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Media Reactions 2021 Summary

Introduction

• Media Reactions is Kantar's global ad equity ranking, providing insights from over 14,500 consumer interviews and over 900 marketer interviews.
• 2021 study focuses on media trends and marketer dilemmas amidst increased digital usage and marketing challenges.

The Three Media Dilemmas

1. The Digital Dilemma

• Effectiveness of digital and traditional media converges as both become integral.
• Improved perceptions of digital channels like TikTok, gaming ads, and music video ads.
• Challenges remain with ad intrusiveness in digital media leading to continued consumer skepticism.

2. The Glocal Dilemma

• Balancing global scale with local relevance in media strategies.
• Global media brands are preferred in some markets, but local brands perform better in others.
• Ecommerce and local news outperform in specific regions (Europe, APAC, LatAm, Africa).

3. The Innovator's Dilemma

• Marketers grapple with balancing trust with innovation in new media formats.
• Instagram, YouTube, Google, and TikTok show positive growth in ad equity.
• Trust levels among media formats, TikTok being the most innovative, though lower trust among marketers.

Conclusions & Recommendations

• For Marketers: Integrate digital into media plans, combine trusted and innovative channels.
• For Publishers: Minimize ad load, invest in localization efforts.
• Industry as a Whole: Continuous media iteration is necessary to evolve with consumer habits.

Appendices

• Methodology details.
• Access options for detailed data and reports.

Key Trends

• Digital transformation accelerates consumer and marketer adaptation.
• Local engagement remains critical despite global reach pressures.
• Media formats face increased competition and consumer differentiation based on trust and relevance.