MEDIA SCENE
AdReaction – The Art Of
Integration
By Soumya Saklani
T
he 2018 AdReaction study, The Art
of Integration, examines the global
state of multichannel advertising
campaigns and guides marketers on how
to best navigate the myriad channel
choices and ad formats, while delivering
effective, integrated campaigns, well
understood across channels by consumers.
The report found that while the benefits
of well-integrated and customised ad
campaigns are substantial, boosting
campaign effectiveness by 57%, this
represented fewer than half (46%) of all
campaigns tested.
What’s more, the study revealed that
marketers and consumers have different
views on whether campaigns successfully
fit together. Most marketers (89%)
surveyed believe their campaign strategies
are integrated, but just over half (58%) of
consumers agree.
The study is based on new quantitative
research in 45 countries, multichannel
copy testing of 12 campaigns from
eight countries, and custom analysis of
Kantar Millward Brown’s global media
effectiveness and copy testing databases.
The results provide marketers with a
global and country-by-country analysis
of how consumers and marketers
view integration, the importance of
customising content for each placement,
and the characteristics of campaigns that
work.
Consumers
feel
overwhelmed
by
advertising from all angles while marketers
struggle to make the most of ad formats
and channels to best reach consumers,
and the latest AdReaction report unveils
a disconnect between how marketers and
consumers perceive campaign success.
In AdReaction, we’ve laid out guiding
principles to help marketers better
integrate campaigns across channels and
identify the key creative elements of
successful campaigns as best practices.
The report identifies several guiding
principles for brands to consider when
implementing multichannel campaigns
The results provide marketers with a global and
country-by-country analysis of how consumers
and marketers view integration, the impor-
tance of customising content for each place-
ment, and the characteristics of campaigns that
work.
36 MAL22/18 ISSUE
that build successful brands and avoid the
pitfalls of fragmentation.
Integrate more campaign
cues
Even
without
any
customisation,
integrated campaigns are 31% more
effective at building brands, yet still one in
four of the campaigns analysed were not
well integrated. The more cues used, the
better. Consumers expect multichannel
campaigns to deliver basic connective
elements like the same logo and slogan.
However, the study shows that consistent
characters or personalities are the
individual cues which most help brand
impact, often differentiating the best
campaigns. The report also found that
all channels benefit from synergies, but
some channels work particularly well with
each other. The strongest overall synergy
combinations are between TV and
Facebook, and TV and outdoor.
Start with a strong campaign
idea
The idea is the most important component
of the campaign. Great campaigns need a
strong central idea to act as connective
tissue across all content, and integrated
content needs to cue this idea. Campaigns
with a strong central idea perform better