SEMPL17: Phil Shaw, Head of Digital and Innovation, Ipsos Connect, UK
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The Attention Deficit: How Brands Can be Heard in a World of Media Overload
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SEMPL17: Phil Shaw, Head of Digital and Innovation, Ipsos Connect, UK
- 1. 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 phil.shaw@ipsos.com The Attention Deficit @phshaw
- 2. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 The problem… I know that half the money I spend on advertising is wasted. My only problem is that I don’t know which half. John Wanamaker US department store owner (1838 - 1922)
- 3. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 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.
- 4. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Getting attention is getting harder Ipsos tracking data 500 TRPs 750 TRPs 1000 TRPs % change in average branded TV ad recognition 2009-2014 -11% -11% -13%
- 5. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Getting attention is getting harder Ipsos tracking data 750 TRPs 1000 TRPs % change in average branded TV ad recognition 2010-2014 -3% -5% -9% -11% 1500 TRPs 2000 TRPs
- 6. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Getting attention is getting harder Ipsos tracking data 500 TRPs 750 TRPs 1000 TRPs % change in average branded TV ad recognition 2009-2013 -8% -21% -26%
- 7. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Multi-screening causes a 72% drop in TV ad recall Source: AOL
- 8. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 80% of YouTube Trueview ads are skipped
- 9. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 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 Humour Suspense Emotion Celebrities Branding
- 10. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Ad-blocking goes viral Jan 2010 Jan 2011 Jan 2012 Jan 2013 Jan 2014 Jan 2015 July 2009 July 2010 July 2011 July 2012 July 2013 July 2014 Global monthly active ad blocking software users (desktop) 181M 121M 54M 39M 30M 21M
- 11. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Will technology be the answer? 89 74 72 70 61 51 39 39 29 10 17 25 29 29 60 72 MediaSense 2020 study (conducted 2015) Mobile Social Media Programmatic VoD Digital OOH Search Addressable TV Native advertising Online display Out of home Broadcast TV Regional newsbrands Cinema Radio Magazines Newspapers Media investment intentions 2015-2020 (net more-less)
- 12. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Programmatic landscape 197 digital metrics from the ARF 30 engagement metrics from the IAB
- 13. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 x = Right people @ right time Right content Positive effect on attitudes & behaviours in the short & long-term
- 14. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Make the first 5 seconds count Evaluate the metrics that matter Reach the right audience
- 15. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Make the first 5 seconds count 1
- 16. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 You’re 5 seconds from irrelevance It’s no longer what’s the greatest idea you’ve got but what’s the greatest idea you’ve got in 5 seconds? Keith Weed, Global CMO, Unilever
- 17. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Right time, right place, right context
- 18. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Engage consumer motivations and biases
- 19. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 It’s not enough to just ‘be emotional’ – the insight must resonate in meaningful ways
- 20. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Simplicity & consistency
- 21. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Reach the right audience 2
- 22. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 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%
- 23. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 But who are the right people? 1 in 4 (UK) beer drinkers are women
- 24. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 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
- 25. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Evaluate the metrics that matter 3
- 26. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 Not everything that counts can be counted. Not everything that can be counted counts.
- 27. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 What attitudes or behaviours do you wish to influence? Over what timeframe? Which metrics demonstrate their success?
- 28. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 The minute we choose to measure something, we are essentially choosing to aspire to it. Youngme Moon, Harvard Business School Beware perverse incentives
- 29. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 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
- 30. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 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
- 31. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 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
- 32. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 x Right content Positive effect on attitudes & behaviours = Right people @ right time Make the first 5 seconds count Evaluate the metrics that matter Reach the right audience
- 33. Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 #ipsosconnect Thank you Ipsos Connect - Uniting Media and Creativity in a Connected World | October 2015 | Version 1 @phshaw
Hinweis der Redaktion
- One of the most famous quotes in marketing. Today’s media world would be unrecognisable to Wanamaker.
- Despite….or more accurately, because of the enormous changes we’ve experienced in technology, communications and media….the same problem remains: Too much waste, too many messages that aren’t relevant or timely.
- In today’s media environment, getting attention is getting harder. Ad recognition is falling over-time, especially at higher frequencies. It appears that multi-screening and ad skipping are taking their toll and people are paying less attention to ads…especially ones they’ve seen before.
