Chart of the week: users prefer ads in legacy media compared to online
Indeed, all legacy formats, apart from radio, make it above the 50 per cent positive-attitude line.
In contrast, all online formats, such as display, online search and video are less popular with consumers. In fact, phone and tablet ads are least popular, according to research by Kantar Millward Brown, who surveyed 14,500 consumers in 45 countries worldwide in August to September 2017.
One reason for this might be that the same study finds, many people are perceiving online advertising as more intrusive. Online ad targeting methods could be one possible explanation, another could be consumer conservatism, as in “you-like-what-you-know”.
Download the chart here.
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