Digital growing pains: How context increasingly matters

Kantar data shows video campaign effectiveness is dependent on tailoring content to suit the context and platform in which it is being consumed.

Smarter video planning

This article is part of a series of articles on smarter video planning. Read more.

Technological and regulatory change is influencing the media landscape faster than ever. Particularly online, where channels, platforms and formats continue to multiply, and measurement is increasingly tricky.

We know digital can cost-effectively build brands. Among campaigns measured by Kantar since 20151, 19% of overall brand-building investment goes to online media, which contributes 23% to both awareness and purchase intent.

Consumers, however, aren’t receptive to online ads, with 40% having a negative opinion of them2, far worse...

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Insights Team
Bray Leino

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