US Insights

We're not as divided as we think we are

Joline McGoldrick

VP Insights and Strategic Marketing, Kantar Millward Brown

Brands 11.28.2016 / 13:00


Brands must find ways to make a stronger connection with consumers.

Advertisers are increasingly finding themselves acting like the hopeful dreamers in a Missed Connections post on Craigslist. We identify someone, we try to connect and they are either not paying attention or actively avoiding us.

Those avoiding us are among the growing number using ad blockers. According to Kantar TNS’ Connected Life study, 25% of audiences claim to use ad blocking. That number only rises as one drills down into audience segments. Approximately 30% of men use blockers, and 30% of those between the ages of 16 and 24 are using them. For those who consider themselves to watch little TV but are heavy video users, the number shoots up to 37%.

Ad Blocker Use

Despite this, millions seek out advertising on YouTube. For example, the Always brand’s #LikeAGirl campaign garnered 27.8 million views over four months. P&G’s ‘Thank You, Mom’ campaign around the 2016 Olympics captured 22.2 million views over six months. This tells us that consumers are going to YouTube seeking a story, not just an ad.

Making connections will require brands to start telling stories that are meaningful, different and salient. A brand or story is salient when it comes to mind quickly and readily. Meaning is achieved by meeting your audience’s needs by building personal relevance to the consumer. UnderArmour established a meaningful connection with its target audience in the Rule Yourself campaign featuring Michael Phelps’ rigorous training regimen. Lastly, brands will have to present a distinctive appearance and stand for something unique.

So, how do you communicate with audiences in an age of FragmenNation? By telling stories that are meaningful, different and salient.

Source: Kantar Millward Brown

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