The PRWIRE Press Releases https:// 2020-03-25T22:27:52Z INCREASINGLY CONCERNED AUSSIES ARE CHOOSING TRUSTED BRANDS DELIVERING SAFETY AND VALUE DURING COVID-19 2020-03-25T22:27:52Z increasingly-concerned-aussies-are-choosing-trusted-brands-delivering-safety-and-value-during-covid-19 Australians are increasingly overwhelmed and concerned about their financial security as new restrictions to combat Covid-19 threaten jobs and income. Based on a two-wave survey of 1,000 Australians between 6-9 March and 20-23 March 2020, Kantar insights reveal that due to the rapidly changing situation, 45% of Aussies are now overwhelmingly concerned about COVID-19 impacting their life compared to just 16% two weeks ago.   64% of Aussies are worried that the coronavirus crisis will be worse than an economic recession  Just a fortnight ago, only 19% of Aussies felt coronavirus would descend into a recession, but government shutdown measures and rising unemployment has now tripled the concern. To address these worries, 6 in 10 people are proactively looking for support to plan their financial future and security and overwhelmingly want affordable pricing, deals and promotions from their banking and insurance providers.   45% of Aussies are also concerned about how coronavirus will impact their daily life As a nation, Australians are finally beginning to get the message around the critical importance of social distancing measures and other protocols designed to reduce their exposure risk. From working at home to avoiding social activities, there have been major changes in the lives of Australians in the last fortnight. For example, 6 in 10 cancelled domestic travel plans while in a massive swing from 15% in early March, three-quarters reduced time in public places – before the government shutdowns were enacted.    Prior to closure of restaurants and cafés to in-house dining, 6 in 10 Aussies had already stopped eating out in the past fortnight (up from 9%) with 9% increased their use of meal delivery services. 63% of people socialised less (up from 7%) including 4 in 10 stopping social gatherings in their homes (up from just 3%). Cinema patronage also fell with 56% of people avoiding the movies (up from 10%) leading to 30% of people streaming more content (up from 5%).    Older Aussies are more positive about their health and wellbeing despite being more at risk Overall 45% of Aussies are confident of being safe with precautions and good hygiene but those aged 55-69 are actually the most positive age group about their health in this crisis despite being more at risk. 51% believe they will stay safe with precautions and good hygiene and just 1 in 4 are worried about falling sick no matter what.  Overall, more than 1 in 3 Australians reduced their exercise and sport over the last fortnight too (up from just 4%). Safety, affordability and product availability are key with health and hygiene brands benefiting most In the last fortnight, Aussies spent significantly more on personal hygiene with 3 in 10 filling their basket with these products more than just 18% a fortnight ago. Over 2 in 10 are buying more bathroom products (up from 14%), while well-publicised pantry stockpiling has driven 29% of people to buy more (up from 14%). Beauty and luxury goods are less appealing as Aussies conserve their cash. 15% reduced purchases of beauty products (up from 3%) and 1 in 4 spent less on luxury items (up from just 4%).    Online shopping is important – three-quarters of Aussies are still purchasing online at the same rate Three-quarters of Aussies maintained their online shopping habits from a fortnight ago, with 1 in 10 increasing online shopping and 16% reducing it – likely driven by lack of product availability and/or closure of supermarket home delivery services. Social distancing and virus concerns has led to 1 in 3 people reducing their bricks and mortar shopping over the past 2 weeks but 14% actually increased in-store attendance driven by stockpiling tendencies.    Regardless of how they shop, Aussies overwhelmingly want brands to make grocery items safe and affordable with 8 in 10 demanding easier access. Most believe we won’t run out of the essentials with 6 in 10 people confident we won’t face scarcity – yet 16% still admitted to stockpiling.   Aussies are looking to trusted brands to provide them with safety and security in these testing times“Aussies want to be assured that the brands they choose are transparent, trustworthy and in control of their supply chains,” says Jonathan Sinton, Chief Commercial Officer, Kantar Australia.    “The way brands deal with the crisis now may also influence consumers in the future. People expect brands to deliver real value, act responsibly and do right by the community, including their employees. While these findings show the extent to which coronavirus is affecting people’s daily lives, we recognise that it’s a rapidly changing event. As the crisis intensifies and continues to spread, people’s attitudes and concerns will change just as quickly,” adds Sinton.   “Brands must consider current consumer concerns, how coronavirus will impact longer-term economic health and that the choices people make may continue to change well after the epidemic comes to an end. People will likewise look for trust in brands and their supply chains as they make choices as to what they may or may not buy. The upsurge in consumer behaviour change is forcing a rethink of resilient business strategies for short-term survival and on long-term strategy to ensure recovery and sustainable growth.” // Download the survey infographic // Read more Kantar coronavirus consumer insights Advertising complacency is perpetuating gender stereotypes in Australia and APAC 2019-01-30T03:30:58Z advertising-complacency-is-perpetuating-gender-stereotypes-in-australia-and-apac 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 at $US9 billion less on average than gender-balanced brands.[1] This compelling insight from new research into the global advertising industry reveals its failure to portray and target women well impacts ad and campaign effectiveness. Kantar’s AdReaction 2019 also suggests too many brands maintain historic gender skews and are losing market share to brands with wider gender appeal liked by men and women.   