Kantar Millward Brown figures show that advertisers are just not hitting the mark

Only 43% of US consumers think they are being served with relevant digital ads / Pixabay

Despite brands investing more and more time and money into data-led audience targeting with programmatic execution, etc, less than half of all US consumers claim they are seeing relevant ads.

That’s according to some of the latest findings released from this year’s Kantar Millward Brown’s AdReaction study, which finds that only 43% of US consumers think they are being served with relevant ads on their desktops and mobile devices.

Surveying consumer sentiment, the figures show that dissatisfaction with the ads served up to them grows ever deeper as audiences get younger. In particular, frequency capping appears to be an issue with 44% of those classified as “Generation Z” claiming that in the past week they’ve been served with an ad they “have seen just too many times.”

Other statistics included 81% of respondents stating that they felt they saw ads in more places now while TV was the platform that 41% felt should fit campaign elements best.

Further insights from the report can be found here.

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