MAM

Consumers react more positively to television ads: GroupM report

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

GroupM

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.” 

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/gayatri800x800.jpg?itok=VbrEmW5Q
Sequoia Capital hires Gayatri Vasudeva Yadav as CMO

MUMBAI: She built her reputation as a solid marketer building Star India, along with her boss Uday Shankar, as chief marketing officer and president – strategy & innovation. Now the dynamic marketing professional Gayatri Vasudeva Yadav has joined Sequoia Capital as chief marketing officer for...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/ogilvy.jpg?itok=3FpO4AQ4
Cadbury and Ogilvy's 'Heart Felt Thank You note' print campaign

NEW DELHI:  In today’s world, when digital is increasingly becoming the media of preference for brands, Cadbury and Ogilvy gave a refreshing twist to a classic way to reach out to 3.2 million people with a full page print ad that gave each reader a chance to fill in their personalised Thank You,...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/westing.jpg?itok=afd7mzRd
White-Westinghouse forays into Indian market

NEW DELHI:  America’s largest consumer appliance brand White-Westinghouse announces its entry to the Indian market with the launch of its washing machines in India. Collaborating with the Indian manufacturing firm Superplastronics Pvt Ltd (SPPL) that is investing Rs 300 crore, the brand will launch...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/dairy.jpg?itok=HJALklQ6
Cadbury campaign #KahanGayiCadbury leads to new product

NEW DELHI: In a wildly unexpected step, Cadbury decided to drop its most iconic asset from much-loved brands like Cadbury Dairy Milk, Cadbury Dairy Milk Silk and Cadbury Gems. This became the talk of the town and the world wondered - #KahanGayiCadbury? (Where did Cadbury go?)

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/adk.jpg?itok=NqzI8T5p
ADK Fortune produces short film ‘Raabta’

Coronavirus is here to stay and has changed and impacted the world in ways in more ways than one.  All communication for most part of this year has been focused on this virus. From saluting corona warriors, to public service messages urging people to wear masks and maintaining social distance. ADK...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/tac.jpg?itok=rfK06Ukq
The Advertising Club & MICA – School of Ideas Announcing Strategic Partnership to Drive Learning & Development for the A&M Category

The Advertising Club has been the category torchbearer driving the Media and Advertising industry’s growth and learning development agenda through curating engaging platforms like D-Code, Digital Review and Digital Debate Series amongst others.  These ideas exchange platforms have inspired young...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/rachit.jpg?itok=yqsSWt5w
Rachit Gupta joins Hero Lectro E-cyles as chief marketing officer

NEW DELHI: Hero Lectro E-cycles has a new chief marketing officer in Rachit Gupta. Gupta comes with a dynamic 12 years of experience in the consumer space. He was associated as a chief marketing officer with EazyDiner for more then two years and played a pivotal role in uplifting the brand's image...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/blue.jpg?itok=kDVP9vYQ
Bruce Clay India announces key appointments to drive growth in subcontinent

NEW DELHI: Bruce Clay India has appointed Ajay Chhabra as the new country head and Amitab Dev as business head for the region. Both Chhabra and Dev come with more than two decades of experience in the digital marketing space.  

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/08/04/shahi.jpg?itok=og9Tqwuh
Sashidhar Jagdishan appointed new CEO of HDFC Bank

NEW DELHI: The Reserve Bank of India (RBI) has approved Sashidhar Jagdishan as the next the chief executive officer of HDFC Bank. "The Reserve Bank of India (RBI) vide its communication dated 3 August 2020, has approved the appointment of Sashidhar  Jagdishan as managing director & CEO of the...

MAM Media and Advertising People

Sign up for our Newsletter

subscribe for latest stories

* indicates required