10 Killer facts - DIMENSION
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Kantar Media combines the views of 5,000 consumers from 5 major advertising markets alongside views from 40 industry leaders in a new study called DIMENSION to find out how consumers really feel about brand communications, and identify the key challenges & opportunities facing the industry.
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10 Killer facts - DIMENSION
- 1. DIMENSION 10 KILLER FACTS April 2017
- 2. Today online and more established media forms co-exist, but how do consumers feel about the increasingly sophisticated methods brands use to reach and influence them? And what are the key challenges facing the industry today?
- 3. DIMENSION by Kantar Media combines the views of 5,000 ‘connected adults’* across the UK, US, France, Brazil and China and 40 leaders* from all sides of the industry. This deck highlights the top 10 killer facts Methodology: * Connected consumer = 5,213 adults (aged over 18 years old) across five of the world’s largest advertising markets: Brazil (1,097), China (1,067), France (1,000), UK (1,035) and the US (1,014 interviews). Interviews were conducted by Lightspeed between 19th Oct - 14th Dec 2016. Consumers must have had access to the internet via both a PC/laptop (at home or work) and a personally owned mobile device be that a smartphone or a tablet. * Leaders = depth interviews with 40 industry leaders based in Brazil (12), France (9), UK (12) and the US (7). 14 came from agencies (media & PR), 10 from advertisers, 9 from media owners, 7 from ad tech organisations and trade bodies CONSUMER SAMPLE 5,213 connected adults 18+ years old 55% live in an urban setting 5 major ad markets LEADER SAMPLE 14 agencies 10 from advertisers 9 media owners 7 adtech organisations / trade bodies
- 5. Overall attitudes towards advertising remain positive 1
- 6. 6 73% of connected adults think advertisers are doing a better job of communicating to them now than in the past Base: 5,213 connected adults. now past
- 7. Consumers are aware of, and even welcome, specificity in targeting and relevance in content 2
- 8. 8Base: 5,213 connected adults. say they sometimes or often see ads aimed at them (89% of HEAVY) agree they prefer ads that are relevant to them say such ads are more interesting to them say more ads should be specifically targeted to them
- 9. Multi-media campaigns are being noticed and becoming an expectation of successful brands 3
- 10. 10Base: 5,213 connected adults. 85% claimed they notice multi-media campaigns • 43% more likely to go online to learn more about the brand • 46% likely look for the brand in store 51% think this is a good way of communicating with them • 29% say they’re more likely to notice • A higher proportion of HEAVY users (39% vs 22% of total sample) think this approach helps them to understand what the brand offers
- 11. Personalisation is noticed and welcomed… 4
- 12. 12 55% of respondents agree that ads that are specifically shown or tailored to them are more interesting than other ads Base: 5,213 connected adults.
- 13. …but the industry can improve what we reach consumers with online 5
- 14. 14Base: 5,213 connected adults. We have become so bombarded by advertising I don’t take any notice of it anymore. Respondent, UK agree/strongly agree that some ads are shown too often (66% of HEAVY) agree/strongly agree they often see ads for something they’ve already bought
- 15. We are at risk of feeding ad blocking 6
- 16. 16Base: 5,213 connected adults. 20% say they always use adblocker software (a further 34% say they ‘sometimes’ use a blocker) Amongst those with adblockers, 47% claim to like or tolerate advertising, suggesting that their concern is with aspects of online advertising as opposed to with advertising as a whole
- 18. Data – a challenge and opportunity 7
- 19. 19 Leaders were united in their views that the breadth and depth of the data now available and accessible from multiple sources is of a scale we haven’t seen before. This brings both opportunities… We’re getting to a stage of development where technology can not only help the advertiser gain greater efficiency in connecting with a precise audience target, but also do so in a manner that enables delivery of a more relevant commercial message – and then allow for optimization of those efforts in near real time. Jane Clarke, CIMM, US What tells me whether what I buy has good data quality? I repeat: third-party tools. Erik-Marie Bion, AOL Advertising, France ...and challenges… Just because something is quantified does not necessarily mean that it is either accurate or objective. The phrase ‘not all data is equal’ was used by many. CONSUMERS VIEW I ‘often’ or ‘sometimes’ see ads that I consider to be specifically shown to, or tailored for me. Often + sometimes Base: 5,213 connected adults.
- 20. Perfect data storm – just because we can doesn’t mean we should… 8
- 21. 21 The sheer quantity and short-term nature of what’s out there inevitably leads to a degree of automation in how ad dollars are spent. No bad thing, but … Many felt the industry is in danger of becoming a slave to data rather than mastering it. We have the enabling technologies and we know how to use the data better, we have to ensure that we avoid over-targeting and that we never forget the top of the purchase funnel [the bit that builds the brand]. Simon Daglish, ITV, UK CONSUMERS VIEW I would like to have more control over the types of advertising that I see online. Agree + strongly agree
- 22. The importance of context 9
- 23. 23 CONSUMERS VIEW I’m aware of ads being a good fit with the context in which they appear. Consumer usage of mobile (has) exploded. I think (we) really underestimated in terms of how quickly consumers have adopted it. How do we engage with our audiences on mobile devices? How do we become useful for them in their daily lives on mobile devices? It’s a very, very different mind-set than we had to deal with before when it was very much a push world. And now obviously with the mobile device, (everything) is much more personalised. Penry Price, LinkedIn, US
- 24. From multiple to cross media – an inclusive cross-channel measurement system is desirable 10
- 25. 25 Most leaders recognised the debate was moving away from simply looking at multiple channels, and measuring each within its own silo, towards the need for more consumer-centric planning. I think we have got to find metrics that are more holistic but also simpler. The best businesses are able to organize and rally a team around delivering a simple goal. Paul Frampton, Havas Media, UK If such a measurement approach were to be adopted it would help advertisers go some way towards reducing the negatives we heard from consumers around excessive repetition.
