Attention beyond views for creative effectiveness
Learn 5 tips to make your creative worth paying attention to.
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Great attention measures elevate ads from playback to paybackThere is a fundamental difference between whether an ad is just seen or is actually watched. Watching (Passive attention) does not mean engagement (Active attention). |
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Attention’s role in advertising is heavily influenced by emotionThe platform is another crucial factor when choosing your creative tools, as different contexts demand different content to truly stand out and retain attention. |
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One size does not fit all, and not all attention is created equalThe platform is another crucial factor when choosing your creative tools, as different contexts demand different content to truly stand out and retain attention. |
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Don’t make digital videos longer than they need to beIt’s important to find that sweet spot where your ad can retain attention but also convey your message and deliver the creative objective. |
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Attention is a stepping stone, not the end-goalMeasuring attention for advertising impact becomes more meaningful if it is understood in the light of attitudinal metrics. |
Curious for more after this short brief? Read on and view the full article with more details and examples.
Did you miss our webinar ‘Attention beyond views for creative effectiveness’?
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Learn how brands can capture attention through their creative to enhance advertising effectiveness. |
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To optimise your ads to command attention, you need great attention measures to go beyond viewability. Read the webinar deck to find out how to go beyond views. |
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FMCG Alert With GLP1 – Hype Or Massive Change Ahead?
Learn From USA Market
Food and beverage brands must think beyond today’s GLP-1 drugs and factor coming innovations into their long-range plans.
GLP1 receptor agonists are new drugs that help people lose weight and manage diabetes and other conditions. As nearly 45% of the US population is considered obese, the increased use of anti-obesity medications is having a significant impact on food and drink consumption, ultimately leaving a lasting impact on the packaged food and beverage industries, restaurants, and supermarkets.
Kantar examines how FMCG companies should prepare now that more anti-obesity medications are on the way.
Rapid adoption of GLP-1 medications have the potential to significantly influence consumption patterns and behaviors among consumers.
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ShopperScape Shopping Trends
7% Report using injectable weight-loss drugs like Ozempic in May 2023 Kantar’s take: Usage rates are likely now in double digits which has immediate and long-term impact on food and shopping choices. |
Digital Analytics: Search Trends
+650% Growth in interest on ‘Tirzepatide’ in the context of Weight Management Kantar’s take: Critical points of influence and education happen during search, and digital pharmacies make rapid conversion easy. |
Kantar MONITOR Consumer Trends
+650% Of GLP-1 users feel like they need to update their outward appearance Kantar’s take: From fashion to travel and beyond, consumer habits may be shifting significantly as their scales tip down. |
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Sources: ShopperScape Health and Wellness survey, May 2023; Kantar DX Analytics December 2023; Kantar U.S. MONITOR Q4 2023 |
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Dive deeper into GLP-1 and the potential impactp
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Kantar ShopperScape Weighty issues as more shoppers take weight-loss medications. |
Kantar Retail Sound Bites Listen to the discussion on GLP-1 medications and their influence on the retail landscape. |
Managing the weight Watch the discussion on the implications of these new obesity treatments and their potential impact on consumer behavior. |
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Sources: ShopperScape Health and Wellness survey, May 2023; Kantar DX Analytics December 2023; Kantar U.S. MONITOR Q4 2023 |
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Get the insights you need now to plan for tomorrow
Kantar has developed a comprehensive package of data, analytics and consulting that helps you learn who is using these medications and how their actions might affect your business.
- GLP-1 Syndicated Survey – A four-wave panel study that explores the behaviors and needs of US GLP-1 users and the impact on food & beverage and beyond (Available now)
- Digital Pulse – A search-based analytic of the past 4 years of growth of GLP-1s, related themes and their evolution over the next 12 months. This dynamic analysis uses Google trends to understand the broader relevance of the GLP-1 revolution to the wider US population. (Available now)
- US MONITOR Quick Dives - A comprehensive exploration of the consumer values & attitudes of GLP-1 users and the potential impact on health, body image, impulsivity, beauty and appearance, social media, and more. (Available now)
To build an action plan based on a future perspective of the scenarios, uncertainties and opportunities over the next 12-18 months, you’ll need to get started today.
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Isabelle Mérillou |
AI 2030
Insights in the AI Era of Human+
Benchmarking in a time of AI
With AI now in the mix, insights organisations must ask themselves whether research skills are still relevant; what will AI do better and how AI will enable insights professionals to do better as a result.
