How brands are found

This article explores how despite the hype around digital advertising, 'traditional' channels remain the primary way that consumers discover brands.

How brands are found

Jason Mander

GlobalWebIndex

Global research into how consumers discover brands shows that 'traditional' channels are still the most powerful, with TV in pole position, and that real-world endorsements prevail over online ones across every single age, gender and income group. This represents a key challenge for online advertising, particularly on mobile.

For digital consumers, there are more ways to discover new brands or products than ever before. From apps and vlogs to native content or social 'share' buttons, a growing number of channels are competing for advertising spend - especially as publishers fret about the rise...

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