凯度-2019年印刷和网络促销报告（英文）-2019.8-45页_7mb

Kantar Media 2018 Summary

Core Content Overview

Kantar Media provides a comprehensive overview of the 2018 media and promotion landscape, focusing on the integration of print and digital couponing strategies. The report highlights trends in consumer behavior, media usage, and the evolution of promotional tactics across various categories and platforms.

Main Points

1. Media Platforms Covered

• Kantar Media covers 27 media platforms, offering the most extensive coverage available.
• It tracks nearly 10 billion ad occurrences with millions added daily.
• The data spans 4 million+ brands and 5,000+ clients in North America (22,000 worldwide).
• It includes paid search data for 2 million+ advertisers.

2. Consumer Coupon Usage

• 55% of consumers use both digital and paper coupons for savings.
• Over 139 million (54%) of US adults are expected to use digital coupons in 2019.
• Mobile coupon usage is increasing as consumers shift from desktop to mobile.

3. Promotion Trends in 2018

• FSI Coupons still dominate in print and total promotion.
• Total Ad Spend is becoming more concentrated among top brands.
• TV remains the dominant media for ad spend, while digital and magazine share has declined.
• New products and events have seen declines in both print and digital couponing.

4. BOGO (Buy One, Get One) Activity

• BOGO Free Product Activity has declined in both print and digital.
• Health Care showed the highest increase in BOGO activity, with +78% YoY in print and +225% YoY in digital.
• Other categories like Refrigerated Foods, Shelf Stable Beverages, and Dry Grocery also showed increases in digital BOGO activity.

5. Digital Rebates

• Digital Rebates account for less than 7% of total activity, but they are an effective tool for both consumers and marketers.
• Overall activity for digital rebates is down -3.5% from 2017.
• Other Packaged Goods has the highest Weighted Average Face Value (WAFV) at $2.69, followed by Alcoholic Beverages ($2.39).
• Back-to-School season is the peak for digital rebates, driven by food-related promotions.

Key Metrics

Categories and Areas

• Class: Data is reported at the Total Consumer Packaged Goods level and also by Food and Non-Food.
• Area: Includes Cereals, Dry Grocery, Frozen Foods, Refrigerated Foods, Shelf Stable Beverages, Personal Care, Health Care, Household Goods, and Other Packaged Goods.

Methodology and Insights

• Digital Rebates are defined as digital offers that provide cash or points redeemable later.
• These rebates offer two touchpoints for brands: during the purchase and post-purchase.
• Kantar Media continues to expand tracking to include Savingstar.com and Amazon.com for eCommerce.

Conclusion

Kantar Media's 2018 report underscores the ongoing shift towards digital promotion, with consumers increasingly relying on digital coupons and rebates. While print coupons remain significant, digital platforms are gaining traction, especially with mobile usage. Marketers should leverage these insights to create targeted and effective promotion strategies for both new and established products.