凯度-报告：整合印刷和数字促销（英文）-2020.5-48页_7mb

Kantar 2019 Trends and Insights Summary

Core Content Overview

This document provides an in-depth analysis of the advertising and promotion landscape in the CPG (Consumer Packaged Goods) industry for 2019, focusing on both print and digital media strategies. It highlights key trends, consumer behaviors, and insights from Kantar's media intelligence, emphasizing the evolving role of coupons, digital rebates, and creative messaging in the market.

Main Points

1. Advertising Landscape

• CPG's share of total ad spend: In 2019, CPG accounted for 9.2% of total ad spend.
• Media channels: TV remains the dominant channel for media advertising.
• Digital ad spending growth: Paid Social and Search have become priorities in digital advertising, collectively accounting for 70% of digital ad spend.
• Print dominance: FSI (Free Standing Inserts) continues to dominate the print and total promotion landscape.
• Fragmented retail and coupon offer landscape: This necessitates a tailored approach to meet diverse consumer coupon and shopping behaviors.

2. Promotion Highlights

• CPG Promotion: CPG brands are investing in both print and digital promotions, with a shift toward digital strategies.
• Coupons.com: It remains the top website for digital coupon traffic.
• Retailer websites: 75% of coupons are clipped from retailer websites.
• Digital Rebates: These now match paper coupons in share of clips, with overall activity increasing by 0.3% YoY.
• New Product Events: The number of new products advertised increased across all areas, with notable growth in Other Packaged Goods.

3. Seasonality

• Peak season: August saw a peak in digital rebate activity, driven primarily by food-related promotions.
• Year-over-Year growth: Several categories showed significant YoY growth in digital rebate events, including Other Packaged Goods (+540%), Cereals (+53%), and others.

4. BOGO/Free Product & Digital Feature Price

• BOGO and Free Product: These remain common in print promotions, with food leading in print coupon activity.
• Digital Feature Price: These are becoming more prevalent across all categories, with food leading in share of activity.
• Digital Feature Price growth: All categories except one saw growth in digital feature price events.

5. Digital Rebates

• Estimated Prints: Digital rebates saw a 0.3% increase in estimated prints YoY.
• Weighted Average Face Value (WAFV):
  • Snacks: $1.10 (▼)
  • Cereals: $0.89 (▼)
  • Other Packaged Goods: $11.49 (▲)
  • Alcoholic Beverages: $2.69 (▲)
  • Beverages: $1.48 (▲)
• Top areas for digital rebates: Other Packaged Goods, Pharmaceuticals, and Hair Other showed the highest WAFV.
• Manufacturer incentives: The number of manufacturers offering average incentives of $10 or more in digital rebates grew by 83 YoY, mainly in Other Packaged Goods.

6. Creative Messaging

• QR Codes: Used in FSI creatives 5 times in 2019, directing consumers to brand websites for recipes, product quizzes, trend articles, and mailing list signups.
• QR Code usage: Primarily by Home and Beauty brands.
• Brand Activism: Environmental responsibility and gender equity were prominent themes in FSI creatives.
  • Environmental messages included recycled materials, ethical sourcing, and 100% recyclable packaging.
  • Gender messages included support for girls' education, self-esteem promotion, and International Women's Day initiatives.
• TV QR Codes: Also reported in Kantar's 2020 Media Trends & Predictions, showing interactivity in print promotion.

7. What's Next?

• Digital coupon growth: Digital coupon volume continues to rise, though the gap with print remains significant.
• Incentive diversity: Incentives are becoming more varied and targeted, with no single approach fitting all CPG brands.
• "Best offer on offer": CPG brands are seeking innovative ways to stand out in the competitive market.

Key Information

• Media Coverage: Kantar covers 27 media platforms, with access to nearly 10 billion ad occurrences and data for over 4 million brands.
• Consumer Preferences: 58% of consumers want easier-to-use coupons, and 53% prefer paperless discounts available at any store.
• Coupon Usage: 39% of consumers use digital coupons, while 26% use loyalty cards.
• Print Coupon Metrics: Measured by the number of coupons on a promotion multiplied by the circulation of the promotion.
• Digital Coupon Metrics: Measured by estimated prints, including print at home, load to account, and digital rebates.
• Kantar's role: As a global leader in media intelligence, Kantar offers comprehensive data and insights for media measurement, monitoring, and selection.

Conclusion

Kantar's 2019 report highlights the ongoing transformation in the CPG advertising and promotion landscape, emphasizing the importance of digital strategies, the rise of digital rebates and feature prices, and the integration of creative messaging such as QR Codes and brand activism. These trends reflect a shift toward more interactive, targeted, and consumer-centric approaches in the evolving media environment.