Kantar: Tips To Balance Performance, Brand-Building Media Buys

Fifty-one percent of advertisers, 32% of agencies and 37% of media companies participating in a Kantar survey do not feel confident that they know and deploy the correct balance of performance marketing and brand building to remain profitable.

The long-term effect comes from the brand’s equity, while the short-term effect …

2 comments about "Kantar: Tips To Balance Performance, Brand-Building Media Buys".
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  1. John Grono from GAP Research, May 28, 2020 at 5:26 p.m.

    Laurie, what is the scale on the Y-Axis?

    The graph is showing that Print is the biggest driver of sales overall and especially in the short term.   Conversely, PR and influencers are shown as the biggest drivers of long-term sales impact.   Subjectively, this doesn't seem to accord with other bodies of research.

  2. Michael Jortner from WAMU 88.5, May 29, 2020 at 2:19 p.m.

    I wish radio and audio could have been part of this survey and your graph.

    As a superior reach medium, your audience has much to gain from being reminded of modern audio's power to lift brands. That's especially true for public meidia. NPR research has consistently shown time and again that brands benefit from staying on air via sponsoring public radio.

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