A recent AdReaction study from our partner, Kantar Millward Brown, found that integrated and customized ad campaigns are 57% more effective.

According to this study, consumers feel that over 25% of advertising campaigns suffer a messaging disconnect when promoted on various communication channels.

This article will explore key findings around multichannel campaigns from the study and outline the tactics to make ads work best through integration and customization.

First, here are the report’s findings on how most campaigns perform in today’s multichannel environment.

People Aren’t Connecting Brand Campaigns Across Channels

While most marketers believe they’re giving their audience a holistic ad experience across channels, few consumers feel the same way.

Many multichannel campaigns are falling flat so it’s important to understand that there are key expectations regarding the consumption of your content across social platforms as well as on and offline.

What Makes a Successful Multichannel Campaign?

Consumers expect multichannel campaigns to deliver basic connective elements. A brand’s logo and slogan should remain consistent across all channels. And, all brand cues contribute to campaign effectiveness.

The most effective cues are important differentiators. This includes consistent characters, voice overs, or celebrity faces. See the Budweiser campaign example ahead.

We think testing all ads and looking at the data holistically provides a better understanding of key differentiators and their relative importance for having short and long term influence on brand impact. Having a system in place that helps brands gain meta learnings from their campaigns makes it easier to define parameters for creative cues. Marketers can then focus on prominently featuring these elements in their ads to deliver the highest payoff for the brand.

For example, measuring ads that feature people doing outdoor activities might reveal that the ads are linked to higher purchase intent – this should therefore become a consistent creative element across a whole campaign.

Reckitt Benckiser and Gatorade have used Zappi technology successfully to establish macro learnings to see exactly which elements works for their brands and audiences.

Some simple steps for a successful multichannel campaign

Viewers will expect TV to fit the best with the rest of an ad campaign, but proper integration directly benefits all channels. It is true, though, that some channels work particularly well alongside one another – for example, the strongest overall synergy combinations are TV and outdoor or TV and Facebook.

A recent Budweiser campaign in China was very successful across TV, online, and outdoor thanks to the use of multiple consistent elements (celebrity, color scheme, bottle, logo, slogan) in ads across all channels.

Customize the Ad Based on Placement

When a campaign is integrated, marketers must think about customizing each placement to further boost its effectiveness. The AdReaction report showed that integrated campaigns are 31% more effective at brand building. And, integrated and customized campaigns are 57% more effective – so customization is a key consideration.

New campaigns just being launched seem to be injected with the most integration and customization. This may be because marketers and agency teams view the job of creating a new campaign as a bigger, more exciting challenge. This emphasizes the need to develop a creative platform that has the legs to support multiple executions over time.

The Opel auto brand ran a great launch campaign for the new Crossland X vehicle in Germany. Their successful TV ad worked even better when it was customized for Facebook as its enhanced branding resulted in much stronger relevance and affinity scores.

Whether it’s a new campaign or otherwise, integration and customization are the most critical when a campaign plan involves several media channels – but it’s especially important for TV and online video.

When it comes to creating meaningful campaigns that are integrated and customized, Kantar Millward Brown’s LinkNow and LinkExpress tools, available on Zappi, are designed to help brands gauge engagement and optimize ads for each media type (whether that’s TV, Online, or Static creatives).

Top 5 Tips for Multichannel Ad Optimization

Tips one and five call out how Zappi can help with customizing ads for multichannel campaigns.

Tip 1

Integrate Comprehensively – Use all the senses. Visual cues are important, and memorable characters differentiate, but audio cues like consistent voiceovers and music also help. Consumers won’t notice all brand integration cues, so test to see if your campaign fits together.

Tip 5

Customize Carefully – Only develop content for channels where you can adapt excellently and make the most of the format. Find a balance between integration and customization. A great campaign needs enough to tie elements together, but enough novelty to engage with complementary content.


This post includes data and content from Kantar Millward Brown’s report, AdReaction: The art of integration.

Babita Earle

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Babita Earle

As Zappi’s Global Head of Partnerships, Babita takes a passionate interest in how technological innovations are changing consumer behavior. She supports partners and clients on their journey to adopt automated research and insights platforms.

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