KANTAR WHITEPAPER

The IRL Advantage

The Role Physical Media Plays in an Agentic World

Artificial intelligence has made one thing surprisingly valuable. Reality.

When doubt is the new default, real-life media and experiences are what consumers trust and value most.

Kantar reveals why trust is now the most valuable resource in media, how a Physical Layer creates a stabilizing foundation that makes the entire media ecosystem more credible, and how that Physical Layer amplifies the effectiveness and trust of digital impressions.

Key Findings 

  • 93% of consumers question whether content they encounter online is real or AI-generated.
  • Anchoring a campaign in real-life media can increase brand trust by up to 74%.
  • Compared with social advertising, billboards are at least twice as authentic, credible, believable, and trustworthy.
  • Nearly 8 in 10 Gen Z and Millennials are seeking out more real-world experiences this year.
  • 3 in 4 Gen Z and Millennials say they’re paying more attention to advertising in public spaces.

You’ll Also Learn  

  • Why doubt is the new default
  • Why reality is becoming more valuable
  • Why physical presence carries meaning
  • Why every media plan needs a Physical Layer
  • How the Physical Layer works
  • The Power of Digital + IRL Media

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