The role of television in the marketing of the 21st century // David Brennan
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David Brennan was Research and Strategy Director at Thinkbox from its launch in 2006 until a month ago when he set up his own media consultancy – Media Native – specialising in the role of TV in the communications mix in the 21st Century. As Research & Strategy Director at Thinkbox, he has been responsible for managing all Thinkbox’s research needs, communicating them to the industry, helping to set its main communications messages and providing support and inspiration for the planning community and has managed a number of groundbreaking projects, including the Thinkbox TV Engagement Study, The TV Payback Study, Brain Waves – How TV works on the Brain; and Tellyporting – a look at the future for connected television.
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The role of television in the marketing of the 21st century // David Brennan
- 1. The role of television in 21 st century marketing Presentation to SEMPL Media Trends Seminar David Brennan – Founder – Media Native
- 2. Need to use different research methodologies for TV Emotional metrics Conjoint to measure brand value Ethnographic Neuroscience Implicit Attitude Testing Econometrics Biometrics Ethnographic Creative Workshops
- 4. The UK is the most advanced digital market – e.g. - online retail - use of social media - video on demand - digital advertising revenues Therefore established media must suffer...mustn’t they?
- 5. The first signs of the ‘TV is Dead’ movement “ TV is, at heart, a totalitarian regime. Its viewers...sinking into a passive stupor before the tube. Its overthrow will be a major force for freedom and individuality, culture and morality” “ Television is not vulgar because people are vulgar, but because people are similar in their prurient interests” George Gilder – Life After Television (1994) “ There is a fundamental shift in human behaviour going on – and the question is no longer if, but rather when more television consumption will occur via the internet than traditional broadcast or cable platforms” “ At the end of the day, people want to sit down the friction of having to sit down in front of a TV set at the appointed time” Michael Arrington – TechCrunch (2006)
- 6. 3 REASONS WHY THEY GOT IT SO WRONG… 1. They don’t understand the TV mindset 2. Binary thinking – if x lives, y must have to die 3. They assume a rational. predictable world (cf. classical economics)
- 7. TV viewing is at an all time high TV is the dominant youth media…by far Ad avoidance has not been effected by DTR penetration – People watching more commercials at normal speed! Translating into strong advertising revenue performance
- 8. % Share by medium of total ad revenue % Source: AA/Warc
- 9. TV’s % share of display advertising revenue % Source: AA/Warc (2011 based on latest estimates)
- 10. Technology is not killing TV…it is making it stronger! Digital technology is TV’s best friend...
- 12. The need for storytelling – how we learn & remember!
- 13. The power of context – relaxed, receptive, shared
- 14. Emotion and long-term memory are key Neuroscience proves that audio-visual has greatest effect on emotion & long-term memory – where brands live Emotions sell more than rational – how the human brain is wired Produces higher emotion, engagement + long-term memory compared to other forms of advertising (inc online video!)
- 15. IPA Study: 880 brands studied 26 years of data Multiple markets & media PWCStudy: 706 brands studied 15 years of data Multiple markets & media EbiquityStudy : 3000 brands covered 5 years of data Multiple markets & media Power = payback: 3 studies show TV most effective
- 16. TV pay back more than any other medium...and for longer TV payback across two years+ - most other media across weeks Payback driven by FAME and EMOTION, not rational measures TV builds brand value – more profitable TV boosts performance of other media...especially online Power = payback: 3 studies show TV most effective
- 17. It’s not about online replacing TV TV and the web are used in a very integrated manner, to multi-task, socialise and respond to what they see on their TV screens The growth of laptop, smartphone & tablet penetration + wireless broadband is revolutionising how TV is experienced TV & online – a match made in heaven!
- 19. Research conducted amongst most digitally enabled households (2008) TV shown to lead and influence many forms of online behaviour Online supporting TV and acting as ‘harvester’ for TV-prompted behaviour Concurrent consumption of TV & online is key – instant response button
- 20. Base : 1000 adults 18-55 with home broadband Concurrent use is now more widespread Over half of consumers with internet access claimed to concurrently watch TV & browse the net every day ( 53% ) 16-34s are almost twice as likely to do both together than the 35+ ( 73% v. 42% ) Virtually all UK internet users( 94% ) had gone online as a result of seeing something on TV in the last year
- 23. Sources: Virgin Media Jan 2010, Infomitv Dec 2009, projectcanvas.co.uk, Massive growth for on-demand TV… 80% of broadband households now watch TV on demand Viewing to on demand TV has increased by over 25% in the last year Lots of new broadcaster services are being launched – mainly based around catch up TV on demand is now one of the most popular online activities… … but still less than 2% of total TV viewing time ..
