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DIMENSION 2018
Momentum towards Integration
DIMENSION: two sides of the same coin
2
DIMENSION explores the key communication
planning, buying and measurement issues f...
Our approach
3
x5
countries
BR - CN - FR - UK - US
5,000+
“Connected adults”
consumers
Supplemented
with Kantar expert opi...
4
Wide industry engagement
The top line …
5
In trying to keep ahead, brands are learning to
communicate in multiple ways with
consumers who are thems...
DIMENSION 2018 – who’s views?
*GroupM 2017 6
CONSUMERS
5,000 connected consumers
18+ years old
5 major ad markets – total ...
Four topic areas
7
Mining
Measurable
Data
No Junk Mail,
Please
Combination
Theory
GLOBAL REPORT
A Whole New
(Old) World?
Mining Meaningful Data
How consumer trends in relation to media use and attitudes
towards advertising are evolving and how...
Mixed media economy
I find that the market — in its aim
of wanting to keep up with youth culture
and modernism — is going ...
Could do better
Slight decline in consumers
feeling “advertisers doing
better at communicating with
me now than in the pas...
Online – not just offline on a screen
More people claim they enjoy
ads on TV as viewed on a
TV set than they do within
onl...
The value of data
Consumers understand
the trade-off between
data and personal
benefit. Advertisers
need to enter the trad...
The value of data
But privacy a real
concern for many …
“I think people will give up a little privacy... for a better
expe...
Introducing the Ad Positive Score
To quantify many of the
changes we’re tracking we’ve
created the Ad Positive Score
The s...
No Junk Mail, Please
The impact of ad avoidance and what
can be done to minimise its effect
Ad blocking – the extent of the issue
It hasn’t gone away –
over 1 in 5 connected
adults claim to use an ad
blocker all of...
So, why do blockers block?
Amongst the core reasons
for blocking are:
 poor creative
 a lack of relevance
 contextual
i...
a
Selective blocking – some regional differences
Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, N...
The next exit – Paying the ad-free premium offline and online
Base: 2,863 connected consumers who signing up for the servi...
An Exaggerated Issue?
The phenomenon of ad blocking
has been described as one of the
largest mass boycotts of any
product ...
Be brilliant, be useful!
Those who do block are driven to do so
by the industry’s failure to understand
fully who uses the...
Combination Theory: Unlocking the Power
Explores how brand owners are turning to non-advertising
channels to communicate w...
The Influencing Power of Multi-Channel
To consumers –
it’s all advertising
a
Base: 5,000 connected consumers. Source: Kant...
The Influencing Power of Multi-Channel
On average our consumers reported using almost three communication channels to gath...
From Theory to Practice
For many clients, the issue still
lies with linking the media and
PR side of the business
31
The C...
30%
say brands should use
adverts e.g. on TV,
radio, social media sites
or other websites
26
Positive influence in times o...
Press coverage across UK & Ireland press publication for the period, 17th March to 9th April 2018
Includes UK Nationals, I...
Attributing the Connection
a
The division between marketing and PR
is a fallacy. PR can really add muscle to
what your mar...
A Whole New (Old) World?
Technology moves fast. Here, we explore just some
of the changes and challenges that come with it...
The ‘new new’ – smart speakers
New media forms are used by
nearly 75% of connected adults
a
Base: 5,000 connected consumer...
From TV … to TV : Video
Regardless of the device on which
they’re viewed, subscription services
continue to gain popularit...
Social Media – well established …
Social media faces issues in how it can best be
used commercially
a
Base: 5,000 connecte...
Social Media – the measurement vacuum
As with the subscription services,
access to data is still an issue
a
37
Marketers a...
And beyond…
a
38
Look at the cosmetics industry for example and the
applications that exist to allow you to try different ...
And beyond …
a
And as the new technologies
evolve and become more
mainstream, so
the measurement challenge
will come to th...
