The average SA consumer believes media has become fragmented and adverts are more intrusive than ever before. This is according to Monique Claassen, client service director, media & digital at Kantar Millward Brown, who shared insights from the company’s latest AdReaction research findings during Mediamark’s quarterly expert-speaker breakfast. “Compared to three years ago, adverts are appearing in more places. Local consumers are aware of this: 88% agree that they’re seeing more advertising today, while 79% agree that adverts have become more intrusive, though 61% believe ads tell better stories now,” she says. The rule of five (integration, idea, creative, placement, customisation) is now more relevant, she adds, as brands continue to adopt a multichannel approach to ensure campaign success. “Research suggests that 55% of advertising campaigns are run across at least two platforms. We’ve realised that up to 67% of radio media campaigns are being followed up online,” says Werner Li...
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