MEDIA & MARKETING | Staff Reporter, Singapore

Half of marketers fail to integrate ads across channels

Almost seven in 10 consumers think ads are more intrusive now.

Despite an increased number of ads in Singapore, only 54% of consumers think that what they see across channels like TV, outdoor, and digital "fit together well," market research firm Kantar Millward Brown revealed.

According to its study "AdReaction: The Art of Integration," 73% of consumers surveyed report that they are already seeing more ads in a wider variety of places than they did three years ago.

Marketers are confident in their ability to deliver campaigns across these multiplying channels, with 94% in Asia Pacific believing they deliver integrated campaigns.

However, Kantar Millward Brown's own analysis revealed that only 46% of all tested campaigns could be marked as well-integrated, suggesting that consumers’ views are closer to reality than marketers’.

"What’s more, ineffective and disjointed advertising runs the risk of alienating consumers," the researcher said.

About 68% of Singaporean consumers they were uncomfortable with the surge in advertising and that ads are more intrusive now.

Here's more from Kantar Millward Brown:

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. 

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