Kantar, a data analytics and brand consulting firm, has released its 2022 Creative Effectiveness report. The report highlights the trends that brands employ in their content and ad retention initiatives for television and digital channels in order to captivate audiences.
Kantar’s collaboration with the Unstereotype Alliance has led to the development of the Unstereotype metric (UM) which the agency now includes as a measure of gender portrayal in advertising as an integral part of its Link communication pretesting solution. Thus, setting a foundation for marketers to review the potential of their creative executions on this dimension to monitor progress over time.
Unstereotype metric (UM) in the long term provides learning and context for gender progressive advertisements. UM is now measured for 14,000+ ads across 70 countries, 3,300+ brands and 251 categories.
Key highlights from this year’s report:
Kantar’s Strategic Sparks identified for effective and creative TV advertising:
- Indians love to ride fulfilling story arcs: Stories create room for empathy, engagement, and vivid memories through which one could influence the way in which consumers think & feel about the brands.
- Touch of drama helps: Just the right kind and quantity of spice delivered through creative storytelling and filmmaking, elevates even the repetitive themes, to make them more personal, relevant and aspirational.
- License to be extravagant in visualization: Indians are open to suspending their disbelief for the well visualised film
- Layer in emotional meaningfulness: Emotive contexts have the potential to make the consumers warm up to even the dry functional categories.
- Show, not tell: Integrating brand payoffs as an organic plot event in the script is a timeless approach toward creating vivid and persuasive memories
Kantar’s Strategic Sparks for effective and creative digital advertising:
- Customized and integrated content yields significantly higher ROI: Carrying forward creative stories and elements from other media amplify the impact of digital assets.
- Shoot for instant meaning: Given the attention poor consumers and short window available, it pays to ensure that the consumers are not called to do any additional work for decoding what they are supposed to think and feel about the brand
- Ride the moment: Embrace the topical issues and trends, to engage and be relevant
- Strike an emotive chord: Well told stories open up consumers for longer format videos
- Hook them early: Promise of a fulfilling story arc, emotive journey and humor help in ensuring that consumers stay invested beyond 6 seconds.
Kantar also launched the second edition of its Creative Effectiveness Awards in India
HUL tops the list with four awards, including two for digital and two for TV effectiveness. Amazon, Marico, Mondelez, and Whirlpool Corporation also received awards for their television effectiveness.
Commenting on this year’s winners, Soumya Mohanty, Managing Director & Chief Client Officer, Insights Division, Kantar said, “The spread of ads that consumers have perceived to be both creative and effective is an affirmation of the fact that the space for creativity even in context of marketing ROI is infinite. While there is no magic formula for creating such ads, we can start with the right ingredients and refine them by testing them out with consumers. Kantar is pleased to share the learnings that we have had in the area while working with the leading marketeers in India.”
