Media and entertainment brands as media partners: getting ad equity right
Kantar research shows that campaigns are seven times more impactful when ads are viewed in a context where consumers feel receptive to advertising
When it comes to brand strength, most media and entertainment brands have a responsibility beyond their own brand equity: how they reflect on their advertiser clients. But what does this mean in practice?
How well ads perform on a media platform depends on many factors, including how well the campaign itself is executed, as well as how well the advertiser’s brand personality fits their media partner’s brand personality. But success also depends on how receptive consumers are to seeing advertising on their favoured platforms in the first place – a variable that we call a media brand’s ‘ad equity’.