Jeremy MaggsBrands that worry about reaching consumers will take comfort from a new global study’s finding that customers are more accepting of advertising.
Kantar says that while positive attitudes are increasing, more exposure to advertising platforms will also mean negative aspects will be more obvious to consumers. Kantar says online ad platforms have a reputation for intrusive ads, which is correlated with lower advertising acceptance. In addition, marketers are not so hot on advertising this year.
Looking at planned changes in budget allocations for 2023, Kantar sees growth in the planning of investment in online video and streaming continuing. The metaverse, still in the pilot stages of evolution and understanding, will also be a high riser next year. Though starting from a much lower base, it is the fourth-highest increase cited by marketers, just after online video, social media stories and video streaming.
Sponsored events are the real stars of this year’s study, though, taking over the No 1 spot as the consumer darling. They are seen as providing more fun and better-quality advertising compared with last year, and now have the highest ad acceptance among consumers.
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