广告反应：整合的艺术（英文版）.pdf
<p>U.S. ReportJanuary 2018BACKGROUNDAdReaction studies have been conducted since 2001The Art of Integration explores how to maximize the brand impact of multichannel marketing campaigns: What is the global state of play for multichannel campaigns? How should campaigns be integrated to maximize overall impact? How should campaign creative be customized to make the most of each individual channel format? Combines learning from four sources: AdReaction consumer survey (1,001 U.S. consumers, 14,500+ consumers globally) Link for Campaign copy testing (7 countries, 12 campaigns, 60 executions) CrossMedia database analysis (220+ global multichannel effectiveness studies) Getting Media Right marketer survey (300+ industry leaders)2Audiences have noticed a rise in advertising over the past three years, but there is room to improve campaign fit and storytellingQuestion: Do you agree or disagree with each of the following statements?3457142428797471474133Ads are appearing in more places nowI see more advertising nowAds are more intrusive nowAds now fit together better across different ad formatsAds tell better stories nowAds are now more confusing% DISAGREE % AGREE817469595236% AGREEGLOBAL AVERAGECompared to 3 years ago:Positive sentimentNegative sentimentMany believe that brands can do a better job of coordinating advertising to reduce irritation and leave a stronger brand impressionQuestion: What do you think about advertising from the same brand in lots of different places?4reminds me about the brandgenerally leaves a stronger impression of the brandis impressive that brands can coordinate so many different types of advertisinghelps me understand the brands message bettermakes me more likely to buy the brandirritates me / feels like they wont leave me aloneirritates me knowing that they are wasting so much money on advertisinggenerally leaves a more confusing impression of the brand342616151625177Advertising from the same brand in lots of different places% AGREEGLOBAL AVERAGE% AGREEPositive sentimentNegative sentimentAnd while nearly all marketers think their strategies are integrated, consumers see it differentlyGetting Media Right 2017: How integrated are your media strategies for desktop/laptop, mobile, and TV? AdReaction: How well do the ads you see from most brands fit together across different ad formats? 5Across all media(Global average: 58%)Between online and offline(55%)Between different offline formats(59%)Between different online formats(56%)Desktop, mobile and TVConsumers view of campaign fit(% very/somewhat fit) Marketers view of integration(% very/somewhat integrated)58% 52% 53% 53%There are multiple levels of campaign integration to consider6Not Well IntegratedIntegrated, Not CustomizedIntegrated and CustomizedThe campaign idea was consistent in most channelsThe campaign idea was consistentin most channels AND creative was tailored to each individual channelThe campaign idea was not clear in many channelsCROSSMEDIAEFFECTIVENESSLEARNINGCurrently one in four of the campaigns we measure are missing the markData Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies). Categories: Food & Bev, Household, Retail, Travel, Personal Care, Financial Services, Technology, AutomotiveIntegrated similar ads, but NOT well customized to individual mediaIntegrated AND most media were well customizedNature of multichannel campaignsNot well integrated7CREATIVE 3. Make each piece of content amazing8INTEGRATION 1. Integrate more campaign cuesIDEA 2. Start with a strong campaign ideaPLACEMENT 4. Invest only in channels that have a clear roleCUSTOMIZATION 5. Customize content for each channelFive principles for multichannel campaign success INTEGRATIONMultichannel campaigns perform better when integrated across many media Todays marketers are focusing more effort on cross-channel and cross-deviceSource: Getting Media Right 2017 Q. What do you think is the highest impact allocation of marketing channels to achieve “best in class” marketing? Please allocate 100 points based on the optimal allocation of your teams time and effort. 10Beyond that, the focus is mainly on TV & digitalMobile advertising& apps13%TV20% Cross-channel(digital & traditional)21%Cross-device(online & mobile)19%Online advertising(desktop/laptop)16%11%Other traditional media(print, radio, OOH)CROSSMEDIAEFFECTIVENESSLEARNINGFor multichannel marketing, integrated campaigns are proven to be most effective globallySource: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies)Categories: Food & Bev, Household, Retail, Travel, Personal Care, Financial Services, Technology, Automotive11Overall campaign contribution(all campaigns) Indexed againstNot Well Integratedcampaigns100CROSSMEDIAEFFECTIVENESSLEARNINGAdding more media channels can improve impact, but even more so when campaigns are integrated and customized