hat’s Driving Attention and Trust in Advertising Right Now — in Peru?

If people no longer trust politicians, the media, or algorithms…

why should they trust your ads?

“Attention is the new currency of advertising — but trust remains its most expensive credit.”

The answer doesn’t lie in a new format or a bigger budget — it lies in understanding what truly makes people want to watch an ad.

And according to the latest Kantar Media Reactions 2025 study, that shift is already underway — including here in Peru.

57% of people have a positive attitude toward ads in 2025 — the highest level since 2020

Let´s Go...

The Peruvian Audience Is More Receptive (But More Demanding)

"In other words, people don't hate advertising. What they hate is irrelevance."

The average Peruvian consumer is now much more accustomed to the digital ecosystem — TikTok, Prime Video, YouTube, Instagram — and expects ads to be an organic part of the experience, not an interruption.

Brands that manage to integrate seamlessly into the user's life are the ones that capture real attention.

At Kantar, the perception of advertising integration has increased from 58% to 66% over the past ten years.

"But — and here’s the painful part — marketers’ own confidence has dropped:

only 64% feel capable of effectively integrating their multichannel campaigns."

¿The Lesson?

Attention can't be bought with media spend. It’s earned through narrative consistency and clear purpose.

Where is attention (and trust) focused?

According to the study, the platforms where ads are best received and most trusted are:

• Netflix, YouTube, and Disney+: Lead in brand safety perception and trust among marketers.

  
  

• Amazon and Twitch: Dominate among consumers for offering ads perceived as useful, relevant, or entertaining.

  
  

• TikTok and Snapchat: Stand out for their ability to capture attention quickly and playfully.

Meanwhile, X (formerly Twitter) is collapsing in reputation:

Marketers who viewed its ads positively dropped from +15% in 2022 to –31% in 2025.

Nearly 30% plan to reduce investment on the platform.

In Peru, this trend is reflected locally:

Users trust immersive audiovisual content — whether it’s a branded short film or a spot that feels like cinema — far more than banner saturation or 6-second videos.

This is where cinematic advertising has a natural edge: its ability to evoke emotion and build trust through form, not just message.e.

The Rise of Smart (Non-Invasive) Personalization

Kantar warns that the new model isn’t about adapting a “hero asset” across every platform. Effective personalization begins with the brief, with strategies designed specifically for each medium from the outset.

“Customization isn’t trimming; it’s reimagining.”

(Kantar, Media Reactions 2025)

For Peru, this means moving beyond “digital media buys” and toward narrative ecosystems:

A 45-second TV or YouTube spot becomes a sensory piece for TikTok,

an expanded story for Instagram Reels,

and a short documentary for the brand’s landing page.

Peruvian consumers no longer distinguish between online and offline.

What they demand is consistency.

And the brands that understand this — and work with producers who can deliver — will earn their trust.

Gen AI and the Authenticity Dilemma

The study reveals another key insight:

57% of consumers fear fake ads generated by AI, even though

70% of marketers already use AI to optimize their work.

(Kantar, Media Reactions 2025)

In other words: the public doesn’t reject the technology — they reject inauthenticity.

In a country like Peru, where trust in traditional advertising has always been fragile, the challenge is using AI without losing the human element.

That’s why brands that commit to cinematic storytelling — with real actors, real locations, and real stories — are positioning themselves as sources of authenticity in a synthetic age.

The Path Forward for Peruvian Brands That Want to Stand Out

For CMOs, agencies, and anyone seeking real attention and trust, the message is clear:

• Attention is returning — but only to messages with purpose.

  
  

• Trust is built with visual and emotional consistency, not frequency.

  
  

• Personalization must be strategic, not cosmetic.

  
  

Cinematic advertising may be the premium tool to achieve this, because its narrative nature creates a sustained emotional connection.

The New Luxury Is Credibility

In 2025, audiences don’t just want entertainment.They want honesty wrapped in entertainment — and also in art.

And cinematic advertising can deliver just that:Content that lives beyond the ad buy, gets shared, remembered, and builds brand reputation.

Because in the end, as Kantar puts it:

“Campaigns are seven times more effective among receptive audiences.”

And those audiences — in Peru or anywhere — only listen to brands that tell the truth beautifully.

And if you don’t think that’s true… well, leave your “great” comment down below :)

✦ Cuadro24 — Advertising that changes the world.Since 2013, filming stories that drive business.