Nice, 8 November 2017
Andy Brown
CEO & Chairman, Kantar Media
@andyjamesbrown

THE DEATH
OF THE
AD SPOT?

A new international study exploring many of the key challenges faced by the industry
Our response: DIMENSION
5
of the largest advertising markets worldwide
Brazil, China, France, UK, USA
5,200+
Consumers
(Connected Adults)
40Industry leaders from Marketing,
Media & Communications

40 Industry leaders from Marketing, Media & Communications including

DIMENSION 2017
Have access to
three or more
connected devices
Of total sample =
HEAVY USERS –
access online media
several times a day
CONSUMER SAMPLE
5,213 connected adults
18+ years old
55% live in an urban setting
5 major ad markets
Sample

DIMENSION 2017
Some of our findings
2
Integrated brand campaigns
1
Attitudes to advertising
3
Who’s feeding ad blocking?
4
A call for quality

Attitudes to Advertising
Consumers attitudes towards advertising
overall remain positive
1

1. Consumers think advertisers are getting better at reaching them
Consumers either
like / tolerate
advertising
But online is less popular than advertising in more established vehicles
Advertisers are doing a
better job of
communicating with me
now than in the past.
73% agree
I would like to have more
control over the types of
advertising that I see
online.
66% agree
Base: 5,213 connected adults.
Source: Kantar Media, DIMENSION study 2017

Integrated Brand Campaigns
Integrated campaigns across media are
recognised by consumers, serve as a sales
enabler and are becoming an expectation of
successful brands
2

 Online and more established forms co-exist in the media world of the
connected adult
 Higher % of sample felt more positive about ads within established media
formats than online equivalents, e.g. negativity around ads on online media
forms of print (80% print Vs 70% online)
 HEAVY segment particularly positive about ads on ‘TV’
One platform does
not destroy the
other, it makes the
other adapt,
change, and
complement.
Paulo Saad,
Bandeirantes Group,
Brazil
Base: 5,213 connected adults.
Source: Kantar Media, DIMENSION study 2017
All media forms still have a major role to play
Consumers adapt and change, not replace media forms
Established Online Mobile
Watch TV 97% 73% 70%
Listen to the Radio 91% 68% -
Read articles 83% 93% 84%

Q: How often do you notice advertising from a similar brand across different media (TV, social media, online video, magazines, etc)?
Base: 5,213 connected adults
Source: Kantar Media, DIMENSION study, 2017
85%
of consumers
claim they notice
multi-media campaigns
43% more likely to
go online to learn more
about the brand
46% likely look for
the brand in store
All media forms still have a major role to play
Integrated campaigns are recognised by consumers

Ad Blocking
Efforts to deliver targeted advertising and
relevant content are welcomed, but we’re
at risk of becoming our own worst enemy.
3

Sophisticated targeting tools to Consumers are working
Aware of being reached - personalisation noticed
Question: How often do
you see ads that appear to
have been specifically
shown or tailored to you?
say they sometimes
or often see ads
aimed at them
(89% of HEAVY)
agree they prefer ads
that are relevant to
them
agree such ads are more
interesting to them
Question How strongly do you agree / disagree …?
agree they like to see relevant
ads based on browsing history
Base: 5,213 connected adults.
Source: Kantar Media, DIMENSION study 2017
Blind and unthinking
[online targeting] is like
going into a department
store and walking briefly
past the shoe section,
glancing at the shoes, and
saying you quite like those,
and then for the next hour
having some sales man
running around the store
[after you] saying buy these
shoes, buy these shoes.
There is no depth,
no brand context, no
consumer understanding.
Nick Emery, Mindshare

Consumers: at a tipping point
We’re becoming our own worst enemy … at risk of feeding ad blocking!
We have become so bombarded by
advertising I don’t take any notice of it
anymore.
Respondent, UK
agree/strongly agree they often
see ads for something they’ve
already bought
agree/strongly agree ‘Sometimes
I see the same ad over and over
again, it's too repetitive’.
20% say they always use
adblocker software
(a further 34% say they
‘sometimes’ use a blocker)
Amongst those with adblockers, 47% claim
to like or tolerate advertising, suggesting
that their concern is with aspects of online
advertising as opposed to with advertising
as a whole
Base: 5,213 connected adults
Source: Kantar Media, DIMENSION study 2017

A call for data quality
Consumer relevance is driven by data; and
‘data’, in all its forms, is a key topic for the
industry’s leaders.
4

Base: 5,213 connected adults.
Source: Kantar Media, DIMENSION study 2017
The more we get
smarter with data…the
bigger the chasm will
become regarding the
message not being
attuned to the context or
the relevancy of how the
audience has been
segmented.
Paul Frampton,
Havas Media Group, UK
Consumer relevance is driven by data; and ‘data’, in all its forms,
is a key topic for the industry’s leaders.
What tells me whether
what I buy has good data
quality?
I repeat: third-party tools.
Erik-Marie Bion,
AOL Advertising, France

What does it
mean for us?
2
Integrated brand campaigns
1
Attitudes to advertising
3
Who’s feeding ad blocking?
4
A call for quality

1. Mind the measurement black hole! Secure investment and consensus
to deliver holistic measurement if brands are to sustain (and increase) ad spend
Brands are activating and executing
holistic campaigns
Connected consumers
are recognising and
responding to them …
AUDIENCE
MEASUREMENT ATTRIBUTION
CONSUMERBRANDS

Common Currencies
Universally-understood & trusted metric
Fuel buying and selling for the future
2. Deliver confidence & accurate standards across all media platforms
Comparable, independent metrics are needed else ad industry growth is at risk
“The media supply chain
is murky at best,
fraudulent at worst”

A final thought
The business has changed unrecognisably… digital itself has
changed the way that the ad industry works…driven by
available technology and consumer behaviour.
(Today you need) engineers who can speak human… agencies
and clients need to be good interpreters.
Data is key but if you put rubbish meat in the top of the sausage
machine you end up with a rubbish sausage. It doesn’t
suddenly turn into a fantastic sausage.
(We will always need) cognitive skills coming from a human.
Mark Howe, Google, EMEA