In the myriad of channel choices and ad formats, delivering effective and integrated campaigns that consumers understand well across channels is essential. Kantar Millward Brown examined the state of multichannel advertising campaigns in a study that included markets such as Saudi Arabia and the UAE.
Well integrated and customized ad campaigns can boost campaign effectiveness by as much as 57 percent. This represents lesser than half (46%) of all campaigns tested. The study, AdReaction: The Art of Integration, indicated that most marketers (89%) surveyed believe their campaign strategies are integrated, but just over half (58%) of global consumers agree. The consumer view on campaign integration is better in Saudi Arabia at 77 percent.
“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,” said Duncan Southgate, Global Brand Director, Media and Digital, Kantar Millward Brown.
AdReaction lists some guiding principles to help marketers better integrate campaigns across channels and some best practices.
Integrate More Campaign Cues
Marketers struggle to find balance between integration and customization. 29% of the ads tested were integrated but not customized. Even without any customization, integrated campaigns are 31% more effective at building brands. The study shows that consistent characters or personalities are the individual cues which most help brand impact, often differentiating the best campaigns.
Some channels work particularly well with each other. The strongest overall synergy combinations are seen between TV and Facebook, and TV and outdoor. In Saudi Arabia and the UAE; outdoor and point of sale (POS) presents a big opportunity to bring synergy with TV advertising, while digital works in bringing incremental targeted reach.
Start With A Strong Campaign Idea
Great campaigns need a strong central idea to act as connective tissue across all content. Campaigns with a strong central idea perform better across all brand KPIs (+64%), especially brand image associations (+91%), as well as across all channels. Expectation from Saudi consumers for having the same fundamental idea across ads as the key factor that can link the campaign is higher at 34 percent vs. global 23 percent.
Make Each Ad In An Integrated Campaign Amazing
Unless media spend will be skewed towards one execution, every piece of content matters and contributes to overall success and brand building. Consumers feel marketers are making the most progress at storytelling and integrating across formats in Nigeria, India, Saudi Arabia, China and Brazil, but fewer are convinced progress is being made in the UK, Netherlands, Belgium, France and Czech Republic.
Invest Only In Channels With A Clear Role In The Campaign
Globally, consumers feel they are seeing more ads in more places. Most consumers around the world (69%) also agree that ads are more intrusive now. In Saudi Arabia, agreement to feeling of intrusiveness is at 77%. Marketers need to choose channels wisely – need to consider the channels’ role in the campaign (i.e. creative fit and reach) and what the channel can deliver in terms of impact and cost. For example, online ads are cost effective in extending TV reach. However, consumers’ attitudes are more positive to traditional media than online advertising. People are more likely to recall negative online targeting experiences than positive ones.
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.
“Media channels will continue to fragment and evolve but smart marketers will see the opportunities to connect with consumers in new, meaningful ways. Importantly, we know using more media channels can improve campaign effectiveness, but only if the channels work synergistically,” added Mr Southgate.
The study is based on a quantitative research in 45 countries (including Saudi Arabia and the UAE), multichannel copy testing of 12 campaigns from eight countries, and custom analysis of Kantar Millward Brown’s global media effectiveness and copy testing databases.
