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Kantar expects shift to digital advertising to happen very quickly

bworldonline | September 09, 2019

GLOBAL DATA and consulting firm Kantar expects brands to shift to digital advertising from traditional media channels soon, as consumers become more selective in their purchases. Kantar Asia Regional Director for Brand Guidance Anita Rao Kapur said that while digital advertising in the Philippines is still slightly less established than in other Southeast Asian markets, the group expects the shift to happen  very quickly.“Engaging with a consumer is not the same as it was a few years ago. You have to work out what will engage the consumer today and not assume that if it worked in the past, it’s still gonna work today,” Ms. Kapur told reporters after a presentation in Taguig City last Friday. In a presentation for Kantar’s latest study, entitled “Mastering Momentum,” which analyzed 3,900 brands from brand equity database BrandZ over a three-year period, Ms. Kapur said that eight out of 10 consumers in the Philippines discover new products via social media. Of this complement, nine out of 10 are millennials.

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