Discover learnings from Kantar’s industry-leading research into the future of insights, Insights 2030, or I2030.
AI 2030 and Empathy
Empathy means a deeper, more expansive, more compassionate understanding of the lives, aspirations and motivations of consumers. Not just Big Data, but human data.
For insights teams to strengthen and deepen their sense of empathy, there are three AI 2030-related areas that must be benchmarked and enhanced.
| How well insights professionals manage AI to manage data. | The breadth, sophistication and quality of AI tools and data, and how well integrated everything is with business decision-making. | Training, exercises and processes to build skills, competencies, thinking and ingenuity when managing AI as a creative research assistant. Not just efficiency, but also originality. |
AI 2030 and Provocation
Insights must stir things up. Not to be disruptive, but to kindle better conversations leading to smarter outcomes. AI will enable insights teams to do this at speed and at scale.
AI 2030 points to four AI-related things to benchmark, one for each of the competencies of provocation.
| Focus commercially: How well insights teams think in terms of the business not just research. |
Embrace dynamism: How well insights teams immerse themselves in uncertainties. |
Speak out: How well insights teams plumb the fact base that AI has made available to all. |
Compel action: How well insights teams communicate empathy in ways that provoke actions. |
The House of Insights framework from I2030, with its three critical areas of empathy, provocation and activation, remains relevant in the era of AI. It shows the importance of provocation as the channel by which empathy is activated.
Seize the opportunity to discover more AI-inspired insights. Your transformative journey begins with a single step, contact us today.
Isabelle Mérillou
Managing Director
Kantar Insights Belgium
isabelle.merillou@kantar.com
Building a tech brand in the era of brand purpose and sustainability
Sustainability is about showing up where it matters to everyday people, everywhere.
Whether it is Big Tech, emerging technologies such as AI or blockchain, or even more traditional hardware industries, consumers are prone to associate different technology sectors with high energy consumption, lack of energy efficiency, unsustainable sourcing of materials, unsustainable packaging, or relatively high carbon footprint. Consumers’ expectations of tech companies in the space of “showing up where it matters” are often sky high.
To help tech brands identify consumer opportunities, Kantar has launched a special report focusing on how sustainability and tech intersect in 2024 and beyond.
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The Big Debate: Does sustainability pay off for brands? |
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What is the sustainability $ value case for brands? |
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Circular or not: Does sustainable innovation build competitive advantage? |
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Building sustainable brands in culture |
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How greenwashing hinders change, and what you can do about it |
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Brand Inclusion in the age of polarisation |
Are you just talking about sustainability or are you making it real? Get in touch with us and let’s future proof your transformation journey together.
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Isabelle Mérillou |
Webinar | Attention beyond views for creative effectiveness
How can great attention measures elevate ads from playback to payback?
In an increasingly digital and information-saturated environment where consumers’ attention is not limitless, understanding attention is fundamental for advertising success, and marketers worldwide agree with 66% of them saying attention has an important influence on creative effectiveness (Media Reactions 2023).
But is measuring behavioural metrics (eg. time viewed) enough?
To optimise your ads to command attention, it is crucial to understand the depth of the attention beyond just catching the eye. Join our webinar where experts from Kantar and Affectiva explore the meaning of attention for advertising success, how to measure it, and how to optimise your ads to capture attention.
Unable to attend? Register anyway for access to the on-demand recording.
What is facial coding?
Facial coding is an AI-based analysis of facial muscle movements that allows us to measure facial expressions such as smile, brow furrow or raised eyebrows.
Find out what facial coding means in this Inspiration article and how to use the creative benefit of facial coding in Marketplace projects for your ad testing.
Dive into our podcast and explore the myriad of possibilities.
How does using facial coding in ad testing help create better ads?
In this podcast Kantar and Affectiva experts discuss potential applications of the technology as part of a pre-testing program, including how it can optimize the ad or create cut downs that will make ads more likely to go viral, more likely to be remembered and more likely to build short and long-term associations for a brand.
Finding the Future-Fashion
The power of AI and big data analytics
Discover disruptive fashion trends guided on emerging, niche consumer base together with the power of open search and social data
Leverage the most meaningful search and social data to better understand trends everywhere, anywhere, with speed and at scale. Unlock the power of digital data amplified by tech to shape the brands of tomorrow.
