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RESEARCH, ANALYSIS & TRENDS

“It’s critical that brands are clear on how to connect with “Using a tool built on behavioral metrics like Context
newly digitalized but financially fragile consumers in the Lab for eCom delivers valuable insights into the real
moment as they soak up an increasingly fragmented ecommerce environment allowing marketers to under-
digital media environment. And when it comes to ecom- stand the variables that matter to create impact, such
merce, connecting creative in the context is complex”, as positioning, content and reviews. It also allows anal-
he states. ysis of how brand assets impact upper and lower funnel
metrics and tracking of the consumer journey to opti-
“Using a real-time tool like DCO will allow marketers to mize the brand experience.”
learn which ads are performing well and eliminate un-
derperformers from their campaign; and understand the “Providing the best consumer experience of your brand
content motivating their target audience to optimize is essential in this new digital world in APAC,” Gomez
campaign effectiveness,” Gomez adds. emphasizes.

“For example, we worked with a brand to programmati- “Brands must be digital by design. You must be ob-
cally predict the performance of 320 ads for in-flight sessed with high quality content and positioning to in-
optimization during a brand building campaign with the crease conversion and brand impact. Creating commu-
DCO platform. The result was a +263% increase in nities by putting people at the center and delivering the
custom brand sentiment KPI by the fifth week.” best experience is now more important than price or
time. Remember, a successful consumer ecommerce
As APAC becomes increasingly more fragmented journey always starts from the brand – and 70% of peo-
online, it is also essential to keep up with consumers in ple are now putting value on those brands acting in a
the moment. New models such as social ecommerce responsible, transparent and honest way.”
are being driven by micro-influencers increasing en-
gagement by 60% while new formats are allowing prod- Digital Content Optimization is available via Kantar
uct play through scaled-up, low-price immersive videos Marketplace – Kantar’s automated market research
formats and shoppable ads. New routes to conversion, platform. Context Lab for eCom is a bespoke APAC
such as livestream sales are also driving conversion solution customized to clients leveraging Context Lab,
levels of +30% on key ecommerce platforms in the re- which helps brands quickly gain a contextual under-
gion. standing of their media effectiveness to use budgets
more efficiently. (Source: Kantar) ◊
“As the media and ecommerce worlds collide, it’s not
just about optimizing ads for the environment, but driv- By MediaBUZZ
ing the sale within,” says Gomez.

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10 April 2021: Immersive Technologies in Marketing