Kantar Archives - Page 2 of 3

Manila, Philippines – Among the three main industries of e-commerce, FMCG, and QSR in the Philippines, e-commerce registered the largest ad spend with US$52m for Q3 of this year. This is according to the latest study by data, insights, and consulting company Kantar.

This was followed by QSR in the country with US$6.4m, and FMCG with US$5.3m.

Philippines brands’ average monthly ad spend was found to be $15b.

In terms of what channels brands invest in the most, social display comes out on top with 44% of them spending their budgets on such, while desktop display came in second as a priority channel with 42%. A fraction of brands’ ad expenditure was directed towards desktop video (6%), mobile video (6%), and lastly, mobile display (2%).

Meanwhile, social platform-wise, Facebook registered the lion’s share of overall ad spend by Filipino brands with US$616.1m. with Instagram as the second most popular platform with US$135.2m This was followed by Youtube (US$98m), and Twitter (US$9.9m). The study also showed the platforms that garnered the biggest impressions among audiences. Facebook still topped the ranks with 134.8 billion, followed by Instagram (40.5 billion), Youtube (14 billion), and Twitter (5.3 billion).

The same study also revealed the ad spending and impressions of the leading news and lifestyle sites in the Philippines. News sites, such as GMA News Online, ABS-CBN News, Rappler, and Philstar, as well as Manila Bulletin, and Inquirer, have recorded US$12.3m ad spend and three billion impressions for the period, while lifestyle sites, namely PEP, Metro, ClickTheCity, Spot, and Preview, as well as Spin, and Cosmo, clocked in a total of US$1.1m ad spend for the quarter and with 239.2 million impressions overall.

Kantar’s current Digital Advertising Intelligence was conducted during the period of July to September 2021.

Sydney, Australia – As pandemic woes globally are now starting to ease thanks to constant rollout of vaccination campaigns, a large chunk of Australian consumers, around 42% of them, believe that even non-health brands should play their part as well in promoting vaccination campaigns in their respective localities, new data from Kantar shows.

Despite the high percentage of consumers agreeing to heightened brand-centric vaccination campaigns, 74% of Australian consumers still believe that brands should not use the pandemic in exploiting others, while 54% of respondents say that they want brands to talk as they have always done, signaling the balance of brand communications and advocacy.

Such proximate affinity of these consumers to their brands of choice in the mid of the pandemic is rooted in the factor of locality, to which 76% of respondents choose to shop at local stores since it shows importance for the community. This trait has raised 12% since its last reading in April this year. In addition, 35% of respondents strongly suggest that convenience fares better than the price of a brand’s product or service.

Jonathan Sinton, chief commercial officer at Kantar Australia, said, “Homegrown is preferred with 37% continuing to pay attention to product origin, [which is] a marked increase to pre-pandemic preferences when origin was far less of a consideration. Additionally, almost two-thirds (63%) of Australians believe that environmental issues are more critical than ever (+6%) as we become more focused on purchasing sustainable products and brands right now.”

He also added that Australians are only decreasing sustainable behaviors that are against current pandemic rules, such as carpooling and keep cup usage, or where they have hygiene concerns or because it is simply inconvenient.

“Being a strong brand committed to provenance, value and sustainability is key to connecting with pandemic weary Australians in these uncertain times, but this must be communicated with authenticity,” Sinton added.

Adding to the sentiment of Australian consumers for brands engaging in vaccination campaigns is the fact that 66% of Australians want the majority of the population vaccinated to feel safe returning to daily life and 55% believe the country should keep the goal of zero cases of community transmission.

Manila, Philippines – Taking bold and creative risks pays off: this is one of the main mantras evident in the first-ever YouTube Works Awards in the Philippines, as it awarded the brand content, campaigns, and channels that stood out in effectiveness and creativity in 2020.

The YouTube Works Awards are a staple instreaming platform YouTube which celebrates and champions the brilliant minds behind producing the most innovative and effective campaigns on the platform in the past year. This year, the awards finally landed in the Philippines, done in partnership with market research firm Kantar.

Despite being a year fraught with challenges, brands in the Philippines set the bar high on effectively using YouTube to deliver results and tell stories that resonate with local audiences.