In this report, you will find the following and much more:
- The pursuit of healthy fashion to support well-being goals
- Modest fashion: breaking stereotypes, inspiring diversity
- Sustainable & next-gen materials at the forefront
- Secondhand scene: bagging a bargain
- Tech in fashion: reimagining the industry
Get in touch to get more key consumer needs that shape trends. We take you on the journey to discover how consumer needs transfer across categories and manifest into trends!
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Machteld Andries |
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Martine Philippe |
Generational Mindsets Shaping Auto Industry Sustainability
Consumers value sustainability in the automotive market in different ways, based on generation and region.
Millennials and the sustainability divide
Globally, sustainability emerges as a consideration for consumers worldwide when making choices about which kind of car to purchase. 16% of consumers prioritise sustainability as a key factor in their decision-making process. However, this figure varies significantly across regions, and by generations.
Millennials are most likely to put emphasis on sustainability in the automotive market. 20% of Millennials prioritize sustainability when making choices about which car to purchase, compared to 11% of Boomers.
Sustainability areas that matter most
Generationally, consumers recognise certain sustainability practices as being more impactful on their decision making. Gen X exhibits a stronger inclination toward improved air quality (70%) and a reduced carbon footprint (71%). Environmentally conscious Gen Z and Millennial consumers display near-equal value across all sustainability areas, showcasing a more holistic approach to eco-conscious decision-making.
Cost-consciousness strategies to save on fuel
Gen Z (41%) and Millennials (39%) are most likely to choose public transportation to save on fuel, compared to only 25% of Boomers and 32% of Gen X. Older generations were more likely to opt for less frequent driving to save on fuel.
Triggered by this short extract? Don’t wait and read the full article about sustainability and the automotive market.
Get in touch with us and let’s future proof your sustainability journey together.
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Isabelle Mérillou |
Making Sustainability Real
A 3-day digital sustainability conference
Is marketing doing enough to future-proof brands and help people live sustainably?
Consumers want to lead more sustainable lives and they need marketing’s help to make that happen. Fortunately, the marketing fraternity recognizes that challenge.
More than 90% of marketers believe that we need to be more ambitious and take more radical action if marketing is to realise its role and responsibility in the transformation journey.
Making Sustainability Real, Kantar’s annual conference on sustainability, will provide you with the information and strategic approach you need to future-proof your brands at a time of disruptive change.
6 unique webinars to pick from
The programme is designed to demonstrate the business potential of sustainability, and will share best practice on building and activating meaningful brand strategy that appeals with consumers.
Day 1 - webinars |
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The Big Debate: Does sustainability pay off for brands? |
What is the sustainability $ value case for brands? |
Day 2 - webinars |
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Circular or not: Does sustainable innovation build competitive advantage? |
Building sustainable brands in culture |
Day 3 - webinars |
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How greenwashing hinders change, and what you can do about it |
Brand Inclusion in the age of polarisation |
Can’t make the webinars? Sign up anyway to receive the recording after the webinar has taken place.
Conference details
We’re going to be joined by clients from Reckitt, PepsiCo, Asahi, Zespri and Natura who are already on that path, as well as partners such as the Cambridge Institute for Sustainability Leadership, the Ellen MacArthur Foundation, Purpose Disruptors, Clean Creatives and Rewired Earth.
Register now - choose your favorite webinars
Are you just talking about sustainability or are you making it real? Get in touch with us and let’s future proof your transformation journey together.
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Isabelle Mérillou |
Use innovation to create a successful brand experience
Unlock the potential of innovation
This guide addresses some challenging questions you might have about innovation:
How can you innovate differently in a competitive landscape? How can you drive brand growth? Why is important to connect innovation with other areas of the business?
To answer some of these innovation challenges, we’ve combined the latest thinking from Kantar’s innovation experts with data-driven insights and case studies from successful brands.
4 insights to connected innovation
Get guidance on how to innovate differently to drive growth, in a connected way by putting meaningful difference at the heart of your strategy.
Drive brand growth with connected innovation |
How to align your innovation and advertising around meaningful difference |
Three ways innovation can help you create a successful brand experience |
How can AI empower your innovation process and unlock new connections |
Ready to innovate differently?
Once you’ve had a read, we would love to talk to you about the significance of these insights for your business and we can help you solve some of these innovation challenges.