Adriana Waterson
In today’s increasingly fragmented media environment, effectively reaching and engaging with consumers with advertising is more challenging than ever. According to Horowitz Research’s newly released State of Consumer Engagement 2018 study, new ad formats and technologies that create a more personalized experience are having a positive impact on consumers’ attitudes towards advertising.“Interest-targeted advertising based on an individual’s online activity and addressable TV advertising based on household profiles have created an environment in which consumers now expect, and respond more positively to, brand messages that are relevant to their interests and needs,” noted Adriana Waterston, SVP of Insights and Strategy for Horowitz Research. “In today’s incredibly fragmented, multiscreen environment, if it’s not customized, consumers are just going to tune it out.”According to consumers surveyed, television advertising still delivers for advertisers, with live TV still being the platform on which half of 35-49 year-olds and six in ten 50+ year-olds say they are exposed to the most ads. Among 18-34 year-olds, one-third (33%) report seeing the most ads on live TV.Social media, however, seems poised to eclipse TV as the platform where consumers are exposed to the most ads. Compared to the 33% of 18-34 year-olds who report seeing the most ads on TV, 42% mention social media (41% among 35-49 year-olds and 24% of 50+)