In conclusion …
The media business will
continue to evolve, as the
technologies driving
change continue to
develop.
Although progress is b...
Thank you
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DIMENSION 2018 - Momentum towards Integration

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Now in it's second year, Kantar Media explores the key communication planning, buying and measurement issues faced by the industry from the twin perspectives of the industry’s leaders, and the consumers they are trying to reach.

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DIMENSION 2018 - Momentum towards Integration

  1. 1. DIMENSION 2018 Momentum towards Integration
  2. 2. DIMENSION: two sides of the same coin 2 DIMENSION explores the key communication planning, buying and measurement issues faced by the industry from the twin perspectives of the industry’s leaders, and the consumers they are trying to reach. CONSUMER Likes & dislikes on the adverting they are exposed to INDUSTRY LEADERS Views on key challenges and how the industry needs to improve =
  3. 3. Our approach 3 x5 countries BR - CN - FR - UK - US 5,000+ “Connected adults” consumers Supplemented with Kantar expert opinion and data 41 Industry leaders across Marketing, Media & Communications
  4. 4. 4 Wide industry engagement
  5. 5. The top line … 5 In trying to keep ahead, brands are learning to communicate in multiple ways with consumers who are themselves developing and evolving new media habits. The momentum is towards integration. The challenge is to sift the mass of data to identify the truly valuable and insightful, and to underpin all communication planning with solid, consistent measurement.
  6. 6. DIMENSION 2018 – who’s views? *GroupM 2017 6 CONSUMERS 5,000 connected consumers 18+ years old 5 major ad markets – total combined ad spend of $337bn* LEADERS ROUNDTABLES 8 roundtables 41 leaders – regional & global roles Representing all parts of the industry
  7. 7. Four topic areas 7 Mining Measurable Data No Junk Mail, Please Combination Theory GLOBAL REPORT A Whole New (Old) World?
  8. 8. Mining Meaningful Data How consumer trends in relation to media use and attitudes towards advertising are evolving and how leaders are integrating the mass of data available into how they work.
  9. 9. Mixed media economy I find that the market — in its aim of wanting to keep up with youth culture and modernism — is going too fast for most users. Eric Trousset, Directeur Développement de la BU Media and Président, IREP, France Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: Media forms ever accessed. See DIMENSION 2018, table 1.2 for full analysis. We are living in a mixed media economy Established media forms remain resilient 96% access TV via a TV set 88% listen to the radio offline 79% /  82% read a newspaper/magazine in print 15 ” “
  10. 10. Could do better Slight decline in consumers feeling “advertisers doing better at communicating with me now than in the past” 73% (2017) 71% (2018) Whatever technological changes have been implemented, the same issues remain from the consumer perspective Say they see the same ads over and over Much needs to be done to raise both creative standards and relevance online with consumers Only - see an increasing number of relevant ads Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Questions: Do you think advertisers today are doing a better job at communicating with you than in the past? Please select how strongly you agree or disagree with the following statements about the advertising you see. See DIMENSION 2018 Table 1. 5 for further analysis 16
  11. 11. Online – not just offline on a screen More people claim they enjoy ads on TV as viewed on a TV set than they do within online forms of the medium vs The same holds true for printed magazines versus ads in online print 33% 25% 32% 26% vs Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: What are your feelings about advertising in general? and How do you feel about the types of advertising you see in these different media? See DIMENSION 2018 Table 1.3 for further analysis 17 More than 85% of spots broadcast on our digital platforms are the same as those on television. That's an issue. I think it's insufficiently adapted.” Laurent Bliaut, Directeur Général Adjoint, TF1 Publicité, France ” “
  12. 12. The value of data Consumers understand the trade-off between data and personal benefit. Advertisers need to enter the trade Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: Please select how strongly you agree or disagree with the following statements. See DIMENSION 2018 Table 1.10 for full analysis. A third of connected consumers reported they’d be prepared to provide data about themselves for a perceived benefit are more interest in ensuring a greater relevance in the advertising in return for sharing their own data are more interest in receiving a discount off goods or services in return for sharing their own data 30% 39% 18
