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Marketers, wake up! Consumers don’t like being bombarded with ads
According to a Kantar Milward Brown study, more than half of the population in Asian countries find ads intrusive.
As ad campaigns burst around people furiously on multiple channels, how are the consumers taking it? In one word: warily. Sadly, many of the ads are not well-integrated when it comes to multiple channel delivery.
Kantar’s analysis of global campaigns within its media effectiveness database revealed that in contrast to the confident view of marketers, fewer than half (46 per cent) of all campaigns tested in the study could be marked as well-integrated.
Integration across channels offers marketers the opportunity to boost the effectiveness of a campaign. The results from the study show that well-integrated and customised ad campaigns can improve overall campaign effectiveness by as much as 57 per cent.
As this means that brands can get more impact from their investment, more than half of marketers are therefore missing out on the opportunity to substantially boost their activity. When the advertising is disjointed, there is a big risk involved. Brands may end up alienating consumers. Many surveyed in the Asia Pacific region said that they were uncomfortable by this increase in advertising, with 61 per cent agreeing that ads are more intrusive now.
Indian consumers feel most bombarded (81 per cent) followed by New Zealand (76 per cent) and the Philippines (72 per cent). Japanese (46 per cent), Koreans (48 per cent) and Indonesians (48 per cent) are the least bothered by intrusive ads.
The fact that more than half of the population sees advertising in a negative light should worry marketers.