Consumers are more positive about the offline ad experience | WARC | The Feed

Consumers are more positive about the offline ad experience

Despite the prominence of digital platforms in daily life, consumers continue to be more positive about offline ad platforms, according to research by Kantar.

Context

That’s one of the findings in Kantar’s global Ad Equity ranking of media channels and media brands. Ad equity refers to the attitudes consumers have towards the advertising experience within specific platforms and ad formats.

Key findings

• Cinema, sponsored events, magazine ads, point of sale (POS) and newspaper ads were the top five media channels. 
• Among online channels, podcast ads, influencer content, e-commerce ads, ads on streaming TV and social media story ads were top.
• In terms of branded digital platforms, TikTok is top of the global Ad Equity ranking, followed by Amazon, Instagram, Google and Twitter.

• In 16 of the 23 markets surveyed the top-ranked media brand was a local media brand or a localised version of global media brand; ten of these 16 are news and magazine brands. 

Why it matters

With global digital platforms tending to grab a lot of advertiser attention and money, it can be easy to neglect the importance consumers attribute to more traditional and local media channels in many markets.

Sourced from Kantar