COMMUNICATION PLANNING
IN A DISRUPTED WORLD
CONTENTS
02EXECUTIVE SUMMARY
03SECTION 1: SETTING THE SCENE
07SECTION 2: CONSUMERS VIEWS
21SECTION 3: LEADERS VIEWS
39 SECTION 4: INSIGHTS FROM INDUSTRY LEADERS
41APPENDIX – TABLES
57CONTACT US
We are entering an era of collaborations and
partnerships, within which open access to major
datasets plays a huge role.
Cross-media and cross-format campaigns are
increasingly the norm (an approach that is noticed
by consumers). Such an evolution demands
a holistic approach to audience measurement.
At a time when ‘big data’ proliferates, the context
in which a message occurs matters (and a signifcant
proportion of consumers do notice it). This issue
will only grow in importance.
Communicating commercial messages via mobile
devices has a bright future as an intrinsic part of
the world we live in. The close, positive relationship
consumers have with their devices should be seen
as a wake-up call to the industry to pay as much
attention to the ‘how’ and the ‘why’ as to the
‘how many’.
We hope that these insights into the thoughts of
both the industry’s leaders and the consumers we
surveyed will add a valuable new dimension to your
own marketing activities.
Andy Brown
CEO & Chairman, Kantar Media
This report contains the results of a major and
innovative study by Kantar Media.
Designed in two parts, the intrinsic value of this
work lies in the fact it explores many of the key
communication planning, buying and measurement
issues faced by the industry from the twin
perspectives of the industry’s leaders and the
consumers they are trying to reach.
A top-line summary of our major conclusions:
There is (an encouraging) synergy between
how consumers feel about media channels
and formats, and the messages they carry,
and leaders’ priorities and concerns.
All communication forms, new and established,
remain relevant and have a role to play in the
lives of connected adults.
Consumers are increasingly savvy about what
constitutes ‘advertising’. Attempting to convince
them that a paid-for brand message in whatever
form and however transmitted is somehow
‘not advertising’ will fail.
Overall attitudes towards advertising remain positive
or neutral. A minority ‘dislike’ advertising.
Online advertising is less popular than advertising in
more established vehicles. Reasons include excessive
repetition and unsophisticated retargeting.
Although adblocking is at a signifcant level, its rise
and reported growth is less to do with any intrinsic
dislike of ads and more to do with improving the
online experience, especially on mobile.
Despite its relative unpopularity, online advertising
is seen as becoming more personally relevant –
a trend that is largely welcomed by consumers
and leaders alike.
Consumer relevance is driven by data; and ‘data’, in
all its forms, is a key topic for the industry’s leaders.
Quality, objectivity and independent verifcation in the
data we use is far more important than simply having
a great deal of it. Leaders feel we’re just scratching the
surface of what is possible (particularly in the creative
space) given a smart use of data.
EXECUTIVE SUMMARY
2 | DIMENSION – Communication Planning in a Disrupted World
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