How To Avoid The Pitfalls Of Fragmentation

According to Kantar Millward Brown’s recent AdReaction 2018 report, 94% of marketers in Asia Pacific are confident they are delivering ad campaigns that are well integrated across multiple channels. Consumers however, are less positive about how well marketers are integrating their multichannel strategies, with 40% of consumers in Malaysia saying they don’t think that the ads they see across channels such as TV, outdoor and digital ‘fit together well’. Why the discrepancy, and how can marketers integrate their campaigns better? Our friends from Kantar Millward Brown talk to us about The Art of Integration; the guiding principles for brands to consider when implementing multichannel campaigns and how to avoid the pitfalls of fragmentation.