“As the pandemic changed life as we know it, the way we tell brand stories and engage audiences evolved too. YouTube Works Awards saw that despite the restrictions in creative production and reaching consumers, brands in the Philippines rose above the challenge and expanded the possibilities with YouTube to effectively drive results and tell stories that resonate with Filipinos,” said Gabby Roxas, head of marketing at Google Philippines.

This year’s top award went to local soft drink brand RC Cola, whose ‘Basta’ campaign made by independent creative agency GIGIL, was lauded for being brave enough to take creative risks and in making effective use of Gen Z’s surrealist humor. To date, the video has more than seven million views on YouTube.

For Roxas, RC Cola’s bizarre story of a family who served up the message of the value of embracing and enjoying one’s differences is consistent with the campaign’s approach: the pursuit to unapologetically stand out in a sea of formulaic content to achieve marketing and business objectives.

Meanwhile, Leigh Reyes, chair emeritus and product officer at MullenLowe TREYNA, and jury head at YouTube Works, commented, “At a tumultuous time when it would normally be considered unconventional to experiment, bravery in exploring the bold and the new pays off. advertising approach, tapping into absurdism to cut through repetitive and mundane lockdown content.”

Meanwhile, local telco Talk N’ Text or TNT won the ‘Best Multi-Video Storytelling’ award for their ‘Free Games for All’ series, which capitalized on Filipinos’ love for gaming mixed with hugot lines or heart-pulling one-liners to tell the story of four friends bonding over online games via a triad of spots. Driving a 165% increase in revenue versus the previous year, the campaign proved that YouTube viewers keep coming back for episodic content especially if it offers a compelling narrative.

For the ‘Best Brand Channel’ category, local beer brand Red Horse won the award, whose YouTube channel looked beyond product marketing to create content that its target market would watch and engage with especially over a bottle of beer: online concerts, variety show sketches, and entertainment-led videos. This then led the channel to see a growth in subscribers, from 26,000 in October 2019 to 54,000 in 2020, garnering 3.4 million views last year in total. The channel continues to grow, with a subscriber base that now stands at more than 87,000.

Meanwhile, instant noodle brand Lucky Me! Pancit Canton won a ‘Best Collaboration’ award for its work alongside social media influencer Mimiyuuuh for the campaign ‘Pinakahihintay NaThin’, which puts a light-hearted spin for the brand’s comeback to its original thin noodles in production. With this, Lucky Me! saw a lift in purchase intent and brand favor, achieving a view-through rate (VTR) of 18%, higher than campaigns without creator collaborations.

YouTube Works Awards also featured two heartfelt campaigns that show how brands with purpose can drive impact in times of uncertainty.

First on the list is consumer goods conglomerate Procter & Gamble, whose heart-warming campaign on the real, raw sacrifices of our frontliners while being away from their families to care for the sick won the brand a ‘Force For Good’ award.

Meanwhile, Globe Telecom’s ‘A Star Wars Experience For All’ campaign won the ‘Best Long Form Storytelling’ award for its heartwarming story about two young boys who created a special viewing experience for their deaf friend. The campaign shows the importance of inclusivity by representing and uplifting persons with accessibility challenges.

Gary de Ocampo, chief executive officer for insights division at Kantar Philippines, congratulated all the winners of YouTube Works, adding that their campaigns are truly inspiring and speak volumes about the future of advertising in the Philippines. He also noted that from taking bold, creative risks to playing meaningful roles amid the pandemic, the brands listed in the awards have effectively harnessed insights and stories to use YouTube in driving desired results.

“While there were many great campaigns this year, the Best Personalization award went unclaimed, nonetheless. This brings an opportunity for brands and agencies to challenge themselves further about contextual targeting and fully unlock this potential. I’m excited to see how they will take this challenge to bag the award next year,” de Ocampo concluded.

Singapore – As part of the company’s move to strengthen its presence in Asia-Pacific, particularly on its known market research practice, Kantar has announced the promotion of Ilana Sanborn as the new head of Kantar Marketplace in APAC.

First launched in 2019, Kantar Marketplace is a market research platform that empowers insights professionals, marketers and agencies to build meaningfully different brands with speed and agility.

Formerly leading both Australia’s innovation practice and the Kantar Marketplace growth strategy for Australia, Sanborn will continue leading the Kantar Marketplace portfolio in Australia and remain a member of the Kantar Australia Board.

