凯度：Power_of_Connection_3.0_（2022年的媒介策略）_46页_8mb

KANTAR Power of Connection 3.0 Summary

Core Content Overview

Kantar's Power of Connection 3.0 report provides regional insights into the effectiveness of paid and non-paid media touchpoints across six global regions: UK & Ireland, Rest of Europe, Latin America, North America, Greater China & India, and Africa & Middle East. The report compares these regions to global benchmarks and includes case studies, cost-effectiveness analysis, and expert recommendations for marketers to optimize their media strategies.

Main Findings by Region

Europe

• Top Touchpoints: Recommendations from friends and family, personal experience, and TV.

• TV Impact: TV ads are the most impactful paid media in Europe, with UK&I showing higher cost-effectiveness than continental Europe.

• Digital Performance: Brand websites are in the top 5, but other digital touchpoints like social media, search engines, and online ads are less effective.

• Cost-Effectiveness Rankings (per touchpoint):

  • Point of Sale
  • Cinema
  • Radio
  • Print
  • Facebook
  • YouTube
  • Online Video
  • Online Display
  • TV
  • Outdoor

• Regional Comparison:

  • Europe excl. UK&I: 305, 151, 122, 117, 112, 107, 81, 80, 76, 41
  • UK&I: 154, 127, 94, 127, 117, 167, 92, 48, 117, 32
  • Global: 189, 114, 92, 103, 163, 206, 93, 74, 76, 61

• Case Study Highlights:

  • Pharma, Sweden: Recommendations and personal experience are top drivers, with TV ads having high recall but lower quality than competitors.
  • Online Retailer, UK: TV and online video drive online transactions, with £15M incremental value and £6.5M in subsequent sales.

• Expert Insights:

  • Julia Nikolaeva, Germany: Emphasizes the need for content adaptation in digital media to maximize impact.
  • Hannah Walley, UK: Suggests improving TV efficiency to fund digital growth, while recognizing the value of OOH and audio.

Latin America

• Top Touchpoints: TV, recommendations from friends and family, and social media.

• Social Media Impact: Social media is 3x more impactful than in other regions, with YouTube and Facebook being the most cost-effective.

• TV and Reach: TV has high reach (67%) but low cost-effectiveness due to high frequency (18 vs. global 15).

• Cost-Effectiveness Rankings (per touchpoint):

  • YouTube
  • Facebook
  • Radio
  • Print
  • Online Display
  • Online Video
  • Outdoor
  • TV

• Regional Comparison:

  • LatAm: 306, 229, 172, 143, 131, 90, 66, 58
  • Global: 206, 163, 92, 103, 74, 93, 61, 76

• Case Study Highlights:

  • Food and Drink, Brazil: Competitor activates digital touchpoints and in-store experiences more effectively.
  • Mercado Libre, LatAm: Their platform shows strong brand awareness and brand perceptions, making it a top digital publisher.

• Expert Insights:

  • Agustina Servente, Argentina: Highlights the evolving media landscape and the need to balance new and established touchpoints.
  • Maura Coracini, Brazil: Advises brands to plan experience mix, not just media mix, and to measure all touchpoints effectively.

North America

• Top Touchpoints: TV, product/service experience, and recommendations from friends and family.

• Digital Power: Facebook is more cost-effective than the global average, and online video is also highly effective.

• TV Effectiveness: TV has high reach but lower cost-effectiveness than in UK&I, due to higher frequency.

• Cost-Effectiveness Rankings (per touchpoint):

  • Facebook
  • Print
  • Cinema
  • Radio
  • TV
  • Outdoor
  • Online Video
  • Online Display

• Regional Comparison:

  • North America: 349, 161, 136, 100, 83, 81, 50, 35
  • Global: 163, 103, 114, 92, 76, 61, 93, 74

• Case Study Highlights:

  • Finance, North America: YouTube and content-driven campaigns outperformed TV in 2021, with expert recommendations as a key growth area.
  • Automotive, North America: TV and social media work best together, with cross-channel exposure driving better brand metrics.

• Expert Insights:

  • Jed Meyer, North America: Recommends audience-first strategies in the current data privacy climate, focusing on consent, attention, and measurability.
  • Future Outlook: Connected TV and ecommerce platforms are expected to grow significantly, while radio and OOH may see budget reallocation.

Greater China & India

• Top Touchpoints: Point of Sale, Facebook, YouTube, and Print.

• China Focus: Digital touchpoints, especially e-commerce, are highly effective. TV and OOH are also strong, but cost-effectiveness is lower due to high spend.

• India Insight: TV awareness is twice the global average, but cost-effectiveness is low due to high spend. Facebook and YouTube are the most cost-effective in India.

• Cost-Effectiveness Rankings (per touchpoint):

  • Point of Sale
  • Facebook
  • YouTube
  • Print
  • Online Display
  • Outdoor
  • Online Video
  • TV

• Regional Comparison:

  • Greater China: 288, 275, 217, 207, 94, 59, 94, 66
  • India: 275, 163, 206, 55, 161, 136, 132, 57
  • Global: 189, 103, 93, 74, 93, 61, 93, 76

• Case Study Highlights:

  • Skincare, China: TV, OOH, and digital campaigns are most effective, with celebrity recommendations boosting digital engagement.
  • Uber, India: Facebook-first approach increased brand metrics significantly, including 10x brand impressions.

• Expert Insights:

  • Future Outlook: E-commerce and digital platforms are expected to grow, while print and POS remain cost-effective in China.

Future Trends Across Regions

• Europe: Digital extensions and connected TV are expected to grow, while print may decline.
• Latin America: Digital media will continue to expand, but offline channels like TV will still be relevant.
• North America: E-commerce and Connected TV will drive growth, with podcasts and TikTok gaining traction.
• Greater China & India: Digital will continue to lead, especially in China, with e-commerce and social media as key drivers.

Cross-Regional Summary

• Global Trends: Digital media is becoming increasingly dominant, especially in e-commerce, social media, and connected TV.

• Regional Differences:

  • Europe: TV is highly effective, but digital needs better customization.
  • Latin America: Social media is 3x more impactful, and TV remains a strong channel despite inefficiencies.
  • North America: Facebook and TV are top performers, with digital synergy crucial for success.
  • Greater China & India: E-commerce and digital touchpoints are key in China, while TV and OOH are strong in India.

• Recommendations:

  • Adapt content to digital environments.
  • Leverage cross-channel exposure for better brand impact.
  • Invest in digital extensions and new platforms.
  • Focus on audience-first strategies in a data privacy-conscious world.

• Conclusion:

  • The report highlights the importance of media mix optimization.
  • Regional insights are crucial for tailoring strategies.
  • Future media planning should consider digital transformation and consumer behavior shifts.