Here’s why marketers are missing opportunity to boost brand effectiveness

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Marketers and consumers have different views on whether campaigns successfully fit together, reveals a survey. Moreover, most marketers (89%) surveyed believe their campaign strategies are integrated, but just over half (58%) of consumers agree.

A new AdReaction study released by Kantar Millward Brown examines the global state of multichannel advertising campaigns, notes PRNewswire.


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AdReaction: The Art of Integration guides marketers on how to best navigate the myriad channel choices and ad formats, while delivering effective, integrated campaigns, well understood across channels by consumers.

AdReaction found that while the benefits of well integrated and customised ad campaigns are substantial, boosting campaign effectiveness by 57%, this represented fewer than half (46%) of all campaigns tested.

The study is based on new quantitative research in 45 countries, multichannel copy testing of 12 campaigns from eight countries, and custom analysis of Kantar Millward Brown’s global media effectiveness and copy testing databases.

The results provide marketers with a global and country-by-country analysis of how consumers and marketers view integration, the importance of customising content for each placement, and the characteristics of campaigns that work.


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“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.

“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.”