凯度-2018次元报告：全球媒体新趋势（英文）-2018.12-128页.pdf

This report contains the findings of the DIMENSION 2018 study.Weve surveyed consumers and run qualitative groups and interviews amongst industry leaders across five of the largest media markets in the world.The result:an overview of the major trends and exciting innovations shaping the world of media and communications planning.Our aim is to provide insights and guidance to brand owners,agencies,media owners and communications specialists,indeed to all whose role involves trying to reach and influence consumers.The message that emerges is clear.In trying to keep ahead brands are learning to communicate in multiple ways with consumers who are themselves developing and evolving new media habits.The challenge is to sift the mass of data to identify the truly valuable and insightful,and to underpin all communication planning with solid,consistent measurement.The momentum is towards integration.We hope that the insights gleaned from consumers and some of the brightest minds in the industry will help our clients plan,execute and measure marketing communication activities accurately.Kantar Media remains committed to delivering connected intelligence to our clients.DIMENSION will continue to keep the dialogue open and bring you commentary on the changing landscape.The destination is clearer we need to work together to arrive there!Andy Brown CEO&Chairman,Kantar MediaEXECUTIVE SUMMARY1Executive SummaryIN OVERVIEWA TOP LINE SUMMARY ON ADVERTISINGBrand owners and their agencies need help navigating the mass of data from numerous sources theyre exposed to,so that they can apply their skills to generating meaningful,actionable insights from the sea of data sources available.3Although progress is being made in how online advertising is perceived by those most exposed to it,much remains to be done to raise both creative standards and relevance online.1Outright ad blocking seems to be comparable to last year.Selective blocking,however,with consumers paying a premium on certain channels to avoid ads is a factor.4Consumers do have concerns over the privacy of their own data.Brands need to use anything that can be perceived as personal cautiously and sensitively.2Amongst the core reasons for blocking are poor creative,a lack of relevance,contextual inappropriateness and inaccurate chronology in the placement of the ads.These consumer reasons are recognized by industry leaders.52DIMENSION 2018ON COMMUNICATIONChannels beyond advertising(PR and experiential marketing for example)continue to bring efficiencies by adding breadth and creative depth to a communications campaign.Multi-media planning is increasingly extending to integrating non-advertising techniques with online ad formats.2Message consistency is essential,not only across all paid media forms(conventional advertising)but across earned and owned media forms too.31Measurement consistency,combining broadcast media techniques with social media and editorial monitoring is an important step towards channel integration.43In Overview A Top Line Summary ON NEW KIDSON THE INDUSTRY Common measurement standards,across platforms and devices is a desirable aim.Open access to walled garden datasets would help.1Although new media forms are becoming ubiquitous,were still in a mixed-format economy.1Smart speakers are growing in popularity and are part of a general trend towards voice-activated devices and software.2Virtual reality and augmented reality will evolve fast and will scale quickly.34DIMENSION 2018INTRODUCTION&WHAT WE DIDINTRODUCTIONIn 2017,Kantar Media introduced a major and innovative study-DIMENSION-exploring the state of the media business.Uniquely bringing together the opinions of industry leaders and the views and behaviours of connected consumers,the people they are trying to reach and engage,the study received wide acclaim.DIMENSION 2018 builds on this exploring four of the largest issues facing our clients and partners.Comprising four snapshots which can be read individually or aggregated together to form a complete picture of the shared issues at the face of the industry:MINING FOR MEANINGFUL DATA(P.9 26)How consumer trends in relation to media use and attitudes towards advertising are evolving and how leaders are integrating the mass of data available into how they work.NO JUNK MAIL,PLEASE(P.27 42)The impact of ad avoidance and what can be done to minimise its effect.COMBINATION THEORY:UNLOCKING THE POWER(P.43 56)How brand owners are turning to non-advertising channels to communicate with consumers,and the impact that is having.A WHOLE NEW(OLD)WORLD?