Ad Industry Faces Shifts in Trust and Attention Amid Evolving Media Landscape

What's Happening?

The advertising industry is experiencing significant shifts in consumer trust and attention, as revealed by Kantar's 'Media Reactions 2025' guide. The report highlights 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, which draws insights from 21,000 consumers across 30 markets and 1,000 senior marketers globally, aims to help brands make informed media decisions for the upcoming year. Key findings 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?

These shifts in consumer trust and marketer confidence are crucial for the advertising industry as it navigates an increasingly complex media landscape. The decline in confidence in cross-channel integration suggests challenges in effectively reaching audiences across multiple platforms. As consumer receptivity to advertising grows, brands have the opportunity to leverage this positive sentiment to enhance engagement and drive sales. However, the need for evidence-based media decisions is more critical than ever, as brands must adapt to changing preferences and trust dynamics. The insights on AI readiness also indicate a growing interest in leveraging technology to optimize advertising strategies, which could lead to more personalized and efficient campaigns.

What's Next?

As the industry moves into 2026, brands and marketers will need to focus on aligning trust, attention, and innovation to remain competitive. This may involve investing in new technologies, such as generative AI, to enhance advertising effectiveness and consumer engagement. Additionally, understanding the evolving preferences of consumers and marketers will be key to developing successful cross-channel strategies. Stakeholders may also need to address the perception gaps identified in the report to build stronger relationships with their audiences.

Beyond the Headlines

The shifts in ad trust and attention could have broader implications for the advertising industry, including ethical considerations around data privacy and the use of AI. As brands seek to personalize their campaigns, they must balance innovation with consumer concerns about data security and transparency. Furthermore, the evolving media landscape may prompt discussions on the role of advertising in shaping public opinion and cultural norms, highlighting the need for responsible and inclusive advertising practices.