1、 This report contains the findings of the DIMENSION 2018 study. Weve surveyed consumers and run qualitative groups and interviews amongst industry leaders across five of the largest media markets in the world. The result: an overview of the major trends and exciting innovations shaping the world of

2、media and communications planning. Our aim is to provide insights and guidance to brand owners, agencies, media owners and communications specialists, indeed to all whose role involves trying to reach and influence consumers. The message that emerges is clear. In trying to keep ahead brands are lear

3、ning to communicate in multiple ways with consumers who are themselves developing and evolving new media habits. The challenge is to sift the mass of data to identify the truly valuable and insightful, and to underpin all communication planning with solid, consistent measurement. The momentum is tow

4、ards integration. We hope that the insights gleaned from consumers and some of the brightest minds in the industry will help our clients plan, execute and measure marketing communication activities accurately. Kantar Media remains committed to delivering connected intelligence to our clients. DIMENS

5、ION will continue to keep the dialogue open and bring you commentary on the changing landscape. The destination is clearer we need to work together to arrive there! Andy Brown CEO and what industry leaders see as coming next. Tables containing all of the data referenced in the text are to be found i

6、n an appendix. 6DIMENSION 2018 US UK FRANCE CHINA BRAZIL WHAT WE DID The 2018 DIMENSION study contains two strands: consumers and industry leaders. THE CONSUMER FIELDWORK We surveyed 5,000 connected consumers (aged over 18) across Brazil, China, France, UK and the US. 1,000 surveys were conducted in

7、 each country. Connected consumers are defined as those who use two out of a PC/laptop, a tablet or a smartphone to connect to the internet. We selected this sample as we believe it to be of the greatest interest and relevance to advertisers. Full methodological details can be found in the appendix.

8、 7Introduction and What We Did INDUSTRY LEADERS FIELDWORK USUKFRANCE CHINABRAZIL Designed to elicit the thoughts and opinions of leading industry figures, we hosted a series of Leaders Exchange Roundtables in late 2017. Many of these were followed up with qualitative interviews. We were keen to expl

9、ore their opinions on three key topics: the practice of consumers buying-out of advertising by using adblockers, or otherwise avoiding ads; the move towards a more integrated approach to all consumer communication (be that advertising or non-advertising); and the ways in which advertisers are using

10、new technologies such as virtual and augmented reality. Running as a thread throughout was the broad topic of data its sheer quantity, its accessibility, its value and how to drive actionable insights from it. 8DIMENSION 2018 MINING FOR MEANINGFUL DATA Perhaps unsurprisingly given its title this sna

11、pshot explores data. Data on how consumer attitudes and behaviours towards different media forms and commercial messages have changed since our first DIMENSION study (released in April 2017); and insights into how industry leaders are managing the challenge of operating in a data- dominated world. T

12、his snapshot forms just one of several perspectives based on the findings from the DIMENSION 2018, a major and innovative study exploring the state of the media business. The study comprises four snapshots which can be read individually or aggregated together to form a complete picture of the shared

13、 issues facing the industry. To read the full report or access the other snapshots please go to: INTRODUCTION 11Mining for Meaningful Data TAKE-OUTS For a quick overview, here are the top take-outs and that there is a balance between privacy and creative appropriateness. 3 Consumers feeling that adv

14、ertisers are doing a better job of communicating with them now than in the past, has declined slightly year-on-year highlighting that there is still work to be done to improve the standing of online advertising (in particular) with the end user. 6 Common standards are needed across all platforms to

15、allow for full use to be made of all data, and for industry learnings to be maximised. 5 Advertisers and their agencies need help navigating the huge quantity of data available to them from multiple sources quality data integration is fundamental. 12DIMENSION 2018 IMPLICATIONS 1 Advertisers need to

16、enable their creative agencies to use data at the start of the ad planning process, as opposed to as a fine- tuner of messages. 2 Linked to this, greater focus should be on improving creative use of online media forms. Online isnt just offline on a screen. 3 Consumers understand the trade-off betwee

