Australians consider online advertising less trustworthy than traditional forms
Australians consider offline advertising channels to be more trustworthy, better quality, and better for attention than their online counterparts.
These are the local findings from Kantar’s annual Media Reactions global study, which explores the media landscape.
The results show that Australians remain “more sceptical” of advertising compared to the global average, with offline channel garnering positive reactions such as ‘trustworthy’, ‘better quality’, ‘fun and entertaining’ and ‘better at capturing attention’, while online advertising is marred by ‘repetitiveness’, and is considered less trustworthy.
Australians are more likely to positively regard advertising that’s funny, humorous or tells an interesting story than the global average, which Kantar Australia head of media, Sharon Hilton, explained is driving the positive sentiments toward offline channels.
“These channels are where humour and good storytelling has traditionally come to life,” Hilton said.
“Recognising the role of humour and a good yarn and their lasting impact on brands and audiences opens the opportunity for advertisers to really consider how can they best work together to tell a consistent and cohesive story to really engage Australians.”
Offline channels dominate equity rankings in Australia led by Cinema, OOH, digital OOH, point-of-sale advertising, sponsored events, magazines and newspapers – “all consistently highest across gender, age and income measures, as well as among household decision-makers of various categories including Motor Vehicles, Personal Finance and Travel,” according to the study.
Cinema reveals perceptions of ‘fun’, ‘high-quality’ and ‘attention-grabbing’, and OOH and Digital OOH are perceived as ‘innovative’ and ‘attention-grabbing’.
“Campaigns reaching more receptive audiences are seven times more impactful,” said Hilton.
“It’s so important for marketers to find the sweet spot between the right channel, the right media brand and the right format.
“To thrive in today’s fragmented environment, brands must do more than understand shifting cultural and media dynamics – they need to care about their creative quality and make sure they’re customising it for the right environment. That means finding opportunities to stand out meaningfully, meet consumers in their diversity, and connect with audiences in more authentic and impactful ways.
“In Australia, that most definitely means looking at how telling an interesting story that resonates with consumers or makes them laugh – in our own local style of humour – can underpin the creative with aplomb.”
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