- 25. We’ve always shared TV – in real life and virtually TV drives word of mouth – and vice versa TV acts as social fuel 70% of viewing is shared...but now it is shared beyond the sofa Television is the ultimate social medium
- 26. A fraction of our time is on social media compared to TV Source: Deloitte Media Perspectives 2011 (based on BARB & UKOM data) The average person spends 35x more time with TV than with all social networks!
- 27. The… Episode after Susan Boyle’s debut – additional 1.9m viewers From 11.1m to 13m X-Factor has 2.5m friends on Facebook Glee has 130,000 followers and has 1,500 tweets per episode in UK alone! Social media is a good companion to TV
- 28. Strong link between TV advertising & social media Meet Aleksandr the Meerkat Public face of online company comparethemarket.com Almost 1 million Facebook fans Responsible for revitalising the whole insurance comparison market!
- 29. TV ads inspire, social media captures and extends
- 30. How a meerkat got the country talking...
- 32. Over 1 million youtube views in just 4 weeks! Increased our website traffic by over 400%! Increased planning requests by almost 200%! Spoof ads, forums, blogs, fan pages, applications to animal sanctuaries, requests to adopt Harvey…the list goes on
- 34. HD / 3D Devices becoming TV devices Web functionality merging into TV Integration across home networks Technology is evolving
- 35. 2010 2013 ‘ Tellyported’ families given the latest TV tech
- 36. The 5 main themes
- 37. The main themes of Tellyporting Consolidation Hierarchy of Screens Social Media The Drive to Live The Commercial Contract
- 38. The emerging living room eco-system
- 40. 5) The commercial contract
- 41. Our tellyporters showed an increased capacity for instant response Measurement? Click to save/download Click to email me details Click to ‘like’ Click to join Facebook group Click to post to my wall Also opportunity for task-unintrusive ads Purchasing? The next wave of content and ads? Buy now
- 42. Enthusiasm for new advertising formats!
- 43. In summary Consolidation of viewing on demand & recorded content used around linear schedule. Broadcaster sites dominate Hierarchy of screens Big TV in the living room always preferred. Concurrent TV & online use has increased Social medium Live TV prompts conversation with people chatting about and sharing their favourite programmes and ads Primacy of live TV Apps and new ways to watch TV adds to the live TV experience, doesn’t take away from it Commercial contract Greater integration of TV and online means new advertising opportunities
- 44. The role of television in 21 st century marketing Presentation to SEMPL Media Trends Seminar David Brennan – Founder – Media Native
- 45. An Introduction to TV Technology
- 47. TV is a medium we share with other people Source: Touchpoints 2010 – Adults *Shared activity is determined as at home, with a partner/spouse, parent, children, brothers and sister, other family and friends 60% of all TV time is shared 31% of internet time is shared 25% of radio time is shared 15% of newspaper reading time is shared
- 48. “ Do you know if each medium is set up specifically to check ads to see if they are legal, honest, decent and truthful?” Source: Television Opinion Monitor 2010 UK adults 16+ TV ads are seen as most trustworthy
- 49. People need to trust more than ever before...
- 51. The 3 rd Age of Television How new TV technology is adding new opportunities
- 52. How did the tellyporter’s TV viewing habits change? Live TV viewing behaviour didn’t change Connected devices fitted around their usual TV viewing – more options, flexibility, more TV! On demand jumped from PC to TV Apps on TV meant content viewed where they really wanted to see it – on the TV set PVR still preferred to catch up It provided the most control and instant access 3D TV created much excitement Quality was appreciated but lack of content and price could hold back purchase for now
Notas del editor
- Here’s an example of how the green button will work PLAY DEMO
- So that’s a quick summary of some of the research into DTR usage Now let’s have a look at some facts and figures about DTRs
- 2010 revenue: TV = £4.3b (share= 27.7%) Press = £4.3b (share= 27.7%) Internet = £4.1b (share= 26.4%) Radio = £523m (share= 3.4%) Outdoor = £880m (share= 5.7%) Cinema = £182 million (up 1.2%)
- 2010 revenue: TV = £4.3b (share= 27.7%) Press = £4.3b (share= 27.7%) Internet = £4.1b (share= 26.4%) Radio = £523m (share= 3.4%) Outdoor = £880m (share= 5.7%) Cinema = £182 million (up 1.2%)
- In fact, we have been calling it the 3 rd Age of Television Tv has changed beyond all recognition in the last 30 years. However, that fact remains that it has, and will continue, to move with developments and stand the test of time. Nearly 95% of us are now digital. We can now interact with our tvs, download the content we want, when and where we want it and view over a variety of channels from the box in the corner to our pc’s, ipods and mobiles. That’s why we call today the third age of television…and it hasn’t stopped yet!
