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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

7、ustworthyRelevantandusefulAverage 23OOH 23DOOH 23Out of home advertising is making a big splash this yearAdvertising equity Advertising attitudes3 of 22,5 of 222022242628303234363840202120222023OOHDOOH6.7.6.5.3.5.7Key finding 2:Marketers channel preferences lean towards digitalPreferenceGlobal consu

8、mersYOYconsumersMarketersYOY marketersSponsored events(-)Online video ads(-)Cinema ads(+1)Sponsored events(-)Out of home ads(+3)Digital out of home ads(+2)Point of sale ads(-)Video streaming ads(+2)Digital out of home ads(-)Social media story ads(+2)1.2.3.4.5.Media channel ad equity8Marketing budget

9、 increases are still mostly directed towards digital media channelsSource:Media Reactions 2023 survey of global marketersQ.How has your allocation of budget and/or resources for the following channels for 2023 changed(compared to 2022)Q.How do you expect allocation of your budget and/or resource to

10、change in 2024Response options for both questions were increase/stay the same/decrease.Figure shown is the difference between“increase”and“decrease”.Changes in budget/resource allocation(%net positive)66595750504845393635353332201211111-3-5-8-18-50-53746259595356594843464845463422161917261-6-47-44OL

11、VVideo streamingSM storiesInfluencer contentSM news feedsEcommerceTV streamingOnline/mobile gamesDisplayDigital OOHMusic streamingPodcastsRetail mediaSponsored eventsMetaverseOOHPOSTV product placementTV sponsorshipTVRadioCinemaNewspaperMagazineAnticipated in 2024Change in 20239Key finding 3:While b

12、oth trust and innovation impact marketers,trust remains a key pillar to impact receptivity InnovativeTrustworthyAverage23Average38010203040506070800102030405060708010PreferenceGlobal consumersYOYconsumersMarketersYOY marketers(-)(+2)(+2)(-)(-1)(-2)(+2)(-)(-2)(-)YouTube has taken over the marketer pr

13、eference lead from Ins,while Google,Ins and Tiktok are brands that appeal to both consumers and marketers1.2.3.4.5.Media brand ad equity11More marketers are planning to increase their investment in TikTok and decrease it for XChanges in budget/resource allocation(%net positive)Source:Media Reactions

14、 2023 survey of global marketers2024 impact:In 2024,do you expect your budget and/or resources for the following media platforms to?Response options for both questions were increase/stay the same/decrease.Figure shown is the difference between“increase”and“decrease”.846662645149218-46776966615143187

15、-7-9-14Anticipated for 2023Anticipated for 202412Key finding 4:Attention is a very strong indicator of ad preference among consumersAdvertising equity:Receptivity and attitudesAttentionAverage45Average241020304050607010.015.020.025.030.035.040.045.050.013Consumers and marketers agree that TikTok del

16、ivers attention for adsGlobal consumers something I try to ignoreGlobal marketers attention delivering(bottom 3)123Top 3Global consumers attention capturingGlobal marketers attention delivering1231.2.3.1.2.3.14What can we learn from different markets?Top ad equity performers various from markets16Am

17、erican consumers are more passive towards advertising than global average.SEA,Africa&ME are more open to advertisements.051015202530354045Fun andentertainingBetter qualityInnovativeToo muchadvertisingIntrusiveDull andboringRepetitiveExcessivetargetingTrustworthyRelevant andusefulGlobal averageAfrica

18、&Middle EastSoutheast AsiaUSMedia channel ad attitudes17Media channel ad equityEvents remains ahead in SEA,and Digital OOH is more favoured while Cinema is not that outstanding compared to global widePreferenceGlobalSEAVietnamPhilippinesIndonesiaSponsored eventsSponsored eventsSponsored eventsSponso

19、red eventsMagazinesCinemaDigital OOHDigital OOHOOHSponsored eventsOOHMagazinesOOHDigital OOHNewspaperPOSPOSPOSMagazinesDigital OOHDigital OOHOOHMagazinesPOSCinema1.2.3.4.5.18Media brand ad equityAbout global brands,Google,Ins and YouTube are more popular in SEA.As for local brands,SEA consumers love