Globally, men are 38 per cent more likely than women to be featured prominently in ads, yet progressive ads, such as those led by ‘authoritative’ female characters, outperform other ads. Many people also see ‘traditional’ expressions of men and women in advertising as holding back progress – 60 per cent of APAC[2] consumers agree that most ads in their countries reinforce rather than help eradicate harmful gender-based stereotypes.   The global findings align with the views and perceptions of Australian consumers. For example, in 2018, Kantar Australia’s Winning with Women study found male-skewed brand offerings in the financial services sector forfeit AU$5.4 billion annually with untargeted products, services and marketing resulting in female under-subscription.[3]   There is also a major disconnect between marketers and consumers pertaining to gender stereotypes. AdReaction 2019 reveals 66 per cent of Australians believe advertising conforms to gender stereotypes – despite 83 per cent of APAC marketers thinking they’re doing a good job of creating advertising that avoids that.   “Marketers need to acknowledge that while society has evolved, the industry lags in its responsiveness,” says Lizi Pritchard, Senior Account Manager, Media and Digital at Kantar in Australia.   “The status quo is not optimal, and many brands don’t meet gender needs of today’s consumers as well as they could. For example, just eight per cent of APAC ads and six per cent globally show women as ‘authoritative’, yet ads led by authoritative female characters outperform other ads[4]. In particular, they generate more expressiveness (measured via facial coding) leading to short-term sales boosts.”   “Format also has a strong role in effectiveness. Online ads in particular are failing to deliver for women, generating 28 per cent less brand impact than among men in 2018 globally,” adds Pritchard.   The AdReaction 2019 report also reveals plenty of opportunities for brands to better connect with both sexes.   “Humour in particular, works well across both genders, yet, despite being a core driver of creative success among males and females, marketers are missing an opportunity to engage females with humour. Just 22 per cent of ads featuring only women use comedy compared with half[5] containing only males. Re-addressing a balance like this can open brands up to more engaging and a more positive experience for all viewers."   Pritchard adds that “it’s imperative for marketers to acknowledge that the over-simplistic targeting approaches of some brands fails to acknowledge decision-making roles extend across genders in most categories.”   “Catering to feminine and masculine needs within the same campaign idea and creative executions and ensuring consistent copy testing, which includes gender equality metrics, will help you avoid the worst mistakes and learn how to optimise portrayals.”   “In fact, gender-balanced creative and media planning will likely result in more gender-nuanced campaigns. There is no identifiable overall difference in response to ads across gender lines.”   Rosie Hawkins, Chief Offer and Innovation Officer, Kantar Insights Division, says the failure to meaningfully connect with female audiences is selling brands short and limiting their brand value.     “It is disappointing that female portrayals are generally less powerful; but encouraging that ads featuring more authoritative women are seeing greater success. It is not a simple journey though. Brands need to tread with care and have good self-awareness of how they are perceived. Some more progressive brands have greater permission to challenge gender stereotypes, and brands also need to account for local socio-cultural attitudes.”   AdReaction recommends key steps for creatives, media agencies and their clients to achieve more effective engagement across different gender groups.  Download the report – MEDIA NOTES Lizi Pritchard is available for interview.    About AdReaction 2019: an in-depth understanding of the role of gender in advertising, AdReaction 2019 comprises analysis of 30,000 tests in the 2018 Link™ global ad database, survey responses of 450 global marketers, consumer advertising attitudes of almost 40,000 consumers and brand equity analysis of over 9,000 global brands. The report includes analysis of consumer responses to tens of thousands of brands, campaigns and ads, plus a global survey of marketers. Insights include the value of progressive gender portrayals in campaign success, understanding how in-market campaign effectiveness varies by gender, the role of different media formats and evidence-based best practice examples.   About Kantar’s Insights Division: https://kantaraustralia.comIndividually, Kantar’s world-leading leading research, data and insights brands Kantar TNS and Kantar Millward Brown are famous and highly respected experts in their fields. Collectively they offer the most complete view of consumers – the way they live, shop, vote, watch and tweet – in over a hundred countries. As part of WPP AUNZ – a collaboration of 80 companies creating world-class customer experiences – our Australian clients also benefit from the connection our specialists have by working together and with the wider network of Kantar brands.   [1] Average brand value is highest among gender-balanced brands that avoid stereotypes (US$20.6 billion versus $16.1. billion among female-skewed brands and US$11.5 billion among male-skewed brands) – yet just 33 per cent of global brands achieve this balance [2] APAC – AU, CN, IN, KR, MY, NZ, PH, SG, TH [3] Post-Royal Commission analysis from data from over 3,200 consumers in Brand Z’s 2018 Australia’s most valuable brands [4] Compared to all ads  [5] 51 per cent Less than half of multimedia campaigns are effectively integrated 2018-01-17T00:55:57Z new-research-reveals-less-than-half-of-multimedia-campaigns-are-effectively-integrated •          73% of Australian consumers see ads in more places than three years ago •          94% of APAC marketers think they deliver well-integrated campaigns •          Only half (48%) of Australian consumers think that ads fit together cohesively    Ineffective multichannel strategies are jeopardising marketing campaigns despite the exponential increase of channel variety available. This finding is part of a new study from Kantar Millward Brown that draws on quantitative research in 45 countries, multichannel copy testing, and custom analysis of Kantar