(P.57 74)Quantifying consumer uptake of new communication technologies;and what industry leaders see as coming next.Tables containing all of the data referenced in the text are to be found in an appendix.6DIMENSION 2018USUKFRANCECHINABRAZILWHAT WE DIDThe 2018 DIMENSION study contains two strands:consumers and industry leaders.THE CONSUMER FIELDWORKWe surveyed 5,000 connected consumers(aged over 18)across Brazil,China,France,UK and the US.1,000 surveys were conducted in each country.Connected consumers are defined as those who use two out of a PC/laptop,a tablet or a smartphone to connect to the internet.We selected this sample as we believe it to be of the greatest interest and relevance to advertisers.Full methodological details can be found in the appendix.7Introduction and What We DidINDUSTRY LEADERS FIELDWORKUSUKFRANCECHINABRAZILDesigned to elicit the thoughts and opinions of leading industry figures,we hosted a series of Leaders Exchange Roundtables in late 2017.Many of these were followed up with qualitative interviews.We were keen to explore their opinions on three key topics:the practice of consumers buying-out of advertising by using adblockers,or otherwise avoiding ads;the move towards a more integrated approach to all consumer communication (be that advertising or non-advertising);and the ways in which advertisers are using new technologies such as virtual and augmented reality.Running as a thread throughout was the broad topic of data its sheer quantity,its accessibility,its value and how to drive actionable insights from it.8DIMENSION 2018MINING FOR MEANINGFUL DATA Perhaps unsurprisingly given its title this snapshot explores data.Data on how consumer attitudes and behaviours towards different media forms and commercial messages have changed since our first DIMENSION study(released in April 2017);and insights into how industry leaders are managing the challenge of operating in a data-dominated world.This snapshot forms just one of several perspectives based on the findings from the DIMENSION 2018,a major and innovative study exploring the state of the media business.The study comprises four snapshots which can be read individually or aggregated together to form a complete picture of the shared issues facing the industry.To read the full report or access the other snapshots please go to: for Meaningful Data TAKE-OUTSFor a quick overview,here are the top take-outs&implications:2Many of the key measures on consumer attitudes to advertising,and to the media themselves remain similar to last year.1The proportions of connected consumers accessing media forms places some of the more extreme comments from around the industry on how habits are changing at breakneck speed into some perspective.We are currently living in a mixed media economy.4Consumers and industry leaders agree that improvements are needed to ensure relevancy in messaging;and that there is a balance between privacy and creative appropriateness.3Consumers feeling that advertisers are doing a better job of communicating with them now than in the past,has declined slightly year-on-year highlighting that there is still work to be done to improve the standing of online advertising (in particular)with the end user.6Common standards are needed across all platforms to allow for full use to be made of all data,and for industry learnings to be maximised.5Advertisers and their agencies need help navigating the huge quantity of data available to them from multiple sources quality data integration is fundamental.12DIMENSION 2018IMPLICATIONS1Advertisers need to enable their creative agencies to use data at the start of the ad planning process,as opposed to as a fine-tuner of messages.2Linked to this,greater focus should be on improving creative use of online media forms.Online isnt just offline on a screen.3Consumers understand the trade-off between data and personal benefit.Advertisers need to enter the trade.4Advertisers need help navigating data sets;which need to be easier to access,more consistent,and easier to connect.13Mining for Meaningful Data GENERAL TRENDSUSE OF MEDIA FORMSIn line with our goal of tracking consumer attitudes to the advertising they see our fieldwork posed a series of repeated questions on topics such as device ownership,use of ad blockers and attitudes towards advertising.Table 1.2 focuses on broad year-on-year comparisons;in later snapshots we look at more detailed analyses into each key topic.The proportions of connected consumers accessing media forms does place some of the more extreme comments from around the industry on how habits are changing at breakneck speed into some perspective.Established media forms remain resilient.Nearly everyone sampled across the five markets continues to access television through a TV set;that radio listening offline to radio is at 88%;and that around 80%continue to look at print versions of newspapers and magazines speaks to the power of these established platforms.This isnt to say that the overall trend towards online services has been massively exaggerated or even that it is slowing,but it is worth remembering that we are currently living in a mixed media economy.Base:5,000 connected consumers.Source:Kantar Media,DIMENSION study,Nov Dec 2017.Question:Media forms ever accessed.See Table 1.2 for full analysis.ESTABLISHED MEDIA FORMS REMAIN RESILIENT88%listen to the radio offline79%/82%read