17、n data and personal benefit. Advertisers need to enter the trade. 4 Advertisers need help navigating data sets; which need to be easier to access, more consistent, and easier to connect. 13Mining for Meaningful Data GENERAL TRENDS USE OF MEDIA FORMS In line with our goal of tracking consumer attitud

18、es to the advertising they see our fieldwork posed a series of repeated questions on topics such as device ownership, use of ad blockers and attitudes towards advertising. Table 1.2 focuses on broad year-on-year comparisons; in later snapshots we look at more detailed analyses into each key topic. T

19、he proportions of connected consumers accessing media forms does place some of the more extreme comments from around the industry on how habits are changing at breakneck speed into some perspective. Established media forms remain resilient. Nearly everyone sampled across the five markets continues t

20、o access television through a TV set; that radio listening offline to radio is at 88%; and that around 80% continue to look at print versions of newspapers and magazines speaks to the power of these established platforms. This isnt to say that the overall trend towards online services has been massi

21、vely exaggerated or even that it is slowing, but it is worth remembering that we are currently living in a mixed media economy. Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, Nov Dec 2017. Question: Media forms ever accessed. See Table 1.2 for full analysis. ESTABLISHED MEDI

22、A FORMS REMAIN RESILIENT 88% listen to the radio offline 79% / 82% read a newspaper/magazine in print 96% access TV via a TV set 14DIMENSION 2018 CONSUMER ATTITUDES TO ADVERTISING When it comes to attitudes towards advertising, the topline views of connected adults havent changed a great deal over t

23、he year, with the largest percentage saying that advertising doesnt bother me one way or the other. Although 70% are either positive or ambivalent, almost half our sample simply dont concern themselves too much with ads. See Table 1.3. Nearly three-quarters (73%) of connected adults feel that advert

24、ising is changing for the better, or not changing at all; a very similar figure to a year ago (Table 1.4). A similar proportion (71%) feel that advertisers are doing a better job of communicating with them these days, although that number has declined slightly year-on-year. We believe that despite i

25、ndustry talk of improvements in targeting and the uptake in delivering ads of greater relevance to those receiving them, consumers still feel that they see the same ads too often, and that they are exposed to ads for products theyve already bought. (Table 1.5) So, certainly from the consumer perspec

26、tive, whatever technological changes have been implemented by advertisers and their agencies over the last 12 months, the same issues remain. We continue to notice that ads shown online are less popular than ads displayed in the same medium but in a more traditional format (Table 1.3). 71% say adver

27、tisers are better at communicating with them these days Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, Nov Dec 2017. Question: Do you think advertisers today are doing a better job at communicating with you than in the past? What are your feelings about advertising in genera

28、l? See Table 1.4 and 1. 3 for further analysis. 46% say theyre ambivalent about ads 15Mining for Meaningful Data More people (33% v 25%) claim they enjoy ads on TV as viewed on a TV set than they do within online forms of the medium; the same holds true for printed magazines versus ads in online pri

29、nt (32% v 26%). Cinema (which of course only covers ads shown offline) remains the medium within which ads are most enjoyed. Some of the leaders we spoke to as part of the study expressed a view that this is more a reflection of the creative work deployed online as against offline, together with how

30、 online media forms are consumed, as against any underlying issues with the media forms themselves. Too often ads designed for an offline media form appear online. Ads need to reflect the medium within which they appear. Its not good enough to assume that something that works well offline will autom

31、atically work as well online. The difference between media types goes beyond the physical manifestation of each. How the media form is used is as important as how it transmits. A SCREEN THING? Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, Nov Dec 2017. Question: What are yo

32、ur feelings about advertising in general? and How do you feel about the types of advertising you see in these different media? See Table 1.3 for further analysis. ADS NEED TO REFLECT THE MEDIUM WITHIN WHICH THEY APPEAR 33% enjoy ads on a TV set 32% enjoy ads on printed magazines 25% enjoy ads on onl

33、ine TV 26% enjoy ads in online print VSVS 16DIMENSION 2018 2017 2018 Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, Nov Dec 2017. Question: Do you think advertisers today are doing a better job at communicating with you than in the past? See Table 1.4 for further analysis. W

