Consumers prefer TV ads over digital: GroupM survey

With increasing concerns over data privacy, 6 in 10 consumers say they are less inclined to use a product if their data is used for any purposeIn the age of digital upsurge, television advertisements continue to be a preferred choice as two times more consumers say it provides a more positive impression of brands than common digital formats, according to a report by GroupM. Titled ‘Consumer Trust in Digital Marketing,’ the report highlights the concerns regarding digital marketing in consumers’ mind and lists out the considerations to market on digital platforms effectively.

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According to the report, data privacy continues to be a major cause of concern for consumers today with 6 in 10 consumers saying they are less inclined to use a product if their data is used for any purpose. In order to effectively tackle their concerns, marketers may need to offer incentives and communicate the benefits more convincingly by being transparent about consumer data usage, with clear frameworks aligned through a whole organisation.With pervasive reports of data security and privacy missteps, consumers are increasingly wary of information gathering about them as they move online,” Christian Juhl, global CEO, GroupM said. “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,” he added.

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Furthemore, the survey brings into the limelight on how 64% of consumers would have a negative opinion of a brand next to inappropriate content. In order to safeguard consumer interest and trust, marketers need to consider whether the online advertising platforms they are using are appropriate for the type of brand content they are creating. Additionally, they should ensure setting parameters around ad placements that build marketing effectiveness and protect brand value.