- 26. For more in-depth insights.. Go to www.kantarmedia.com/DIMENSION to download the full study Share this content on social media
Hinweis der Redaktion
- Building upon its extraordinary growth over the last 5 years both in available channels, and in the ways in which these channels can be accessed, the media market continues to innovate and to evolve. In this study we consider the impact of communication innovations on those whom they’re designed to engage – the connected adult consumer. At the same time, we consider the views and opinions of a wide range of industry leaders: media sellers, creative, media and PR agencies, advertisers and adtech professionals among them. Our aim is explore the challenges and opportunities faced by these leaders, and to set these alongside the views of those consumers they are trying to reach and influence
- Many leading advertisers follow a strategy of using multiple media forms to communicate with their target consumers. This approach is recognised by 85% of connected adults who say they notice advertising across multiple channels. Amongst this segment claiming to have been exposed to a multi-media campaign, 43% say they will be more likely to go online to learn more about the brand, whereas 46% say they will likely look for the brand in store The conclusion is that multi-media strategies would appear to have a positive impact on consumer responsiveness and indeed is expected of major brands.
- Many leading advertisers follow a strategy of using multiple media forms to communicate with their target consumers. This approach is recognised by 85% of connected adults who say they notice advertising across multiple channels. Amongst this segment claiming to have been exposed to a multi-media campaign, 43% say they will be more likely to go online to learn more about the brand, whereas 46% say they will likely look for the brand in store The conclusion is that multi-media strategies would appear to have a positive impact on consumer responsiveness and indeed is expected of major brands.
- Many leading advertisers follow a strategy of using multiple media forms to communicate with their target consumers. This approach is recognised by 85% of connected adults who say they notice advertising across multiple channels. Amongst this segment claiming to have been exposed to a multi-media campaign, 43% say they will be more likely to go online to learn more about the brand, whereas 46% say they will likely look for the brand in store The conclusion is that multi-media strategies would appear to have a positive impact on consumer responsiveness and indeed is expected of major brands.
- Many leading advertisers follow a strategy of using multiple media forms to communicate with their target consumers. This approach is recognised by 85% of connected adults who say they notice advertising across multiple channels. Amongst this segment claiming to have been exposed to a multi-media campaign, 43% say they will be more likely to go online to learn more about the brand, whereas 46% say they will likely look for the brand in store The conclusion is that multi-media strategies would appear to have a positive impact on consumer responsiveness and indeed is expected of major brands.
- Many leading advertisers follow a strategy of using multiple media forms to communicate with their target consumers. This approach is recognised by 85% of connected adults who say they notice advertising across multiple channels. Amongst this segment claiming to have been exposed to a multi-media campaign, 43% say they will be more likely to go online to learn more about the brand, whereas 46% say they will likely look for the brand in store The conclusion is that multi-media strategies would appear to have a positive impact on consumer responsiveness and indeed is expected of major brands.
- Many leading advertisers follow a strategy of using multiple media forms to communicate with their target consumers. This approach is recognised by 85% of connected adults who say they notice advertising across multiple channels. Amongst this segment claiming to have been exposed to a multi-media campaign, 43% say they will be more likely to go online to learn more about the brand, whereas 46% say they will likely look for the brand in store The conclusion is that multi-media strategies would appear to have a positive impact on consumer responsiveness and indeed is expected of major brands.
- Those in a leadership position within the media industry face a daunting task. Technology has completely reshaped the business, and it’s not done yet. Everything – from how (and by whom) content is created right through to how it’s delivered and consumed by the end-user – has been and continues to be transformed. Media owners focussed on entertaining and informing; advertisers looking to grow their business by communicating with and influencing target consumers; media agencies and adtech businesses providing the advice and the tools to connect businesses to prospective customers; all are operating within an environment driven by change.
- As measures of success evolve beyond the bluntest media metrics, it seems likely that understanding the context within which the message is received will become more important within communications planning. We asked consumers whether they noticed when (or if) ads were placed in context. A sizeable proportion do: 30% of the total consumer sample reported that they are aware of ads being ‘a good fit’ with the context in which they appear. Looking ahead to the predicted exponential growth of mobile media forms, our leaders agree that the context within which a message is received will grow in importance. The fact that the relationship between a consumer and a mobile device is a more personal one than exists with a laptop or desktop computer has the capacity to exaggerate the negative online experience consumers have reported. However at least these problems are now recognised, and are on the way to being improved … . And as these improvements take hold mobile is finally becoming the major advertising vehicle it has long promised to be.
- As measures of success evolve beyond the bluntest media metrics, it seems likely that understanding the context within which the message is received will become more important within communications planning. We asked consumers whether they noticed when (or if) ads were placed in context. A sizeable proportion do: 30% of the total consumer sample reported that they are aware of ads being ‘a good fit’ with the context in which they appear. Looking ahead to the predicted exponential growth of mobile media forms, our leaders agree that the context within which a message is received will grow in importance. The fact that the relationship between a consumer and a mobile device is a more personal one than exists with a laptop or desktop computer has the capacity to exaggerate the negative online experience consumers have reported. However at least these problems are now recognised, and are on the way to being improved … . And as these improvements take hold mobile is finally becoming the major advertising vehicle it has long promised to be.