Integrate print and digital promotion From Kantar
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The following is the Integrate print and digital promotion From Kantar recommended by recordtrend.com. And this article belongs to the classification: Kantar, research report, network marketing.
Kantar has released a new report, “integrating print and digital promotion.”. In 2019, 214 billion printed coupons distributed $460 billion in purchase awards on 129 billion pages. In terms of digital promotion, 8.7 billion coupons were claimed, equivalent to $15 billion in purchase incentives, and 2.4 billion coupon pages were viewed.
In terms of printing promotion, independent publications (FSI) are still the best, accounting for 99.5% of printing coupons issued. However, with the continuous rise of digital technology, the promotion map is changing.
In terms of traditional advertising spending and FSI coupons, the top 100 manufacturers remain stable and rarely experience rapid growth. However, in the field of digital coupons, more manufacturers will increase their activities in 2019.
In terms of digital rebates, these increases were more pronounced, with 22 of the top 100 manufacturers showing a year-on-year increase of more than 100%. In the field of digital promotion, only 9 of the top 100 manufacturers showed similar growth; in the FSI area, only 6.
In 2019, the overall print promotion activity decreased by 11.5%, while the overall digital activity increased by 9.7%, with 8.7 billion coupons.
Food and non food
Non food accounted for 76% of printed coupons, down 9.7% year-on-year, as personal care services decreased by 11.7 billion coupons.
Print food promotions also fell 16.9% in 2019, down 7.5 million coupons year on year, due to a drop in dry groceries.
Digital promotions in all food sectors are growing in 2019, but the biggest driver of growth is in dry groceries (384 million coupons up year-on-year). Food accounted for 62% of digital coupons, with an overall year-on-year increase of 13%.
Impact on CPG advertisers
While the popularity of digital coupons is on the rise, printed coupons still account for a larger proportion of total use, especially in the non food sector. Understanding the complexity of print and digital landscapes remains a valuable tool for CPG to determine the best promotion strategy.
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