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Keynote presentation from Kantar Media CEO Andy Brown at asi 2017

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Take a look through the key points from Kantar Media's DIMENSION 2017 study identifying the challenges - and opportunities faced by today's media industry.

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Keynote presentation from Kantar Media CEO Andy Brown at asi 2017

  1. 1. Nice, 8 November 2017 Andy Brown CEO & Chairman, Kantar Media @andyjamesbrown
  2. 2. THE DEATH OF THE AD SPOT?
  3. 3. A new international study exploring many of the key challenges faced by the industry Our response: DIMENSION 5 of the largest advertising markets worldwide Brazil, China, France, UK, USA 5,200+ Consumers (Connected Adults) 40Industry leaders from Marketing, Media & Communications
  4. 4. 40 Industry leaders from Marketing, Media & Communications including
  5. 5. DIMENSION 2017 Have access to three or more connected devices Of total sample = HEAVY USERS – access online media several times a day CONSUMER SAMPLE 5,213 connected adults 18+ years old 55% live in an urban setting 5 major ad markets Sample
  6. 6. DIMENSION 2017 Some of our findings 2 Integrated brand campaigns 1 Attitudes to advertising 3 Who’s feeding ad blocking? 4 A call for quality
  7. 7. Attitudes to Advertising Consumers attitudes towards advertising overall remain positive 1
  8. 8. 1. Consumers think advertisers are getting better at reaching them Consumers either like / tolerate advertising But online is less popular than advertising in more established vehicles Advertisers are doing a better job of communicating with me now than in the past. 73% agree I would like to have more control over the types of advertising that I see online. 66% agree Base: 5,213 connected adults. Source: Kantar Media, DIMENSION study 2017
  9. 9. Integrated Brand Campaigns Integrated campaigns across media are recognised by consumers, serve as a sales enabler and are becoming an expectation of successful brands 2
  10. 10.  Online and more established forms co-exist in the media world of the connected adult  Higher % of sample felt more positive about ads within established media formats than online equivalents, e.g. negativity around ads on online media forms of print (80% print Vs 70% online)  HEAVY segment particularly positive about ads on ‘TV’ One platform does not destroy the other, it makes the other adapt, change, and complement. Paulo Saad, Bandeirantes Group, Brazil Base: 5,213 connected adults. Source: Kantar Media, DIMENSION study 2017 All media forms still have a major role to play Consumers adapt and change, not replace media forms Established Online Mobile Watch TV 97% 73% 70% Listen to the Radio 91% 68% - Read articles 83% 93% 84%
  11. 11. Q: How often do you notice advertising from a similar brand across different media (TV, social media, online video, magazines, etc)? Base: 5,213 connected adults Source: Kantar Media, DIMENSION study, 2017 85% of consumers claim they notice multi-media campaigns 43% more likely to go online to learn more about the brand 46% likely look for the brand in store All media forms still have a major role to play Integrated campaigns are recognised by consumers
  12. 12. Ad Blocking Efforts to deliver targeted advertising and relevant content are welcomed, but we’re at risk of becoming our own worst enemy. 3
  13. 13. Sophisticated targeting tools to Consumers are working Aware of being reached - personalisation noticed Question: How often do you see ads that appear to have been specifically shown or tailored to you? say they sometimes or often see ads aimed at them (89% of HEAVY) agree they prefer ads that are relevant to them agree such ads are more interesting to them Question How strongly do you agree / disagree …? agree they like to see relevant ads based on browsing history Base: 5,213 connected adults. Source: Kantar Media, DIMENSION study 2017 Blind and unthinking [online targeting] is like going into a department store and walking briefly past the shoe section, glancing at the shoes, and saying you quite like those, and then for the next hour having some sales man running around the store [after you] saying buy these shoes, buy these shoes. There is no depth, no brand context, no consumer understanding. Nick Emery, Mindshare
  14. 14. Consumers: at a tipping point We’re becoming our own worst enemy … at risk of feeding ad blocking! We have become so bombarded by advertising I don’t take any notice of it anymore. Respondent, UK agree/strongly agree they often see ads for something they’ve already bought agree/strongly agree ‘Sometimes I see the same ad over and over again, it's too repetitive’. 20% say they always use adblocker software (a further 34% say they ‘sometimes’ use a blocker) Amongst those with adblockers, 47% claim to like or tolerate advertising, suggesting that their concern is with aspects of online advertising as opposed to with advertising as a whole Base: 5,213 connected adults Source: Kantar Media, DIMENSION study 2017
  15. 15. A call for data quality Consumer relevance is driven by data; and ‘data’, in all its forms, is a key topic for the industry’s leaders. 4
  16. 16. Base: 5,213 connected adults. Source: Kantar Media, DIMENSION study 2017 The more we get smarter with data…the bigger the chasm will become regarding the message not being attuned to the context or the relevancy of how the audience has been segmented. Paul Frampton, Havas Media Group, UK Consumer relevance is driven by data; and ‘data’, in all its forms, is a key topic for the industry’s leaders. What tells me whether what I buy has good data quality? I repeat: third-party tools. Erik-Marie Bion, AOL Advertising, France
  17. 17. What does it mean for us? 2 Integrated brand campaigns 1 Attitudes to advertising 3 Who’s feeding ad blocking? 4 A call for quality
  18. 18. 1. Mind the measurement black hole! Secure investment and consensus to deliver holistic measurement if brands are to sustain (and increase) ad spend Brands are activating and executing holistic campaigns Connected consumers are recognising and responding to them … AUDIENCE MEASUREMENT ATTRIBUTION CONSUMERBRANDS
  19. 19. Common Currencies Universally-understood & trusted metric Fuel buying and selling for the future 2. Deliver confidence & accurate standards across all media platforms Comparable, independent metrics are needed else ad industry growth is at risk “The media supply chain is murky at best, fraudulent at worst”
  20. 20. A final thought The business has changed unrecognisably… digital itself has changed the way that the ad industry works…driven by available technology and consumer behaviour. (Today you need) engineers who can speak human… agencies and clients need to be good interpreters. Data is key but if you put rubbish meat in the top of the sausage machine you end up with a rubbish sausage. It doesn’t suddenly turn into a fantastic sausage. (We will always need) cognitive skills coming from a human. Mark Howe, Google, EMEA

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