Kantar’s research suggests marketers may be over reliant on digital channels for ads, as consumers tend to prefer offline channels overall because these are perceived to be better quality, more trustworthy, less intrusive and not overly targeted, per the report. When it comes to digital, people prefer newer platforms. These findings are at odds with marketers, who prefer digital channels overall, and the more established ones within the space. This could be because on digital, it’s easier to access the kind of data that can help marketers target ads, optimize campaigns and show ROI.
