Australians consider online advertising less trustworthy than traditional forms

Australians consider offline advertising channels to be more trustworthy, better quality, and better for attention than their online counterparts.

These are the local findings from Kantar’s annual Media Reactions global study, which explores the media landscape.

The results show that Australians remain “more sceptical” of advertising compared to the global average, with offline channel garnering positive reactions such as  ‘trustworthy’, ‘better quality’, ‘fun and entertaining’ and ‘better at capturing attention’, while online advertising is marred by ‘repetitiveness’, and is considered less trustworthy.