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Consumers react more positively to television ads: GroupM report

64% consumers have negative brand image on seeing ads in inappropriate content

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MUMBAI: Consumers react more positively to television ads and around 37 per cent of consumers feel digital ads are too intrusive, reveals the recently released “Consumer Trust In Digital Marketing” report by GroupM. The report was created based on a survey of 14,000 consumers in 23 countries with the aim to uncover consumers’ concerns with digital marketing and suggest important considerations for marketing on digital platforms. 

The report revealed that on average, two times more consumers say TV ads provide a more positive impression of brands than common digital formats. 

The report also made some important revelation about consumer concern with data privacy. According to the findings, six in 10 consumers are less inclined to use a product if their data is used for any purpose. Additionaly, 56 per cent of consumers want more control over their data. 

The report also noted that brands should be careful while picking the appropriate medium to advertise on digital as 64 per cent of consumers would have a negative opinion of a brand next to inappropriate content. 

“With pervasive reports of data security and privacy missteps, consumers are increasingly wary of information gathering about them as they move online,” said GroupM Global CEO Christian Juhl. 

Juhl added, “Media has evolved dramatically and it’s crucial the industry work collaboratively to make advertising work better for people around the world. As marketers, it’s our responsibility to ensure that we are using consumer information responsibly and transparently.” 

GroupM’s report also highlights interesting findings on the appreciation consumers have for different types of brand communications and points to, in some cases, big differences of opinion across markets. For example, an average of 59 per cent of consumers globally appreciate receiving discounts and offers, but only 20 per cent appreciate invitations to complete satisfaction surveys. 

75 per cent of consumers in New Zealand said they would be less willing to buy or use a product or service if companies used their personal data, whereas only 38 per cent of consumers in Indonesia said the same. 

“To make digital advertising work better for everyone, we must listen to what consumers are saying and refine our strategies accordingly,” said report author and GroupM APAC regional director Chris Myers. “Marketers should not pull back on digital advertising; on the contrary, they should push forward in ways that respect consumers’ evolving relationship with digital media.” 

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