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CAIRO – 5 April 2018: A new AdReaction study examining the global state of multichannel advertising campaigns in 45 countries, including Egypt, was recently issued by Kantar Millward Brown.
The study said that most markets fail to enhance their brand effectiveness by 57 percent, due to the shortfalls in the integration of multimedia campaigns.
“Egypt is the only market out of 45 tested markets where online ads have the highest positive attitude and receptivity, even more than the global and Middle East average,” the study revealed.
While 89 percent of surveyed marketers believe that their campaign strategies are integrated, only 67 percent of Egyptian consumers agree.
About 25 percent of Egyptian consumers experienced a positive impact from multimedia campaigns, stating that the campaigns made them buy the brand.
Moreover, 37 percent of Egyptian consumers believe in the role of multimedia campaigns in differentiating brands, compared to 26 percent globally.
The study concluded that more than 78 percent of Egyptian consumers agree that online targeting is reliable, compared to 45 percent globally.
The study recommended guiding principles to marketers to integrate more cues, emphasizing the importance of a strong campaign idea, as well as content customization for each channel.