Americans feel advertising is communicating better, but not improving

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Research shows that 62% of Americans feel advertisers are doing a better job of communicating with them than in the past, but only 23% think advertising is changing for the better and only 12% say they generally like or enjoy advertising, according to Kantar Media’s 2018 DIMENSION study.

When it came to feelings about advertising on different platforms, respondents were most likely to say they liked advertising in the cinema (26%), followed by print magazines (24%) and linear television (24%) and least likely to say they liked advertising on blogs (10%), online video games (11%) and music streaming services (13%).

Demographically, younger generations were more receptive to advertising: 15% of 18- to 34-year-olds and 19% of 35- to 44-year-olds generally like or enjoy advertising, while only 9% of 45- to 64-year-olds and 8% of those 65 and older felt the same.

1. What was the biggest surprise from these findings?

Consumers are savvy about advertising. They recognize that brands are reaching out to them through multiple channels, including social media, paid search and other types of messaging that aren’t traditional ads. And they recognize that marketers are creating multimedia campaigns to reach out to them, and doing lots of analysis to try to target the right ads to them. Of course, this can mean that they also hold advertisers to a high standard, and quickly recognize when advertisers get things wrong.
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