digital winners 2013: moulton kelly
DESCRIPTION
Digital Winners 7-8 November: Social TV Advertising, Kelly Moulton and Bohb BlairTRANSCRIPT
The Easy Edge
Bohb Blair, SVP, User Experience Design
Human Experience Company
Experience Design
Zero Dot
Kelly Moulton, Chief Commercial Officer
never.no
Social TV advertising platform
NY, Oslo, Manchester, Sydney
4Ps ADVER
T-
ISING
DIGIT
AL
SHO
PPER PR
SOCI
AL
SEAR
CH
MEDI
A DATA
Connecting them all, the ZeroDot: • Natively Neutral
• Consumer Behavior-Based
• Innovation Mandate
• Powerful Partners & Tools
Back away from the bleeding
edge to the easy edge
What about this context?
Average US TV viewing time:
5 hours and 15 minutes per day
(re:fuel, June 2013)
US TV advertising is a $66 billion market
That’s 75% more than advertisers spent on
online ads - and more than all other
traditional media spend combined.
It’s a $200 billion market globally.
Mobile users across 8 countries
including the US rank TV ads (81%) as
the most likely marketing messages
they are likely to engage with.
(mBlox / Millward Brown, Sept. 2013)
College students are less likely to
avoid TV ads than a variety of online
ad types, such as ads on social media
sites, pre-roll ads, and pop-up or
banner ads.
(re:fuel, June 2013)
We’ve come a long way, baby.
Winky Dink and You CBS 1953-1957
The Opportunity
TV SOCIAL DIGITAL
In 2017
TV is $75 billion
Digital Video is $9 billion
TV advertising is the top way in which
Americans learn about new products
and brands.
(Ipsos, July 2013)
6 in 10 TV viewers say they would act
on a TV commercial.
(Viamedia, July 2013)
25
USA’s First Realtime Facebook Integration
with TV Advertising
26
27
28
29
88% uplift in purchase intention.
75% lift in brand affinity.
A18 - 49 - +42%
final 5 minutes peaked at 1,425k
W18-49 - +52%
final 5 minutes peaked at 911k
MAKING TV
WORK HARDER
We can establish the
baked-in behavior that
becomes difficult for
future advertisers to
dislodge.
34
A typical TV Spot Today
35
A TV Spot Tomorrow
Take TV to the Easy Edge
TV IS THE NEW
DIGITAL
THE TRUE PROMISE OF
PERSONALIZATION
THIS IS NOT A ONE
WAY SCREEN.
WE’VE BROKEN
DOWN THE FOURTH
WALL.