凯度：2018年媒体权利报告(英文版)(36页).pdf

1、 Kantar GETTING MEDIA RIGHT 2018 2Getting Media Right: Extraordinary Marketing Through Integrated, Holistic Advertising Extraordinary marketing through integrated, holistic advertising. If marketers understand the need for a balanced approach to understanding performance, why do they still focus on

2、short-term sales as the primary indicator of campaign success? In 2018, in our 5th annual Getting Media Right study, we find that marketers are continuing to struggle with measuring and proving ROI, primarily due to their approach. While a majority recognise they should look at a blend of short-term

3、 sales over 70% of Agencies and Media/Publishers are confident they have the balance right. 45% Not confident 43% confident in 2017 23% Not confident 30% Not confident 55% Confident AdvertisersAgenciesMedia/Publishers 77% Confident 70% Confident 30Getting Media Right: Extraordinary Marketing Through

4、 Integrated, Holistic Advertising Gen Y marketers have significantly less confidence in their media mix and balance of digital and offline. Thats likely because a larger portion of Gen Y, 35%, dont feel their organisation understands the touchpoints along the consumer journey (only 20% of Gen X and

5、Boomers feel similarly), indicating a lack of understanding in where best to reach target audiences. Boomers (1946-1964) Boomers (1946-1964) Gen X (1965-1979) Gen X (1965-1979) Gen Y (1980-1994) Gen Y (1980-1994) Confidence organisation has the right balance between digital their remaining time is s

6、pent on bridging across channels. Optimal allocation of teams time and efforts across channels 15% 43% 42% Cross-channel & DeviceTraditional mediaDigital media 33 DRIVE SHORT & LONG-TERM ROI HARMONISE MEASUREMENT INTEGRATE STRATEGIES USE INSIGHTS EARLY & OFTEN MASTER THE MEDIA MIX Creating a proper