Influence and impact across all channels - Keller Fay Group
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How digital advertising triggers action online and offline Presented by Steve Thomson at the Print and Digital Research Forum, London, 2015
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Influence and impact across all channels - Keller Fay Group
- 1. Influence & impact across all channels How digital advertising triggers action online and offline The Consumer ConversaƟon Experts Keller Fay Group
- 2. The Consumer ConversaƟon Experts Keller Fay Group The business challenge The Consumer ConversaƟon Experts Keller Fay Group
- 3. The Consumer ConversaƟon Experts Keller Fay Group What we already know… The Consumer ConversaƟon Experts Keller Fay Group
- 4. The Consumer ConversaƟon Experts Keller Fay Group What we already know… The Consumer ConversaƟon Experts Keller Fay Group
- 5. The Consumer ConversaƟon Experts Keller Fay Group What we already know… The Consumer ConversaƟon Experts Keller Fay Group
- 6. The Consumer ConversaƟon Experts Keller Fay Group What we already know… 10 14 12 11 14 17 No. of conversations per day Total GB 16-‐69 +27% +60% No. of brands mentioned per day +45% +56% Source: Keller Fay’s TalkTrack Britain – 12 months to May 2015 The Consumer ConversaƟon Experts Keller Fay Group
- 7. The Consumer ConversaƟon Experts Keller Fay Group What we already know… “The tablet multiplier effect”
- 8. The Consumer ConversaƟon Experts Keller Fay Group Looking deeper… Environment/relationship driving action? Online/Offline effect? Impact on brand advocacy? The Consumer ConversaƟon Experts Keller Fay Group
- 9. Hypothesis: In a world obsessed by final click attribution, we believe that what you read has a major influence on what you go on to do, both online and offline.
- 10. The Consumer ConversaƟon Experts Keller Fay Group Methodology A 4-week study of the online and offline behaviour of a sample of Times subscribers throughout November Passive Tracking Meters Diary App Content... Advertising... Search... Social... Conversations… Offline activity... Purchases… Multi-Platform Subscribers MON 21 70 The Consumer ConversaƟon Experts Keller Fay Group
- 11. The Consumer ConversaƟon Experts Keller Fay Group Advertising Exposure Times readers were exposed to a wide range of advertising across the month with the retail, auto and travel categories especially prominent
- 12. The Consumer ConversaƟon Experts Keller Fay Group Big Data: 1,300,000 rows of data collected 44,000+ interactions 183,427 pages consumed 3,000+ interactions 1,400 WOM impressions for brand/events/destinations
- 13. The Consumer ConversaƟon Experts Keller Fay Group Category behaviour brought to life AUTO TRAVEL FINANCE RETAILENTERTAINMENT
- 14. Driving Brand Choice How Brian turned towards BMW
- 15. Brian’s exposure to Auto advertising during November
- 16. The Consumer ConversaƟon Experts Keller Fay Group Brian’s Journey Land Rover BMW / Jaguar Jaguar BMW Winter Tyres and Wheels New BMW i3, 2 day free trial through brochure Search for Land Rover Search for BMW BMW Ad BMW Ad Car camera sounds alarm if driver nods off Petrol prices on the slide Huge pothole turns M25 into ‘road to hell’ Road signs ‘discriminate against the elderly’ Court ruling will speed curbs on diesel cars Driverless cars ‘at risk of cyberattack’ Wife’s traffic rage drove man to build road Dirty diesel death toll hits 60,000 Mini Countryman 4X4 Smoking ban in cars with children Outcome: Decides on BMW as brand choice for next purchase & would recommend BMW
- 17. The Consumer ConversaƟon Experts Keller Fay Group Brian’s Journey BMW Winter Tyres and Wheels New BMW i3, 2 day free trial through brochure Search for BMW BMW Ad Road signs ‘discriminate against the elderly’ Court ruling will speed curbs on diesel cars Driverless cars ‘at risk of cyberattack’ Wife’s traffic rage drove man to build road Dirty diesel death toll hits 60,000 Outcome: Decides on BMW as brand choice for next purchase & would recommend BMW
- 18. The Consumer ConversaƟon Experts Keller Fay Group Online behaviour ConversationAction We learned…advertising works across several dimensions …advertising works strongly for Auto category Ad exposure Reinforces Primes Drives Advocacy Stimulates Provokes 65% of auto brand advocates saw ads from their preferred car brand Exposure to BMW advertising drove 300% uplift in site visitation/search for BMW 16% of those exposed to an Audi ad took some form of offline action for Audi during the month Those exposed to a VW ad had 67% higher conversation levels about VW
- 19. The Consumer ConversaƟon Experts Keller Fay Group Ad exposure strongly correlates with Brand Advocacy See the ad Recommend the brand More likely to More likely to 86% 65%95% 75% Supermarkets Banking Airlines Cars Represents % of brand advocates who viewed ad for brand Advocacy Advocacy Beneficial regardless of causality
- 20. The Consumer ConversaƟon Experts Keller Fay Group Ad exposure drives higher Conversation levels +150% +114% +67% +36% +28% +16% Note: Uplifts based on % talking about brand, comparing ad exposed versus non ad exposed groups
- 21. The Consumer ConversaƟon Experts Keller Fay Group Ad exposure drives higher Online Behaviour 13% 11% 9% 36% 24% 13% 19% 9% 7% % searching or visiting advertiser site.
- 22. The Consumer ConversaƟon Experts Keller Fay Group Ad exposure drives higher Offline Action 72% took action 18% took action 16% took action 21% took action 11% took action Note: Uplifts based on % taking offline action (purchasing or making brand choice), comparing ad exposed vs. non ad exposed groups (+7% vs. non exposed) (+163% vs. non exposed) (+80% vs. non exposed) (+33% vs. non exposed) (+10% vs. non exposed)
- 23. The Consumer ConversaƟon Experts Keller Fay Group The holy grail…advertising that generates Multiple Effects Over just one month, the proportion of total exposed respondents both having a conversation and visiting/searching online in a variety of categories were: 40% 14% 13% 7% Banking AutoFilmRetail
- 24. The Consumer ConversaƟon Experts Keller Fay Group Creating an impact in the marketplace
- 25. Key Learnings Benefits of Collaboration Broader focus, beyond digital Role of brand advocacy Importance of Brand presence Right time, right place Digital’s full value
- 26. The Consumer ConversaƟon Experts Keller Fay Group Sean Adams, Head of Insight, Commercial, News UK @SeanAdams13 @NewsUK_Sales Steve Thomson, Managing Director, Keller Fay UK @kellerfay “It’s the best research we’ve done in years” Paul Hayes, MD, News UK Commercial