Kantar Reveals the Most Creatively Effective Digital Ads in Southeast Asia, Business News

Over 70% of advertisers plan to expand their digital investment in 2022

SINGAPORE, June 29, 2022 /PRNewswire/ — Kantar Unveils the Most Creatively Effective Digital Ads Today South East Asia from 2021 as part of their Digital Creation Award. Chosen from nearly 300 digital ads tested using validated Kantar ad testing solutions, Link, Context Lab and Brand Lift Insights; the 10 best finalists and big winners each:

  • told gripping stories that resonate with Asians through the pandemic lockdowns
  • build their brands to drive sales and increase long-term brand equity
  • used a range of different tactics to ensure viewers connected.

Big winners: the top 3 most creative and effective digital ads in South East Asia

Diageo, Johnnie Walker“JW, Street Love”, Youtube, Thailand
Winner – Global Kantar Creative Effectiveness Awards & Grand Winner – Digital Creative Awards SEA

  • Agency: VIRTUE (Creative Lead) STORY TELLER (Production Lead)

Connecting Cultures – recognize, appreciate and embrace local nuances while adhering to the brand’s DNA. At a time when global brands are struggling to effectively land content in Asian markets, this digital ad brings strong roots in the Keep Walking theme, but in an explicitly Thai context while retaining the story arc and proposition of country. It ends with a Keep Walking bar sign, but with sneakers instead of old-fashioned cowboy boots. It’s a great example of how brands can connect across borders and cultures.

Heinz’“KV Movement”, instagram, Indonesia
Big Winner – Digital Creative Awards SEA

  • Agency: BBH India & Publicis Groupe Indonesia

Ad length advantage – communicate the brand and message in a smart, effective and succinct way by using ad length to their advantage. Digital ads are often much faster and more accurate than those used for TV ads. Advertisement “Heinz, Perfect Match” by Indonesiatightly but openly conveys its new variant message by simply sliding the new variant bottles into view to the beat of upbeat music.

Unilever, Tide’“#FlexYOKCK”, TIC Tac, The Philippines
Big Winner – Digital Creative Awards SEA

  • Agency: FUSE Omnicom Media Group

Reframing perspectives – intelligently using behavior to break category tropes and connect with empathy – all at the same time. While using TikTok’s song-and-dance format, the ad does so to recast a cuff, collar, sleeve cleaning category code in a new light. It is different in execution and an engaging build from an unlikely and inclusive cast.

Pablo Gomez, head of creative and media solutions at Kantar Singapore, said there were five “digital sparks” that distinguished winning ads in 2021:

  1. Smooth content signatures – create unique branded content that transcends screens and can be used on all platforms.
  2. Demo 2.0 – using inventive ways to make the demo fun and real at the same time, as there are multiple ways to provide product information and not follow the mainstream trend on the platform.
  3. Reframing perspectives – intelligently using behavior to break category tropes and connect with empathy – all at the same time.
  4. Connecting Cultures – recognize, appreciate and embrace local nuances while adhering to the brand’s DNA.
  5. Ad length advantage – communicate the brand and message in a smart, effective and succinct way by using ad length to their advantage.

“A big advantage of our winners is that brands can grab attention by entertaining and making people feel with and for the brand. All you need to do well is to measure your creative’s ability to grab attention and land the brand message.”

Over 70% of advertisers plan to expand their digital investment in 2022

The Kantar 2021 Media Reactions Survey of Global Marketers reveals that more than 70% of advertisers are increasing their investments in digital platforms in 2022.

Spending on online video, social media ads and influencer content will increase throughout 2022


Spending on online video, social media ads and influencer content will increase throughout 2022

Marketers across South East Asia increase in advertising and media investments last year, as more media channels digitized with spending in the sector, global growth of 31% vs. 19% overall.

“It’s no surprise with all the new digital platforms and formats to explore like the Metaverse. Some brands are already leading the way to find the role they can play in these new virtual worlds.”

Channel fragmentation necessitates a greater need to understand ad effectiveness and the integration of advanced analytics and automation into the creative effectiveness process. “And it brings a new level of speed and more granular insights to the development cycle,” adds Gomez.

“Regardless of the breadth and depth of the multitude of different ways to reach and reconnect with consumers, brands need to step back and ensure there is cumulative connection and consistency. in messaging and branding across all formats. From establishing your strategy and initiating ideation to executing your campaign and ongoing optimization, creating success is a journey. Testing and learning must be involved at every step. The fundamentals of good advertising remain true; and regardless of the journey, technique or device, all of our winning advertisements engage and entertain.”

Kantar data also shows that creative quality is the second most important factor for profitable advertising, while marketers rank fourth. Great creativity boosts both brand value and sales; balancing the right creative approach with the right execution of detail guarantees the memorable X-factor of winning campaigns.

“Good creative is more than just a connection. It also transcends ROI. Creative quality is the primary driver of advertising profitability that a marketer can influence. Our overall strategy Cross-media studies show that creative quality and consistency of use across channels account for 50% of campaign effectiveness. These winning ads all display very strong and consistent creativity across all touchpoints.”

For more information on the winning characteristics of the most creatively effective digital ads South East Asia, register to watch the Kantar Digital Creative Awards. These unique awards are part of the global Kantar charts Creative Effectiveness Award.

About Kantar

Kantar is the global leader in marketing data and analytics. We have a complete, unique and comprehensive understanding of how people think, feel and act; globally and locally in more than 90 markets. By combining the deep expertise of our people, our data resources and benchmarks, and our innovative analytics and technologies, we help our clients understand people and inspire growth. www.kantar.com