Kantar-Worldpanel分析-关于基于购物者的目标的10个真相（英）-2023-14页_1mb

Shopper-based Targets Summary

Overview of Shopper-based Targeting

• Shopper-based targeting helps reduce media spend waste by reaching only those potential buyers who would likely purchase the brand.
• This approach targets all potential buyers but into specific, relevant groups, rather than relying solely on mass marketing strategies which require sophisticated targeting capabilities.
• It focuses on reaching people where they have the most impact on purchase decisions.

Effectiveness Compared to Demographic Targeting

• Targeting specific groups based on shopper behavior covers a significantly higher percentage (e.g., ~43% more potential heavy/medium buyers) compared to relying solely on socio-demographic targets.

Improved Performance Metrics

• TV Campaigns: Using behavioral (shopper-based) targeting for TV audiences leads to a roughly 2x sales uplift (note: data seems inconsistent or possibly incorrectly interpreted, as % uplifts are mentioned alongside Return on Ad Spend (ROAS) figures). ROAS is significantly higher with behavioral targeting (up ~+27%).
• Digital Media Campaigns: Shopper-based targeting leads to improved sales performance (up ~+21%) and higher ROAS (up ~+20%) compared to alternative methodologies.

Business Impact & Case Studies

• Beverage Brand X (China): Shopper-based audiences demonstrated better performance, leading to higher conversions and increased average spend by existing buyers or attracting heavier spenders.
• Tate & Lyle (UK): Leveraging behavioral targeting for a porridge campaign successfully strengthened their marketing narrative by reaching adjacent food purchasers.
• General Impact: Shopper-based targets can also accelerate buyer entry into new categories and increase brand penetration among new non-buyers (+~19%). They help reach "real" buyers with higher purchase propensity (+~44%) compared to alternative target groups.

Conclusion: The 10 Truths

The key benefits of shopper-based targeting include:

1. Reduced media spend wastage.
2. Increased market coverage.
3. Better sales uplift on TV.
4. Better ROAS on TV.
5. Better sales uplift on digital media.
6. Better ROAS on digital media.
7. Helps grow against competition.
8. Strengthens marketing narrative.
9. Helps grow brand penetration.
10. Focuses on reaching "real" buyers.