Survey: Consumers More Receptive to Traditional Media than Digital Ads
January 16, 2018 | Contributed by: Greg Sterling
There’s a kind of strange paradox in media and marketing: consumers are spending increasing amounts of time with digital (especially mobile) but they’re much more receptive to ads in traditional media. It’s also getting more difficult to reach digital users other than through ads (see the Facebook News Feed change last week).
The following graphic contains US data (from a larger global consumer survey) on consumer attitudes toward advertising, from Kantar Millward Brown. They echo earlier data from Nielsen about trust in advertising: consumers trust ads in traditional media much more than in digital channels.
Consumer receptivity to advertising by channel/format (% positive)
Source: Kantar Millward Brown AdReaction global consumer survey 2017
Most time spent with digital is now mobile (in apps). But as you can see from the chart, users were least receptive to display ads on a phone. Search fares somewhat better, but all the digital formats rank below traditional.
This comes as digital advertising is poised to overtake traditional media (including TV) as the leading advertising medium in the US this year.