Source: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies)Categories: Food & Bev, Household, Retail, Travel, Personal Care, Financial Services, Technology, AutomotiveOverall campaign contribution (campaigns with 4+ media channels)Indexed against campaigns with 3 or less media channels10012CROSSMEDIAEFFECTIVENESSLEARNINGMultichannel campaigns should deliver the same connective elements across all creative unitsSource: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies)Categories: Food & Bev, Household, Retail, Travel, Personal Care, Financial Services, Technology, Automotive*Indexed against campaigns with no integration cues13CelebrityType of humorVoiceoverCharacter (non-celebrity)Social media hashtagWebsite addressSloganTone of voiceCreative ideaMessageLogoVisual identityColor schemeWhat works*What happensMusic/soundtrack20018016020% 30% 40% 50% 60% 70% 80%There are several ways that marketers can make their campaigns feel unified we call these brand integration cues. Effectiveness learning shows that while all brand cues contribute positively to campaign effectiveness, consistent characters or personalities are the individual cues which differentiate the best campaigns.Audiences say they are most likely to notice when brands use the same logo, message and slogan across channels. CROSSMEDIAEFFECTIVENESSLEARNINGFor optimal impact, incorporate multiple cues seven or more are necessary to increase campaign performanceSource: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies)Categories: Food & Bev, Household, Retail, Travel, Personal Care, Financial Services, Technology, Automotive4 to 6 7 or moreIndexed against campaigns with3 or lessintegration cues10014Integration exampleBudweiserA Budweiser campaign out of China built awareness through consistent colors, style and branding, alongside the use of a “next generation” celebrity with a young, passionate and futuristic image that was fitting to the brand. Furthermore, while part of an integrated campaign, each individual ad is interesting in itself.“The ads are linked by rrecognizable electronic music, similar ad scenes, the spokesman Eason Chan and the message this Buds for you.”Branding percentilesOverall Campaign 89 Static outdoor ad #1 96 Website video 60 sec 95 Website video 15 sec 90 Static outdoor ad #2 90 TV 30 sec 72 Static outdoor ad #1 Static outdoor ad #260 sec and 15 sec website ads 30 sec TV adSource: Kantar Millward Brown 2017; Link for Campaigns copy test15Audiences remember campaigns that are effectively integratedQuestion: What ads for a brand have you seen recently that worked well in lots of different places/formats? Explain where you saw the ads and what linked them together.“Ive seen Allstate ads on my computer and TV. They had the same consistent message and color.”“Target does a good job of this. Their ads always have the same bright colors and bright lighting.” “Capital One. The message is the same on different formats with the same spokespeople.” “Sprint & Verizon. Ive noticed ads on TV, radio and phone. The logos and the catchphrases link.” “Coca-Cola ads online and on billboards. Same color scheme, logo and main idea.” “Progressive insurance on TV and online. The name brand and their spokesperson Flo were in both ads.”“Consistent ads for Nike. Ive seen billboards, podcast commercials and YouTube ads.” “GEICO ads on TV, in magazines, online and on billboards. The trademark gecko links them together.”Male, 16-29 Female, 30-44 Male, 45-65 Female, 30-44Female, 16-29 Male, 30-44 Male, 16-29 Female, 45-6516IDEASuccessful integration starts with a winning ideaSource: WARC 2017“When you really think about whats the most important piece of the value chain, its an insight that translates into a great creative idea that translates into great sales.” - Marc S. PritchardChief Brand Officer at Procter & Gamble18Start with a strong creative platform19A creative platform is the advertising approach that will be used for a long period of time across multiple individual campaigns.How to succeed:The best creative platforms can be summed up in a sentence, are distinctive and provocative, stretch the brand without breaking it, work across borders and channels, and are personally relevant and meaningful. Why it matters? Defining a compelling and durable creative platform will help in the development of winning campaigns.Example: Procter & Gamble: “Thank You, Mom”Build on it with a cohesive campaign idea20A campaign idea is the theme that will underpin all of the content from a brand in a set period of time. How to succeed:Campaign ideas that build on the foundation of a consistent creative platform will find it easier to deliver common impressions because the brand has thought about what/how it wants to be, and may also have rules about its visual identity.Why it matters? Strong campaign ideas are the springboard for great executions, but do not guarantee them. You cant have a good ad without a good idea, but a good idea doesnt necessarily mean a good ad.Example: “Best Job,” “Because of Mom,” and “Strong” all build on P&Gs “Thank You, Mom” platform, but each has a unique individual insight or angle driving it.