Millward Brown’s global media effectiveness and copy testing databases. AdReaction: The Art of Integration examines the global state of multichannel advertising campaigns with key insights for Australian marketers Three quarters (73%) of Australian consumers surveyed report seeing more ads in a wider variety of places than they did three years ago, yet they are less positive about how well marketers are integrating their multichannel strategies. Less than half (48%) agree that ads they see across TV, outdoor and digital ‘fit together well’. An increase in channels providing an array of new approaches for brands underpins marketers’ confidence in their ability to deliver campaigns across these multiplying channels – 94% across APAC believe they deliver integrated campaigns. However, in contrast, Kantar Millward Brown’s global analysis revealed that less than half (46%) of all campaigns tested in their media effectiveness study could be marked as ‘well-integrated’. This suggests that consumers’ views are closer to reality than that of marketers’. More than half of marketers are missing out on the chance to substantially boost activity and get better campaign ROI Integration across channels offers marketers the opportunity to boost campaign effectiveness. The study reveals well-integrated and customised ad campaigns can improve overall campaign effectiveness by as much as 57% allowing brands to get more impact from their investment. Ineffective and disjointed advertising also runs the risk of alienating consumers, with many Australians uncomfortable with an increase in advertising – 69% agree that ads are more intrusive now and over two thirds see advertising as negative. Allan Breiland, Senior Media Consultant at Kantar Millward Brown Australia says local marketers must review their strategies even more closely. “It is vital to stand out in an increasingly fragmented media landscape, and flawlessly delivering integrated communication across touchpoints is critical to deliver brand impact. It is great that we can quantify the value that comes with executing integration effectively and even better that we can help our clients do so.” AdReaction: The Art of Integration reveals guiding multichannel campaign principles for marketers Duncan Southgate, Global Brand Director, Media & Digital, Kantar Millward Brown, says: “Consumers feel overwhelmed by advertising from all angles while marketers struggle to make the most of ad formats and channels to best reach consumers. AdReaction unveils a disconnect between how marketers and consumers perceive campaign success, lays out guiding principles to help marketers better integrate campaigns across channels, and identifies key creative elements of successful campaigns as best practices.” 1.     Integrate more campaign cues Even without customisation, integrated campaigns are 31% more effective at brand building, yet one in four are not well integrated. Consumers expect multichannel campaigns to deliver basic connective elements (i.e. same logo and slogan); however, the study shows that the consistent characters are those individual cues that most help brand impact and often differentiate the best campaigns. All channels benefit from synergies – the strongest overall combinations are between TV and Facebook, and TV and outdoor. 2.     Start with a strong campaign idea The idea is the most important campaign component to connect and integrate all content. Campaigns with a strong central idea perform better across all brand KPIs (+64%) especially brand image associations (+91%), and across all channels. 3.     Make each ad in an integrated campaign amazing Within multichannel pretesting, a campaign is defined most closely by the average of all executions, even more so than the best or worst individual execution. Unless media spend is skewed towards one execution, every piece of content matters and contributes to overall success and brand building. 4.     Invest only in channels that have a clear role in the campaign Choose channels wisely. Only use those with a clear role in audience reach and understand what each can deliver in terms of impact and cost. For example, online ads are cost effective in extending TV reach and building brand metrics from awareness through to purchase intent; but consumer attitudes are more positive to traditional media than online advertising with a higher recall for negative online targeting experiences. 5.     Customise content for each channel There is a sweet spot between integration and customisation. A strong integrated campaign must be flexible enough to enable novel, complementary content, but familiar enough to tightly link the key campaign elements. Full global and country specific results are available here. ________________________________________ About AdReaction: The Art of Integration Kantar Millward Brown surveyed over 14,000 16-65-year-olds between August and November 2017 in 45 countries (at least 300 per country). Consumer attitudes quoted are global averages across all countries/in Australia where specified. Media effectiveness learning came from new analysis of Kantar Millward Brown’s CrossMedia database among 223 campaigns, monitored during 2015-2017. Creative learning came from campaign ad testing of 12 campaigns in eight countries. This research was contrasted with results from Kantar Millward Brown’s September 2017 Getting Media Right study including views from over 300 leading marketers representing advertisers, agencies and media companies across the world. This report addresses key questions facing marketers, including the global state of play for multichannel campaigns, how campaigns should be integrated to maximise overall impact and how campaign creative should be customised to make the most of each individual channel format. AdReaction studies have been conducted since 2001, delivering insights on consumers' perceptions of advertising, particularly digital formats. About Kantar Millward Brown Kantar Millward Brown is a leading global research agency specialising in advertising effectiveness, strategic communication, media and digital, and brand equity research. The company helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Kantar Millward Brown operates in more than 55 countries and is part of WPP’s Kantar group, one of the world’s leading data, insight and consultancy companies. ·