“We need to stop this craziness about data,” Kantar’s regional director of media and digital, Pablo Gomez, implored recently at the Asia Pacific Media Forum 2018 conference in Bali, Indonesia.

“More data is not the answer,” Gomez said.

“We live in a world that is rich on data but is very poor on knowledge,” he added, emphasising that while marketers may target consumers, they may still not understand what they are doing.

According to Kantar’s TNS Connected Life 2017 study surveyed 70,000 consumers across 56 countries last year. A third of respondents said they had concerns about the amount of personal data that brands are using. In markets such as Australia, this statistic was almost twice as high at 52%.

Mobile video ads are the most unpopular format for consumers, with only 30% of respondents receptive to them, according to Kantar Millward Brown’s AdReaction: The Art of Integration study released earlier this year. Consumers also had a particular distaste for mobile display ads (30% of respondents were receptive), desktop video ads (33%), online search ads (34%) and desktop online display ads (34%).

The limitations of data