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Media Reactions 2021 Summary

Introduction

Media Reactions 2021 is the second edition of Kantar's global ad equity ranking, offering insights into consumer and marketer attitudes towards media channels and brands. The report highlights the recovery of media investment in 2021 following a significant decline in 2020, emphasizing the importance of understanding how consumers perceive advertising environments. It provides a comprehensive view of content-led and social media channels, helping brands and media companies navigate the evolving landscape.

Core Content and Key Findings

The Three Media Dilemmas

The report outlines three key challenges for brands and marketers in the current media environment:

1. The Digital Dilemma

   • Brands must maximize engagement and trust in digital media, which has become more integrated into daily life.
   • Digital ad spend has grown rapidly, and marketers are looking for less intrusive formats.
   • Online video, influencer content, and social media ads are expected to benefit the most.
   • Podcasts overtook influencer content in 2021, becoming the most preferred online ad format.
   • TikTok continues to be the most innovative platform, with rising trust among marketers.

2. The Glocal Dilemma

   • Marketers need to balance the scale of global platforms with the relevance of local media.
   • Global media brands have higher average ad equity than local ones, but local brands lead in several key markets.
   • Local brands should focus on authenticity and cultural sensitivity to remain competitive.
   • Regional preferences vary: Ecommerce and POS ads are popular in Europe, while magazines and podcasts are preferred in APAC.

3. The Innovator's Dilemma

   • Media brands must balance trust and innovation.
   • Trust is a key factor for marketers, while innovation drives consumer engagement.
   • TikTok and Snapchat are seen as the most innovative and playful, while Google and Amazon are viewed as knowledgeable and competent.
   • Marketers are increasingly trusting influencer content, reflecting a shift in how they engage with consumers.

Key Insights

• Consumer Attitudes:

  • Consumers are more receptive to ads on online and mobile games, which saw significant improvements in ad equity.
  • Gaming ads are now seen as more trustworthy, relevant, and fun.
  • The 'nostalgia' effect helped increase the appeal of Out of Home (OOH) and Point of Sale (POS) ads.
  • Podcasts and TikTok are rising in popularity and ad equity, especially in regions like Europe and APAC.

• Marketer Perspectives:

  • Marketers are investing more in digital channels, particularly podcasts and online video.
  • They value trust and innovation, with TikTok and Instagram being the most trusted and innovative platforms.
  • Marketers are also showing increased trust in influencer content, despite its potential risks.
  • Brand purpose and privacy are the main corporate responsibility factors influencing media investment decisions.

Methodology and Data

• The study includes over 14,500 consumer interviews across 23 markets and over 900 marketer interviews globally.
• It covers 290 brands, representing over 80% of global media spend.
• The ad equity metric measures consumer receptivity and perception of advertising environments, combining both positive and negative aspects.
• Detailed data and reports are available for purchase, including full rankings and brand personality profiles.

Conclusions and Implications

• To solve the Digital Dilemma, brands should look beyond online/offline divides and focus on less intrusive digital formats.
• To address the Glocal Dilemma, a mix of global and local media is recommended to balance scale and relevance.
• For the Innovator's Dilemma, brands should align with media channels that match their personality traits, such as TikTok for playful brands or Google for knowledgeable ones.
• Publishers should innovate and focus on ethical data practices to maintain trust and relevance.
• Media strategies must evolve continuously to keep up with consumer behavior and expectations.

Get in Touch

For more information or to access detailed data and reports, visit Kantar's website or contact your local Kantar representative.

About Media Reactions 2021

Media Reactions 2021 is part of Kantar's comprehensive media measurement and effectiveness solutions. It combines consumer and marketer insights to provide a full understanding of media environments and how to navigate them effectively.

About Kantar

Kantar is the world's leading insights and consulting company, offering evidence-based research and analysis across over 90 markets. It helps clients understand consumer behavior and drive growth through innovative analytics and technology.