  13. 13. The value of data But privacy a real concern for many … “I think people will give up a little privacy... for a better experience; if you will gain something in your life; if it will tell you the time your plane is scheduled... “leave home now because there is traffic”, “leave earlier”, “I know where you parked your car”. You give up a little privacy, you even accept some advertising.” Vinicius B. Reis, Partner/CEO, CP&B, Brazil ” “ 19 disagree with giving up personal information in return for ad relevance Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: Please select how strongly you agree or disagree with the following statements. See DIMENSION 2018 Table 1.10 for full analysis. 38%
  14. 14. Introducing the Ad Positive Score To quantify many of the changes we’re tracking we’ve created the Ad Positive Score The score takes into account both:  general attitudes towards advertising  having ‘done something as a result of seeing an ad’ 20 Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: Ad Positive Scores by age See DIMENSION 2018 Table 1.1 for full analysis. ANALYSIS OF AD POSITIVE SCORES BY AGE VS OVERALL – 2018 AdPositiveScores 60 70 50 OVERALL 58 18-34 35-44 45-64 65+ Age range of connected consumers 61 62 55 48
  15. 15. No Junk Mail, Please The impact of ad avoidance and what can be done to minimise its effect
  16. 16. Ad blocking – the extent of the issue It hasn’t gone away – over 1 in 5 connected adults claim to use an ad blocker all of the time a Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: Do you use adblocking software at all on any device? See DIMENSION 2018 Table 2.2 for full analysis. A further 33% claiming they ‘sometimes’ block This year we found that the proportion of 45 – 64 year olds blocking was at almost the same level as the 18 – 34’s Age 45 – 64 always use ad blocking software Age 18 – 34 always use ad blocking software 22% 22% 22
  17. 17. So, why do blockers block? Amongst the core reasons for blocking are:  poor creative  a lack of relevance  contextual inappropriateness  inaccurate chronology a Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: Please select how strongly you agree or disagree with the following statements about the advertising you see. See DIMENSION 2018 Table 2.7 for full analysis. Consumers expect relevance “I prefer to see ads that are relevant to my interests” “Recently, I have seen an increasing amount of advertising online that is relevant to my interests” 23
  18. 18. a Selective blocking – some regional differences Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: Do you use adblocking software at all on any device? See DIMENSION 2018 Table 2.1 for full analysis. In China, the rising numbers of connected consumers prepared to pay for a premium subscription to avoid seeing ads on certain channels Always use ad blocking software Sometimes use ad blocking software 33% 45% 17% 21% Selective blocking to avoid ads is a factor If you're talking about screening out ads, there’s not too much of that going on. But if you’re talking about paying fees to remove ads, then there is some of that … people don't want to watch the ads before the programmes, so instead take a premium subscription. Iris Chin, General Manager, Mediacom, China 24 “ ”
  19. 19. The next exit – Paying the ad-free premium offline and online Base: 2,863 connected consumers who signing up for the service . Kantar Media, DIMENSION study, November - December 2017. Question: Which of the following describe your reasons for signing up for the (paid subscription to an online TV) service? See DIMENSION 2018 Table 4.7 for full analysis. a Which of the following describe your reasons for signing up for the (paid subscription to an online TV) service? 51% say ‘TV shows and films I can’t get elsewhere’ 37% say ‘Can view shows without ads’ 12% say ‘Provides viewing suggestions tailored to my interests’ I don’t know how this will evolve over time, but the moment you say “you may skip this, you don’t have to watch advertising”, you’re admitting that, on that platform, advertising is a bad thing. I think in those circumstances the platform itself is playing against the advertising world. Roberto Schmidt, Director, TV Globo, Brazil ” “ 25
  20. 20. An Exaggerated Issue? The phenomenon of ad blocking has been described as one of the largest mass boycotts of any product or service a Not everyone in the industry agrees that ad blocking represents a serious threat. Some believe that the threat is exaggerated Ad avoidance has been blown up out of all proportion. If it was happening at scale ads wouldn’t work and marketers wouldn’t spend. David Song, Owner, Rosie Labs, US ” “Ad avoidance generally has always been a niche phenomenon…[but] the people who care, care a lot - and they're really loud. Jonathan Steuer, Chief Research Officer, Omnicom Media Group, US ” “ a 26
