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Influence  &  impact  across  all  channels
How  digital  advertising  triggers  action  online  and  offline
The Consumer...
The Consumer ConversaƟon Experts
Keller Fay Group
The  business  challenge
The Consumer ConversaƟon Experts
Keller Fay Gro...
The Consumer ConversaƟon Experts
Keller Fay Group
What  we  already  know…
The Consumer ConversaƟon Experts
Keller Fay Gro...
The Consumer ConversaƟon Experts
Keller Fay Group
What  we  already  know…
The Consumer ConversaƟon Experts
Keller Fay Gro...
The Consumer ConversaƟon Experts
Keller Fay Group
What  we  already  know…
The Consumer ConversaƟon Experts
Keller Fay Gro...
The Consumer ConversaƟon Experts
Keller Fay Group
What  we  already  know…
10
14 12
11
14
17
No.	
  of	
  conversations	
 ...
The Consumer ConversaƟon Experts
Keller Fay Group
What  we  already  know…
“The	
  tablet	
  multiplier	
  effect”
The Consumer ConversaƟon Experts
Keller Fay Group
Looking  deeper…
Environment/relationship  
driving  action?
Online/Offl...
Hypothesis:
In  a  world  obsessed  by  final  click  attribution,  we  
believe  that  what  you  read  has  a  major  in...
The Consumer ConversaƟon Experts
Keller Fay Group
Methodology
A  4-­week   study  of  the  online   and  offline  behaviou...
The Consumer ConversaƟon Experts
Keller Fay Group
Advertising  Exposure
Times  readers   were  exposed   to  a  wide  rang...
The Consumer ConversaƟon Experts
Keller Fay Group
Big  Data:  1,300,000  rows  of  data  collected
44,000+  
interactions
...
The Consumer ConversaƟon Experts
Keller Fay Group
Category  behaviour brought  to  life
AUTO TRAVEL FINANCE
RETAILENTERTAI...
Driving  Brand  Choice
How  Brian  turned  towards  BMW
Brian’s  exposure  to  Auto  advertising  during  November
The Consumer ConversaƟon Experts
Keller Fay Group
Brian’s  Journey
Land	
  Rover
BMW	
  /	
  Jaguar
Jaguar
BMW	
  Winter	
...
The Consumer ConversaƟon Experts
Keller Fay Group
Brian’s  Journey
BMW	
  Winter	
   Tyres	
  and	
  
Wheels
New	
  BMW	
 ...
The Consumer ConversaƟon Experts
Keller Fay Group
Online  behaviour
ConversationAction
We  learned…advertising   works  ac...
The Consumer ConversaƟon Experts
Keller Fay Group
Ad  exposure  strongly  correlates  with  Brand  Advocacy
See	
  the	
  ...
The Consumer ConversaƟon Experts
Keller Fay Group
Ad  exposure  drives  higher  Conversation  levels
+150% +114% +67%
+36%...
The Consumer ConversaƟon Experts
Keller Fay Group
Ad  exposure  drives  higher  Online  Behaviour
13%
11%
9%
36%
24%
13%
1...
The Consumer ConversaƟon Experts
Keller Fay Group
Ad  exposure  drives  higher  Offline  Action
72%  took  action 18%  too...
The Consumer ConversaƟon Experts
Keller Fay Group
The  holy  grail…advertising  that  generates  Multiple  Effects
Over   ...
The Consumer ConversaƟon Experts
Keller Fay Group
Creating  an  impact  in  the  marketplace
Key  Learnings
Benefits	
  of	
  
Collaboration
Broader	
  focus,	
  
beyond	
  digital
Role	
  of	
  brand	
  
advocacy
I...
The Consumer ConversaƟon Experts
Keller Fay Group
Sean	
  Adams,	
  
Head	
  of	
  Insight,	
  Commercial,	
  
News	
  UK	...
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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

Publicado en: Marketing
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Influence and impact across all channels - Keller Fay Group

  1. 1. Influence  &  impact  across  all  channels How  digital  advertising  triggers  action  online  and  offline The Consumer ConversaƟon Experts Keller Fay Group
  2. 2. The Consumer ConversaƟon Experts Keller Fay Group The  business  challenge The Consumer ConversaƟon Experts Keller Fay Group
  3. 3. The Consumer ConversaƟon Experts Keller Fay Group What  we  already  know… The Consumer ConversaƟon Experts Keller Fay Group
  4. 4. The Consumer ConversaƟon Experts Keller Fay Group What  we  already  know… The Consumer ConversaƟon Experts Keller Fay Group
  5. 5. The Consumer ConversaƟon Experts Keller Fay Group What  we  already  know… The Consumer ConversaƟon Experts Keller Fay Group
  6. 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. 7. The Consumer ConversaƟon Experts Keller Fay Group What  we  already  know… “The  tablet  multiplier  effect”
  8. 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. 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. 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. 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. 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. 13. The Consumer ConversaƟon Experts Keller Fay Group Category  behaviour brought  to  life AUTO TRAVEL FINANCE RETAILENTERTAINMENT
  14. 14. Driving  Brand  Choice How  Brian  turned  towards  BMW
  15. 15. Brian’s  exposure  to  Auto  advertising  during  November
  16. 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. 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. 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. 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. 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. 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. 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. 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. 24. The Consumer ConversaƟon Experts Keller Fay Group Creating  an  impact  in  the  marketplace
  25. 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. 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

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