By Rakhee Naik. In today’s advertising, entertainment, relevance, and representation matter more than ever.
The relationship between consumers and advertising has evolved. Ad-blocking and consumer fatigue may dominate industry talk, but YouGov Profiles, which tracks internet-connected adults aged 18+, shows that people aren’t rejecting ads outright. They’re asking for better ones.
The data tells an interesting story: 71% of respondents say advertising helps them decide what to buy. That suggests consumers recognise its value, but only when it’s done well. For brands, the challenge isn’t whether to advertise, but how to connect in a crowded market.
Entertainment is no longer optional
Seventy-eight percent of respondents expect ads to entertain them. That marks a clear shift from advertising as pure information delivery. People see ads as content, and content has to earn their attention through entertainment value.
This expectation spans all media, but some channels stand out. While 73% notice online ads, radio performs strongly, with 62% saying they notice radio spots more than anywhere else. This suggests that context and timing (when consumers are captive audiences during commutes or focused activities) can amplify advertising effectiveness.
It’s a reminder that traditional media still holds an important place in South Africa’s ad landscape.
The representation gap
Representation remains a sticking point in South African advertising. Two-thirds of respondents (66%) say they want to see more ads featuring families like theirs. For brands, this is a chance to connect more deeply by reflecting the real diversity of their audience. Representation isn’t only about social responsibility, it also drives commercial impact.
When people see themselves reflected in ads, it creates an emotional link that often shapes purchase decisions. This is reinforced by another finding: 67% of consumers are more likely to buy from brands that share their views. Authentic representation and clear brand positioning have become essential drivers of preference.
Quality over quantity
Annoyance with advertising doesn’t mean consumers won’t engage. It comes down to how brands approach them. Just over half of South Africans (51%) say they find advertising annoying, up from 45% in 2021.
The answer isn’t to advertise less, but to advertise better. Fewer, well-targeted, and less intrusive ads can keep audiences engaged while still meeting campaign goals. This takes more careful planning and execution, but the payoff is stronger consumer goodwill and better results.
The omnichannel advantage
Smart brands are turning to omnichannel strategies that deliver messages across multiple touchpoints. Done well, this improves attention and recall while creating more natural, less intrusive interactions. A radio spot that reinforces an online campaign, or social content that extends a TV ad, can have more impact together than on their own.
From the data, five elements stand out as essential for advertising today. Relevance remains king: ads must align with consumer needs, interests, and the context in which they appear.
Credibility builds trust, particularly online where scrutiny is higher. Entertainment has moved from optional to expected, with audiences wanting ads that hold their interest. Emotional connection matters too, with values alignment influencing purchase decisions.
And authenticity ties it all together: 78% of respondents say brands must connect with people in real life to succeed, yet six in ten still don’t see their lifestyle reflected in ads. Closing that gap is key to cutting through the clutter.
Measuring what matters
As ad clutter grows, brands have more consumer data than ever. But data without insight is just noise. What matters is measuring sentiment and effectiveness with the right metrics, not only impressions and clicks, but also engagement quality, brand perception shifts, and long- term consumer relationship health.
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Today’s advertising environment calls for a more thoughtful, strategic approach. Brands need to cut intrusiveness, sharpen contextual relevance, and use creative formats that stand out without overwhelming audiences. They also have to keep pace with new regulations and changing expectations around privacy and data.
The opportunity is there for brands willing to adapt. Consumers aren’t against advertising, they’re against bad advertising. They want to be entertained, represented, and respected. They expect brands to take positions they care about, and to do so authentically. Above all, they want advertising that adds value instead of interrupting.
Brands that strike this balance, combining entertainment, relevance, and representation while respecting people’s time, won’t just survive this period of change. They’ll thrive in it.
Methodology
Profiles: Segmentation and media planning tool. With data collected daily, YouGov Profiles gives you the power to build and customise a portrait of your consumers’ world. More than 2,600 variables are available in South Africa.
Dataset: 2025-08-24
Population: Those who agree to “I find advertising annoying”, aged 18+. n=1602
Rakhee Naik is a managing consultant: Insights at KLA.
