Ross Hugessen Mike Rodenburgh - Ipsos · Web Email. Web Gaming. Web Search Engine. All Web Other...

transcript

Ross HugessenMike Rodenburgh

Digital platforms enable quantity

Speed of execution is exponential compared to offline

Do more, get less

Source: Kimbe MacMaster, vidyard.com

CREATIVEIt’s not about quantity, it’s about quality. Will this be the rebirth of the creative minds? Working hard to creatively engage consumers…

MEDIAValues and probability of response, not lowest CPM.

$13.00

$22.30 $25.00

$21.30

$28.00

$43.00

$50 CPM – COST PER THOUSAND VIEWS

ask consumers to help you get to quality!

New RoRResearch on Research

Explores the new reality of advertising communications; the need to gain attention

in a hyper-attention deficit world.

And identifies some key new insights about actions we can take to ensure consumers

pay attention to our advertising.

methodology3 KEY TOUCHPOINTS

WEB BROWSING IN-APP USAGETV/OLV VIEWING

COINCIDENTAL VIEWING

1,500CANADIANS

3TOUCHPOINTS

04.22.2017

05.09.2017to

Multitasking is a red herring

Attention to the medium matters –and differs

A video is not a video…

The value of context

Daytime, nighttime, anytime!

multi-taskingis a red herring

everybody does it everywhereWere you multi-tasking while…

BROWSING A WEBSITE USING AN APPWATCHING A VIDEO/TV

74% 64% 76%

it doesn’t affect ability to recall adsAverage Ad Recall Rating

4.23.6

4.34.5

3.74.2

MULTI-TASKEDDIDN’T MULTI-TASK

and in fact in some cases can create cognitive attention that increases attention

Average Attention to Ads during Video/TV Program

4.14.7

3.22.9

watching program without switching

switched programto watch 2+

programs

stayed in the room but did

something else

left the room anddevice to do

something else

so what do we do?Focus on all touchpoints and the different objectives they can help you achieve.

Different touch points… drive different targets… to produce different outcomes

BRAND FAMILIARITY

BRAND ASSOCIATIONSProduct related touch-points

DESIRE/EQUITY

INTENT

Paid media touch-points

ADVOCACY

Un-paid touch-points

In-store + Channel touch-points

Tell a story

Be different… and relevant to your consumer – these are the top two drivers of ad recall

Consumer may not be looking for dancing monkeys, but maybe they are looking for Bears in the Amazon.

attention to the medium matters – and differs

consumers have a lot more options today

3 3.5 4 4.5 5 5.52

RECALL

Web Other

Web News

Web Email

Web Gaming

Web Search Engine

All Web Other Social Media

All Web Non-Social Websites

Web Facebook

All Web Social Media

Talk / Game Show / Interviews / Entertainment

Comedy

Action / Drama

MusicSports

Other AppInstagram App

All Social Apps

YouTube App

Facebook App

All Non-Social Apps

Gaming App

All Other Social Apps

Move beyond measures of exposure (GRP’s, impressions, views) and focus on what your target enjoys most.

Score your target properties on levels of enjoyment, don’t rely only on metrics of reach (GRP, impression, views)

May seem obvious, but then why aren’t we doing it?

exampleNIELSEN RATINGS (AUGUST 21, 2017)• America’s Got Talent vs Game of Thrones• Same ratings but different enjoyment levels for different targets

10.9 M 10.2 M

a video is not a video,

Attention, viewing and engagement factors are different on TV vs online

Types of programming act differently on different mediums

Offline and online consumers are different – so use different video platforms to provide different perspectives for your target consumer

creative doesn’t work in the same way online as it

does on TV

the mediums act differently

NEWS ON WEB NEWS ON TV

AVERAGE ATTENTION TO THE PROGRAM

30% 47% 23%

trends in digital marketing

today’s perspective

AGREE NEUTRAL DISAGREE

And yet only 30% of us agree that we have a strategy for multi screen marketing.(Source: Digital Pulse 2017)

a great example of using the mediums differently

TV - “LIBRARY”

OLV - “STORYTELLERS”

RECALLCAMPAIGNMESSAGING

CAMPAIGNPERSUASION

context matters

144 146

175191

Relevance is key to higher ad recall scores

INDEX SCORES RELEVANCE OF THE AD TO MY LIFESTYLE

webTV/video app webTV/video app

INDEX SCORES RELEVANCE OF THE AD TO CONTENT

Find the creative connection between the content and what you are selling

Go back to planning creative + media together support a BIG IDEA

What’s a BIG IDEA? Find the insight that addresses the tension with your consumer then find the creative idea and media that will carry it.

daytime, nighttime, anytime!

differences in attention emerge by daypart

Average Attention to the Program/Website/App

VIDEO WEB APP

WEEKDAY

6.8 6.8

6am –8:59am

9am –3:59pm

4pm –6:59pm

7pm –10:59pm

11pm –5:59am

early morning

daytime early fringe

prime time

overnight

6.6 6.66.8

7.27 7

7.57.2

SO WHAT DO WE DO?• It’s less about time spent, more about

attention paid (impact).• Most of us aren’t buying online and digital by

daypart, which may represents an opportunity to think differently about how digital media is bought.

Multitasking is a red herring

Attention to the medium matters –and differs

A video is not a video…

The value of context

Daytime, nighttime, anytime!

Thank You!

ross.hugessen@Ipsos.comMichael.Rodenburgh@Ipsos.com

linkedin.com/in/rosshugessenlinkedin.com/in/mrodenburgh

Ross Hugessen Mike Rodenburgh - Ipsos · Web Email. Web Gaming. Web Search Engine. All Web Other...

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