By Madelaine B. Miraflor
As venues for advertisement become increasingly overwhelming, the way advertisers take advantage of that also overwhelms consumers, especially Filipinos.
A new study from Kantar Millward Brown showed that the variety of channels available to marketers has increased exponentially, however, ineffective multichannel strategies are jeopardizing the success of campaigns.
The study is called 'AdReaction: The Art of Integration' which examines the global state of multichannel advertising campaigns, drawing on quantitative research in 45 countries, multichannel copy testing, and custom analysis of Kantar Millward Brown’s global media effectiveness and copy testing databases.
In the Philippines, 89 percent of consumers surveyed report that they are seeing more ads in a wider variety of places than they did three years ago and despite 74 percent of Filipinos surveyed stating that the ads they see across these channels ‘fit together,’ many were uncomfortable with the increase in advertising. Of these people, 72 percent agreed that ads are more intrusive now. "With so many channels to choose from, marketers are able to reach each consumer multiple times with multiple messages. However, marketers need to ensure that they select the right multichannel strategy to deliver content that is relevant and welcomed by the consumer, or risk alienating them," Kantar said.
Another fact that worries Kantar is that only fewer than half (46 percent) of all campaigns globally could be marked as well-integrated and effective.
“Consumers feel overwhelmed by advertising from all angles while marketers struggle to make the most of ad formats and channels to best reach consumers, and the latest AdReaction report unveils a disconnect between how marketers and consumers perceive campaign success," Duncan Southgate, Global Brand Director, Media & Digital, Kantar Millward Brown, said.
For his part, Nicco de Jesus, Head of Media, Analytics and Digital for Kantar in the Philippines, said the results show that marketers cannot continue to push large volumes of ads to consumers through the same methods or schedules that they have been using in the past.
“Instead, marketers must focus on integrating their campaigns to catch consumers at the moment where they are most open to advertising and do it in an enjoyable way. With intelligent use of the right channels and creative messages, marketers can deliver measurable impact. The AdReaction study shows the huge potential for the next level of Philippine advertising that is integrated, contextual and enjoyable,” he added.
Based on the study, integration offers marketers the opportunity to boost campaign effectiveness, as the results also show that well-integrated and customized ad campaigns resonate well with consumers and can improve overall campaign effectiveness by as much as 57 percent.