连接能力3.0：媒体有效性区域学习-46页_8mb

报告摘要

Summary of KANTAR Power of Connection 3.0

Core Content

Kantar's Power of Connection 3.0 provides a regional analysis of touchpoint and media effectiveness across several global regions, including the UK & Ireland, Rest of Europe, Latin America, North America, Greater China & India, Australia & New Zealand and Rest of APAC, and Africa & Middle East. The report compares these regions to global benchmarks and includes case studies, expert insights, and future trends to guide advertisers, publishers, and media agencies in optimizing their media strategies.

Main Regions and Findings

Europe

Top Touchpoints: Recommendations from friends and family, personal experience, and TV ads.
Key Insight: Personal experience is highly impactful in continental Europe, while in the UK&I, it is less effective due to challenges in consumer trial.
Paid Media Cost-Effectiveness:
- Point of sale: 305
- Cinema: 151
- Radio: 122
- Print: 117
- Facebook: 112
- YouTube: 107
- Online Video: 81
- Online Display: 80
- TV: 76
- Outdoor: 41
TV in UK&I: TV ads are more cost-effective than globally and are better at driving awareness and brand associations. They are also more efficient in terms of frequency management.
Expert View:
- Julia Nikolaeva (Germany): TV is still the most effective in Europe, but digital adaptation is needed for better performance.
- Hannah Walley (UK): TV remains dominant, but digital efficiency can help fund future growth.
Future Trends:
- Digital media will continue to grow, especially Connected TV and digital OOH.
- Print media is expected to decline in importance, with digital extensions playing a key role in recovery.

Latin America

Top Touchpoints: TV, recommendations from friends and family, social media, OOH, and brand stores.
Key Insight: Social media is up to 3x more impactful than in other regions. OOH and brand stores also have high impact.
Paid Media Cost-Effectiveness:
- YouTube: 306
- Facebook: 229
- Radio: 172
- Print: 143
- Online Display: 131
- Online Video: 90
- Outdoor: 66
- TV: 58
TV in LatAm: High reach and frequency, but lower cost-effectiveness due to high spend and frequency levels.
Case Studies:
- A Brazilian food brand needed to improve brand personality across touchpoints to compete.
- Mercado Libre leveraged Kantar's Brand Lift Insights to show the effectiveness of its platform as an advertising medium.
Expert View:
- Agustina Servente (Argentina): Brands should balance new and traditional touchpoints.
- Maura Coracini (Brazil): Consumer journeys have changed post-pandemic; brands must adapt their touchpoint strategies and measure ROI across all channels.
Future Trends:
- Digital ad spend is expected to grow significantly in 2021, with a projected increase of +24.4% in LatAm.
- TV will remain important, especially through sponsorship and product placement.

North America

Top Touchpoints: TV, product/service experience, recommendations from friends and family, websites/online shops, and brand apps.
Key Insight: TV has the highest absolute impact, but digital channels like Facebook and YouTube are increasingly cost-effective.
Paid Media Cost-Effectiveness:
- Facebook: 349
- Print: 161
- Cinema: 136
- Radio: 100
- TV: 83
- Outdoor: 81
- Online Video: 50
- Online Display: 35
TV in North America: Despite lower reach and frequency compared to global, it is slightly more cost-effective. TV and social media combined have greater impact on brand metrics than either in isolation.
Case Studies:
- A life insurance company used Kantar's Connect and CrossMedia studies to shift focus to digital touchpoints.
- An automotive company used CrossMedia and Samba TV to analyze the synergy between TV and social media.
Expert View:
- Jed Meyer (North America): Marketers need to adapt to the "new normal" with a focus on data privacy, consent, and measurability.
Future Trends:
- Digital ad spend is expected to grow by 33% in 2021, especially in video formats.
- Podcasts and TikTok are gaining traction among North American advertisers.

Greater China & India

Top Touchpoints: Point of sale, Facebook, YouTube, and print.
Key Insight: Digital touchpoints are highly impactful in Greater China, especially e-commerce. In India, TV and OOH have high awareness but are less cost-effective.
Paid Media Cost-Effectiveness:
- Point of sale: 288 (Greater China), 275 (India), 189 (Global)
- Facebook: 275 (Greater China), 163 (India), 163 (Global)
- YouTube: 217 (Greater China), 206 (India), 206 (Global)
- Print: 207 (Greater China), 55 (India), 103 (Global)
- Online Display: 94 (Greater China), 161 (India), 74 (Global)
- Outdoor: 59 (Greater China), 136 (India), 61 (Global)
- TV: 66 (Greater China), 57 (India), 76 (Global)
Case Studies:
- A skincare brand in China improved its strategy by combining TV, OOH, and digital touchpoints.
- Uber in India used Facebook as a key channel for its campaign.
Expert View:
- Greater China's digital environment is complex, and brands need to optimize their strategies.
- In India, TV and OOH have high awareness but are less cost-effective than digital channels like Facebook and YouTube.
Future Trends:
- Greater China continues to lead in digital effectiveness, especially in e-commerce.
- India is expected to see more digital adoption, with Facebook and YouTube as key channels.

Cross-Regional Summary

Global Trends: Digital media is gaining importance across all regions, but the effectiveness varies based on local consumer behavior and media consumption habits.
Key Recommendations:
- Brands should adapt their content to different digital environments.
- TV remains a powerful touchpoint, especially in regions like the UK&I and LatAm.
- Digital channels like YouTube, Facebook, and podcasts are showing strong growth potential.
Future Outlook:
- Digital transformation will continue to reshape the media landscape.
- The balance between digital and traditional media will be crucial for success.
- E-commerce and digital-first strategies will become more prominent in the coming years.