Speaking about her appointment, she stated that she finds her work incredibly motivating, especially when she shows a client the capability of the platform. She adds as well as part of her work, she also demonstrates how Kantar is evolving into a business that uses technology such as artificial intelligence and technology platforms to better understand human behavior.

“I’m especially looking forward to working with our teams across the region and partnering with our fantastic clients as they test, learn and move faster. As the speed at which the competitive environments of our clients evolve gets faster, Kantar is ready to support them in that challenge. As we launch more products through this platform, Kantar Marketplace will transform the way we engage with, and support, our clients – especially as we navigate out of the pandemic,” Sanborn stated.

She added, “I’m proud to work for a business that has continuously allowed me to grow by investing in my career across multiple roles and markets. I am very excited to have this opportunity to drive growth of the Kantar Marketplace platform across Asia-Pacific to the same heights we are experiencing in Australia.”

Meanwhile, Tim Kelsall, chief client officer for Asia-Pacific at Kantar, commented, “Kantar is continuing to invest in an agile business development and servicing team across the region. Concurrently, we are also investing in wider solutions covering creative and digital testing, concept and innovation testing and on-demand surveys through the Kantar Marketplace platform.”

He added, “I am thrilled to have Ilana work with a wider client base across Asia-Pacific in this expanded role as she leads our commercial growth, product development and client success through Kantar Marketplace.”

Taipei, Taiwan – The fast-moving consumer goods (FMCG) scene in Taiwan has been majorly dominated by local-grown brands, with a greater inclination to dairy products and beverages, the latest data from Kantar’s Brand Footprint report shows.

Leading the list is homegrown brand I-Mei Foods, a well-known milk processor company in the country; followed by Kuang Chuan, another milk brand; and Fresh Delight, a beverage company. Coming up next on the list is local food production company Uni-President, dairy company Wei Chuan Lin Feng Yin, and dairy brand Chui Sui, which is part of the Uni-President company group.

Only two global brands made it as the top FMCG brand choice among Taiwanese, which includes Quakers, Kirkland Signature.

Such high preference to local brands, according to Kantar, can be largely attributed to the rise of retailers in the digital age in Taiwan, and coincidentally the top-three choice brands are well-known retailer staples. According to them, retailers drove growth in consumer purchases via a digital approach – apps, payments and CRM to link the consumer journey. This demonstrates that private labels are now able to meet consumers’ expectations and get the balance between quality and price right. In 2020 they were able to recruit and drive repeat purchases.

Uni-President’s beverage lineup CH’UN CHI CHA ranked as the top beverage brand choice in Taiwan, followed by local beverage brand Hey Song and Super Supau. Global beverage brand Coca-Cola followed suit, then Vitalon Ochaen, a tea beverage brand.

In terms of dairy and dairy substitute products, Kuang Chuan takes the lead, followed by I Mei and Fresh Delight. This is then followed by Wei Chuan Lin Feng Yin and Uni-President’s Chui Sui.

Kantar notes that the reason why Coca-Cola managed to be alongside local brands is due to Coca-Cola’s campaign in 2020 focusing on Taiwan’s cities using local languages to build strong engagement with consumers.

I Mei also takes the lead in the food category ranking, followed by frozen foods manufacturer Laurel and food brand Uni-President, as well as potato chip brand Lay’s and local food brand TAI SUN.

In the health and beauty category, women sanitary brand Sofy takes the lead, followed by global sanitary brand Kotex and beauty brand Carnation (KNH). Toothpaste brand Darlie follows the list, and global hygiene brand Colgate. For the homecare category, on the other hand, global tissue brand Kleenex tops the list, followed by local tissue brand Andante and De Yi.

“Brands won through agile adoption and disruption, catering to the growing demand for convenience and by accelerating innovation to win new consumers. In an era driven by data, Kantar is uniquely placed to connect the dots through the consumer journey and link everything back to real purchases to uncover your next growth opportunity,” said Jason Yu, managing director for Greater China Worldpanel Division.

Sydney, Australia – The Australian arm of insights and consulting company Kantar has announced the appointment of Irene Joshy as the new head of creative for its Creative Domain division, effective immediately.

She brings a wealth of experience to Australian clients, which includes over 18 years in the wider Kantar business and most recently leading its creative development arena across Asia-Pacific.

