sempl17: phil shaw, head of digital and innovation, ipsos connect, uk

Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1

[email protected]

The Attention Deficit

@phshaw

Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1

The problem…

I know that halfthe money I spend on advertising is

wasted.

My only problem is that I don’t know

which half.John WanamakerUS department store owner (1838 - 1922)


There is a consensus that marketing spend must be directed to into more targeted, less wasteful

activity and that consumer messages need to become

100 years later…

MediaSense 2020 study (conducted 2015)

more targeted

less wasteful

more timely, relevant and dynamic.


Getting attention is getting harder

Ipsos tracking data

500TRPs

750TRPs

1000TRPs

% change in average branded TV ad recognition 2009-2014

-11% -11%-13%



Ipsos tracking data

750TRPs

1000TRPs


-3%

-5%

-9%-11%

1500TRPs

2000TRPs



Ipsos tracking data

500TRPs

750TRPs

1000TRPs


-8%

-21%-26%


Multi-screening causes a 72% drop in TV ad recall

Source: AOL


80% of YouTube Trueview ads are skipped


If it looks like an ad, it’s more likely to be skipped

‘The First 5 Seconds: Creating YouTube Ads That Break Through in a Skippable World’, Google-Ipsos study, 2015

HumourSuspenseEmotionCelebritiesBranding


Ad-blocking goes viral

Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan 2014 Jan 2015July 2009 July 2010 July 2011 July 2012 July 2013 July 2014

Global monthly active adblocking software users (desktop)

181M

121M

54M39M

30M21M


Will technology be the answer?

8974

7270

6151

3939

2910

1725

2929

6072

MediaSense 2020 study (conducted 2015)

MobileSocial Media

ProgrammaticVoD

Digital OOHSearch

Addressable TVNative advertising

Online displayOut of homeBroadcast TVRegional newsbrandsCinemaRadioMagazinesNewspapers

Media investment intentions 2015-2020 (net more-less)


Programmatic landscape197 digital metrics from the ARF30 engagement metrics from the IAB


x

=

Right people @ right time

Right content

Positive effect on attitudes & behavioursin the short & long-term


Make the first 5 seconds count

Evaluate the metrics that matter

Reach the right audience



1


You’re 5 seconds from irrelevance

It’s no longer what’s the greatest idea you’ve gotbut what’s the greatest idea you’ve got in 5 seconds?

Keith Weed, Global CMO, Unilever


Click here to insert cover image

Right time, right place, right context


Engage consumer motivations and biases


It’s not enough to just ‘be emotional’ – the insight must resonate in meaningful ways


Click here to insert cover image

Simplicity & consistency



2


Reach the right people, at the right time

3xDifference in desire to“eat fish fingers now”

Hungry:exposed to ad

33%

Not hungry:exposed to

ad

12%


But who are the right people?

1 in 4 (UK) beer drinkers are women


Reach is is still important…light users matter

0%5%

10%15%20%25%30%35%40%45%

Light HeavyFrequency of usage/purchase

Many light users Few heavy users



3


Not everything that counts can be counted.

Not everything that can be counted counts.


What attitudes or behavioursdo you wish to influence?

Over whattimeframe?

Which metrics demonstratetheir success?


The minute we choose to measure something,we are essentially choosing to aspire to it.

Youngme Moon, Harvard Business School

Beware perverse incentives


Ad clicks or sales?

Under 18

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+

‘Display ad clickers are not your customers’, Quantcast

Online Retailer - Clickers

Internet Average

Under 18

18 - 24

25 - 34

35 - 44

45 - 54

55 - 64

65+

Online Retailer - Converters

Internet Average


impact, not click through

Optimising live campaigns in real-time…based on brand

Person exposed to ad in their newsfeed

Later, we retarget them with a survey ad

3 questions to measure brand

impact


Ad engagement is not the same as brand impact

Ad B

Ad A 49%

39%

% views among those reached (viewed 3 seconds

or more)

Ad B achieved 150% greater brand consideration among all those reached


xRight content

Positive effect on attitudes & behaviours

=

Right people @ right time





#ipsosconnect

Thank you


@phshaw

sempl17: phil shaw, head of digital and innovation, ipsos connect, uk

Marketing