CMO asks the experts what they think of Amazon Advertising's launch in Australia - including Kantar's Head of Media and Digital Mark Henning, who says: "Amazon’s ability to link advertising and sales almost immediately gives it a point of difference in the local market other players...
On the eve of International Women’s Day in 2019, Australian brands are still disproportionately out of touch when it comes to gender, says Amy 'Fritz' Fridlund in this exclusive for Marketing magazine. // Read the article...
Have marketers forgotten about the heartstrings? Or are they too afraid to pull the wrong ones? Sam Walters says Australian marketing needs a healthy dose of emotion. As Plato said, “Human behaviour flows from three main sources: desire, emotion and knowledge” – and when it comes...
“Transactional marketing via search and shopping will certainly be a primary use,” says Jane Ostler, global head of media, insights division, at Kantar. “But we will see the rise of marketing activities which can build brands and drive sales: information, entertainment, and even interaction with...
While most marketers believe they’re doing a good job of avoiding gender stereotypes in ads, almost half of consumers feel like advertisers are still not getting it right, according to Kantar’s 2019 AdReaction: Getting Gender Right report. // Read the B&T article...
Failure to target and portray women effectively impacts campaign effectiveness significantly, according to latest research out of Kantar. In the wake of controversies surrounding the recent Gillette ad and the #metoo movement, Kantar has found 55 per cent of Australians think advertising reinforces harmful norms, and...
Advertisers are lagging behind contemporary society’s attitudes to gender and their failure to reflect that is costing male-skewed brands, claims Kantar in its 2019 Ad Reaction report. The WPP-owned research house’s survey found 66 per cent of Australians believe advertising conforms to gender stereotypes, despite 83...
Marketers are consistently getting gender portrayal wrong in the eyes of consumers, according to the latest Kantar report, AdReaction 2019. // Read the article // Download the report...
Failure to contemporise advertising costs male-skewed brands billions in brand value Failure to portray and target women well impacts ad and campaign effectiveness 66 per cent of Australians believe advertising conforms to gender stereotypes 55 per cent of Australians think advertising reinforces harmful norms Male-skewed brands globally are valued...
Digital video advertising delivers strong brand awareness in both premium and user generated content (UCG) environments, a new study by GroupM and Kantar has found. The research showed the importance of tailoring advertising assets to specific environments to front-load brand messaging in environments where ads...