20、 video and audio streaming platforms PreferenceGlobalSEA*VietnamPhilippinesIndonesiaAmazonSnapchatGrabMayaGrabGoogleGoogleSnapchatGCashSEATiktokInstagramFPT PlayFoodPandaGen FMInstagramShopeeLazadaViuDisney+HotstarSpotifyYouTubeVieONGoogleJak FM1.2.3.4.5.SEA*:Scope limited to 9 media brands used in

21、all 3 markets，including Snapchat,Google,Instagram,Shopee,YouTube,Spotify,TikTok,X,Facebook19Media channel ad equityIn ME region,OOH and Digital OOH are consumers favourite while eC and TV Sponsorship is also high.Cinema falls behind global ranking.PreferenceGlobalMiddle EastEgyptKSA(Saudi Arabia)UAE

22、(United Arab Emirates)Sponsored eventsSponsored eventsOOHSponsored eventsOOHCinemaOOHSponsored eventsOOHPOSOOHDigital OOHDigital OOHDigital OOHDigital OOHPOSPOSPOSPOSSponsored eventsDigital OOHE-commerceTV sponsorshipE-commerceCinema1.2.3.4.5.20Media brand ad equityAmazon is king of global brands in

23、 ME.For local brands,Egyptian users prefer to eC platforms,while KSA and UAE users enjoy TV adsPreferenceGlobalMiddle East*EgyptKSA(Saudi Arabia)UAE(United Arab Emirates)AmazonAmazonJumiaDubai TVAbu Dhabi TVGoogleGoogleAmazonSaudi TV 1Dubai TVTiktokInstagramNoonTwitchAmazonInstagramSpotifytalabatAra

24、b NewsSky News ArabiaSpotifyAnghamiGoogleAmazonGoogle1.2.3.4.5.Middle East*:Scope limited to 10 media brands used in all 3 markets，including Google,YouTube,Facebook,Instagram,Twitter,Snapchat,TikTok,Amazon,Spotify,Anghami21Media channel ad equityTotal different picture in US:American cosumers like C

25、inema ads best,and vertical entertainment platforms come to their darlings PreferenceGlobalUSSponsored eventsCinemaCinemaSponsored eventsOOHOOHPOSDigital OOHDigital OOHMagazines1.2.3.4.5.PreferenceGlobalUSAmazonPlayStationGooglePinterestTiktokXboxInstagramESPNSpotifyAmazon1.2.3.4.5.Media brand ad eq

26、uity22As for exposure,OLV leads in online channels while TV ranks first in offline.And American consumers are more exposed to online adsIndonesia:TV and related rank high625056484940403728343434332632322424171011725282227253330343933333131373130353429242120OLVSM news feedsTVVideo streamingEcommerceT

27、V sponsorshipTV product placementDisplayOOHInfluencers contentMusic streamingTV streamingSM storiesDigital OOHSponsored eventsOnline/mobile gamesPOSPodcastsCinemaRadioNewspaperMagazinesSee or hear a lotSee or hearOnlineOfflineUAE:Social media is in leading position49424236353535293032343027242724222

28、52217161432363337383837424038343738403740393431342928OLVSM news feedsSM storiesTVDisplayEcommerceVideo streamingDigital OOHInfluencers contentOOHOnline/mobile gamesTV streamingTV product placementPOSMusic streamingTV sponsorshipSponsored eventsCinemaPodcastsRadioNewspaperMagazinesUS:Different high e

29、xposure channels5454494643394443353328262427202624192016121028263133343631293635363739353933343836362622OLVTVSM news feedsVideo streamingDisplaySM storiesTV streamingOnline/mobile gamesMusic streamingInfluencers contentEcommerceTV product placementSponsored eventsRadioDigital OOHPodcastsTV sponsorsh

30、ipOOHCinemaPOSMagazinesNewspaperTop10Media channel exposure23Attention is an important factor that plays into consumer preference.Its time to integrate it into measurement systems.ConclusionDont underestimate traditional channels.Consumers prefer in-person advertising.Choose the media partners with the right advertising proposition for your objectives.Adjust your choices according to the native condition,as one media combination does not apply to every single market.24Thank you