a newspaper/magazine in print96%access TV via a TV set14DIMENSION 2018CONSUMER ATTITUDES TO ADVERTISINGWhen it comes to attitudes towards advertising,the topline views of connected adults havent changed a great deal over the year,with the largest percentage saying that advertising doesnt bother me one way or the other.Although 70%are either positive or ambivalent,almost half our sample simply dont concern themselves too much with ads.See Table 1.3.Nearly three-quarters(73%)of connected adults feel that advertising is changing for the better,or not changing at all;a very similar figure to a year ago(Table 1.4).A similar proportion(71%)feel that advertisers are doing a better job of communicating with them these days,although that number has declined slightly year-on-year.We believe that despite industry talk of improvements in targeting and the uptake in delivering ads of greater relevance to those receiving them,consumers still feel that they see the same ads too often,and that they are exposed to ads for products theyve already bought.(Table 1.5)So,certainly from the consumer perspective,whatever technological changes have been implemented by advertisers and their agencies over the last 12 months,the same issues remain.We continue to notice that ads shown online are less popular than ads displayed in the same medium but in a more traditional format(Table 1.3).71%say advertisers are better at communicating with them these daysBase:5,000 connected consumers.Source:Kantar Media,DIMENSION study,Nov Dec 2017.Question:Do you think advertisers today are doing a better job at communicating with you than in the past?What are your feelings about advertising in general?See Table 1.4 and 1.3 for further analysis.46%say theyre ambivalent about ads15Mining for Meaningful Data More people(33%v 25%)claim they enjoy ads on TV as viewed on a TV set than they do within online forms of the medium;the same holds true for printed magazines versus ads in online print(32%v 26%).Cinema(which of course only covers ads shown offline)remains the medium within which ads are most enjoyed.Some of the leaders we spoke to as part of the study expressed a view that this is more a reflection of the creative work deployed online as against offline,together with how online media forms are consumed,as against any underlying issues with the media forms themselves.Too often ads designed for an offline media form appear online.Ads need to reflect the medium within which they appear.Its not good enough to assume that something that works well offline will automatically work as well online.The difference between media types goes beyond the physical manifestation of each.How the media form is used is as important as how it transmits.A SCREEN THING?Base:5,000 connected consumers.Source:Kantar Media,DIMENSION study,Nov Dec 2017.Question:What are your feelings about advertising in general?and How do you feel about the types of advertising you see in these different media?See Table 1.3 for further analysis.ADS NEED TO REFLECT THE MEDIUM WITHIN WHICH THEY APPEAR33%enjoy ads on a TV set32%enjoy ads on printed magazines25%enjoy ads on online TV26%enjoy ads in online printVSVS16DIMENSION 2018 2017 2018Base:5,000 connected consumers.Source:Kantar Media,DIMENSION study,Nov Dec 2017.Question:Do you think advertisers today are doing a better job at communicating with you than in the past?See Table 1.4 for further analysis.WORK IN PROGRESSThe connected consumers media usage and views have little changed in twelve months.On the one hand the advertising world should be cheered by the fact that ads per se are still liked or tolerated,but on the other concerned that online ads remain comparably less popular than ads using more traditional methods of transmission.The industry is good at heralding our perceived achievements such as improved media and creative targeting,and our ability to use data to ensure a greater degree of relevance and even personalisation to deliver less wastage to our clients.However the consumer findings suggest that whatever we may think of as improvements to the way we reach and influence consumers,the end user has not really noticed much difference over the last twelve months.There remains more work to do.SLIGHT DECLINE IN CONSUMERS FEELING ADVERTISERS ARE BETTER AT COMMUNICATING WITH THEM NOW THAN IN THE PAST 73%71%17Mining for Meaningful Data MORE TO DOThis theme was echoed by many of our industry leaders.Managing the mass of data now available from industry currencies,media owners,technology platforms,the client,third party analytics suppliers and the martech world is a daunting task.Mining datasets for insights that will drive business success has always required a rare skill;when the datasets in question come from multiple,disconnected sources the complexity increases.Marketers say to me:I have more data than Ive ever had,and Im more confused than Ive ever been.Clients want simplicity,and thats a huge challenge.Maarten Albarda,CEO,Flock USWere in