The 4A’s worked with Critical Mix to better understand how advertising is consumed and perceived within today’s constantly evolving advertising industry.
Using the kNOW Instant Insights tool, Critical Mix gathered feedback from U.S. consumers regarding their feelings towards ad exposure. The insights collected from our kNOW survey tool, allowed the 4A’s to provide data-supported thought leadership to its agency members, shaping advertising strategies across an array of brands and verticals.
The 4A’s partnered with Critical Mix not only to gather consumer feedback, but to get it from a trustworthy source, instantly. The kNOW platform is ideal for clients that need quick, reliable data across a vetted pool of respondents. Using this tool, we provide clients with validated feedback on concepts, trends, incidence checks and more, typically less than 24 hours.
This particular study revealed that 41% of U.S. adults have a positive perception of advertisements, and only 27% reported disliking ads. Adults ages 18-24 and 65+ were most likely to report disliking advertisements.
Trust in advertising among survey members varied by the product or service being advertised. Advertisements for grocery products and restaurants were trusted by more consumers than any other product or service. Advertisements for financial services and medical equipment were least trusted among respondents.
From this study, the 4As also identified which advertising mediums were most likely to evoke trust among consumers. Television advertisements were trusted by more survey respondents than any other medium. Conversely, less than 10% of respondents said they trust online ads, like banners and pop-ups. Overall, advertisements on traditional mediums (e.g., TV, Print, Radio) were deemed most trustworthy. Digital messaging in the forms of banner ads, social media, and mobile ads were least trusted among respondents. However, 80% of consumers said they watch videos on YouTube, and among them, 55% watch the pre-roll ads at least some of the time.
According to survey findings, 67% of adult U.S. consumers take active measures to avoid advertisements, at least sometimes. The most popular method of circumventing ad exposure was by using a paid-for streaming service, like Netflix or Hulu. The top three most annoying or intrusive types of ads in order of mentions were online ads, such as banners and pop-ups, ads on social networking sites, and mobile ads.
As we’ve seen in the past, advertising can go bad even for the most established brands. Pepsi, H&M, and Dove have all come under fire for what critics have deemed “tone-deaf” advertising. Despite the negative press, the controversial ads seemed to have minimal effect on each of these respective brands. More than half of the survey respondents were unaware of the ads in question and 20% or less reported the ads having a negative impact on their opinions of these brands.
From this study, our client gained valuable insights to emphasize the importance of relevant messaging on reliable mediums, especially within certain verticals. The data provided by Critical Mix’s kNOW survey product supports the 4A’s in guiding hundreds of agencies toward successful, holistic, and positively perceived advertising strategies.
kNOW Instant Insights collects reliable feedback from your target audience wherever they are, whenever you need it, empowering you to solve business challenges and drive results.
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