报告预览

2018年媒体权利报告(英文版)(36页).pdf

编号：16402

PDF 36页 16.80MB 下载积分：VIP专享

下载报告请您先登录！

2018年媒体权利报告(英文版)(36页).pdf

1、 Kantar GETTING MEDIA RIGHT 2018 2Getting Media Right: Extraordinary Marketing Through Integrated, Holistic Advertising Extraordinary marketing through integrated, holistic advertising. If marketers understand the need for a balanced approach to understanding performance, why do they still focus on

2、short-term sales as the primary indicator of campaign success? In 2018, in our 5th annual Getting Media Right study, we find that marketers are continuing to struggle with measuring and proving ROI, primarily due to their approach. While a majority recognise they should look at a blend of short-term

3、 sales over 70% of Agencies and Media/Publishers are confident they have the balance right. 45% Not confident 43% confident in 2017 23% Not confident 30% Not confident 55% Confident AdvertisersAgenciesMedia/Publishers 77% Confident 70% Confident 30Getting Media Right: Extraordinary Marketing Through

4、 Integrated, Holistic Advertising Gen Y marketers have significantly less confidence in their media mix and balance of digital and offline. Thats likely because a larger portion of Gen Y, 35%, dont feel their organisation understands the touchpoints along the consumer journey (only 20% of Gen X and

5、Boomers feel similarly), indicating a lack of understanding in where best to reach target audiences. Boomers (1946-1964) Boomers (1946-1964) Gen X (1965-1979) Gen X (1965-1979) Gen Y (1980-1994) Gen Y (1980-1994) Confidence organisation has the right balance between digital their remaining time is s

6、pent on bridging across channels. Optimal allocation of teams time and efforts across channels 15% 43% 42% Cross-channel & DeviceTraditional mediaDigital media 33 DRIVE SHORT & LONG-TERM ROI HARMONISE MEASUREMENT INTEGRATE STRATEGIES USE INSIGHTS EARLY & OFTEN MASTER THE MEDIA MIX Creating a proper

7、framework to monitor and measure short-term impact on business and long-term results on brand. Evaluating the tools and insights needed to efficiently improve performance within and across channels and platforms. Determine what metrics and tools will allow you to look across channels, platforms and

8、content. Not just across media channels and platforms but also the overall approaches for creative and media, considering what data sources are needed to effectively create holistic strategies. Considering research and ways in which to improve campaign performance starting at the ideation phase. Enh

9、ance impact by integrating efforts but also customising campaign elements. Across channels and platforms, creating synergies within digital media and between online and offline. Utilise research to guide decision-making and determine where best to allocate your teams time and efforts 34Getting Media

10、 Right: Extraordinary Marketing Through Integrated, Holistic Advertising Global summary how marketer attitudes vary by region NA Most clear that proving ROI is the biggest challenge Drive long and short-term ROI Most likely to use sales lift research Harmonise measurement Most confident about data i

11、ntegration Integrate strategies Most confident they can act in real-time, but still moving optimisation earlier for greater impact Use insights early and often Campaign-specific objectives given greater weight Master the media mix LatAm Only region where omni-channel behaviour is a higher priority t

12、han ROI Find it toughest to assess performance across channels Least likely to have integrated strategies Less confident they can act in real-time, so moving optimization earlier Least confident in their media mix Europe Conducting more balanced short and long term measurement Bigger gaps in cross-p

13、latform and in-app measurement Most likely to have integrated strategies Already the earliest optimisers, most likely to be moving even earlier. Least confident in the digital vs traditional balance APAC Most confident with the balance between brand & performance marketing Most likely to use brand e

14、ffectiveness measurement Most likely to have data gaps Least likely to be optimising early, despite not being very confident they can act in real-time Most confident in their media mix All of our major themes are true globally, yet there are variations in how the issues manifest themselves. 35Gettin

15、g Media Right: Extraordinary Marketing Through Integrated, Holistic Advertising Methodology Getting Media Right (2018) is based on survey responses from senior marketing leaders (Manager/Director, VP/SVP/EVP, and/or C-Level) at advertisers, agencies (creative & media), and media companies. The surve

16、y was conducted online between July- August 2018 and was accessible via link through various channels (email, social, website, etc.). N: = 468 Advertiser n = 166 Agency n = 216 Media n = 86 Female n = 215 Male n = 249 Gen Y n = 155 Gen X n = 202 Boomers n = 102 NA n = 175 LATAM n = 61 Europe n = 85

17、APAC n = 87 Kantar is one of the worlds leading data, insight and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, it specialist brands, employing 30,000 people, provide inspirational insights and business strategies for clients in 100 counties. Kantar is part of WPP and its services are employed by over half of the Fortune Top 500 companies.

友情提示

1、下载报告失败解决办法
2、PDF文件下载后，可能会被浏览器默认打开，此种情况可以点击浏览器菜单，保存网页到桌面，就可以正常下载了。
3、本站不支持迅雷下载，请使用电脑自带的IE浏览器，或者360浏览器、谷歌浏览器下载即可。
4、本站报告下载后的文档和图纸-无水印,预览文档经过压缩，下载后原文更清晰。

本文（2018年媒体权利报告(英文版)(36页).pdf）为本站（科技新城）主动上传，三个皮匠报告文库仅提供信息存储空间，仅对用户上传内容的表现方式做保护处理，对上载内容本身不做任何修改或编辑。若此文所含内容侵犯了您的版权或隐私，请立即通知三个皮匠报告文库（点击联系客服），我们立即给予删除！

温馨提示：如果因为网速或其他原因下载失败请重新下载，重复下载不扣分。

上海品茶

2018年媒体权利报告(英文版)(36页).pdf

2018年媒体权利报告(英文版)(36页).pdf