Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.
The top media trends that consumers
don’t even know about
TENDENSDAGEN – Stockholm, 15th October 2015
Ariane Längsfeld
1
Discussion points
2
Media TRENDS are all about DIGITAL these days
Everybody is talking about ONLINE VIDEO, but people only...
3
Media TRENDS are
all about DIGITAL
these days
DIGITAL
Digital is growing – but other channels are still important.
Source: IAB Europe ADEX Bechmark 2014
4
DIGITAL
100%
0%
10%
2...
NEWSPAPERS
TV
RADIO
5
In Sweden,
83% still watch TV,
67% listen to the radio
and 66% read newspapers
on a daily basis
83%
...
Source: MB CrossMedia Database Europe – 181 Studies
6
Out with the old, in with the new?
Share of spend and share of brand...
7
PROGRAMMATIC
http://adage.com/article/media/wpp-ceo-martin-sorrell-lends-support-print-media/297807/
Martin Sorrell: Mag...
Print is still packing a hefty punch
8
0%
1%
2%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Impactperperson
Reach
TV
Ma...
The most digital brands recognize the power of these media
‘Shot on iPhone 6’9
DIGITAL
10
There is still a reason
to invest in traditional media!
SOME ARE MUCH
MORE EFFICIENT
BRAND BUILDERS
THAN DIGITAL
“Media...
11
Everybody is talking
about ONLINE
VIDEO, but people
only see TV ADS
EVERYWHERE
ONLINE VIDEO
12
ONLINE VIDEO…
Advertisers are spending
more and more on
ONLINE VIDEO
In Western Europe,
video content is
viewed for 3 hours
daily.
Almost half of this
viewing is now on
DIGITAL devices!
13
ON...
14
STILL NOT
ADAPTING
THEIR TV ADS
But most brands are
ONLINE VIDEO
15
ONLINE VIDEO
REACH AND
FREQUENCY
OF THEIR TV
CAMPAIGNS
They use online video
to extend the
16
ONLINE VIDEO
NOT ALL SCREENS AND
PLATFORMS ARE EQUAL
Different screens can play specific
roles for your brand
EDEKA TV ad
17
ONLINE VIDEO
EDEKA Online video ad
18
ONLINE VIDEO
Digital video offers a
great advertising
opportunity to
marketers, but
RECEPTIVITY
remains a barrier
19
ONLINE VIDEO
Sourc...
Formats which
respect USER
CONTROL obtain
the highest receptivity
20
ONLINE VIDEO
Source: AdReaction Video, MillwardBrown ...
21
The power of creative and targeting
Humour is the main way to stop people skipping ads.
ONLINE VIDEO
Ad, 64
Brand,
25
C...
22
DON’T JUST COPY
AND PASTE YOUR
TV AD
“Everybody is talking about online video, but
people only see TV ads everywhere”
T...
23
PROGRAMMATIC
PROGRAMMATIC
and the second coming of
DISPLAY?
The performance of online campaigns varies widely
Source: Millward Brown Brand Lift Insights Norms, Last 3 Years through Q...
25
IS THIS LITTLE
NUMBER THE
ROOT OF
ALL OUR
PROBLEMS…
PROGRAMMATIC
0.1%
26
Programmatic
advertising
explodes.
Are its
targeting
capabilities a
second chance
for online
display?
28
PROGRAMMATIC
A perspective of digital evolution
29
PROGRAMMATIC
But a pair shoes is still a pair of shoes
30
Look at these shoes! You have been
looking at these
shoes
You are thinking
ab...
We are still just chasing numbers…
31
Impression CTR
Shares
Interaction
rate
Views
Likes
PROGRAMMATIC
32
The challenge is to not only consider behavioural metrics
but also the impact on brand!
What is the psychological footp...
33
Meanwhile… an opportunity for creative development
Use programmatic to deepen brand response by getting the creative ri...
Adblockalypse now!
34
PROGRAMMATIC
35
OTHERWISE ONLINE
DISPLAY WILL KEEP
UNDERPERFORMING
“Programmatic and the second coming of display?”
Avoid the digital b...
36
FINAL
THOUGHTS
Creative, Exposure and Receptivity, Receptivity, Receptivity
37
Creative Exposure Receptivity Overall Effect
X X =
Ad overkill
leads to an
increased
intolerance of
marketing.
Receptivity is
at stake.
38
PROGRAMMATIC
39
INTIMATE
PERSONAL
SOCIAL
PUBLIC
SMARTPHONE/TABLET
NEWSPAPER
PC/LAPTOP
TV
OUTDOOR
40
3 things to remember
- Step back and take a look at the bigger picture. Todays media world
is not only about Digital - ...
The top media trends that consumers
don’t even know about
TENDENSDAGEN – Stockholm, 15th October 2015
Ariane Längsfeld
41
Próxima SlideShare
Cargando en…5
×

The top media trends that consumers don’t even know about

This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.

