Data from Data Stories showed that 38% of respondents said that campaigns influence their purchasing decisions
Kantar Ibope Media presented the results of the 41st edition of Data Stories with the material “Marketing Effectiveness: Advertising and Business Results Getting Closer and Closer”, which analyzes how people receive and interact with marketing campaigns.
Furthermore, the survey also aims to highlight the effects that advertising communication has on consumers’ purchasing decision journeys.
According to the data presented, 96% of Brazilians pay attention to advertising and 60% use some means as a source for purchasing decisions.
According to the material, the high presence of advertising among consumers consequently translates into influence and interaction, with 38% of respondents stating that advertising influences their purchasing decisions and 30% indicating that they interact with advertising by clicking on the ad or scanning the QR Code.
In the search for effectiveness, in turn, the research noted that consumers are more attentive and prefer advertising that is appropriate to their experience. Among internet users, for example, 54% of them said they prefer to see online ads related to the content of the websites they visit, while 59% pay more attention to advertisements that appear on websites they trust.
Despite the positive percentages, the report also showed that agencies and brands still face some challenges. Among the CMOs interviewed by Kantar, 50% of them consider that the unification of data and metrics of cross-media consumer journeys to optimize the strategy of investments in media and communication is one of the main points that need attention this year.
Another important fact to pay attention to is that 44% of them also recognized that, among the three biggest difficulties in planning in their company, is the need for unified metrics for different means.
