Study: 62% of US consumers say advertisers are becoming better communicators

Dive Brief:

Sixty-two percent of Americans think advertisers are doing a better job communicating with them than in the past, while 23% think advertising is changing for the better, according to findings of Kantar Media's 2018 Dimension research provided to Marketing Dive. For the full study, "connected consumers" across Brazil, China, France, the UK and the U.S. were surveyed.
Twelve percent report generally liking or enjoying advertising, but their preferences varied by platform. Advertising at the cinema was most appealing for 26% of respondents, followed by print magazines for 24% and linear TV for 24%. The least-appealing forms were ads on blogs (10%), online video games (11%) and music streaming services (13%).
Younger consumers find advertising more appealing than other cohorts, as 15% of individuals age 18-34 and 19% of those 35-44 generally like advertising. The number drops to 9% for ages 45-64 and 8% for those over age 65.

Dive Insight:

Kantar's finding that 62% of consumers think advertisers are doing a better job at communicating when them should be welcome news for marketers. Consumers are constantly bombarded with brand messages, so the finding suggests that at least some marketing messages are resonating with them.

However, some messages may not be landing well, as 72% reported seeing the same ads over and over. Also, 56% said they often see online ads for items they’ve already purchased, and 63% would like more control over the types of ads they see online. One bright spot is that 40% are seeing an increasing number of relevant ads, suggesting efforts to drive personalization are working.

In a separate study by Periscope By McKinsey released in May, 40% of consumers said branded messages only sometimes feel personal. Lack of personalization can cost brands. A recent Accenture survey found that 48% of consumers have left a brand's website to purchase elsewhere because of a poorly curated experience.

Delivering personalized and relevant content is especially essential for marketers striving to reach millennial and Gen Z consumers. These age groups are more receptive to ads generally, but have higher expectations for the kinds of content they engage with. Younger consumers expect brands to help them achieve their goals and to listen and respond to their needs.