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RESEARCH, ANALYSIS & TRENDS

Kantar’s innovative solutions optimize digital

ad and ecommerce performance in APAC

According to Kantar’s recently published media that matter most to create impact within a certain
reactions report, marketers plan to increase their context and optimize the ecommerce brand experi-
spending in online video ads, social media ence.
newsfeed ads, brand effectiveness research and
digital behavioral measurement. This has led Both solutions provide actionable insights supported by
audience behavior metrics to allow brands to connect
brands across APAC dealing with more with people effectively and quickly optimize digital ad
discerning, divisive, and digitalized consumers and ecommerce performance.
in a more fragmented media and ecommerce
ecosystem. Kantar’s recent APAC Consumer Sentiment Survey
found half (48%) of people across the region increased
To help brands navigate this new world of media effec- their ecommerce usage last year. In addition, two in
tiveness, Kantar has launched two market-first innova- five are now consuming more TV on-demand/streaming
tive research solutions in APAC that can track consum- (+40%) and podcasts/streaming music (+38%), with
er behavior and brand impact in ecommerce sites: new digital platforms entering the market.

• Digital Content Optimization (DCO) – a predictive Further analysis from Kantar’s COVID-19 Barometer
model that identifies the best and worst performing indicates consumer choice is influenced by increasing
content in real-time to improve digital campaign societal and ethical concerns that the pandemic has
ROI. precipitated. As such, advertisers and agency partners
are now taking surrounding content into account and
holding data owners and publishers to a higher degree
• Context Lab for eCom – an APAC-exclusive solu-
tion allowing marketers to understand the variables of scrutiny than ever before, says Kantar’s Head of Dig-
ital – APAC, Pablo Gomez.

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