across all brand KPIs (+64%), especially
brand image associations (+91%), as well
as across all channels.
are more likely to recall negative online
targeting experiences than positive ones.
Customise content for each
Make each ad in an integrated channel
campaign amazing
Within the multichannel pretesting, we
see a campaign is defined most closely
by the average of all executions, even
more so than the best or worst individual
execution. Unless media spend will be
skewed towards one execution, every piece
of content matters and contributes to
overall success and brand building.
Invest only in channels
that have a clear role in the
campaign
Marketers need to choose channels wisely
– only using those which have a clear role
in the campaign and in reaching the target
audience. It’s also important to understand
what each channel can deliver in terms of
impact and cost.
For example, online ads are cost effective
in extending TV reach and building
brand metrics from awareness through
to purchase intent. However, consumers’
attitudes are more positive to traditional
media than online advertising and people
There is a sweet spot between integration
and customisation. A strong integrated
campaign must be flexible enough to
enable novel, comple