Ad Receptivity

With the dawn of digital media came an explosion of new advertising channels, creating more options than ever before for campaigns and media strategies.  With this revolution comes a pressure to determine which channels provide the greatest value. One important component of this question is how audiences feel about the ads they’re seeing. These attitudes inform their likelihood to engage with the ad, as well as the impact the ads have on their experience and overall perception of the channel.

Recently, the research firm Kantar Millward Brown released new data for marketers to help them understand how to best create integrated, multi-channel ad campaigns. As part of the research, they asked respondents from which channels they are most receptive to seeing ads. The channels consumers rank the highest in terms of their receptivity to ads are “traditional” media — newspapers, magazines, billboards, TV and cinema all had more than 50 percent positive perception.

These findings can be helpful for publishers who want to show the strength of newspapers to their advertisers. While the news audience continues to grow, more information about the strength of news audiences as engaged readers and purchasers is always helpful. There is also a clear opportunity for publishers and advertisers to improve the online ad experience. Following the guidelines set by the Coalition for Better Ads and understanding Google’s Chrome filtering feature is a good place to start.

Advertising can still be a powerful way to support news publishing, provided publishers and advertisers work together to meet consumer needs.


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