Nearly three quarters of Aussie consumers are seeing more ads in a wider variety of places than they did three years ago, but are much less positive about how well marketers are integrating their multichannel strategies, new research has revealed.
The Kantar Millward Brown study, titled AdReaction: The Art of Integration, found that 48 per cent of Aussie consumers surveyed agree that ads they see across TV, outdoor and digital ‘fit together well’.
This is despite the fact that 94 per cent of Asia-Pacific marketers think they deliver well-integrated campaigns.
The study found that well-integrated and customised ad campaigns can improve overall campaign effectiveness by as much as 57 per cent, allowing brands to get more impact from their investment.
Furthermore, many Aussies are uncomfortable with an increase in advertising – 69 per cent agree that ads are more intrusive now, and over two-thirds see advertising as negative.
Even without customisation, integrated campaigns are 31 per cent more effective at brand building, yet one in four are not well integrated, according to Kantar Millward Brown.
The study found that campaigns with a strong central idea perform better across all brand KPIs (up 64 per cent), particularly brand image associations (up 91 per cent), and across all channels.
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