Australian advertising preferences are stuck in the ’90s: Kantar

Australians are drifting back towards offline channels, as the repetition, high volume, and intrusive nature of online advertising begins to grate.

This is according to the latest Kantar Media Reactions 2023 report, which showed that consumers prefer advertising that comes at them in real life.

Cinema advertising was ranked as the most favourable by Australians, followed by non-digital out of home advertising, such as static billboards and bus stop posters. Point of sale advertising was ranked third, surprisingly – this form of face-to-face upselling was often seen as a nuisance, but compared to faceless online advertising, it now seems rather personable.

Digital out-of-home is the fourth most preferred, with sponsored events in fifth place.

None of the top five exist online, with “fun and entertaining” influencer content ranked by Australians as the preferred online advertising channel.

“When it comes to channels that Aussies love, in this post-pandemic era we’ve gone back to wanting the offline, in-person experience,” explained Kantar Australia head of media effectiveness, Straford Rodrigues.

“As a general rule, Australians find advertising to be less trustworthy, less fun and entertaining, and of a lower quality than the global average.

“These negative perceptions of local advertising are consistent with global standards with positive perceptions still lagging.”

While international respondents tend to trust advertising served through online media behemoths like Amazon, Google, TikTok, Instagram, and Spotify, Australians trust advertising on Disney Plus and Kayo the most – not strictly offline platforms, but certainly a more traditional form of advertising.

“The platforms that are truly resonating with Aussies are Disney and Kayo, which both boast the highest ad equity; The Sydney Morning Herald and The Age, which are considered the most trustworthy; and TikTok and Snapchat, which, unsurprisingly, are the most fun and entertaining,” says Rodrigues.

This study shows the disconnect between where advertising dollars are spent, and where people are more receptive to hearing those ads.

“Marketers are inclined towards newer channels while consumers are preferring those that cause the least interruption to their lives.

“Yet, in the race for attention, marketers continue to invest in channels that consumers don’t think are attention-grabbing.

“For marketers, influencer content is king in terms of delivering attention, but it doesn’t make the top five for consumers globally. And a staggering 50 per cent of global marketers do not see attention as important as brand or sales outcomes, despite the evidence that it helps build brands and drives sales.

“We know advertising campaigns are seven times as impactful among receptive audiences, so for marketers, it’s crucial to understand the strengths and weaknesses of different ad platforms and invest their money where it will make an impact.”


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