  • Inicia sesión para ver los comentarios

The top media trends that consumers don’t even know about

  1. 1. The top media trends that consumers don’t even know about TENDENSDAGEN – Stockholm, 15th October 2015 Ariane Längsfeld 1
  2. 2. Discussion points 2 Media TRENDS are all about DIGITAL these days Everybody is talking about ONLINE VIDEO, but people only see TV ADS EVERYWHERE PROGRAMMATICand the second coming of DISPLAY?
  3. 3. 3 Media TRENDS are all about DIGITAL these days DIGITAL
  4. 4. Digital is growing – but other channels are still important. Source: IAB Europe ADEX Bechmark 2014 4 DIGITAL 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Marketing Advertising Revenue in Europe DIGITAL RADIO OUTDOOR PRINT TV
  5. 5. NEWSPAPERS TV RADIO 5 In Sweden, 83% still watch TV, 67% listen to the radio and 66% read newspapers on a daily basis 83% 67% 66% INTERNET 77% THE GLOBAL MEDIA INTELLIGENCE REPORT Western Europe , SEPTEMBER 2014 , eMarketer Team DIGITAL
  6. 6. Source: MB CrossMedia Database Europe – 181 Studies 6 Out with the old, in with the new? Share of spend and share of brand impact by channel Share of Investment Awareness Associations Motivation DIGITAL RADIOOUTDOORPRINTTV CINEMA DIGITAL
  7. 7. 7 PROGRAMMATIC http://adage.com/article/media/wpp-ceo-martin-sorrell-lends-support-print-media/297807/ Martin Sorrell: Magazines, Newspapers deserve more credit for Effectiveness There is an argument at the moment going on about the effectiveness of newspapers and magazines, even in their traditional form, and maybe they are more effective than people give them credit [for]. SIR MARTIN SORRELL, CEO WPP DIGITAL
  8. 8. Print is still packing a hefty punch 8 0% 1% 2% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Impactperperson Reach TV Magazines Newspapers Source: MB CrossMedia Database Europe – 181 Studies Motivation DIGITAL
  9. 9. The most digital brands recognize the power of these media ‘Shot on iPhone 6’9 DIGITAL
  10. 10. 10 There is still a reason to invest in traditional media! SOME ARE MUCH MORE EFFICIENT BRAND BUILDERS THAN DIGITAL “Media trends are all about digital these days” DIGITAL
  11. 11. 11 Everybody is talking about ONLINE VIDEO, but people only see TV ADS EVERYWHERE ONLINE VIDEO
  12. 12. 12 ONLINE VIDEO… Advertisers are spending more and more on ONLINE VIDEO
  13. 13. In Western Europe, video content is viewed for 3 hours daily. Almost half of this viewing is now on DIGITAL devices! 13 ONLINE VIDEO Source: AdReaction Video, MillwardBrown 2015 – Western Europe 32 1 23 1 17 9 1 18 1 SHARE OF EXPOSURE (%) EXPOSURE (min spent yesterday) LIVE TV ON DEMAND TV LAPTOP TABLET SMART PHONE 57 42 31 17 33 TOTAL MINS: 179 EXPOSURE (min spent yesterday) SHARE OF EXPOSURE (%)
  14. 14. 14 STILL NOT ADAPTING THEIR TV ADS But most brands are ONLINE VIDEO
  15. 15. 15 ONLINE VIDEO REACH AND FREQUENCY OF THEIR TV CAMPAIGNS They use online video to extend the
  16. 16. 16 ONLINE VIDEO NOT ALL SCREENS AND PLATFORMS ARE EQUAL Different screens can play specific roles for your brand
  17. 17. EDEKA TV ad 17 ONLINE VIDEO
  18. 18. EDEKA Online video ad 18 ONLINE VIDEO
  19. 19. Digital video offers a great advertising opportunity to marketers, but RECEPTIVITY remains a barrier 19 ONLINE VIDEO Source: AdReaction Video, MillwardBrown 2015 – Western Europe Higher than row average Average Lower than row average Stat testing at 90% confidence level: across devices LIVE TV ON DEMAND TV LAPTOP TABLET SMARTPHONE ALL ADVERTISING (% favorable) 23 14 13 13 VIDEO ADVERTISING (% favorable) 23 15 14 14 14
