凯度-2018次元报告：全球媒体新趋势（英文）

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1、EXECUTIVESUMMARYThisreportcontainsthefindingsoftheDIMENSION2018study.We’vesurveyedconsumersandrunqualitativegroupsandinterviewsamongstindustryleadersacrossfiveofthelargestmediamarketsintheworld.Theresult:anoverviewofthemajortrendsandexcitinginnovatio

2、nsshapingtheworldofmediaandcommunicationsplanning.Ouraimistoprovideinsightsandguidancetobrandowners,agencies,mediaownersandcommunicationsspecialists,indeedtoallwhoseroleinvolvestryingtoreachandinfluenceconsumers.Themessagethatemergesisclear.Intryingt

3、okeepaheadbrandsarelearningtocommunicateinmultiplewayswithconsumerswhoarethemselvesdevelopingandevolvingnewmediahabits.Thechallengeistosiftthemassofdatatoidentifythetrulyvaluableandinsightful,andtounderpinallcommunicationplanningwithsolid,consistentm

4、easurement.Themomentumistowardsintegration.Wehopethattheinsightsgleanedfromconsumersandsomeofthebrightestmindsintheindustrywillhelpourclientsplan,executeandmeasuremarketingcommunicationactivitiesaccurately.KantarMediaremainscommittedtodeliveringconne

5、ctedintelligencetoourclients.DIMENSIONwillcontinuetokeepthedialogueopenandbringyoucommentaryonthechanginglandscape.Thedestinationisclearer–weneedtoworktogethertoarrivethere!AndyBrownCEO&Chairman,KantarMediaExecutiveSummary1INOVERVIEW2Consumersdohavec

6、oncernsovertheprivacyoftheirowndata.Brandsneedtouseanythingthatcanbeperceivedaspersonalcautiouslyandsensitively.1Althoughprogressisbeingmadeinhowonlineadvertisingisperceivedbythosemostexposedtoit,muchremainstobedonetoraisebothcreativestandardsandrele

7、vanceonline.ATOPLINESUMMARYONADVERTISING3Brandownersandtheiragenciesneedhelpnavigatingthemassofdatafromnumeroussourcesthey’reexposedto,sothattheycanapplytheirskillstogeneratingmeaningful,actionableinsightsfromtheseaofdatasourcesavailable.4Outrightadb

8、lockingseemstobecomparabletolastyear.Selectiveblocking,however,withconsumerspayingapremiumoncertainchannelstoavoidadsisafactor.5Amongstthecorereasonsforblockingarepoorcreative,alackofrelevance,contextualinappropriatenessandinaccuratechronologyinthepl