凯度2018洞见媒体年度分享会暨GENZ白皮书
互联之力×Z世代之力The Power of Connection ×
The Power of Generation Z
?2018凯度洞见媒体年度分享会
?暨GenZ白皮书发布会?2018 Katar Getting Media Right
?Annual Event ?Official Launch, GenZ Whitepaper
互联之力洞见媒体Getting media right
The Power of Connectivity Jane Ostler
凯度洞察全球媒体业务负责人
Global Head of Media
Insights Division at Kantar
互联之力
The Power of Connectivity
High
High
Low
Great
Communication
Meaningfully Different
+187
%有效沟通能加速品牌成长
Strong communication accelerates brand growth
衡量营销投资
因此对品牌至关重要Measuring marketing investment
is critical
In China,more touchpoints are needed to build brand impact
Global average
China average
在中国市场需要更多的媒介触点构建品牌影响力
80%
impact
20% of
touchpoints
60% of touchpoints
4134
2829
59
910
66
66
7
6
67
1413
12121516192161314136
4
5
4
Investment
Awareness Associations
Motivation TV
Social
Online video
Online display Outdoor Print out POS Others
Channel level contribution vs spend for different brand metrics
Understanding the impact of media channels
了解不同媒体渠道对品牌的影响
衡量不同媒体在跨媒体营销中的效果实属不易Marketers though struggle to connect the dots
It’s tough
to assess
how well
brands perform
across channels
Disagree Agree
7%
8%
85%
What is the most important measure
of ROI?
Belief ≠ Action
8%
40%
52%What approach to
ROI measurement
do you use?
长期ROI和短期ROI指标都非常重要实际评估时却非如此
Mostly short-term sales Mostly long-term brand building A mix of both
Campaign Spend
Decayed Campaign Spend
Contribution
Campaign period value of incremental transactions 70%
Decayed campaign value of incremental transactions
30%100%
Total campaign incremental value
Case Study: Measuring brand effectiveness and sales
案例分析:有效衡量营销活动中品牌及销售的影响
跨媒体及整合的重要性The importance of integration and media mix
Integrated –similar ads, but not well customized to individual
(64)Integrated and most media were customized well
(102)
Base
Not
well integrated
(57)
157
131
100
Integrated and customized campaigns show power 整合和定制程度高的营销活动显示威力
14%
Awareness
Association
Motivation
Synergy Uplift
21%
23%
Growth is unlocked through media synergies
正确利用媒体协同效应高效释放营销活动效能
The most important factors in campaign integration
Q Which of the following most help you realise that ads from a brand in many different places are linked together?41
3231
25
2322
20191818
151313
111110
Same logo
Same strapline/ slogan
Same message Same visual theme
Same fundamental idea behind the ads
Same overall style/ approach
Same kind of story
Same music/ soundtrack (audio-video content)
Same celebrity Same colour scheme
Same brand personality/ character (non-celebrity)
Same person doing the voiceover
Same joke/ type of humor Same website address
Something different from how all other brands advertise
Same social media hashtag
% Endorse
整合营销活动中最为重要的影响因素
55%
45%
ADVERTISERS
77%
23%
AGENCIES
But marketers and agencies are not aligned on confidence in the media mix
面对媒体整合市场营销人员和营销代理商看法不一
Not confident
Confident Not confident
Confident
OBJECTIVES
ENGAGEMENT
EXECUTIONS
IDEA
CHANNELS AUDIENCE
Connection 1
Objectives to audience
Connection 2
Audience to relevant channels
Connection 4
Connect executions with channels
Connection 6
Idea to audience & channel(s)
Connection 3 Idea to executions
Connection 4
executions to channels
Connection 5
channels to engagement
Power of Six
构建连接
Case Study: Connecting brand and interaction for GenZ 案例分析:与GenZ互动构建品牌的连接
AI-generated creative Immersive environments
Connected intelligence The next growth drivers
未来增长的驱动力
互联之力×Z世代之力
The Power of Connection ×
The Power of Generation Z
?2018凯度洞见媒体年度分享会
?暨GenZ白皮书发布会?2018 Katar Getting Media Right
?Annual Event
消费新势力?Official Launch, GenZ Whitepaper GenZ白皮书联合发布
当世界瞩目于Z世代,
品牌突然发现他们对这一新兴消费人群知之甚少…It’s time to focus on GenZ(post-95).
Yet, there’s a gap with brands’ perception of young people’s consumption power and preferences…
魏力William Wei
凯度华通明略上海客户服务总监
Head of Client Servicing
Kantar Millward Brown Shanghai