Effectiveness and Optimizations
BLI+ and UMMO
One of the world's largest beverage companies was struggling with how to optimize their media around key seasonal peak periods in the face of competitive pressure from new market introductions.
Kantar's BLI+ solution provides insight on drivers of impact in addressable media.
Kantar analyzed the marketer's campaign across multiple channels and millions of media exposures.
Within this campaigns, Kantar isolated specific campaign features (ad units, creative types, placements, targeting, etc.) as well as platform features and the relative impact on purchasing intent.
Kantar analyzed the quality of the media assets, and the relative contribution of key aspects of each campaign in relation to the impact on purchase intent.
24% of purchase intent was driven by the contribution of media. Sporting platforms were the most efficient performers for the brand. This was due to the large lift they provided. Music platforms did not perform as well due to lower responsiveness.
What drove media lift was the creative format, frequency and timing of the exposure before key selling weeks. Creative format especially led to large variance between campaigns as the top performing were 2x better than the worst.
Optimizations saw an average shift of 34% within publishers that drove a 185% lift in efficiency.
UMMO is The Tool that Helps Marketers Future Proof Spend
Inflation is like any other business lever: it is as much an opportunity as it is a risk. In this age of media arbitrage, the question you need to ask is “are you equipped with the right tools to manage it to a profit?”
Inflation is an extraordinarily volatile economic factor. Rates vary by country and unforeseen news events can spike rates by region or even globally. Think about what the invasion of Ukraine by Russia did short and long term to global prices. Last year the news was Turkey and Argentina, now those in the UK and US are seeing double digit numbers for energy and some consumer goods. Consumer behaviour can change overnight due to changes in pricing and there is no way to accurately predict consumer price changes. To add to the complexity, media inflation rates are not necessarily strongly correlated with consumer price inflation. But they are key to drive efficient optimisation scenarios. As an example, in France, media rates are expected to be flat this year vs. 2022, except for TV which expected to rise by 12%.
Get Help with Unified Marketing Measurement and Optimisation (UMMO)
UMMO is Kantar’s cookie-less unified measurement solution that provides highly scalable, AI powered, unified measurement of online, offline media. Offering a unique level of granularity to plan and predict optimal marketing & media plans down to individual publishers and predicting impacts of marketing activity on brand equity to account for both short-term and long-term impacts. Econometric modeling is the only approach to marketing effectiveness integrating the impact of macro-economic drivers. Inflation is always a part of it; models can quantify how much it impacted sales. Across our various UMMO programmes in 2022, we have isolated an average impact of macro-economic inflation of -5%. Pricing impact is therefore adjusted for inflation in our models, so that its relative efficiency is driven by tactical & strategic options taken.
Read on here.
And learn more about Hamilton AI in this video, the tech platform that delivers UMMO (Unified Marketing Measurement and Optimization)
In this case study, we’ll look at why brand equity matters and which media channels drive it most efficiently. This paper dives deep on Meta, which our research shows is a highly efficient brand-building platform. We'll share tips on how marketers advertising with Meta technologies can optimize their brand-building investment for long-term brand growth.
An evidence-based guide to help marketers protect their margins.
In this bold, thought-provoking and evidence-based guide, we provide solutions to the day-to-day challenges marketers face to help them protect their margins.
In each of the seven chapters, we present actionable tips to help you strengthen your brand’s intangible perceptions in the mind of consumers – what ultimately gets your brand chosen and brings tangible value to your shareholders.
We embrace opposing perspectives throughout, and by conducting in-depth empirical investigation and applying the latest advances in neuroscience, we help you move beyond table stakes.
Download this complimentary guide to discover:
Where does performance marketing meet brand building?
What role does brand play in the consumer decision journey?
Is brand differentiation an effective way to reduce customer price sensitivity?
How should your brand react when prices are going up?
How can you prove marketing adds value to your brand?
How should marketers stand up to recession?
Is it still ok to talk about brand loyalty?
For the last 20 years, Kantar has been advocating and validating that brands should be meaningfully different.
Get in touch if you are looking for evidence to support your business case or if you are at a decision-making crossroad. We would love to share more of our findings and talk further.