  21. 21. Be brilliant, be useful! Those who do block are driven to do so by the industry’s failure to understand fully who uses the medium, how they use it, and what they expect from it a a The expectations of brands are increasing and in the words of one of our leaders… It’s by being brilliant, by being useful, by being entertaining for people. That’s how (to persuade) consumers (to) stop avoiding advertising. Paul Gayfer, Planning Partner, Goodstuff, UK ” “ 27
  22. 22. Combination Theory: Unlocking the Power Explores how brand owners are turning to non-advertising channels to communicate with consumers, and the impact that is having
  23. 23. The Influencing Power of Multi-Channel To consumers – it’s all advertising a Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: Which of the following do you consider to be ‘advertising’? See DIMENSION 2018 Table 3.1 for full analysis. Using multiple media forms to carry conventional advertising messages is now commonplace and recognised as effective by both brands and consumers Managing output outside of the brand’s direct control becomes vital Non-advertising techniques also give brands an opportunity to reach those elements of their target audiences that choose to block online campaigns 29 64%
  24. 24. The Influencing Power of Multi-Channel On average our consumers reported using almost three communication channels to gather information on brands a Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: Which of the following do you use to get information about brands and services? See DIMENSION 2018 Table 3.3 for full analysis. Which of the following do you use to get information about brands and services? Total 5000 respondents 30 Blogs Review sites Friends & family Social media Celebrity endorsement Advertising The internet, websites Newspaper articles Magazine articles 15% 45% 51% 35% 9% 33% 62% 19% 18%
  25. 25. From Theory to Practice For many clients, the issue still lies with linking the media and PR side of the business 31 The Casa Bacardi experiential we run at various festivals like Primavera and V Festival is good but the measurement of experiential is one of the biggest challenges we’ve got. We seem to have found that PR works, PR drives desire which drives sales. Which then means that any experiential investment needs to be even better supported by some form of amplification whether it be paid or unpaid. Kester Fielding, VP, Marketing Effectiveness, Bacardi- Martini, UK ” “
  26. 26. 30% say brands should use adverts e.g. on TV, radio, social media sites or other websites 26 Positive influence in times of crisis Consumers believe that non-advertising forms can be powerful in managing a brand’s reputation in times of crisis. aQ: If brands are involved in negative publicity, which of the following do you think they should use to help positively influence your perception of them? 21% say brand should use news and articles in print / paper copies 15% say brands should use news and articles online or in blogs 23% say brands should use Social media Earned media can positively influence brands perception Paid media continues to add weight Question: If brands are involved in some negative publicity, which of the following do you think they should use to help positively influence your perception of them? Sample size: 5000 connected consumers // Source: DIMENSION 2018, Kantar Media
  27. 27. Press coverage across UK & Ireland press publication for the period, 17th March to 9th April 2018 Includes UK Nationals, Irish Nationals, UK Key Regionals, Irish Regionals, UK Additional Regionals, Magazine and Consumer press 27 Brands recognise the positive influence of earned media In the wake of the Cambridge Analytica story, Facebook chose to secure a TV interview on CNN News, leveraging the news channels impartial position and reach . 1,043 mentions secured on independent UK media outlets over 23 days
  28. 28. Attributing the Connection a The division between marketing and PR is a fallacy. PR can really add muscle to what your marketing is doing. Vickie Sheriff, Director, Rum Judy, UK Increasingly, we are seeing that… 32 ” “ a The data you need to measure effectively and gain strategic insight will not always be gathered and held by the PR function. An integrated approach to insights and research makes sound business sense. Khali Sakkas, Board Director, AMEC “ ”
  29. 29. A Whole New (Old) World? Technology moves fast. Here, we explore just some of the changes and challenges that come with it – from the ‘new, new’ to those in existence for a while and which continue to evolve.
