Digital Winners 7-8 November: Social TV Advertising, Kelly Moulton and Bohb Blair

1. The Easy Edge
Bohb Blair, SVP, User Experience Design
Kelly Moulton, Chief Commercial Officer
Human Experience Company
never.no
Experience Design
Social TV advertising platform
Zero Dot
NY, Oslo, Manchester, Sydney

8. 4Ps
SHO
PPER
SEAR
CH
ADVER
TISING
DIGIT
AL
PR
SOCI
AL
MEDI
A
DATA
Connecting
them all, the
ZeroDot:
• Natively Neutral
• Consumer Behavior-Based
• Innovation Mandate
• Powerful Partners & Tools

11. Back away from the bleeding
edge to the easy edge

12. What about this context?

13. Average US TV viewing time:
5 hours and 15 minutes per day
(re:fuel, June 2013)

14. 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.

15. 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)

16. 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)

17. We’ve come a long way, baby.

19. Winky Dink and You
CBS 1953-1957

21. The Opportunity
TV
DIGITAL
SOCIAL

22. In 2017
TV is $75 billion
Digital Video is $9 billion

23. TV advertising is the top way in which
Americans learn about new products
and brands.
(Ipsos, July 2013)

24. 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

30. 88% uplift in purchase intention.
75% lift in brand affinity.

31. A18 - 49 - +42%
final 5 minutes peaked at 1,425k
W18-49 - +52%
final 5 minutes peaked at 911k

32. MAKING TV
WORK HARDER

33. 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

36. Take TV to the Easy Edge

37. TV IS THE NEW
DIGITAL

39. THE TRUE PROMISE OF
PERSONALIZATION

41. THIS IS NOT A ONE
WAY SCREEN.
WE’VE BROKEN
DOWN THE FOURTH
WALL.