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COMPANIES & CAMPAIGNS

Spend on online video, social media ads and influencer content to increase throughout 2022

5. Ad length advantage – communicating the brand and ensure there is a cumulative connection and con-
and message in a clever, effective and succinct sistency in the message and brand in every format.
way using ad length to their advantage. From establishing your strategy and kicking off ideation
through to executing your campaign and optimizing in-
“A big outtake from our winners is that brands can earn flight; getting creative right is a journey. Testing and
attention by entertaining and making people feel with learning must be involved at every stage. The funda-
and for the brand. Achieving this does not require full mentals of great advertising still hold true; and whatev-
fat measurements. All you need to get right is measur- er the journey, technique or device, all our winning ads
ing the capacity of your creative to hold attention and engage and entertain.”
land the brand message.”
Kantar data also shows that creative quality is the sec-
More than 70% of advertisers plan to grow ond most important factor in profitable advertising,
their investment in digital in 2022 whereas marketers rank that fourth. Great creative
drives both brand equity and sales; balancing the right
The Kantar Media Reactions 2021 survey of global creative approach with getting the executional details
marketers reveals that over 70% of advertisers are right ensures the memorable X-factor of winning cam-
growing their investment in digital platforms in 2022.
paigns.
Marketers across Southeast Asia increased advertising “Great creative is more than just connection. It trans-
and media investment last year as more media chan- cends ROI too. Creative quality is the single largest
nels became digitized with spend in the sector, globally driver of advertising profitability that a marketer can
growing by 31% compared with 19% overall. influence. Our global CrossMedia studies find creative
quality and consistency of use across channel accounts
“This is no surprise with all the new platforms and for-
mats in digital to explore such as Metaverse or NFTs. for 50 per cent of campaign effectiveness. These win-
Some brands are already blazing a trail to find the role ning ads all boast very strong and consistent creative
that they can play in these new virtual worlds.” across all touchpoints.”
For more insights into the winning traits of the most cre-
Channel fragmentation requires a greater need to un-
derstand ad effectiveness and the integration of ad- atively effective digital ads across Southeast Asia, reg-
vanced analytics and automation into the creative effec- ister to watch the Kantar Digital Creative Awards.
tiveness process. “And it brings a new level of speed These unique awards are part of the global Kantar Cre-
and more granular insights to the development cycle,” ative Effectiveness Awards. (Source: Kantar) ◊
adds Gomez. “Regardless of the sheer breadth and By MediaBUZZ
scale of the multitude of different ways to reach and
connect with consumers again, brands must step back

July 2022: Search Marketing 27