  30. 30. The ‘new new’ – smart speakers New media forms are used by nearly 75% of connected adults a Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: How frequently do you use different types of media? See DIMENSION 2018 Table 4.1 for further analysis. View from leaders … smart speakers in its infancy – a challenge to create for an entirely new media form A general trend towards voice-activated devices and growing in popularity 13% 26% 64% play video games online 75% online video 70.% claim to use a music streaming service 34 Use smart speaker to listen to music
  31. 31. From TV … to TV : Video Regardless of the device on which they’re viewed, subscription services continue to gain popularity. Reason: programme quality. a Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: Which of the following describe your reasons for signing up for the (paid subscription to an online TV) service? See DIMENSION 2018 Table 4.7 for further analysis. of connected consumers say that’s the primary reason for paying a premium 35 a “Digital video is being sold on different metrics to TV; to be able to measure and plan campaigns against a total audience for all video content is what everyone would like. Will Davies, Head of Ad Sales Planning, Fox, UK ” “ ” Measurement is rather disorganised right now. What we hope to do is establish a set of measurement standards that are universal across different media forms. Yuki Xi, Group Planning Director, Carat, China “
  32. 32. Social Media – well established … Social media faces issues in how it can best be used commercially a Base: 5,000 connected consumers. Source: Kantar Media, DIMENSION study, November - December 2017. Question: How frequently do you use different types of media? See DIMENSION 2018 Table 4.8 for further analysis. 36 Connected adults accessing social media… 75% 55% 20% Several times a day At least once a day Once a day [The young person] graduates thinking that the world consumes Facebook as he does, uses Twitter as he does, uses Instagram as he does. He starts thinking that it is only “digital first”. But digital first for washing powder? Digital first for soap? Roberto Schmidt, Director, TV Globo, Brazil” “
  33. 33. Social Media – the measurement vacuum As with the subscription services, access to data is still an issue a 37 Marketers are seriously concerned about walled gardens. Some platforms have a desk in the client’s office, they deliver a constant narrative designed to suggest success. All that data is interesting but only relevant if it can be linked to business metrics. The call for independent measurement is correct. But it’s hard to deliver. Maarten Albarda, CEO, Flock, US ” “ The walled garden approach favoured by many platforms prevents brands from fully understanding how these media forms work
  34. 34. And beyond… a 38 Look at the cosmetics industry for example and the applications that exist to allow you to try different looks by uploading your picture and changing your lipstick, your make-up, your hair style. That’s AR, at scale. It’s already impacting new product development. My sense is that the leap forward we’ll see in terms of AR & VR will be huge. These are new surfaces for messaging and interaction. Rob Norman, Advisor to GroupM, US ” “ Creative excitement and advertiser expectation seems to be riding ahead of consumer use:  virtual reality  augmented reality  voice activated systems Some media vendors, and some advertisers are already experimenting with how best to use these new technologies
  35. 35. And beyond … a And as the new technologies evolve and become more mainstream, so the measurement challenge will come to the fore … … bringing new technologies will emerge to help shape what we measure and bringing fresh challenges to all involved in media planning, buying and measurement 39
  36. 36. In conclusion …
  37. 37. The media business will continue to evolve, as the technologies driving change continue to develop. Although progress is being made in how advertising (online in particular) is perceived, much remains to be done to raise both creative standards and relevance – data is key. As we said at the start, the momentum is towards integration In conclusion
  38. 38. Thank you

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