Forrester

Why Read This Report

Amid the increasing consumer disdain for advertising, there is one glimmer of light: 6% of US adults — a group Forrester calls Ad Affirmers — like advertising and are valuable marketer targets. Not only do these consumers trust ads, but they also give and receive product recommendations, pay for convenience, and buy products based on ad content. Smart marketers will: 1) leverage Ad Affirmers to help spread the word about their products, and 2) at last embrace a conversational approach to marketing that involves listening, supporting, and embracing consumers.