“Strong”“Best Job”CROSSMEDIAEFFECTIVENESSLEARNINGIdeas act as a glue campaigns with a strong central idea perform better across all brand KPIs, especially image associationsSource: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies)Categories: Food & Bev, Household, Retail, Travel, Personal Care, Financial Services, Technology, Automotive21Campaign contribution(campaigns with a central idea)Indexed againstcampaigns with no central idea 100CROSSMEDIAEFFECTIVENESSLEARNINGCampaigns with a strong central idea also perform better on all channelsSource: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies)Categories: Food & Bev, Household, Retail, Travel, Personal Care, Financial Services, Technology, Automotive22100Indexed againstcampaigns with no central idea Idea exampleHornbachFor this German home improvement chain, the Dive into Life campaign delivers the message that DIY is a sensory experience, with moments of pure freedom and even a bit painful at times. It reminds people: You are alive! (Du lebst!). This well-connected campaign also incorporates sensory elements on the website which helped with the feel of the campaign. One survey respondent particularly recalls “the idea of promoting the senses. If you have seen the whole story to the end, you will always have to smile a little when you see a poster.”20 sec YouTube ad60 sec TV adStatic outdoor adStatic outdoor adWebsite23You are alive!Do you remember how it feels?Source: Kantar Millward Brown 2017; Link for Campaigns global copy testCREATIVEEmbrace the power of storytelling and make every creative amazingEven with strong integration and an inspiring campaign idea, some individual creative executions can still fail to engageBase: 12 Link for Campaign AdReaction studies5 of 12 integrated campaigns tested scored below average in terms of their overall campaign impact (even though all seemed to have clear ideas behind them).25The strength of each ad within an integrated campaign usually defines campaign success. Within our multimedia pretesting, we see a campaign is defined most closely by the average of all executions, more so than the best or worst individual execution.Therefore, unless media spend will be heavily skewed towards one particular execution, every ad matters and every ad contributes to overall success. Every creative element of a campaign countsSource: Kantar Millward Browns Link for Campaign (93 U.S. studies)260.93 correlation between overall campaign likeability and the average likeability of all ads testedEmotion plays a significant role, as ads that evoke stronger emotionsSource: Kantar Millward Brown global Link databaseEmotional Power: Low, Medium, High percentilesand drive more short -term sales & long-term brand equity.generate more impact .are more likely to go viralPersuasion Power ContributionTV DIGITAL TV DIGITAL TV DIGITAL 27Four out of ten video ads we copy test use storytelling, and over half end with an explicit product message Source: Kantar Millward Brown global Link database28Story38%No story62%Explicit68%Implicit32%Implicit44%Explicit68%Explicit 56%Implicit32%Implicit44%Ads with no storyAds with storyYounger audiences are more positive about ads storytelling capabilitiesQuestion Do you agree or disagree with the following statement: “Ads tell a better story versus three years ago”?Over half of Gen Z and Gen Y agree that ads tell better stories than they did three years ago, while only one-third of Gen X and Boomers agree. 29Creative exampleNissanBuilding on a strong campaign idea that the car is “built to withstand the rigors of winter,” Nissan makes their All Wheel Drive feature central to the storyline in each ad, showcasing the vehicle itself as the superhero.Leveraging the power of emotion, Nissan uses exciting, enjoyable and distinctive ads to tell a compelling and consistent story throughout the campaign.Source: Kantar Millward Brown 2017; Link for Campaigns global copy test30Involvement Ad Distinctiveness ViralityCampaign 90% 70% 82%Snowman 100% 98% 95%Snowy Tree 97% 82% 79%Rocky Road 97% 79% 74%Icy Bridge 99% 85% 81%Icy bridge30-sec YouTube adRocky Road 30-sec YouTube adSnowy tree 30-sec TV adSnowman 30-sec TV adPLACEMENTUnderstand your audience and invest only in channels that have a clear role CROSSMEDIAEFFECTIVENESSLEARNINGGenerally all media can achieve all brand objectives TV is best for awareness, but other media can deliver more cost effectivelySource: Kantar Millward Brown global CrossMedia studies, 2015-2017, (223 studies)Categories: Food & Bev, Household, Retail, Travel, Personal Care, Financial Services, Technol</p>
