凯度-2020媒体反应报告（英文）-2020.10-24页_6mb

KANTAR Media Reactions 2020 Summary

Core Content

Kantar's Media Reactions 2020 is a global ad equity ranking study that evaluates how consumers and marketers perceive different media channels and brands. It highlights the importance of media environment trust, relevance, and innovation in shaping advertising effectiveness and success. The study combines insights from Kantar's heritage studies: AdReaction and Getting Media Right, offering a comprehensive view of the evolving media landscape.

Main Points

• Media is not just about reach and cost, but also about how advertising is perceived and experienced.
• Consumer trust is a critical factor for advertisers, as it directly influences the effectiveness of their campaigns.
• The pandemic has accelerated the shift to digital media, with marketers prioritizing agility, flexibility, and effectiveness over traditional metrics like reach.
• Ad equity and brand equity are not always aligned. Some beloved media brands struggle to translate their popularity into positive perceptions of their advertising environments.

Key Information

Global Ad Equity Rankings - Channels

1. Cinema ads
2. Sponsored events
3. Magazine ads
4. Digital OOH ads
5. Newspaper ads

Global Ad Equity Rankings - Online Channels

1. Influencer branded content
2. Podcast ads
3. Streaming TV ads
4. Online display ads
5. Social media story ads

Global Ad Equity Rankings - Media Brands

1. TikTok
2. Instagram
3. SnapChat
4. Google
5. Twitter

Global Brand Equity Rankings

1. Google
2. Netflix
3. YouTube
4. Amazon
5. Instagram

Three Key Media Equity Divides

1. The Online-Offline Divide

• Offline channels (cinema, events, print) are generally perceived as more trustworthy and of better quality.
• Consumers prefer less intrusive ad experiences, which offline channels typically offer.
• Online channels face challenges due to high ad saturation and perceived intrusiveness.
• TikTok, Instagram, and Snapchat are exceptions, offering more fun, entertaining, and innovative ad environments.

2. The Consumer-Marketer Divide

• Consumers prefer uninterrupted viewing experiences, while marketers favor impactful formats like TV and digital video.
• Marketers are more inclined to invest in YouTube and Google, despite their perceived intrusiveness.
• The pandemic has pushed marketers to adopt more digital strategies, with a focus on agility and effectiveness.
• 60% of marketers have reduced overall spend, but 54% are increasing e-commerce capabilities, reflecting a shift to digital media.

3. The Brand-Ad Equity Divide

• Brand equity does not always translate to positive perceptions of the advertising environment.
• Excessive monetisation can damage ad equity, even for popular platforms.
• Media brands have distinct personality traits that influence how their advertising is received:
  • Social media and streaming platforms are often seen as fun and innovative.
  • Google, Amazon, and news sites are perceived as more serious and trustworthy.

Implications for Advertisers and Agencies

• Tailor advertising strategies to align with consumer expectations, reducing frequency in saturated environments and ensuring relevance and entertainment.
• Adapt to changing consumer habits, especially the increased use of digital platforms.
• Invest in media environments that reflect brand positioning and aspirations, balancing personality and ad placement.

Implications for Media Companies

• Learn from best-in-class media brands, focusing on relevance, privacy, and user experience.
• Innovate ad formats to appeal to both consumers and marketers, avoiding over-saturation.
• Assess and improve ad equity by addressing weaknesses while leveraging brand strengths and characteristics.

Conclusion

Media Reactions 2020 provides a valuable insight into the complex relationship between media environments, advertising formats, and consumer perceptions. It underscores the need for media brands and advertisers to align their strategies with the expectations and values of their audiences, while also addressing the broader challenges of trust, relevance, and innovation in the digital age.