Millward Brown AdReaction Multiscreen 2014 Infographic

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AdReaction delivers insights on perceptions of advertising, particularly digital formats. AdReaction 2014 explores multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.

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Millward Brown AdReaction Multiscreen 2014 Infographic

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Advertising plays a vital role in building brands. But even the best advertising, for a well-loved brand, perfectly deployed through media, needs a receptive audience. Consumer receptivity to advertising is our industries most precious asset – it is our oxygen. Today I want to convince everyone here that advertising receptivity is at genuine risk and we must, together, take better care of it. Our behaviours as an advertising industry have been more bad than good and this is turning people off. We are belching out our own version of CO2 and ruining the environment for communications effectiveness. People are becoming less receptive to advertising and it is our own fault – that’s the inconvenient truth.

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