Advertising effectiveness questioned
Posted: Wed Feb 19, 2025 8:51 am
No significant jump this year in consumers' perception and reception of advertising. The trend is rather stable, except in France where there is a strong dissonance compared to the other four countries , which tend to reject advertising more than elsewhere.
One of the first findings of the study is the stability of the egypt cell phone number list adblocking rate (using software to block online ads). Of all the people surveyed, 21% use an adblocker permanently and 32% occasionally. "This shows a certain stability over the three years [...]; that we have reached a plateau today on the use of adblocking" adds François Niclon.
Second observation . general indifference to advertising among consumers . The trend here is also towards stability, or even a slight improvement in the perception of advertising except in France where rejection is increasing (+2 points in one year).
Gautier Picquet, COO Publicis France & CEO Publicis Media, who participated in the study, believes that "there is a time for creativity that has shrunk, and a time for data that has exploded. In fact, it is a good balance that must be found. We must find how to restore creativity and emotion . "
François Nicolon confirms his statement by saying that "we have gone too far in data" which has surely played a role in this increase in the rejection of advertising in France.
One of the first findings of the study is the stability of the egypt cell phone number list adblocking rate (using software to block online ads). Of all the people surveyed, 21% use an adblocker permanently and 32% occasionally. "This shows a certain stability over the three years [...]; that we have reached a plateau today on the use of adblocking" adds François Niclon.
Second observation . general indifference to advertising among consumers . The trend here is also towards stability, or even a slight improvement in the perception of advertising except in France where rejection is increasing (+2 points in one year).
Gautier Picquet, COO Publicis France & CEO Publicis Media, who participated in the study, believes that "there is a time for creativity that has shrunk, and a time for data that has exploded. In fact, it is a good balance that must be found. We must find how to restore creativity and emotion . "
François Nicolon confirms his statement by saying that "we have gone too far in data" which has surely played a role in this increase in the rejection of advertising in France.