2023-09-22-Kantar-媒体反应2023_勇敢面对战场（英）_15页_2mb

Media Reactions 2023 Summary

Core Content

Media Reactions 2023 is the fourth edition of Kantar's global ad preference ranking report, providing insights into how consumers and marketers perceive different media channels and brands. The report highlights the evolving media landscape, where digital and in-person channels are increasingly intertwined, and how brands can leverage this to optimize their advertising strategies.

Main Trends and Insights

Top Media Channels by Preference

• In-person channels dominate consumer ad preference, with all top 5 channels requiring people to "go out."
• Outdoor advertising (both traditional and digital) is rising in popularity among consumers.
• Digital Out-of-Home (DOOH) is seen as the most innovative channel for both consumers and marketers.
• Magazines have fallen out of the top 5 for consumers, indicating a shift in advertising preferences.

Top Media Brands by Preference

• Amazon is the most preferred ad platform for consumers in Brazil, Germany, and Mexico, and globally.
• YouTube has overtaken Instagram as the top marketer preference, with increased trust and relevance.
• TikTok is a rising star for both consumers and marketers, though its position among marketers is still emerging.
• Google and Instagram have improved their ad preference and trust metrics, but their rankings differ.

Key Findings

Sponsored Events

• Positive perception among both consumers and marketers.
• Hybrid format (in-person + online) has helped it adapt to the digital age and the pandemic.
• Trust has steadily increased since 2021, making it a reliable choice for advertisers.

Outdoor Advertising

• High preference among consumers, especially with the rise of DOOH.
• Digital OOH addresses the "dullness" of traditional out-of-home ads and brings innovation.
• Marketers also show high trust in outdoor ads, though not as much as in online video.

Online Video

• Top preferred channel for marketers, despite lower consumer preference.
• High trust among marketers, ranking third after TV and sponsored events.
• 74% of marketers plan to increase their spend in online video in 2024.

TV

• Trust remains high, but preference has declined among marketers.
• TV has fallen from 3rd to 12th place in marketer preference, and sponsorship has dropped from 12th to 20th.
• Only 6% of marketers plan to increase their spend on TV in 2024, indicating a shift in focus.

Metaverse

• 61% of marketers planned to increase spend in the metaverse in 2023, but actual increase was only 12%.
• 22% of marketers plan to increase investment in 2024, showing limited enthusiasm.

Attention in the Media Battleground

• Attention is a key factor influencing consumer preference and brand impact.
• 90% correlation between attention-capturing channels and ad preference.
• 97% negative correlation between "ad formats they try to ignore" and ad preference.

Top and Bottom Media Channels for Attention

• In-person touchpoints like cinema and outdoor ads are effective at capturing attention.
• Digital platforms like online games and video streaming ads are seen as less attention-grabbing by consumers.
• Marketers have different perceptions of attention delivery compared to consumers.

Generative AI

• AI is emerging as a powerful tool in the media landscape, with potential applications in planning, targeting, and creative development.
• 66% of marketers and 55% of consumers are positive about AI's role in advertising.
• Adoption is still in early stages, and its full impact remains to be seen.

Conclusion

• The media battleground is ever-evolving, with both in-person and digital channels playing critical roles.
• In-person channels like sponsored events and outdoor advertising are still highly effective for brand impact.
• Digital channels are becoming more integrated into everyday life, enhancing the reach and effectiveness of advertising.
• Attention is a strong signal of consumer preference, but it's not yet fully integrated into marketing systems.
• Local brands can often capture more attention than global ones, suggesting a need for a balanced approach in media strategy.

About Media Reactions

• 20 years of research into media experiences and perceptions.
• Combines consumer and marketer studies to provide a comprehensive view of the media landscape.
• 2023 consumer survey: 16,000 interviews in 23 markets.
• 2023 marketer survey: 900 interviews with marketing professionals globally.

Further Information

• Detailed reports and data packages are available to inform media decisions.
• Visit Kantar's website or contact a local representative for more insights.