凯度2018洞见媒体年度分享会暨GENZ白皮书

互联之力×Z世代之力The Power of Connection ×

The Power of Generation Z

?2018凯度洞见媒体年度分享会

?暨GenZ白皮书发布会?2018 Katar Getting Media Right

?Annual Event ?Official Launch, GenZ Whitepaper

互联之力洞见媒体Getting media right

The Power of Connectivity Jane Ostler

凯度洞察全球媒体业务负责人

Global Head of Media

Insights Division at Kantar

互联之力

The Power of Connectivity

High

High

Low

Great

Communication

Meaningfully Different

+187

%有效沟通能加速品牌成长

Strong communication accelerates brand growth

衡量营销投资

因此对品牌至关重要Measuring marketing investment

is critical

In China,more touchpoints are needed to build brand impact

Global average

China average

在中国市场需要更多的媒介触点构建品牌影响力

80%

impact

20% of

touchpoints

60% of touchpoints

4134

2829

59

910

66

66

7

6

67

1413

12121516192161314136

4

5

4

Investment

Awareness Associations

Motivation TV

Social

Online video

Online display Outdoor Print out POS Others

Channel level contribution vs spend for different brand metrics

Understanding the impact of media channels

了解不同媒体渠道对品牌的影响

衡量不同媒体在跨媒体营销中的效果实属不易Marketers though struggle to connect the dots

It’s tough

to assess

how well

brands perform

across channels

Disagree Agree

7%

8%

85%

What is the most important measure

of ROI?

Belief ≠ Action

8%

40%

52%What approach to

ROI measurement

do you use?

长期ROI和短期ROI指标都非常重要实际评估时却非如此

Mostly short-term sales Mostly long-term brand building A mix of both

Campaign Spend

Decayed Campaign Spend

Contribution

Campaign period value of incremental transactions 70%

Decayed campaign value of incremental transactions

30%100%

Total campaign incremental value

Case Study: Measuring brand effectiveness and sales

案例分析：有效衡量营销活动中品牌及销售的影响

跨媒体及整合的重要性The importance of integration and media mix

Integrated –similar ads, but not well customized to individual

(64)Integrated and most media were customized well

(102)

Base

Not

well integrated

(57)

157

131

100

Integrated and customized campaigns show power 整合和定制程度高的营销活动显示威力

14%

Awareness

Association

Motivation

Synergy Uplift

21%

23%

Growth is unlocked through media synergies

正确利用媒体协同效应高效释放营销活动效能

The most important factors in campaign integration

Q Which of the following most help you realise that ads from a brand in many different places are linked together?41

3231

25

2322

20191818

151313

111110

Same logo

Same strapline/ slogan

Same message Same visual theme

Same fundamental idea behind the ads

Same overall style/ approach

Same kind of story

Same music/ soundtrack (audio-video content)

Same celebrity Same colour scheme

Same brand personality/ character (non-celebrity)

Same person doing the voiceover

Same joke/ type of humor Same website address

Something different from how all other brands advertise

Same social media hashtag

% Endorse

整合营销活动中最为重要的影响因素

55%

45%

ADVERTISERS

77%

23%

AGENCIES

But marketers and agencies are not aligned on confidence in the media mix

面对媒体整合市场营销人员和营销代理商看法不一

Not confident

Confident Not confident

Confident

OBJECTIVES

ENGAGEMENT

EXECUTIONS

IDEA

CHANNELS AUDIENCE

Connection 1

Objectives to audience

Connection 2

Audience to relevant channels

Connection 4

Connect executions with channels

Connection 6

Idea to audience & channel(s)

Connection 3 Idea to executions

Connection 4

executions to channels

Connection 5

channels to engagement

Power of Six

构建连接

Case Study: Connecting brand and interaction for GenZ 案例分析：与GenZ互动构建品牌的连接

AI-generated creative Immersive environments

Connected intelligence The next growth drivers

未来增长的驱动力

互联之力×Z世代之力

The Power of Connection ×

The Power of Generation Z

?2018凯度洞见媒体年度分享会

?暨GenZ白皮书发布会?2018 Katar Getting Media Right

?Annual Event

消费新势力?Official Launch, GenZ Whitepaper GenZ白皮书联合发布

当世界瞩目于Z世代，

品牌突然发现他们对这一新兴消费人群知之甚少…It’s time to focus on GenZ(post-95).

Yet, there’s a gap with brands’ perception of young people’s consumption power and preferences…

魏力William Wei

凯度华通明略上海客户服务总监

Head of Client Servicing

Kantar Millward Brown Shanghai