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© 2017 Ipsos Ross Hugessen Mike Rodenburgh
© 2017 Ipsos
Ross HugessenMike Rodenburgh
© 2017 Ipsos
Digital platforms enable quantity
Speed of execution is exponential compared to offline
Do more, get less
Source: Kimbe MacMaster, vidyard.com
© 2017 Ipsos
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.
$0.20
$7.80
$13.00
$22.30 $25.00
$21.30
$28.00
$43.00
$0
$5
$10
$15
$20
$25
$30
$35
$40
$45
$50 CPM – COST PER THOUSAND VIEWS
SPO
NSO
R-A
-HIG
HWA
Y
RADI
O
ON
LIN
E
BRO
ADC
AST
TV
CA
BLE
TV
MA
GA
ZIN
E
NEW
SPA
PER
-DA
ILY
NEW
SPA
PER
-BUS
INES
S
© 2017 Ipsos
ask consumers to help you get to quality!
© 2017 Ipsos
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.
© 2017 Ipsos
methodology3 KEY TOUCHPOINTS
WEB BROWSING IN-APP USAGETV/OLV VIEWING
COINCIDENTAL VIEWING
1,500CANADIANS
3TOUCHPOINTS
04.22.2017
05.09.2017to
© 2017 Ipsos
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!
© 2017 Ipsos
multi-taskingis a red herring
© 2017 Ipsos
everybody does it everywhereWere you multi-tasking while…
BROWSING A WEBSITE USING AN APPWATCHING A VIDEO/TV
74% 64% 76%
YESNO
© 2017 Ipsos
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
© 2017 Ipsos
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
© 2017 Ipsos
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
TRIAL
USAGE
ADVOCACY
Un-paid touch-points
In-store + Channel touch-points
© 2017 Ipsos
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.
© 2017 Ipsos
© 2017 Ipsos
attention to the medium matters – and differs
© 2017 Ipsos
consumers have a lot more options today
3 3.5 4 4.5 5 5.52
2.5
3
3.5
4
4.5
5
RECALL
ATT
ENTIO
N T
O A
DS
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
Movie
Comedy
News
Action / Drama
MusicSports
Other AppInstagram App
All Social Apps
YouTube App
Facebook App
All Non-Social Apps
Gaming App
All Other Social Apps
WEBTV
APP
© 2017 Ipsos
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?
© 2017 Ipsos
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
© 2017 Ipsos
a video is not a video,
© 2017 Ipsos
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
© 2017 Ipsos
creative doesn’t work in the same way online as it
does on TV
© 2017 Ipsos
the mediums act differently
7.1
6.5
5
5.5
6
6.5
7
7.5
NEWS ON WEB NEWS ON TV
AVERAGE ATTENTION TO THE PROGRAM
© 2017 Ipsos
30% 47% 23%
trends in digital marketing
2017
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)
© 2017 Ipsos
a great example of using the mediums differently
TV - “LIBRARY”
OLV - “STORYTELLERS”
RECALLCAMPAIGNMESSAGING
CAMPAIGNPERSUASION
© 2017 Ipsos
context matters
© 2017 Ipsos
185
144 146
175191
138
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
© 2017 Ipsos
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.
© 2017 Ipsos
daytime, nighttime, anytime!
© 2017 Ipsos
differences in attention emerge by daypart
Average Attention to the Program/Website/App
VIDEO WEB APP
WEEKDAY
7.2
6.8
7.4
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
7
6.6 6.66.8
7.27 7
7.57.2
6.6
© 2016 Ipsos © 2017 Ipsos
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.
© 2017 Ipsos
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!
© 2017 Ipsos
Thank You!
[email protected]@Ipsos.com
linkedin.com/in/rosshugessenlinkedin.com/in/mrodenburgh
