Advertisers that simply repurpose TV ads for social media and online video instead of custom tailoring for each platform are missing a huge opportunity, says Kantar Millward Brown.
Kantar Millward Brown AdReaction study shows that video creative that is both integrated and customized for each platform – online or linear TV – fared much better than creative that was integrated, but not customized. There was also slight improvements in outdoor, online display and radio creative that were both integrated and customized. Interestingly, the opposite was true when applied to print, though it was minimal.
Introduction: A well-executed, multichannel campaign is a thing of beauty. You know one when you see it, effortless in its cohesion, with connected and complementary elements adding up to a greater whole. These campaigns feel harmonious; they draw us in, and make us want to learn more.
So why aren’t all campaigns like this? Over one in four of the campaigns we measure are not well-integrated, and consumers are much more critical than marketers are about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels by properly customising content to different contexts.
The best campaigns see a substantial increase in effectiveness, so AdReaction set out to explore the secrets of their success. What can marketers learn from the campaigns which grow brands successfully while avoiding the dangers of fragmentation? What is the art of integration?
Consumers feel overloaded, so quality is key
People feel bombarded by the marketing content they see, and the number of places they see it. As we would expect, heavy media users and frequent online buyers feel the most overloaded, but they are also the most positive about improved campaign integration and storytelling now possible across placements.
We know using more media channels can improve campaign effectiveness, but only if the channels work synergistically. So how can marketers develop successful, multichannel campaigns that build brands and avoid the pitfalls of fragmentation?
5 Principles for Success
(To get the whole, in-depth low down, click here.)
1. Integrate more campaign cues
Currently one in four of the campaigns we measure are not well integrated
2. Start with a strong campaign idea
Campaigns with a strong central idea perform better across all brand KPIs, especially image associations
3. Make each piece of content amazing
The strength of each element within an integrated campaign usually defines campaign success. Within our multichannel pretesting database we see a campaign is defined most closely by the average of all executions, even more so than the best or worst individual execution. Therefore, unless media spend will be heavily skewed towards one execution, every piece of content matters and contributes to overall success and brand building.
Even with strong integration and an inspiring campaign idea, individual creative executions can still fail to engage. For this research we copy tested 12 integrated campaigns which seemed to have clear ideas behind them, yet still five of them scored below average in terms of their overall campaign impact.
4. Invest only in channels that have a clear role
People are far more likely to recall a negative online targeting experience in the past week than a positive one
5. Customise content for each channel
In addition to integration, TV, online video and outdoor benefit most from customisation.