards reducing the negatives we heard from consumers around excessive repetition.

For more in-depth insights..

Go to

www.kantarmedia.com/DIMENSION

to download the full study

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