A newly-released AdReaction study by Kantar Millward Brown examines the global state of multichannel ad- vertising campaigns. “ AdReaction: The Art of Integration” guides marketers on how to best navigate the myriad channel choices and advertisement formats.
The study is based on new quanti- tative research in 45 countries, multi- channel copy testing of 12 campaigns from eight countries, and custom analy- sis of Millward Brown’s global media ef- fectiveness and copy testing databases.
They study concluded that more than half of marketers miss out on boosting brand effectiveness by 57% due to shortfalls in multimedia cam- paigns integration.
AdReaction found that while the benefits of well-integrated and cus- tomised ad campaigns are substantial, boosting campaign effectiveness by 57%, this represented fewer than half (46%) of all campaigns tested. What is more, most marketers (89%) sur- veyed believe their campaign strate- gies are integrated; but just two third
(67%) of Egyptian consumers agree. When comparing the impact of mul- timedia campaigns, 25% of Egyptian consumers are more positive about their influence to make them buy the
brand versus 16% globally. Similarly, 37% of Egyptian consumers believe in the role of multimedia campaigns in differentiating brands, compared to 26% globally.
Overall, more than 78% of Egyptian consumers agree that online target- ing is reliable versus 45% globally. The study also found that Egypt is the
only market out of 45 tested markets where online ads have the highest positive attitude and receptivity, even more than the and Middle Eastern av- erage.
“Egypt has a very young population with about two-thirds of the people under 30 years of age. There is a rap- id internet growth and heavy usage of social media platforms which are possibly the whys and wherefores of this progress,” said Ahmed Kaboh, As- sociate Account Director for North Africa.
