2024-01-22-KANTAR-2023媒介触点研究-全球洞察报告_24页_1mb

Okay, here is the analysis and summary:

Global Media Field Assessment: First Look

This comprehensive study by KPRO evaluates advertising effectiveness from both consumer and professional marketer perspectives across diverse media channels. Key findings include:

Consumer Media Touchpoint Value Ranking: Activity sponsorship remains the highest-ranked touchpoint globally. Cinema ads follow, gaining prominence from previous years. Out-of-Home (OOH) ads, including digital OOH, show strong, evolving appeal. Barter media and direct mail also feature prominently, though their rankings saw some fluctuation. Consumers report positive feelings towards sponsorship (accessibility, entertainment) but also express concerns about privacy, repetition, and intrusiveness.

Professional Marketer Preferences: Marketers prioritize digital channels for budget allocation, with significant shifts towards online video, digital OOH, and video in-feed ads. Activity sponsorship, despite lower ranking for consumers, retains high trust among professionals. While innovation is valued, trust remains a critical factor in investment decisions.

Trust is Key: Both groups prioritize "trustworthiness," indicating it's a fundamental requirement for effective advertising, potentially outweighing the novelty offered by new platforms. Snapchat and TikTok/Influencers are strong contenders currently viewed as innovative, while Amazon, Google, and TikTok maintain high overall appeal.

Future Budget Trends: Digital media investment continues to grow, although the rate has potentially slowed slightly. There is a clear trend towards increasing investment in TikTok/Influencers and reducing investment in platforms like Twitter and Facebook, reflecting shifting preferences.

Consumer Attention Matters: A marked correlation exists between consumer attention towards an ad and the perceived advertising value of the associated media channel. Channels driving higher attention are viewed more favorably by consumers.

Platform Effectiveness Varies by Region:

• Global & US: Sponsorship, cinema, OOH, and specific digital platforms dominate.
• Asia-Pacific (Vietnam, Philippines, Indonesia): Sponsorship and OOH lead. Local preferences lean towards over-the-top (OTT) streaming platforms.
• Middle East: Activity sponsorship, OOH, and electronic commerce dominate, differing significantly from the global landscape and led by platforms like Amazon locally.

In essence, the report emphasizes the importance of consumer attention in determining advertising value and suggests that successful strategies must be systemically measured and tailored to specific regional preferences and market dynamics, without undervaluing integrated offline-online approaches.