Most of us have advertising. It can be intrusive and repetitive, but it does allow us to check our email or surf the web when they air. How do consumers really feel about advertising today?
1. Trust Is Slowly Rising — But Isn’t Everywhere Yet
- In 2025, 39% of consumers say they trust advertising, reflecting a modest improvement in confidence compared to previous years. Amra and Elma LLC+1
- Yet trust remains a fragile commodity: 81% of consumers demand trust in a brand before considering a purchase.Amra and Elma LLC
- This underscores that credibility and transparency are now table-stakes in advertising—not optional extras.
2. Ad Fatigue & the Power of Omnichannel Strategies
- A study of 2,000 Australians found a striking 73% mentally tune out or block repetitive ads—a clear sign of “ad fatigue.” Vogue Business+15The Australian+15Amra and Elma LLC+15
- However, when brands employed omnichannel campaigns (e.g., mobile, video, connected TV), they achieved:
- 1.5× higher persuasiveness
- 1.4× greater attention
- 1.7× greater memorability
- 130% stronger emotional connection via connected TV/BVOD
- 110% more brand immersion via audio Wikipedia+3The Australian+3Axios+3
- Takeaway: Consumers are overwhelmed by repetition—but are responsive to well-coordinated, multi-platform storytelling.
3. Streaming Ads Are Gaining Acceptance—If Value Remains High
- A U.S. study of 3,000 viewers (ages 14–74) revealed:
- As inflation bites, consumers still value streaming highly and are reluctant to cancel unless price/value falters. Cordial+3The Australian+3CustomerThink+3TV Tech
- Ad intolerance dropped from 17% in 2021 to just 11% in 2025—suggesting growing openness to ads tied to lower-cost models. TV Tech+1
- Viewers—especially younger ones—favor platforms like YouTube, Prime Video, Roku, and Apple TV, where ads are part of the experience. TV Tech
4. Authenticity and Realness Matter—Especially to Gen Z & Millennials
- At a recent industry event, experts emphasized that young consumers want “realness”—authenticity, relevance, and interactivity from brands. Axios
- Nostalgic, emotional, or even “cringey” campaigns—when executed with sincerity—can win hearts. Examples include Crocs, Taylor Swift, and Duolingo leaning into self-aware, emotionally resonant messaging. Amra and Elma LLC+13Vogue Business+13GWI+13
5. Privacy & Hyper-Targeting Remain Sensitive
- Behavioral targeting still triggers privacy concerns. Consumers often feel tracked or surveilled, which can erode engagement. Wikipedia+1
- Research shows contextual targeting—ads based on page context, not personal data—is significantly less likely to be perceived as privacy-invasive. In fact, consumers feel indifferent between seeing untargeted ads and no ads at all when tracking is absent. arXiv
- Conclusion: Brands must balance personalization with privacy—leaning into less invasive forms of targeting and being transparent about data usage.
6. Inclusivity & Representation Can’t Be Overlooked
- A UK advertising watchdog found that over one-third of people aged 55+ believe ads present negative stereotypes of older adults; nearly half found such portrayals offensive. theguardian.com
- Representing older consumers as diverse, capable, and valued—not just lonely or frail—is increasingly critical as populations age.
Summary: What Consumers Want from Advertising Today
| Expectation | What This Means for Brands |
|---|---|
| Trust & Transparency | Build credibility through clear, honest messaging—especially on sustainability, ethics, and data usage. |
| Reduced Repetition, More Cohesion | Avoid bombarding audiences; instead, create memorable narratives through multi-platform campaigns. |
| Value-Based Streaming Ads | Offer affordable, ad-supported entertainment with relevant ads that don’t undercut perceived value. |
| Authenticity & Emotional Resonance | Embrace genuine storytelling—sometimes even nostalgic or “cringe”—but always stay true to brand identity. |
| Privacy-Respectful Targeting | Favor contextual or non-tracking-based advertising, and clearly communicate how data is used. |
| Inclusive Representation | Reflect real, inclusive portrayals of diverse audiences—including older generations—to resonate with broader demographics. |
Final Takeaway
Consumers in 2025 are more discerning than ever. Trust, authenticity, and respect for privacy lead the list of expectations. They’re forgiving of ads—especially on streaming platforms—if value remains high. But they swiftly disengage when ads become repetitive, intrusive, or feel inauthentic. Brands that combine smart, personalized transparency with inclusive, emotionally resonant storytelling can win consumer attention and trust.
Let me know if you’d like to dive deeper into any of these points—perhaps a case study on ad fatigue, or tips for implementing contextual targeting!
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