Prior to her appointment, Irene began her career teaching social anthropology and social research at the University of Mumbai before moving into consumer insights research and advertising, including tenures at Colgate Palmolive, Lowe Lintas and Nielsen. Her time in Asia-Pacific spans countries like India, China and Singapore with a remit across North and South-East Asia.

Speaking about her appointment, she stated that she is thrilled to be a part of this ‘super achiever team’ whose mantra is ‘great things in business are never done by one person’. She also added that she looks forward to joining a team of passionate people who help steer clients’ growth through impactful creative.

“Drawing on the world’s largest database, behavioral measures, neuroscience capabilities and extensively validated solutions, we show brands how to develop and optimise their advertising to stand out, create meaningful impressions and generate sales,” Joshy stated.

She added, “Kantar’s creative domain is driven by the knowledge that successful campaigns start with a clear human insight, and tell stories that resonate, consistently, across all touchpoints. They communicate a meaningful difference, generate sales in the short-term, build brands in the long-term and have the power to increase ROI ten-fold. I love helping clients and brands to navigate the creative journey from identifying the best idea right through to flawless execution and best practice learnings for their next campaign.”

She will report to Jon Foged, managing director for insights at Kantar ANZ, as Joshy will be relocating from Singapore to Melbourne to conduct her official duties.

“We are thrilled to have Irene join us in Australia. Her most recent work in creative and advertising across Asia-Pacific has informed powerful client strategies through the lens of culture and consumer insights and into early-stage creative development. Irene is hugely client-centric, tenacious, has a strong willingness to support both our people and clients, and brings a high dose of energy to our business,” Foged stated.

Manila, Philippines – Data and insights company Kantar has been commissioned by the Kapisanan ng mga Brodkaster ng Pilipinas (KBP or the Association of Philippine Broadcasters) to conduct radio surveys that will serve as currency for its radio audience measurement this year.

KBP is a long running non-government and non-profit organization of the broadcast media in the Philippines which has been around since the 70’s. It aims to represent the interests of the broadcast media in promoting free and responsible broadcasting and provides standards to its local media partners, including regulations in news, public affairs and commentaries, political broadcasts, children’s shows, as well as religious programming, and including advertising to its members.

Through the commission, KBP aims to establish a common ground among industry stakeholders not just for research and analytics, but also in negotiating and developing partnerships that reflect “the power of radio as a powerful advertising medium.”

The radio survey will roll out across 19 key cities nationwide, including Mega Manila, Metro Cebu, Metro Davao, among others.

“Kantar is honored to have been selected as the audience measurement partner of the KBP for the radio industry. Since 2013 when Kantar was first awarded an industry contract, we have exerted every effort to ensure the high standards and accuracy of our work,” said Jay Bautista, managing director for the media division at Kantar Philippines.

He added, “This partnership with the KBP will improve the understanding of radio audiences and how listening habits have evolved since the pandemic began.”

Meanwhile, KBP President Herman Basbano and Chairman Ruperto Nicdao, Jr. said in a joint statement that their partnership with Kantar leverages the importance of radio to keep up with audience demands and stay relevant, as it needs a reliable source of information about its audiences in order to serve them better, especially in these challenging times.
Kantar has recently launched media measuring tools to measure media channels and how audiences engage with them, including a cookie-less measurement tool by Kantar Australia aimed at connected TVs (CTVs) and podcasts.

Sydney, Australia – As the country has experienced disruptive events in the past year such as the country-wide wildfire in 2019 and flood crisis aside from the global COVID-19 pandemic, more and more Australians want the brands they feel an attachment to be of value, sustainable, and able to navigate through business disruption, a new report from Kantar Australia shows.

The report noted that 3 in 5 of Aussie customers now pay more attention to product origin, and 54% still think it is important that brands have plans in place to protect supply chains. In addition, one-third of respondents want brands to proactively advertise how they’re helping the community and offer products and services that help adapt to the ‘new normal’, as well as 37% of respondents wanting brands to tackle plastic pollution in packaging and products.

According to Jonathan Sinton, chief commercial officer at Kantar Australia, they see a new trend among Aussies to look among brands that pay more attention to brands that act responsibly, transparently, and honestly towards their community and employees; and will focus on those brands that act in a responsible, transparent, and honest way.

“Brands need to stay across changing consumer attitudes. Those that build and market a relevant, differentiated offer underpinned by real purpose are more likely to be resilient during this and future disruptions,” said Sinton.