  20. 20. Formats which respect USER CONTROL obtain the highest receptivity 20 ONLINE VIDEO Source: AdReaction Video, MillwardBrown 2015 – Western Europe Pre-roll Skippable pre-roll Social auto-play Social click-to-play In-banner auto-play In-banner click-to- play Mobile app pop-up Skippable mobile pop-up Mobile app reward 0 10 20 30 40 50 0 20 40 60 80 100 Marketingreceptivity Noticed
  21. 21. 21 The power of creative and targeting Humour is the main way to stop people skipping ads. ONLINE VIDEO Ad, 64 Brand, 25 Category, 27 Familiarity , 30 Situation , 20 Reasons not to skip (online) % Source: AdReaction Video, MillwardBrown 2015 – Western Europe 33 27 27 25 25 It is funny or humorous It's for a category that I'm interested in Gives me something in return (coupon, reward points) It's for a brand that I'm interested in Something intriguing happens in the first few seconds Top 5
  22. 22. 22 DON’T JUST COPY AND PASTE YOUR TV AD “Everybody is talking about online video, but people only see TV ads everywhere” The online video world is very complex ONLINE VIDEO
  23. 23. 23 PROGRAMMATIC PROGRAMMATIC and the second coming of DISPLAY?
  24. 24. The performance of online campaigns varies widely Source: Millward Brown Brand Lift Insights Norms, Last 3 Years through Q4/2014; N=2,563 campaigns; n=2,664,482 respondents Percent Impacted = Exposed – Control. Top 20% - Average – Bottom 20%.24 Aided Brand Awareness Brand Favorability Purchase Intent Online Ad Awareness Message Association Online Best Performers Overall Online Worst Performers PROGRAMMATIC 10 12 10 9 8 2 3 2 1 1 -4 -4 -4 -6 -6 Percent impacted: Delta (Δ)
  25. 25. 25 IS THIS LITTLE NUMBER THE ROOT OF ALL OUR PROBLEMS… PROGRAMMATIC 0.1%
  26. 26. 26
  27. 27. Programmatic advertising explodes. Are its targeting capabilities a second chance for online display? 28 PROGRAMMATIC
  28. 28. A perspective of digital evolution 29 PROGRAMMATIC
  29. 29. But a pair shoes is still a pair of shoes 30 Look at these shoes! You have been looking at these shoes You are thinking about shoes PROGRAMMATIC
  30. 30. We are still just chasing numbers… 31 Impression CTR Shares Interaction rate Views Likes PROGRAMMATIC
  31. 31. 32 The challenge is to not only consider behavioural metrics but also the impact on brand! What is the psychological footprint of the campaign? PROGRAMMATIC Big vs Smart data
  32. 32. 33 Meanwhile… an opportunity for creative development Use programmatic to deepen brand response by getting the creative right PROGRAMMATIC 50-75% The strength of the creative accounts for of campaign impact
  33. 33. Adblockalypse now! 34 PROGRAMMATIC
  34. 34. 35 OTHERWISE ONLINE DISPLAY WILL KEEP UNDERPERFORMING “Programmatic and the second coming of display?” Avoid the digital blind spots that jeopardize your brand. Marketers need to measure the brand impact and develop creatives with the channel in mind. PROGRAMMATIC
  35. 35. 36 FINAL THOUGHTS
  36. 36. Creative, Exposure and Receptivity, Receptivity, Receptivity 37 Creative Exposure Receptivity Overall Effect X X =
  37. 37. Ad overkill leads to an increased intolerance of marketing. Receptivity is at stake. 38 PROGRAMMATIC
  38. 38. 39 INTIMATE PERSONAL SOCIAL PUBLIC SMARTPHONE/TABLET NEWSPAPER PC/LAPTOP TV OUTDOOR
  39. 39. 40 3 things to remember - Step back and take a look at the bigger picture. Todays media world is not only about Digital - yet. - Creative - Understand how advertising works on different channels and platforms and adapt – what we know from traditional channels doesn’t necessarily work on new ones. - Brand impact – advertisers need to examine the impact of digital campaigns on the hearts and minds of consumers – huge challenge for programmatic.
  40. 40. The top media trends that consumers don’t even know about TENDENSDAGEN – Stockholm, 15th October 2015 Ariane Längsfeld 41

×