What's Happening?
Kantar's 'Media Reactions 2025' guide has revealed significant shifts in global advertising equity, focusing on consumer preferences and marketer strategies. The report, based on insights from 21,000 consumers across 30 markets and 1,000 senior marketers globally, indicates that ad receptivity is increasing, with 57% of consumers now holding a positive view toward advertising. However, marketers' confidence in cross-channel integration has decreased from 89% in 2017 to 64% in 2025. The guide emphasizes the importance of understanding where trust, attention, and innovation align for effective planning in 2026. Key insights include the identification of the top five advertising platforms preferred by consumers and marketers, shifts in brand trust for advertising, and the readiness of marketers to use generative AI.
Why It's Important?
The findings from Kantar's report are crucial for marketers as they navigate an evolving media landscape. The increase in consumer receptivity to advertising suggests potential growth opportunities for brands that can effectively engage audiences. However, the decline in confidence regarding cross-channel integration highlights challenges in maintaining cohesive marketing strategies across diverse platforms. Understanding consumer preferences and trust levels is essential for marketers aiming to optimize their media investments and leverage emerging technologies like generative AI. Brands that can adapt to these shifts stand to gain competitive advantages, while those that fail to address these changes may struggle to maintain audience engagement and trust.
What's Next?
Marketers are likely to reassess their strategies in light of Kantar's findings, focusing on enhancing cross-channel integration and leveraging platforms that align with consumer preferences. The report suggests a growing interest in generative AI, indicating that marketers may invest more in AI technologies to improve ad targeting and personalization. As brands seek to bridge perception gaps, they may also prioritize building trust with consumers through transparent and ethical advertising practices. The evolving media landscape will require marketers to stay agile and informed, adapting their strategies to meet changing consumer expectations and technological advancements.
Beyond the Headlines
The report underscores the ethical considerations in advertising, particularly as marketers explore AI technologies. Ensuring consumer trust and privacy will be paramount as brands integrate AI into their strategies. Additionally, the shifts in ad trust and attention may influence broader cultural perceptions of advertising, prompting discussions on the role of media in shaping public opinion. Long-term, these developments could lead to more sustainable advertising practices that prioritize consumer well-being and ethical engagement.