34、ORK IN PROGRESS The connected consumers media usage and views have little changed in twelve months. On the one hand the advertising world should be cheered by the fact that ads per se are still liked or tolerated, but on the other concerned that online ads remain comparably less popular than ads usi

35、ng more traditional methods of transmission. The industry is good at heralding our perceived achievements such as improved media and creative targeting, and our ability to use data to ensure a greater degree of relevance and even personalisation to deliver less wastage to our clients. However the co

36、nsumer findings suggest that whatever we may think of as improvements to the way we reach and influence consumers, the end user has not really noticed much difference over the last twelve months. There remains more work to do. SLIGHT DECLINE IN CONSUMERS FEELING ADVERTISERS ARE BETTER AT COMMUNICATI

37、NG WITH THEM NOW THAN IN THE PAST 73% 71% 17Mining for Meaningful Data MORE TO DO This theme was echoed by many of our industry leaders. Managing the mass of data now available from industry currencies, media owners, technology platforms, the client, third party analytics suppliers and the martech w

38、orld is a daunting task. Mining datasets for insights that will drive business success has always required a rare skill; when the datasets in question come from multiple, disconnected sources the complexity increases. Marketers say to me: I have more data than Ive ever had, and Im more confused than

39、 Ive ever been. Clients want simplicity, and thats a huge challenge. Maarten Albarda, CEO, Flock US Were in a mad rush to collect maximum data and weve got to a point of not really knowing what to do with it. We perhaps need less data but to utilise it better, and these days the problem and challeng

40、e is how to use it. Pascale Azria, Directrice Gnrale et Prsidente, Syntec RP, France Were drowning in data, but what does it mean? So often we have clients coming to us with massive packs of data that theyve generated asking: “Can you help us make some sense out of this? Then theres the relationship

41、 between data and evidence, and creativity and imagination. How do we get some of the best creatives in the country to use data to get to better solutions and see that as a positive thing? Andrew Pinkness, Head of Strategic Services, Abbott Mead Vickers BBDO, UK 18DIMENSION 2018 USING DATA TO IMPROV

42、E CONSUMER COMMUNICATION According to the American Marketing Association, surveying their members early in 2017, 82% believe they havent yet successfully connected their datasets in order to reach consumers more intelligently. The connected consumer agrees. The sense is that advertisers are still no

43、t delivering relevancy enough of the time, and that the approach of sending messages to those who have just purchased the product in question continues. Furthermore, 72% of consumers agree that they sometimes see the same ad over and over again. Leaders recognise the same issues and agree that not e

44、nough is being done to address these concerns. There is also a recognition that the industry must get better at using data to drive messaging, primarily through advanced advertising techniques such as programmatic. CONSUMERS FEEL THAT ADVERTISERS ARE STILL NOT DELIVERING RELEVANCY ENOUGH OF THE TIME

45、 agree and agree strongly that they often see online ads for products theyve already purchased Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, Nov Dec 2017. Question: Please select how strongly you agree or disagree with the following statements. Please select how strongly yo

46、u agree or disagree with the following statements about the advertising you see. See Table 1.5 and 1.9 and 1.10 for further analysis. 56% 63% agree and strongly agree that they would like more control over the types of ads they see online say they see the same ads over and over 72% see an increasing

47、 number of relevant ads 40% 19Mining for Meaningful Data I think the technology will move towards having more intelligent algorithms that better understand the life cycle of each type of product. For example, lets say the consumer purchases sneakers on average every six months. I will only talk to y

48、ou about the sneakers again in six months. It allows for greater relevancy. Roberto Schmidt, Director, TV Globo, Brazil Increasingly creative agencies are using data at the start of the ad planning process, as opposed to as a fine-tuner of messages. Agencies use data to fine-tune their messages they

49、 may change colours, pricing, fonts, or vary the product mix featured to match known consumer preferences. We are starting to go further, to gather insights aggregated from multiple data sources such as social media conversations and feed those into our creative briefs. Data can drive brilliant creativity; its not only about optimisation. Jon Wilkins, Chairman, Karmarama, UK THE VALUE OF DATA Connected consumers recognise the transactional nature of data for relevance, with a third prepar