According to the Touchpoints ROI Tracker, a project that involved 300,000 interviews with consumers in 34 countries covering over 4,000 brands, TV and outdoor campaigns are considerably more influential in Asia than in Western markets
In addition, new media, such as internet and mobile advertising were also shown to have more quantifiable impact on consumers in markets in this region.
“Brand communication in Asia is stronger than in the rest of the world,” said Guy Abrahams, ZenithOptimedia’s Asia-Pacific regional communications planning director.
Abrahams pointed out that brands were an important symbol of wealth in many emerging markets, where advertising was often the only means of brand education.
Comparing China with the US, Matt Donovan, director of strategy for Asia Pacific at Euro RSCG, observed: “Different markets have different drivers to purchase intent, but in China, people just can’t get enough media or touchpoints. They want to experience a brand in all shapes and forms.”
A similar situation existed in many emerging markets in the region, he said.
“Just about all touchpoints have high effect on purchase intent. In the West, there’s a line between ‘old’ and ‘new’ media. But in (markets such as China), they are all combined.”
Publicis’ Asia CEO Matt Godfrey noted that while certain global clients had already put the tool to good use in channel planning, it did not in itself present an infallible solution to communications challenges.
Donovan added that for optimum use, it was necessary to combine the findings with an understanding of local media and local touchpoints in what were often rapidly changing media markets.