This report contains the fndings of the DIMENSION 2018 study.We’ve surveyed consumers and run qualitative groups and interviewsamongst industry leaders across fve of the largest media markets inthe world.The result: an overview of the major trends and exciting innovationsshaping the world of media and communications planning. Our aimis to provide insights and guidance to brand owners, agencies, mediaowners and communications specialists, indeed to all whose roleinvolves trying to reach and infuence consumers. The message that emerges is clear. In trying to keep ahead brands arelearning to communicate in multiple ways with consumers who arethemselves developing and evolving new media habits. The challenge is tosift the mass of data to identify the truly valuable and insightful, and tounderpin all communication planning with solid, consistent measurement.The momentum is towards integration. We hope that the insights gleaned from consumers and some of thebrightest minds in the industry will help our clients plan, execute andmeasure marketing communication activities accurately.Kantar Media remains committed to delivering connected intelligenceto our clients. DIMENSION will continue to keep the dialogue open andbring you commentary on the changing landscape. The destination isclearer – we need to work together to arrive there! Andy Brown CEO & Chairman, Kantar Media EXECUTIVE SUMMARY 1Executive SummaryIN OVERVIEW A TOP LINE SUMMARYON ADVERTISING Brand owners and their agencies need help navigating the mass of data from numerous sources they’re exposed to, so that they can apply their skills to generating meaningful, actionable insights from the sea of data sources available. 3 Although progress is being made in howonline advertising is perceived by thosemost exposed to it, much remains to bedone to raise both creative standardsand relevance online. 1 Outright ad blocking seems to becomparable to last year. Selectiveblocking, however, with consumers paying a premium on certainchannels to avoid ads is a factor. 4 Consumers do have concerns over theprivacy of their own data. Brands needto use anything that can be perceivedas personal cautiously and sensitively. 2 Amongst the core reasons for blockingare poor creative, a lack of relevance,contextual inappropriateness and inaccurate chronology in the placement of the ads. These consumer reasons are recognized by industry leaders. 5 2DIMENSION 2018 。。。。。。