Navigating the Generational Divide in Advertising: Decoding the 2024 KANTAR Media Reactions Survey
The advertising landscape, much like the generations that navigate it, is constantly evolving.
To stay ahead of the curve, brands need to understand where and how their target audiences are engaging with media, and tailor their messaging accordingly. The 2024 KANTAR Media Reactions Survey sheds light on these very topics, revealing some surprising trends and opportunities in the way South Africans interact with advertising.
This article delves into the key findings of the survey, focusing on the generational divide in advertising preferences and offering actionable tips for brands seeking to bridge this gap.
Shifting Tides: Where Are We Seeing More (and Less) Advertising?
The survey paints a clear picture of where advertising is experiencing a surge. Online video, social stories (reels, stories), e-commerce platforms, podcasts, TV sponsorships, event sponsorships, digital OOH (Out-of-Home) displays, and cinema ads all saw a significant increase in presence compared to 2023. Conversely, there was a noticeable decline in advertising across social media feeds, radio, and magazines.
This shift reflects a growing consumer appetite for engaging and interactive experiences. Online video platforms like YouTube and TikTok offer captivating content formats, while social stories provide a more fleeting and personalised way to connect with brands. The rise of e-commerce platforms as advertising channels signifies a desire for seamless integration between browsing, discovery, and purchase.
Beyond the Screen: Offline Preferences Still Reign Supreme
Despite the digital revolution, South Africans still have a strong preference for offline advertising channels. This contradicts the common perception of younger generations being solely focused on the online world. Interestingly, the survey reveals that e-commerce platforms are the most preferred online channels for receiving advertising messages, followed closely by influencer content.
Generational Disconnect? Gen Z Embraces Offline Too!
The survey debunks the myth that Gen Z, the most digitally-native generation, has completely abandoned offline media. While they are undoubtedly engaged online, they also respond positively to advertising presented through traditional channels. This highlights the importance of creating multi-channel advertising campaigns that cater to the diverse preferences of different age groups.
Engagement Over Intrusion: The Case for Offline (Except TV)
The KANTAR study reveals a critical distinction between receptivity and engagement. While offline channels generally receive more favourable responses, TV bucks the trend. Most other offline formats, such as print media and OOH displays, are perceived as more engaging than their online counterparts. Interestingly, the survey suggests that many online channels are increasingly seen as intrusive, repetitive, and employing excessive targeting tactics.
Where Brands Invest vs. Where Audiences Receive: A Disconnect?
While marketers are clearly placing a strong emphasis on established online giants like Google, YouTube, and Facebook, the survey reveals some interesting discrepancies between where advertising budgets are allocated and where audiences are most receptive.
Nearly all brands (90-100%) utilise Google, YouTube, and Facebook in their advertising strategies. This is followed by a significant presence on traditional media platforms like SABC, eTV, DSTV streaming services, Netflix, and online platforms like TikTok, News24, and Twitter. Brands also see value in Takealot, Instagram, and Showmax, while LinkedIn and Spotify are utilised by 50-70% of brands. The utilisation drops further for platforms like Snapchat, Disney+, Amazon, Apple TV, and Britbox (10-40%).
Bridging the Gap: Top Tips for Effective Cross-Generational Advertising
The KANTAR Media Reactions Survey presents a valuable roadmap for brands seeking to navigate the complex landscape of generational advertising preferences. Here are four key takeaways:
- Align Your Message with Platform Behaviour:
Instead of bombarding audiences with disruptive advertising, brands should understand how users engage with different platforms. Craft content that complements user behaviour. For example, leverage the interactive nature of social media stories to create engaging polls, quizzes, or behind-the-scenes glimpses. - Blur the Lines Between Content and Advertising:
Consumers today are savvy and often resistant to traditional advertising formats. The survey underscores the importance of creating high-quality, informative, or entertaining content that seamlessly integrates brand messaging. Think branded web series, sponsored documentaries, or informative social media posts offering valuable tips or insights. - Inject Fun and Engagement into E-commerce:
While e-commerce platforms are a prime spot for advertising, simply placing static ads isn’t enough. Implement features like interactive product demos, user-generated content galleries, or gamified shopping experiences to make the e-commerce journey more engaging and immersive. - Adapt to the Evolving Media Landscape:
Loadshedding and other disruptions to traditional media consumption habits necessitate a flexible approach. Regularly monitor media usage trends and adjust your advertising strategies accordingly. Optimise your campaigns for peak internet usage times during load shedding, or explore alternative channels like podcast sponsorships that offer uninterrupted reach.
By following these tips and staying informed about evolving media trends, brands can create advertising campaigns that resonate with audiences across generations, bridge the gap between where marketers invest and where consumers are receptive, and ultimately achieve lasting marketing success.
The Future of Advertising: A Multi-Channel, Audience-Centric Approach
The KANTAR Media Reactions Survey underscores the importance of a multi-channel advertising approach. While audiences still hold a strong preference for offline channels, a strategic integration of both online and offline elements is crucial to reach diverse demographics. Furthermore, brands must prioritise creating engaging and informative content that complements user behaviour rather than resorting to intrusive or disruptive advertising tactics.
By prioritising audience receptivity over pure investment, brands can leverage the power of storytelling, embrace new technologies like interactive e-commerce experiences, and adapt to the ever-changing media landscape. This audience-centric approach will foster deeper connections with consumers, cultivate brand loyalty, and ultimately drive measurable results in the competitive world of advertising.
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