Advertising does not take advantage of the strengths of the advertising media
MediaAnalyzer analyzed usage and advertising perception across various channels to highlight their strengths and weaknesses. The study shows that there are significant differences in how consumers perceive the media. Furthermore, advertising appears to have so far failed to fully capitalize on the strengths specific to each channel.
In the last 20 years, the media landscape has undergone as much change as it did the last time private television was introduced. After online initially took many users away from print, it is now clear that linear television is also losing users from year to year.
MediaAnalyzer has therefore examined this development from the perspective of advertising research: How do the channels perform when it comes to conveying messages, for example? And how conspicuous is advertising in the channels from the consumer's point of view? These questions are examined in the study both for classic channels such as TV or OOH, as well as for new channels such as streaming and Instagram.
The results show that streaming and YouTube are ahead in terms of entertainment value. The variety of the offer and the free choice are appreciated. Facebook and magazines are clear losers in the ratio and apparently no longer offer much entertainment from the point of view of many consumers.
The entertainment value of advertising in the respective channels is naturally much lower. Advertising on YouTube and media libraries obviously can't take enough advantage of the entertainment factor of these channels - there's room for improvement.
Although there is no such thing as a "perfect all-rounder" in the overall picture, radio in particular does remarkably well. If you want to place moving images in a conspicuous, entertaining medium, we recommend YouTube, which fulfills both criteria well.
However, public TV and daily newspapers also continue to be a good choice if a rather serious, informative environment is sought. Advertising on private television continues to be perceived as particularly conspicuous by comparison. Time will tell how the opportunities for advertising in streaming will develop.
Overall, it can be seen that, from the consumer's point of view, the real advertising placed does not reflect the entertainment value and information content of the advertising media. In particular, the high entertainment value of online media is not yet sufficiently exploited by advertising in these channels and is thus unfortunately not transmitted enough.
MediaAnalyzer is a German market research institute and a specialist in advertising effectiveness. The institute helps brands achieve optimum impact from their campaigns by means of detailed analyses and actionable recommendations.
For the Study MediaAnalyzer surveyed 600 people in Germany about their media usage, their perception of the media channels, and advertising perception within the individual channels. Further results and information on the study can be found at Mediaanalyzer.com can be viewed.
