When it comes to the advertising touchpoints that give consumers the most positive impression of a brand, TV ads rule the roost among paid media.
And, a new report from GroupM shows that despite the growing use of influencer marketing, influencers are less likely to create a positive brand impression.
The global survey of almost 14,000 adult consumers between the ages of 18 and 49 finds that 46% of respondents indicated that recommendations give them a more positive impression of brands, while positive online reviews from other users (41%) come in a close second.
These are also the same touchpoints that have a strong influence on whether or not to buy a product or service.
Close behind, and clearly ahead of any other paid media, some 39% of respondents said that TV ads give them a more positive impression of brands.
This could be due to TV ads being considered the most entertaining advertising format by consumers. Read the rest at Marketing Charts.