There are more ways to reach consumers than ever before. How can brands get organised for the chaos of modern day media and target their ad investment?
Much like our shopping habits, the way we consume media has been transformed over the past 30 years. The days of traditional platforms like TV dominating our intake are gone, the volume of online and digital streaming advertising space available has exploded, and what was previously accepted wisdom is now up for debate.
While this means plenty of new opportunities for brands to market their products, it also presents challenges. As more and more platforms and ways to speak to people emerge, how do brands cut through and ensure they’re investing in the right campaigns on the right channels at the right time?
Knowledge is key. This means understanding how those channels – from digital advertising on social media, to on-demand streaming services, traditional print and broadcast, radio and outdoor spaces – interact with each other and influence different shoppers.
It boils down to cause and effect. Sales and brand growth may be the ultimate goal – and this is firmly grounded in the ability to attract new shoppers – but how can retailers and manufacturers make sure they are really getting bang for their buck from their ad spend?
The real value of a campaign is only clear when we look at its sales impact – invariably the result of increased penetration – separate from other factors like seasonality, brand loyalty and promotions.
We believe rules and patterns exist in behavioural data describing how people around the world choose and use the brands they do.
Understanding these rules and patterns is key to winning the growth challenge.
Doing this relies on using a sophisticated Consumer Media Measure (CMM), analysing buying habits to see how much and in what way advertising campaigns influence shopper purchases and attract additional buyers to the brand.
In turn, this can inform the planning for future programmes so that brands learn from previous investment to keep improving sales.
Helping FMCG advertisers understand how media work, both together and separately, by analysing impact on real purchase behaviours during and after the campaign.
Hear more on how the Consumer Media Measure (also known as Consumer Mix Model) works, with Gwladys Hall, GB Head of Media, Kantar.