- After all the fieldwork was conducted and the BARB reports analysed we spoke to a few psychologists about our project and some of the phenomenon we discovered to put some theory behind our findings. After all of this we realised that overall there are two main reasons why shared viewing occurs and why it will continue to do so. In a very basic sense, it is because of, what we’ve termed, ‘emotion’ and ‘interaction’ with differing shared viewing behaviours.
- And for viewers? Can ‘own’ the content View at a convenient time – increasing the level of engagement Save and view as often as required, share with friends/family
- The whole issue pf payback is something that TB takes very seriously. Indeed, during the back half of 2008, we staged an event on payback drawing on some of the best minds in the business. Here’s a taster of what we found and some of the main themes that we’ll talk about today.
- The whole issue pf payback is something that TB takes very seriously. Indeed, during the back half of 2008, we staged an event on payback drawing on some of the best minds in the business. Here’s a taster of what we found and some of the main themes that we’ll talk about today.
- TOPICS TO COVER: 2-screen viewing is highly prevalent. 1 in 3 of our sample claimed to engage in 2-screen viewing every day. Online chat is skewed towards a younger audience
- Online is not the only technology that is good news for advertisers. There are various other technologies that at first some thought might be disruptive but actually have turned out to be a positive thing for TV People thought that the DTR would mean the death of the 30 second spot and that everyone would fast forward through ads. Actually what’s meant is that people have fallen even more in love with their TV sets. I’ll give you the stats in a minute People worried that on-demand TV would mean the end of the schedule and that everyone would be watching TV on demand instead of live Actually people mostly use on-demand for catch up so they don’t miss out on their favourite programme. This means they are more likely to stay with a series because they don’t ever miss an episode Finally, there were those that were concerned that YouTube would eat into broadcast TV but in reality YouTube acts as an informal PR machine for TV. I’ll give you an example. The week when Susan Boyle was viewed extensively on youtube, the next week’s episode of Britain’s Got Talent did even more ratings than the week before
- So you can see from those clips how technology is enhancing viewing. People are able to get more involved with their favourite programmes by using the internet to communicate with each other The combination of TV and the internet can also be beneficial to advertisers Last year, we commissioned some research together with the IAB looking into how TV and online work together We studied 3,000 people aged 16 to 54 and each of them had to have digital TV and also broadband Also they had to be medium or heavy users of both media which meant at least 1 hour of internet a day and at least 2 hours of TV a day This sample represented the 25% most digitally enabled households in the country We found out lots of general information about how and why people use TV, the internet and both together and we also investigated 3 categories which were fmcg, automotive and finance
- When we looked at this again earlier this year, things had developed quickly No longer just the early mainstreamers – nearly all broadband users were engaging in Tv and online activity simultaneously More than half on a daily basis – three quarters amongst the under 35’s And, as a result, just about every broadband user we surveyed could recall at least one online journey as a direct response to what they had seen on TV
- So you can see from those clips how technology is enhancing viewing. People are able to get more involved with their favourite programmes by using the internet to communicate with each other The combination of TV and the internet can also be beneficial to advertisers Last year, we commissioned some research together with the IAB looking into how TV and online work together We studied 3,000 people aged 16 to 54 and each of them had to have digital TV and also broadband Also they had to be medium or heavy users of both media which meant at least 1 hour of internet a day and at least 2 hours of TV a day This sample represented the 25% most digitally enabled households in the country We found out lots of general information about how and why people use TV, the internet and both together and we also investigated 3 categories which were fmcg, automotive and finance
- Online is not the only technology that is good news for advertisers. There are various other technologies that at first some thought might be disruptive but actually have turned out to be a positive thing for TV People thought that the DTR would mean the death of the 30 second spot and that everyone would fast forward through ads. Actually what’s meant is that people have fallen even more in love with their TV sets. I’ll give you the stats in a minute People worried that on-demand TV would mean the end of the schedule and that everyone would be watching TV on demand instead of live Actually people mostly use on-demand for catch up so they don’t miss out on their favourite programme. This means they are more likely to stay with a series because they don’t ever miss an episode Finally, there were those that were concerned that YouTube would eat into broadcast TV but in reality YouTube acts as an informal PR machine for TV. I’ll give you an example. The week when Susan Boyle was viewed extensively on youtube, the next week’s episode of Britain’s Got Talent did even more ratings than the week before
