1、Braving the battlegroundMarketersConsumersis the Firstglobal equity evaluation of media channels and platforms among consumers and marketers.MediaReactions Released anually,ongoing for 4 years.Covers 23 markets this year,including 15,000 consumers,800 marketers,and 22 media channels&dozens of media

2、brandsper market.It provides an overall Ad Equity summary,along with detailed diagnosis of views about different media environments.Ad equity matters:Neutral4.1PositiveNegativeAd receptivityAverage brand impact delta%Campaigns are seven times more impactful among more receptive audiences2.30.6Source

3、:Kantar Context Lab research.Brand impact metric is the average difference on core brand metrics between exposed and control respondents.This research was conducted across 104 data points and across the following 6 contexts:Facebook,YouTube,Social Media,OOH in-store,OOH roadside,TV.Sub-analysis of t

4、he Context Lab brand lift results was conducted based on respondents claimed receptivity to ads in each of those contexts.3The media battleground is ever dynamicPreferenceConsumer global ad equity ranking all media channelsChange in rank from 2022Sponsored events(-)Cinema ads(+1)Out of home ads(+3)P

5、oint of sale ads(-)Digital out of home ads(-)Key finding 1:In-person media channels are even stronger among consumers this year1.2.3.4.5.5Sponsored events remains the queen of media channels for consumersAdvertising equity Advertising attitudes1 of 22202530354045202120222023Fun andentertainingBetter

6、qualityInnovativeToo muchadvertisingIntrusiveDull andboringRepetitiveExcessivetargetingTrustworthyRelevantandusefulAverage 23Sponsoredevents 23Sponsoredevents 22Sponsoredevents 212.1.1.6Fun andentertainingBetterqualityInnovativeToo muchadvertisingIntrusiveDull andboringRepetitiveExcessivetargetingTr