Be ready for the next festive season
56% of respondents mention they look forward to watching Christmas advertisements
As we bid farewell to the festive season, let's take a moment to celebrate the best Christmas ads of 2024 from Belgium. These ads brought warmth and joy to our screens, capturing the true spirit of the holidays.
In Belgium, the retail industry has been particularly active with its Christmas campaigns. We tested ads from notable brands such as Kruidvat, Bol, Carrefour, Colruyt, and Carglass, highlighting the variety and creativity in holiday storytelling.
Relive the magic and see which ads captured the essence of Christmas in Belgium!
Kantar Marketplace: Delivering insights at the speed of business for year-round success.
Get in touch with our creative experts and explore powerful tools from Kantar, including LINK+, LINK AI, BrandDynamics and LIFT+. More than just ad testing, we offer expertise you can trust, backed by the industry's most comprehensive view of campaign effectiveness.
Marketing moves fast. You need a creative testing tool that can keep up with your needs.
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LINK AI takes the guesswork out of advertising ROI by allowing you to screen content that would normally go untested. Using learning from Link, the world’s largest normative advertising database, and Artificial Intelligence, the system predicts how a typical sample of consumers would rate the ad in a survey. LINK AI provides reliable creative intelligence in as few as 15 minutes. |
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Discover mission-critical strategies to reclaim your advertising power in the AI marketing revolution.
The advertising world is on the brink of a monumental shift, with AI projected to generate up to 90% of online content this year. This evolution presents both a challenge and an opportunity.
At Kantar Marketplace, we understand the value of human creativity in an AI-driven landscape. That's why we've developed a creative playbook to help you create captivating campaigns that truly connect with your audience.
Discover this playbook, which is brimming with strategies and insights on harnessing the power of AI while preserving the unique human touch that defines your brand.
In today's fast-paced world, staying ahead of trends is crucial for success. Interested in more after reading this short extract? Read the full article now.
Ready to elevate your game?
Unlock the power of AI in content creation with three key strategies from Kantar data. The core principles of great advertising remain steady. While some tweaks are necessary, successful brands prove you don't need to overhaul your approach for new tech to reach your audience.
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As a marketer, you know the importance of these three key advertising strategies. Master them in the age of AI to lay the foundation for meaningful difference and predispose more people to your brand.
In today's fast-paced world, staying ahead of trends is crucial for success. Interested in more after reading this short extract? Read the full article now.
We look forward to supporting your success in this new era of creativity.
Request your Kantar Marketplace demo or get in touch to catch up on the latest developments and take control of your creative future in the age of AI.
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Isabelle Mérillou |
Harness predictive insights to reveal trends, uncover hidden consumer motives, and ignite innovation across industries
In today's data-driven world, staying ahead is crucial. Traditional survey and sales data have limitations, so brands must explore alternative data assets to understand the evolving consumer landscape.
Search data offers unparalleled insights into consumer behaviour and preferences. By mining the world’s largest database of interest and intentions - search queries - businesses can uncover trends, identify emerging needs, and tailor their strategies for more effective campaigns and innovations.
Enter TrendEvaluate, Kantar’s groundbreaking tool that combines AI and advanced digital analytics to identify consumer trends before they even happen.
Putting TrendEvaluate to work for the food industry
The food industry has evolved from artisanal production to large-scale mechanisation, making food more affordable and accessible, but also introduced new nutrition and safety challenges. Today, digital advancements like AI and data analytics drive innovation, meeting consumer demands for transparency, sustainability, and health.
The rise in searches for Ashwagandha and Cortisol highlights a growing interest in stress relief and holistic health. Consumers are curious about Ashwagandha's benefits, including anxiety reduction, improved sleep, and reduce fatigue. Understanding these nuanced motivations can help brands innovate and tailor their communication strategies effectively.
Concerns about weight and body composition are longstanding, with diets evolving over time. Probiotics and prebiotics have gained popularity for their health benefits. Now, consumer interest is shifting towards the microbiome, disrupting the precision nutrition space and offering brands new growth opportunities.
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The rising interest in Tirzepatide and Semaglutide reflects a shift in consumer attitudes towards diet and health. For brands in the food and diet industry, this shift presents both challenges and opportunities. There is an opportunity for brands to innovate in a way that caters to the needs of consumers using these medications. |
In today's fast-paced world, staying ahead of trends is crucial for success. Interested in more after reading this short extract? Read the full article now.
Find future growth spaces with the power of consumer search data for your industry
- Deep Consumer Insights: TrendEvaluate digs deep into consumer preferences, revealing current and future trends.
