Kantar therefore points out that the key to carrying out campaigns is to "quantify the opportunity for impact, based on the actual purchasing behaviour of this target." As the consultancy has already pointed out in other reports, another good option is to segment the audience of marketing campaigns by life stages , and not by age.
Mayte González, who is a Media expert at Kantar, Worldpanel division, highlights the importance of the media and advertising investment . “Regardless of the action, it seems that being present in the media is key to a greater boost.” In other words, the best support for advertising campaigns is good media coverage. The professional points out that “this fact is demonstrated by the growth of brands that have combined cross-promotion, rebranding or innovation with greater advertising investment, egypt number data and the result has been very beneficial for all.”
Kantar data
In relation to whether it is better to invest in digital or television, the consultancy points out that although investing online continues to be the option that is growing the most in general, in the case of mass consumption, television continues to have a very important weight. It highlights that the coexistence of both media does not penalize total coverage and has a very positive impact on profitability .
Fernando Moreno, Media Solution Director at Kantar, Worldpanel division, points out that "a good combination of TV and digital does not produce an increase in the contribution to sales, but it does manage to improve the ROAS -return on investment- of the campaigns by more than 70%" says the professional.
New trends: influencer marketing and streaming
Digital content consumption continues to rise, creating new opportunities for brands to explore new forms of advertising. One of them is influencer marketing . Kantar points out that in 2021, total investment in influencers by brands was 93.7 million euros, which is almost 32 million more than in 2019. 44% of Spaniards already follow influential profiles on social media, half of them intensively. But the consultancy warns that it is necessary to measure the real impact of influencer marketing.
As for streaming, 68 % of Spaniards are subscribed to at least one platform , with an averag