AdReaction：集成的艺术（英文版）(11页).pdf

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1、T H E A R T O F I N T E G R A T I O N A well executed multichannel campaign is a thing of beauty. You know one when you see it, effortless in its cohesion, with connected and complementary elements adding up to a greater whole. These campaigns feel harmonious; they draw us in, and make us want to le

2、arn more. So why arent all campaigns like this? Over one in four of the campaigns we measure are not well integrated, and consumers are much more critical than marketers are about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels by properly custo

3、mising content to different contexts. The best campaigns see a substantial increase in effectiveness, so AdReaction set out to explore the secrets of their success. What can marketers learn from the campaigns which grow brands successfully while avoiding the dangers of fragmentation? What is the art

4、 of integration? Global Report Consumers feel overloaded so quality is key. People feel bombarded by the marketing content they see, and the number of places they see it. As we would expect, heavy media users and frequent online buyers feel the most overloaded, but they are also the most positive ab

5、out improved campaign integration and storytelling now possible across placements. People feel media fragmentation and an increasing pressure and intrusiveness of ads but some also say campaigns fit together better and tell better stories 81 74 69 59 51 36 % agree Ads are appearing in more places I

6、see more advertising now Ads are more intrusive now Advertising now fits together better across different formats Ads tell better stories now Ads are now more confusing How people feel today compared to how they felt 3 years ago: Follow our 5 principles for success. We know using more media channels