“While we’re largely more optimistic now, it’s important to continue to have active conversations with Australian consumers. Be authentic, bold, and brave. Definitely no ‘sadvertsing’. However, as we know that the bushfire crisis and pandemic escalated already existing consumer tensions, the current flood catastrophe will only serve to accelerate concerns,” Sinton added.

Sinton noted the data consistently shows that brands “with a strong brand purpose” are more resistant to and are able to recover more quickly from disruption, growing brand value at a rate that is around 2.5 times faster than those with a weak brand purpose.

“This means that it’s more important than ever to have a conversation with your consumers and understand what they’re feeling and needing in this rapidly changing world,” said Sinton.

Sydney, Australia – Data analytics and brand consulting company Kantar in Australia has announced the launch of a new cookie-less brand efficiency measurement solution catered to connected television (CTV) and podcast brands.

The brand measurement tool was unveiled under Kantar’s Project Moonshot initiative, which establishes direct data integrations with global digital publishers and apps and provides advertisers with cookieless and privacy-centric methodologies to measure ad effectiveness.

The tool, aside from being integrated into Kantar’s Brand Lift study which measures impact of media content based on consumer perception, allows publishers and advertisers to gather insights based on exposure data from permitted panelists in an anonymized and privacy-compliant way. Kantar’s proprietary approach uses deterministic exposure data from partner publishers combined with probabilistic approaches to convert household data like from a CTV to an individual person exposure.

According to Mark Henning, Kantar Australia’s executive director of media and digital, Kantar’s innovative new solution is playing a vital and leading role in ensuring continuity of measurement services in the impending post-cookie world.

“This all shows that the digital ad world is getting tougher to target and measure. In the cookieless world, passive and deterministic data alone are no longer sufficiently comprehensive for effectiveness measurement across all digital platforms. Leveraging both permitted deterministic and probabilistic approaches in a hybrid capacity provides the most reliable and cost-effective way to capture a complete picture of campaign performance and a deeper well for divining useful insights,” Henning stated.

He also notes that using a range of integration approaches depending on publisher capabilities, brands can match the Kantar Profiles Network panelists directly with publisher ecosystem users in a privacy-compliant way.

“This enables us to ingest campaign level exposure data for matched panelists/publisher users without cookies, then consolidate and reconcile exposure data across publishers and platforms to provide a holistic picture of Brand Lift performance. It gives us something powerful to connect with technology back to individuals in a faster, more scalable, and streamlined way,” Henning concluded.

Sydney, Australia – Data analytics and brand consulting company Kantar in Australia and New Zealand has recently appointed Jon Foged to the newly-created position of managing director for Kantar ANZ’s Insights division.

Prior to his new role, Foged had a 17-year tenure with Kantar and is renowned for his strategic, commercial, and people-focused leadership across APAC. He has been CEO of the company’s Insights division in Australia since 2018 and was previously chief strategic and business development officer for the APAC region and CEO for Vietnam, Myanmar, and Cambodia. He has also held managing director roles for Kantar in Singapore and Malaysia.

Wayne Levings, APAC president for Kantar’s insights division, said the newly-created managing director position is the company’s culmination of a multi-year transformation of its presence in the region.

“Kantar is at the intersection of brand building and technology, enabling our clients to deliver growth in a fast-changing environment. Jon and his leadership teams have a clear history of building strong performing businesses across APAC. He has a core mantra focused on our people, our culture and our clients and we are looking forward to his leadership to continue the growth of our businesses in Australia and New Zealand,” Levings stated.

Foged’s new position comes after former CEO of Kantar New Zealand Jason Shoebridge sets to leave the business in April, after more than a decade with Kantar and its predecessors.

“I am really excited about working with our New Zealand team and extending the outstanding legacy of Jason [Shoebridge]. I would like to personally thank Jason for his leadership and the role model behaviors he has demonstrated over his many years at Kantar. He has always been a strong and vocal supporter of the New Zealand business and as an outcome, Kantar has the market leadership position and reputation,” Foged commented.

Meanwhile, speaking on his departure, Jason Shoebridge commented that Kantar New Zealand is in good hands with Jon, a fellow New Zealander.

“I leave Kantar in a good heart. I believe the people at Kantar are among some of the best in the business and are incredibly adept at providing our valued clients with quality insights to drive growth and success,” Shoebridge stated.