- Reinvigorating Core Offerings: Aligns brands with emerging trends to refresh their products.
- New Use Cases: Identifies cross-category opportunities, expanding product relevance.
- Breakthrough Innovations: Unravels signals for game-changing moments, helping brands innovate effectively.
With TrendEvaluate, we can identify the latest emerging developments that will begin to shape the future of your industry.
How can you discover hidden opportunities for innovation that truly meet consumer needs?
Stay ahead of trends with TrendEvaluate, your strategic compass for understanding consumer behavior. Leverage its predictive insights and cross-category data to make informed decisions and outpace the competition. Contact me today to transform your business with data-driven insights!
Unlock the future of your brand—let's start the conversation!
How can marketing evolve to support a sustainable future?
For marketing to be compatible with a sustainable future, we must leverage our creativity and storytelling power to help take consumers and our internal functional counterparts on the sustainable transformation journey.
In this one-hour webinar, we will give an overview of the Three Principles for Progress from Kantar and WFA's new Creativity into Action Playbook launching in January 2025.
Join us to learn how leading brands are using creativity to harness the potential of the sustainable transformation of marketing. You will hear from:
- Ozlem Senturk (Kantar) and Michelle McEvoy (WFA) on key insights from Sustainable Marketing 2030.
- Ketan Mohile on how Vodafone built a vision of sustainable living for their category and activated sustainable behaviour change through their ‘Home of Trade in’ campaign.
- James Prentice on how Arla Foods used the art of storytelling to drive the value perception of Arla’s sustainability journey through the Arla ‘Discover Your New Self’ campaign in Germany.
- Toby Foy on how eBay leveraged the cultural phenomenon, Love Island, to make sustainable choices aspirational for consumers.
Session 1: Tuesday, 14th January, 10am
Session 2: Tuesday, 14th January, 4pm
Sustainable Marketing 2030 includes a circular marketing framework that reimagines marketing’s role within the business and its ability to drive growth in a way that is compatible with a sustainable future.
If you're passionate about exploring the intersection of sustainability and creativity, let's connect!
Together, we can delve into how innovative thinking can drive sustainable solutions and how sustainable practices can inspire creative breakthroughs. Reach out to discuss how these two powerful forces can work hand in hand to create a better future. Looking forward to our conversation!
We hope you had a wonderful Christmas! As we continue to celebrate the festive season, we wanted to share some delightful insights from Kantar's review of the best Christmas ads in the UK for 2024. For over a decade, Kantar has been highlighting the magic behind successful holiday advertising. This year's ads are no exception, bringing joy, laughter, and a touch of nostalgia to audiences.
While these insights come from the UK, the principles of creating memorable and impactful ads are universal. We believe that understanding these trends can inspire us all to craft even more engaging and festive campaigns in the future.
To keep the festive spirit alive, we encourage you to watch these Christmas ads and see how they make you feel. It's a great way to stay in the holiday mood and perhaps find some inspiration for your own creative endeavours.
Three main focus points from Kantar's review of the best UK Christmas ads for 2024:
- Creative Effectiveness: Successful ads balance emotional storytelling with clear brand messaging. Ads that evoke strong emotions, such as joy, nostalgia, or humor, tend to perform better.
- Brand Consistency: Maintaining distinctive brand assets and a consistent brand voice across campaigns helps build long-term brand equity.
- Humor and Festivity: Ads that incorporate humor and festive elements are particularly effective in engaging audiences and creating memorable experiences.
LaunchEvaluate available for Belgium
Get feedback on your product launches in 2025
Understand the “why” behind your launch performance
As we step into the promising new year of 2025, we are thrilled to announce the launch of our latest product, LaunchEvaluate. This innovative tool is designed to help insure the success of your launches , improving sales impact and building brand equity for sustainable growth.
With LaunchEvaluate, you can look forward to a year of seamless and effective product launches, setting the stage for unparalleled growth and achievement.
What sets LaunchEvaluate apart?
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Two flexible design options to unlock the full picture
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Transform post-launch insights into action to boost revenue and build brand success
In an exciting success story, a global FMCG brand leveraged post-launch insights to make rapid course corrections on a new product launch—resulting in an impressive 46% boost in sales impact.
How brands can connect with Gen Z
As Gen Z (currently 12–28-year-olds) come of age, so does their influence and their spending power. Gen Z held $984 billion in spending power in 2023 and will be 27% of the workforce by 2025. Marketers need to focus on their attitudes and behaviours, not just their age, to be able to connect with them authentically.
