AdReaction—整合的艺术

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1、THEARTOFINTEGRATIONGlobalReportAwellexecutedmultichannelcampaignisathingofbeauty.Youknowonewhenyouseeit,effortlessinitscohesion,withconnectedandcomplementaryelementsaddinguptoagreaterwhole.Thesecampaignsfeelharmonious;theydrawusin,andmakeuswanttolearnmore.So

2、whyaren’tallcampaignslikethis?Overoneinfourofthecampaignswemeasurearenotwellintegrated,andconsumersaremuchmorecriticalthanmarketersareaboutcampaignconnectivity.Also,lessthanhalfofallcampaignstakefulladvantageofdifferentchannelsbyproperlycustomisingcontenttod

3、ifferentcontexts.Thebestcampaignsseeasubstantialincreaseineffectiveness,soAdReactionsetouttoexplorethesecretsoftheirsuccess.Whatcanmarketerslearnfromthecampaignswhichgrowbrandssuccessfullywhileavoidingthedangersoffragmentation?Whatistheartofintegration?THEAR

4、TOFINTEGRATIONConsumersfeelWeknowusingmoremediachannelscanimprovecampaigneffectiveness,butonlyifthechannelsworksynergistically.Sooverloadedsohowcanmarketersdevelopsuccessful,multichannelcampaignsthatbuildbrandsandavoidthepitfallsoffragmentation?qualityiskey.

5、FollowourPeoplefeelbombardedbythemarketingcontentthey5principlessee,andthenumberofplacestheyseeit.Aswewouldexpect,heavymediausersandfrequentonlinebuyersfeelthemostoverloaded,buttheyarealsothemostforsuccess.positiveaboutimprovedcampaignintegrationandstorytell

6、ingnowpossibleacrossplacements.PeoplefeelmediafragmentationandanincreasingpressureandintrusivenessofadsbutsomealsosaycampaignsfittogetherbetterandtellbetterstoriesHowpeoplefeeltodaycomparedto%agreehowtheyfelt3yearsago:Adsareappearinginmoreplaces81Iseemoreadv

7、ertisingnow74Adsaremoreintrusivenow69Advertisingnowfitstogetherbetter59acrossdifferentformatsAdstellbetterstoriesnow51Adsarenowmoreconfusing36Source:KantarMillwardBrownAdReactionglobalconsumersurvey2017THEARTOFINTEGRATIONIntegratemoreINTEGRATION1.campaigncue

8、sStartwithastrongIDEA2.campaignideaMakeeachpieceofCREATIVE3.contentamazingInvestonlyinchannelsPLACEMENT4.thathaveaclearroleCustomisecontentCUSTOMISATION5.foreachchannelTHEARTOFINTEGRATION1.Integ