©KantarGETTINGMEDIARIGHT20182GettingMediaRight:ExtraordinaryMarketingThroughIntegrated,HolisticAdvertisingExtraordinarymarketingthroughintegrated,holisticadvertising.Ifmarketersunderstandtheneedforabalancedapproachtounderstandingperformance,whydotheystillfocusonshort-termsalesastheprimaryindicatorofcampaignsuccess?In2018,inour5thannualGettingMediaRightstudy,wefindthatmarketersarecontinuingtostrugglewithmeasuringandprovingROI,primarilyduetotheirapproach.Whileamajorityrecognisetheyshouldlookatablendofshort-termsales&long-termbrandasindicatorsofperformance,alargeportionofmarketersstillfocusonshort-termsales,usingtraditionalmetrics.They’vediversifiedmedia,butthenewplaybookfordrivinggrowthrequiresmarketersunderstandhowideas,content,andmediacanbeactivatedtocreateholisticmarketing.IntroductionThereisstillworktobedonetoalignmediastrategies.Infact,thenewgenerationofmillennialmarketers,inparticular,provetobeleastconvincedthatmarketingstrategiesaresufficientlyintegratedandthatthemediamixisoptimised.Withthischangingtalentmixcomesanewgroupofmarketersthathavebeenimmersedandinfluencedbytechnologyandinnovation.Thisyear,we’llexplorehowtheindustryisprogressingoncreatingintegratedmarketingandprovidepertinentimplicationsandpracticalrecommendationsforGettingMediaRight.3DRIVESHORT&LONG-TERMROIHARMONISEMEASUREMENTINTEGRATESTRATEGIESUSEINSIGHTSEARLY&OFTENMASTERTHEMEDIAMIXDRIVESHORT&LONG-TERMROI5GettingMediaRight:ExtraordinaryMarketingThroughIntegrated,HolisticAdvertisingMarketersstrugglewithmarketingperformancebecausetheystillhavedisconnectsinstrategiesforreachingconsumers,asevidencedinthe2ndand3rd-highestchallengesofunderstandingomnichannelbehaviourandoptimisingtheirmediainvestment.TopstrategicchallengesmarketersfaceMeasuring/ProvingROIOptimisingmediainvestmentDevelopingcustomcontentAdvertisingautomation(i.e.programmaticadvertising)Shrinkingbudgets(advertisingand/orresearch)Understandingomnichannel(online&offline)behaviour6GettingMediaRight:ExtraordinaryMarketingThroughIntegrated,Ho...
