Australians continue to display a higher level of scepticism towards advertising compared to the global average, according to Kantar’s 2024 Media Reactions study. The research reveals that offline channels are perceived as more trustworthy, offering better quality and commanding more attention from Australian audiences.

Offline channels dominate the equity rankings in Australia, led by Cinema, Out-of-Home (OOH), Digital OOH, Point of Sale (POS), Sponsored Events, Magazines, and Newspapers. Despite its high ranking among online channels in Australia, influencer content has seen a drop in its raw equity score, even as it continues to rise globally.

Kantar Australia Head of Media, Sharon Hilton, said: “These channels are where humour and good storytelling has traditionally come to life. Recognising the role of humour and a good yarn and their lasting impact on brands and audiences opens the opportunity for advertisers to really consider how can they best work together to tell a consistent and cohesive story to really engage Australians.”

The study also found that Australians are more likely to respond positively to advertising that is funny, humorous, or tells an interesting story. Globally, YouTube remains the favourite ad platform for marketers, while Amazon and TikTok are preferred by global consumers. Amazon ads are perceived as more ‘relevant’ and ‘useful’, whereas TikTok ads are seen as more ‘fun’.

Netflix, measured by Kantar as an ad platform for the first time this year, has secured a top five position among both consumers and marketers. The study reveals that 62% of global consumers and 68% of marketers are positive about GenAI more broadly, but this sentiment does not yet extend to AI-generated advertising.

“Campaigns reaching more receptive audiences are seven times more impactful. It’s so important for marketers to find the sweet spot between the right channel, the right media brand and the right format. To thrive in today’s fragmented environment, brands must do more than understand shifting cultural and media dynamics – they need to care about their creative quality and make sure they’re customising it for the right environment. That means finding opportunities to stand out meaningfully, meet consumers in their diversity, and connect with audiences in more authentic and impactful ways. In Australia, that most definitely means looking at how telling an interesting story that resonates with consumers or makes them laugh – in our own local style of humour – can underpin the creative with aplomb,” Hilton said.

Ad receptivity among consumers has been growing for the past decade, with almost half (47%) now receptive to ads, up from only 24% in 2020. However, marketer confidence in X (formerly known as Twitter) has declined significantly, driven by brand safety concerns and poor innovation and trust perceptions. POS ads have replaced sponsored events in terms of global consumer preference.