Kantar Millward Brown’s 2018 AdReaction study, The Art of Integration, based on surveys of more than 14,000 16-65 year-olds in 45 countries along with a custom analysis of its own media effectiveness and copy testing databases, said that three quarters of multimedia ad campaigns were integrated well, with all content working coherently across the different channels it is viewed on.
Combinations that work particularly well with each other, it added, are TV and Facebook, and TV and outdoor.
Further, multimedia pre-testing of campaigns showed that integrated campaigns are 31% more effective at building brands, while those campaigns that are both integrated and customised are 57% more effective at building brands.
But increased effectiveness does not necessarily reflect greater consumer enthusiasm: globally, 81% of consumers agreed that the volume of ads has increased, while 69% felt they are now more intrusive than before; only 34% said that multimedia campaigns reminded them about the brand.
And while most marketers (89%) understandably viewed their efforts as being integrated, only 52% of consumers agreed, while a minority felt ads were more confusing now than three years ago.
Jane Ostler, Managing Director, Media & Digital at Kantar Millward Brown, likened the marketer’s role to that of an orchestra conductor, adding that “marketers need to work even harder now to ensure that everything works in harmony”.
“Start with a strong campaign idea, use consistent brand cues and deliver tightly integrated execution,” she advised.
Campaigns with a strong central idea performed better across all brand KPIs (+64%), especially brand image associations (+91%). All brand cues contributed positively to campaign effectiveness, but AdReaction showed that consistent characters or personalities most help brand impact.
The study also found that every ad contributes to a campaign’s success, with campaign strength is defined more by the average strength of all executions than the best or worst individual execution, and that every placement matters, with all media channels playing a role across different metrics.
Sourced from Kantar Millward Brown; additional content by WARC staff