Magazine and Outdoor Are Most Popular Ad Channels

Worldwide, people seem to be most receptive to legacy media advertising channels such as magazines and outdoor, TV and newspapers. Indeed, all legacy formats, apart from radio make it above the 50 percent positive attitude threshold.

In contrast, all online formats, such as display, online search and video are less popular with consumers. Phone and tablet ads are least popular, according to a paper by Kantar Millward Brown, which surveyed 14,500 16 to 65 year olds in 45 countries worldwide in August to September 2017.

One reason for this might be that the same study finds that many people perceive online advertising as being more intrusive, for example because of targeting methods.