ThisreportcontainsthefindingsoftheDIMENSION2018study.We’vesurveyedconsumersandrunqualitativegroupsandinterviewsamongstindustryleadersacrossfiveofthelargestmediamarketsintheworld.Theresult:anoverviewofthemajortrendsandexcitinginnovationsshapingtheworldofmediaandcommunicationsplanning.Ouraimistoprovideinsightsandguidancetobrandowners,agencies,mediaownersandcommunicationsspecialists,indeedtoallwhoseroleinvolvestryingtoreachandinfluenceconsumers.Themessagethatemergesisclear.Intryingtokeepaheadbrandsarelearningtocommunicateinmultiplewayswithconsumerswhoarethemselvesdevelopingandevolvingnewmediahabits.Thechallengeistosiftthemassofdatatoidentifythetrulyvaluableandinsightful,andtounderpinallcommunicationplanningwithsolid,consistentmeasurement.Themomentumistowardsintegration.Wehopethattheinsightsgleanedfromconsumersandsomeofthebrightestmindsintheindustrywillhelpourclientsplan,executeandmeasuremarketingcommunicationactivitiesaccurately.KantarMediaremainscommittedtodeliveringconnectedintelligencetoourclients.DIMENSIONwillcontinuetokeepthedialogueopenandbringyoucommentaryonthechanginglandscape.Thedestinationisclearer–weneedtoworktogethertoarrivethere!AndyBrownCEO&Chairman,KantarMediaEXECUTIVESUMMARY1ExecutiveSummaryINOVERVIEWATOPLINESUMMARYONADVERTISINGBrandownersandtheiragenciesneedhelpnavigatingthemassofdatafromnumeroussourcesthey’reexposedto,sothattheycanapplytheirskillstogeneratingmeaningful,actionableinsightsfromtheseaofdatasourcesavailable.3Althoughprogressisbeingmadeinhowonlineadvertisingisperceivedbythosemostexposedtoit,muchremainstobedonetoraisebothcreativestandardsandrelevanceonline.1Outrightadblockingseemstobecomparabletolastyear.Selectiveblocking,however,withconsumerspayingapremiumoncertainchannelstoavoidadsisafactor.4Consumersdohaveconcernsovertheprivacyoftheirowndata.Brandsneedtouseanythingthatcanbeperceivedaspersonalcautiouslyandsensitively.2Amongstthecorereasonsforblockingarepoorcreative,alackofrelevance,contextualinappropriatenessandinaccuratechronologyin...