- So we’ve seen huge growth since – and more to come But let’s put it all into perspective – still less than 2% of total TV viewing time
- Online is not the only technology that is good news for advertisers. There are various other technologies that at first some thought might be disruptive but actually have turned out to be a positive thing for TV People thought that the DTR would mean the death of the 30 second spot and that everyone would fast forward through ads. Actually what’s meant is that people have fallen even more in love with their TV sets. I’ll give you the stats in a minute People worried that on-demand TV would mean the end of the schedule and that everyone would be watching TV on demand instead of live Actually people mostly use on-demand for catch up so they don’t miss out on their favourite programme. This means they are more likely to stay with a series because they don’t ever miss an episode Finally, there were those that were concerned that YouTube would eat into broadcast TV but in reality YouTube acts as an informal PR machine for TV. I’ll give you an example. The week when Susan Boyle was viewed extensively on youtube, the next week’s episode of Britain’s Got Talent did even more ratings than the week before
- And when brands get it right, it is marketing gold. Explain Meerkat 750,000 Facebook fans (+ 326 offers of marriage/256 offers of adoption) – great opportunity to create a dialogue Lots more brands beginning to make the link and use the two together
- But the brilliant thing which has happened more recently since the internet has become such an important part of our lives is that we are now able to continue our offline behaviour but in a different space. Now we gossip at the watercooler about telly and we text and twitter about it and we discuss it on Facebook and MySpace and we share favourite bits of content on Youtube.
- Here’s an example of how the green button will work PLAY DEMO
- Including us at Thinkbox Our second ad campaign recently ran – got ot use TV to sell Tv It is about how a dog uses TV to demonstrate its product benefits SHOW VIDEO
- Harvey has now become a big social media hit – almost a million views on YT so far plus tens of thousands of followers But that is not the goal – it is to do better business Website traffic +400% Planning requests +200% And we are a product they are not really interested in – just think what brands they might want to buy could achieve!
- Online is not the only technology that is good news for advertisers. There are various other technologies that at first some thought might be disruptive but actually have turned out to be a positive thing for TV People thought that the DTR would mean the death of the 30 second spot and that everyone would fast forward through ads. Actually what’s meant is that people have fallen even more in love with their TV sets. I’ll give you the stats in a minute People worried that on-demand TV would mean the end of the schedule and that everyone would be watching TV on demand instead of live Actually people mostly use on-demand for catch up so they don’t miss out on their favourite programme. This means they are more likely to stay with a series because they don’t ever miss an episode Finally, there were those that were concerned that YouTube would eat into broadcast TV but in reality YouTube acts as an informal PR machine for TV. I’ll give you an example. The week when Susan Boyle was viewed extensively on youtube, the next week’s episode of Britain’s Got Talent did even more ratings than the week before
- When research usually tries to tackle creativity – squeezes the life out of it (e.g. pre-testing) Always looking for the formula, when creativity should be anti-formula This is different Doesn’t try to change the creative process, or dictate how ads should be made Does open up insights that help us create big differences via small changes – often just a minor edit!
- TOPICS TO COVER The 3 rd Age of TV is maturing – moving away from fragmentation towards integration. Content and advertisers can harness all touch points and coordinate them to create a community around their message App culture on TV? What apps will move to the television? (will we still be watching youtube on a laptop, or the TV itself?) Bit questions around how three screen work together in the future. Will people still need more than one screen at a time? Point about how Youtube on TV works as a sharing tool (to set up for later, so may be a natural fit for moving from laptop to TV
- When research usually tries to tackle creativity – squeezes the life out of it (e.g. pre-testing) Always looking for the formula, when creativity should be anti-formula This is different Doesn’t try to change the creative process, or dictate how ads should be made Does open up insights that help us create big differences via small changes – often just a minor edit!
- TOPICS TO COVER: Internet-connected technology means more capacity for enhanced red button services, such as ‘click to watch more’, see ‘behind the scenes’ and commercial purchasing However, due to the task-based nature of TV viewing, there is also an opportunity to task-unintrusive advertising: click to watch later etc. These new formats work in sympathy with viewing behaviour There are questions about measurement; a topic that will be covered in the following panel discussion
- Dave