Good music is a key influence on ad receptivity for Gen Z
In 2016, 61% of consumers preferred humour in ads; by 2024, this dropped to 48%. Good music (47%) and interesting stories (42%) are also highly effective in advertising. For Gen Z, good music is the top element, with 50% preferring it over others. Good music is nearly as popular as humour across all generations. Effective advertising should use multiple creative elements to appeal to a diverse audience.
Each generation has its own media brand preferences for ad receptivity
We looked at each generation’s preferred advertising platforms. Surprisingly, Gen Z favours established players like Facebook and Google over TikTok or Snapchat, which are preferred by older generations. Ads on brands like Amazon appeal to all generations. These results show that age alone isn't the only factor in preferences. Marketers should rely on data, not assumptions. Gen Z might love TikTok content, but advertising is a different matter.
Gen Z has slightly lower brand recognition and overall engagement in ads
Gen Z has an average attention span of 8 seconds, 4 seconds less than Gen Y (age 29-43). According to Kantar LINK+ Norms, Gen Z is slightly less engaged with ads overall. Engagement increases with age, reflecting in brand recall. Brands using short-form content on Instagram Reels, YouTube Shorts, and TikTok are winning Gen Z's attention. Capturing their interest in the first few seconds is crucial.
This disenchantment isn't unique to Gen Z. Globally, only 31% of people say social media ads capture their attention, down from 43% last year (Kantar Media Reactions 2024). The race for media engagement spans all generations.
Curious after this short extract? Read the full article to get more details.
Connecting with men: How brands can decode modern masculinity
Men today face their own identity challenges as they navigate changing societal expectations and grapple with outdated stereotypes. There is a crisis of masculinity, especially among younger people. And men of all ages and sexual orientations are demanding more nuanced and authentic reflections of themselves.
Brands have traditionally gone down the easy route in how they portray men. Many brands are failing to keep up with who men really are.
So, is your brand missing an opportunity to connect with men meaningfully?
79% of consumers’ purchase intent is influenced by a brand’s involvement in social issues to some degree, according to Kantar Global MONITOR 2023. Balanced representation of genders and diverse portrayals in advertising are not just social obligations for brands but also increasingly essential for their growth.
This report explores how breaking stereotypes drives stronger connections with brands, predisposes more people, and promotes social change.
Kantar Insights unveils its Advent Calendar.
As 2024 comes to a close, we are excited to share the key consumer insights that have emerged at Kantar Insights throughout the year.
To help you explore these insights, we have created a special Kantar Advent Calendar. Each day, we will reveal a new insight, each one designed to help you navigate 2025 with three key resolutions: Embrace Sustainability, Leverage AI and Data, Foster Inclusivity and Diversity.
These resolutions are designed to help businesses thrive in 2025 by acting responsibly, utilizing cutting-edge technology, and embracing diversity.
Our holiday insights are packed with inspiration! Visit daily to stay ahead and make this season unforgettable.
A Belgian Benchmark for Customer Experience
Didn’t catch the live event hosted by Kantar and UBA? No worries! Dive now into all the exciting insights and results from the event. Don’t miss out on what everyone is talking about!
The first time in Belgium a Customer Experience Benchmark based on an approach which is already 20 years a reference in France (Podium Relation Client a Kantar France & BearingPoint initiative). Discover more about this proven methodology.
Traditionally investing in Customer Experience has been seen as a retention strategy, a way to generate value by retaining & growing existing customers. Kantar evidence however shows that even more is to gain when deploying customer experience as a strategy for brand building.
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Experiences drive up to 75% of brand equity growth, significantly outpacing paid media. |  |
Brands enhancing experience delivery are 2.5 times more likely to boost market share. |
Analysis of Kantar BrandZ data shows that organizations achieve greater success by cohesively connecting their brand and experiences, and standing out. Delivering Meaningful and Different experiences is key to world-class CX and primes a brand for growth.
Discover the 3 pillars towards delivering a great customer experience
Get in touch to transform your brand with Meaningfully Different Experiences
A new CX framework by Kantar. Customer Experience solutions empower clients to create brand-aligned experiences that drive business growth. Our expertise helps you:
- Express your brand's unique positioning through tailored experiences.
- Understand evolving customer needs to stay ahead of market trends.
- Prioritize impactful improvements for commercial success.
- Capture feedback at scale using platforms.
- Empower your team with actionable insights.
- Optimize measurement and insights to guide strategic decisions.
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Gino De Vooght |
