The 2023 Kantar Media Reactions report underscores the importance of optimal media selection for ads amidst a constantly evolving media landscape influenced by technological innovations and socio-political shifts. It reveals that ads are seven times more impactful with receptive audiences, highlighting the need to understand the nuances of each advertising platform and the role of consumer perceptions in platform choices.

Despite the digital sphere's slowdown, the media landscape is continuously changing. In-person media channels, with their ability to captivate consumer attention, can magnify brand impact. Concurrently, digital is blending into offline channels, requiring marketers to stay agile and responsive. The significance of local platforms over global counterparts is also emphasised.

Kantar's findings are based on around 16,000 consumer interviews across 23 countries and insights from 900 global marketing professionals, offering a comprehensive perspective on today's media dynamics.