- 89% of Filipinos see ads in more places compared to 3 years ago
- 72% of consumers in the Philippines think that ads are more intrusive now
- Integration is critical to effective multimedia campaigns
The variety of channels available to marketers has increased exponentially, however, ineffective multichannel strategies are jeopardizing the success of campaigns. This is according to AdReaction: The Art of Integration, a new study from Kantar Millward Brown that examines the global state of multichannel advertising campaigns, drawing on quantitative research in 45 countries, multichannel copy testing, and custom analysis of Kantar Millward Brown’s global media effectiveness and copy testing databases.
In the Philippines, 89% of consumers surveyed report that they are seeing more ads in a wider variety of places than they did three years ago. Despite 74% of Filipinos surveyed stating that the ads they see across these channels ‘fit together’, many were uncomfortable with the increase in advertising, with 72% agreeing that ads are more intrusive now.
With so many channels to choose from, marketers are able to reach each consumer multiple times with multiple messages. However, marketers need to ensure that they select the right multichannel strategy to deliver content that is relevant and welcomed by the consumer, or risk alienating them.
Worryingly, Kantar Millward Brown’s analysis of global campaigns within its media effectiveness database revealed that fewer than half (46%) of all campaigns tested in the global study could be marked as well-integrated and effective. Integration offers marketers the opportunity to boost campaign effectiveness, as the results also show that well-integrated and customised ad campaigns resonate well with consumers and can improve overall campaign effectiveness by as much as 57%. This means that brands can get more impact from their investment. More than half of marketers globally are therefore missing out on the opportunity to substantially boost their activity.
Duncan Southgate, Global Brand Director, Media & Digital, Kantar Millward Brown, said, “Consumers feel overwhelmed by advertising from all angles while marketers struggle to make the most of ad formats and channels to best reach consumers, and the latest AdReaction report unveils a disconnect between how marketers and consumers perceive campaign success. In AdReaction, we’ve laid out guiding principles to help marketers better integrate campaigns across channels and identified the key creative elements of successful campaigns as best practices.”
According to Nicco de Jesus, Head of Media, Analytics and Digital for Kantar in the Philippines, the results show that marketers cannot continue to push large volumes of ads to consumers through the same methods or schedules that they have been using in the past. “Instead, marketers must focus on integrating their campaigns to catch consumers at the moment where they are most open to advertising and do it in an enjoyable way. With intelligent use of the right channels and creative messages, marketers can deliver measurable impact. The AdReaction study shows the huge potential for the next level of Philippine advertising that is integrated, contextual and enjoyable,” he added.
AdReaction: The Art of Integration identifies several guiding principles for brands to consider when implementing multichannel campaigns that build successful brands and avoid the pitfalls of fragmentation.
1. Integrate more campaign cues: Even without any customization, integrated campaigns are 31% more effective at building brands, yet still one in four of the campaigns analyzed were not well integrated. The more cues used, the better. Consumers expect multichannel campaigns to deliver basic connective elements like the same logo and slogan. However, the study shows that consistent characters or personalities are the individual cues which most help brand impact, often differentiating the best campaigns. The report also found that all channels benefit from synergies, but some channels work particularly well with each other. The strongest overall synergy combinations are between TV and Facebook, and TV and outdoor.
2. Start with a strong campaign idea: The idea is the most important component of the campaign. Great campaigns need a strong central idea to act as connective tissue across all content, and integrated content needs to cue this idea. Campaigns with a strong central idea perform better across all brand KPIs (+64%), especially brand image associations (+91%), as well as across all channels.
3. Make each ad in an integrated campaign amazing: Within the multichannel pretesting, we see a campaign is defined most closely by the average of all executions, even more so than the best or worst individual execution. Unless media spend will be skewed towards one execution, every piece of content matters and contributes to overall success and brand building.
4. Invest only in channels that have a clear role in the campaign: Marketers need to choose channels wisely – only using those which have a clear role in the campaign and in reaching the target audience. It’s also important to understand what each channel can deliver in terms of impact and cost. For example, online ads are cost effective in extending TV reach and building brand metrics from awareness through to purchase intent. However, consumers’ attitudes are more positive to traditional media than online advertising and people are more likely to recall negative online targeting experiences than positive ones.
5. Customize content for each channel: There is a sweet spot between integration and customization. A strong integrated campaign must be flexible enough to enable novel, complementary content, but familiar enough to link the key campaign elements tightly together.
Review the global and country specific results of the AdReaction: The Art of Integration report here.