The picture is not always what you think it is! Learn why decisions taken using traditional survey data might be regretted when context is considered. See beyond reaching people to understanding when to engage with them. Discover how to moderate marketing activity in response to PR crises. In a programmatic digital world, understand how to positively amplify customer experience touchpoints and find out how to build context into your marketing measurement.

1. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Context is Queen
Heval Ceylan-Gilchrist
MESH Experience

2. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
“Context ma<ers”
If you had to boil down the whole behavioural
science into two words, those words might well
be “context ma<ers”.
Rory Sutherland, Vice Chairman, Ogilvy & Mather

3. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
What kind of context?
• Time of the day
• News context
• Media locaOon
• Media plaPorm
• CompeOtor context
• Program context

4. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Methodology
4
ONLINE REAL-TIME ONLINE
Survey to capture brand metrics
to establish base
Brand experiences captured in
real-time via mobile
Survey to capture brand metrics
in order to measure change
caused by experiences
BEFORE DURING AFTER
Real-=me Experience Tracking (RET)

5. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Real-Ome Experience Tracking (RET)
5
Pre: Online
Survey
Touch point
TV
Poster/Billboard
Radio
Cash Point
Conversa=on
Cinema
Newspaper
Magazine
At a Branch
Online Social Media
Online – Other
Banking App
Mailing
E-mail
An event
Other (please specify)
PosiOvity
On a scale
of 1 to 5
(5 is very posi=ve)
How did it make you feel?
Persuasiveness
On a scale of 1 to 5
(5 is very much likely to
choose)
How likely did it make you to
choose the brand?
Brand metrics
Awareness
Considera=on
Product ownership
Bank rela=onship
Imagery
Post: Online
Survey
QualitaOve insights
Par=cipant inputs comments about
each touch point.
Sub-touchpoints
Ad from bank
Bank’s/provider’s own Website
Sponsorship
In the news
Consumer review/blog/discussion forum
Men=on on comparison website
Search engine website
Email
Bill or statement
Video about the brand e.g.Youtube/Vimeo
Other (please specify)
Brand
Brand 1
Brand 2
Brand 3
Brand 4
Brand 5
Brand 6
Brand 7
...
Other (Please specify)
Real-Ome Diary
Brand metrics
Considera=on
Bank rela=onship
Imagery
A summary of key metrics captured at each stage
Pictures
Par=cipant shares pictures of
touchpoints they experience.

6. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Response to brand touchpoints differ
by the Ome of the day

7. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Reach and posiOvity follows a different pa<ern
7
Source. MESH Experience Tracking

8. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Which touchpoint is it driven by?
8
Online in the evening TV in the morning
Indicates lower base size under 100
Source. MESH Experience Tracking

9. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Packaged goods TV ads enhance mood in morning!
9
Source. MESH Experience Tracking
“Watching the news in the
background, Sky Sports advert
break, puppets in the advert.
EaHng my toast and drinking
my coffee. It made me smile
and I thought that it was a
great ad to show in a morning
when people may need
cheering up.”
CPG (food), TV, Ad from brand, 07.21,
Fairly posi=ve, Slightly more likely to buy

10. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Consumers respond more posiOvely to ads when
they are thinking about those products
10
Source. MESH Experience Tracking
Relationship between Time of Day and Positivity toward CPG
Advertising - Snacks

11. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Service experiences are more engaging from 6pm
onwards
11
*T2B Very posiHve + Fairly posiHve
Source. MESH Experience Tracking

12. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Which touchpoint is it driven by?
12
Source. MESH Experience Tracking
Average posiHvity for the category
*T2B Very posiHve + Fairly posiHve

13. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Higher dwell Ome provides greater engagement
and be<er message delivery
13
Source. MESH Experience Tracking
I was waiOng for my train when I saw the
adverOsement on the wall. A red and white
advert about the X product which gives you
money back, but has a monthly fee. It sOll
makes me think that this is a good deal, even
though my account does not have a charge, the
interest is very low, so this might be be<er.
Services, Outdoor, Train sta<on, Ad from brand, 18.30, Fairly
posi<ve, Slightly more likely to buy

14. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
LocaOon of OOH ma<ers

15. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Consumers react more posiOvely to ads close to
point of purchase
15
Source. MESH Experience Tracking

16. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
NegaOve PR can have a negaOve impact
on paid adverOsing

17. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
NatWest TV experiences is outperformed
17
Source. MESH Experience Tracking, March 14th-27th 2017
The size of the bubble denotes Experience Reach

18. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
The negaOve news is about bank closures
18
“I've heard in the news that NatWest Bank will be closing down several branches
because people bank online nowadays. Lots of jobs will be lost. This news made me
feel really sad and disappointed because the current economy becomes more and
more insecure.”
NatWest, TV, News, Fairly Nega=ve, Slightly less likely to Choose
“RBS/NatWest are shuVng more branches which
will mean loss of jobs. They say that less people
go into branches now which I have no<ced as
there are rarely any queues now.”
NatWest, TV, News, Neutral, No difference
Source. MESH Experience Tracking, March 14th-27th 2017
“Small item in the news on Classic FM, heard on the radio as a passenger in a van
driven by my husband. The news item stated that NatWest and RBS are both looking
to close branches and shed a number of staff/jobs due to a shiY in the way services are
delivered. I was not parHcularly happy about the news as I am concerned about the
effect of branch closures on smaller communi<es and people less able to travel into
larger towns/ci<es, as well as concerned for those who could lose their jobs.”
NatWest, Radio, News, Fairly Nega=ve, Much less likely to Choose

19. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Co-operaOve Bank experiences are behind
others
Source. MESH Experience Tracking, March 14th-27th 2017

20. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Actually their TV ads are performing well
“It was really different. Made me
pay aZenHon. Revolved around
one person and the project they
invest their money in. The offer
for switching accounts was
impressive too at £110. Never
seen a co-op bank advert
before. Definitely peaked my
interest!”
TV, Co-operaHve Bank, Very PosiHve, Much
More Likely to Choose
Source. MESH Experience Tracking, March 14th-27th 2017

21. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
NegaOve news through many channels
21
Source. MESH Experience Tracking, 14th-27th 2017
The Co-operaHve Bank will look to raise £750million, including a
debt-for-equity swap, to boost its capital strength if it cannot find a
buyer. Was going to get a new account from them but not with
this news.”
Online, Co-opera=ve Bank, Very Nega=ve, Much Less Likely to
Choose
“I was watching the news with my partner when
they discussed the financial losses of the bank it
made me sad to see a great ins<tu<on fail.”
TV, Co-opera=ve Bank, Fairly Nega=ve, Much
Less Likely to Choose
“Hopes of Co-op bank surviving fast
disappearing - want to get all my money
out asap.”
Newspaper, Co-opera=ve Bank, Very
Nega=ve, Much Less Likely to Choose

22. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Significant negaOve impact on brand
22
Source. MESH Experience Tracking, March 14th-27th 2017

23. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Key Take Outs
• Right context for an ad can boost its impact.
• Select Omes when people are more recepOve to your category messages.
• Adapt the creaOve to Ome of the day and/or locaOon it is adverOsed
• Understand the context in which you are adverOsing

24. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Thank You!
+44 0730 760104
hevalgilchrist@meshexperience.com
www.meshexperience.com

25. Context is Queen
Heval Ceylan-Gilchrist, MESH Experience
New but not
Tech
Q & A
Heval Ceylan-Gilchrist
MESH Experience
Ray Poynter
The Future Place