MUMBAI: Digital advertising may not necessarily work effectively unless teamed up with other media channels, says a study by research and data consulting firm Kantar Insights.
“We have had the year of mobile, the year of digital video, the year of programmatic… but this is the year to rethink digital. Instead of thinking how my brand can become more digital, the conversation has to be on how digital can contribute to my brand strategy,“ said Gonzalo Fuentes, global CEO, media and digital practice, at Kantar Insights.
Kantar Millward Brown, in a study, divid in a study, divided the consumers into three segments -Gen X, in the 35-45 age group, Gen Y aged 20-34 years, and Gen Z, those between 15 and 19 years.
Social media, which drives better reach and brand impact among the Gen Z, may not have the same impact on Gen X and Gen Y. In fact, according to their study, TV still is the strongest medium to build reach and salience across all generations.
Again, while social media may have a higher reach, online video advertising is more effective when it comes to brand impact.
Generation Z, which is the biggest consumer of digital content, is also the most averse to advertising and hence ad avoidance on digital devices is a serious issue.
Across genera tions people are either skipping ads or installing ad blockers to avoid being inter rupted through formats like popup ads. Adver tisers need to create more com pelling content elevant in the con that will be relevant in the contexts where it is placed, the study said. They need to reduce advertising clutter, and focus on polite, user-responsive formats that are less intrusive.
“Creative strategies for mobile phones need to be rethought. We have to keep the shrinking screen in perspective and need to adopt newer digital formats such as sponsored lenses and mobilebased augmented realty (AR) to keep them actively engaged,“ said Meheer Thakare, head of digital solutions at Kantar Millward Brown.
Snapchat lens is a great example of interactive advertising and so is Pokemon Go, which disrupted the augmented reality scene across the world last year.
John Hanke, CEO of Niantic, the company behind Pokemon Go, revealed that the game drove more than 500 million store visits for retail brands that have partnered with the mobile game.
According to GroupM, digital AdEx, or advertisement expenditure, will grow by 30% in 2017 to ` 9,490 crore and is estimated to take a 15.5% share of the total AdEx this year. Within digital, mobile is expected to constitute 70% of the entire spending, with video being the biggest growth driver.