1、#PowerOfConnection|1#PowerOfConnection|1#PowerOfConnection|2#PowerOfConnection|2INSIGHTS TO OPTIMISE TOUCHPOINT EFFECTIVENESSThe Power of Connection is an annual analysis of Kantars global media and creative databases to understand the evolving media landscape.This year we explore the effectiveness

2、of different channel groupings.#PowerOfConnection|2#PowerOfConnection|3#PowerOfConnection|3WELCOME TO POWER OF CONNECTION 4.0Integrated marketing using multiple media channels is known togenerate much stronger returns,but marketers often struggle to optimise effectiveness across a wide variety of di

3、fferent touchpoints.Power of Connection 4.0 is a collection of learnings across touchpoints,paid and non-paid,based on a comprehensive analysis of Kantars global creative and media effectiveness databases,brought to life through case studies.In the report you will find a summary of how each touchpoi

4、nt helps to build brands,the cost-effectiveness of paid media,how receptive consumers are to different advertising formats,and howto make the most of eachtouchpoint and the content you place there.In this edition of Power of Connection,we have taken a more holistic view of communication channels,to

5、reflect how consumers see them.While media buying isnt yet fully integrated across similar format types,it should be approached in this way.You may be surprised at the significant variations we see across these metrics.Some of the touchpoints with the greatest scale impact are among the least cost-e

6、ffective in building brands.And some of the most cost-effective media are among the least popular with consumers.This shows that the best media plans need a balanced touchpoint strategy.And since the media landscape is continually evolving,weve also included some thoughts on where each touchpoint is