- We see the same pattern across Europe
- Research from AOL has shown our ability to recall TV ads drops by three-quarters if we’re multi-screening. (Source: http://www.tubefilter.com/2014/12/05/aol-nielsen-video-ad-attention-index-multiple-devices/)
- And it’s not just a challenge for TV. When people are online, they’re impatient for content. That’s why 80% of YouTube Trueview ads are skipped.
- Our work with Google revealed which factors drive views and skipping behaviour.
- And people are actively trying to avoid ads. They feel bombarded. http://downloads.pagefair.com/reports/2015_report-the_cost_of_ad_blocking.pdf
- The consensus in the industry is that new media, technology and platforms will solve the problem. Advertisers are focusing spend on more personal, addressable and digital channels. To provide more relevant and targeted communications.
- But this doesn’t mean solving the problem is going to be easy. New technology and means of communication bring new challenges. The speed of change and variety of media and creative choices, as well as the metrics by which to measure them, can be bewildering: Programmatic landscape….197 digital metrics from ARF….30 engagement metrics from IAB…
- So perhaps it’s time to take a step back and remind ourselves what the goal of brand communications is….
- And that means… (Let’s begin with reaching the right audience).
- And that means… (Let’s begin with reaching the right audience).
- Big ideas still hold vital importance….people want to spend time with ideas and content that truly engages them… But you need to get their attention quickly…and hold it.
- Programmatic ad buying can help achieve this by delivering ads to specific audiences on specific platforms and based on deducing their interests and behaviours. It’s much more useful to serve an ad for burgers to hungry person at meal time than deliver an ad for cars to someone who doesn’t drive. Great creativity will always help you cut through the clutter….and data is increasingly helping to provide creative fuel as in this example from BA.
- People are much more likely to attend to something that really matters to them and that they really care about. This is the reduce speed dial. It’s from a campaign by Volkswagen in New Zealand. VW partnered on this with the govt road safety body and used behavioural psychology to encourage people to drive more safely by getting their kids to design a new speedometer for them. They couldn’t do it at scale, but the qual feedback from those who took part was that it revolutionised their habits and made them much safer drivers. Much more effective than warnings or fines from the govt. (Source: http://www.volkswagen.co.nz/speeddial)
- We’ve known for a long-time that emotions drive decisions and ads that use emotion can be very effective. It’s not enough to just be emotional: For every Dove or Always campaign, there are emotional campaigns with no obvious or meaningful connection to the brand. When we help clients develop the big ideas behind their campaigns, those ideas that resonate with people in personally meaningful and relevant ways achieve double the amount of sales as those that don’t. These kind of insights that connect with people at meaningful levels that engage attention and drive great campaigns.
- Apple = fairly obvious example, but a good one. In a world where people are bombarded and overwhelmed with communications and content, simplicity and consistency are more important than ever. Simplicity: We know from experience that people won’t work hard to understand your ads and comms with multiple messages or product benefits risk confusion and tend to underperform. Consistency: in creative style and use of brand iconography over-time also helps because it means people immediately know which brand its for. 50% of the reason why TV ads fail to achieve brand impact is due to weak brand attribution (Source: Ipsos) It doesn’t matter if you capture attention, if people don’t know who the ad’s from.
- Programmatic promises to do this….to eliminate waste by reaching the right people and doing so at the time when they’re most receptive There are clear benefits to doing this well: Birds Eye fish fingers example (using Ipsos mobile research).
- But we also need to consider who the “right people” are: Most brands grow by increasing penetration Quarter of beer drinkers are women (19% women drink beer every week vs. 62% men) but how many beer ads target women? http://www.hscic.gov.uk/catalogue/PUB14184/alc-eng-2014-rep.pdf
- …and brand growth comes from increasing usage among light users and drawing in new ones. So it’s vital to reach as wide an audience as possible. Programmatic tends to target based on people who have shown signals of prior interest in a category: Tendency is to focus on “timely” messages that prompt people to buy now Nothing wrong with that but brands also need to build strength in the long-term E.g. car buyers E.g. person who buys Whiskas for first cat based on years of advertising Will smartest programmatic target people who haven’t seen/searched? Programmatic is the future of all ad buying across online, mobile and TV…but if it’s to be used to build successful brands in the long-term, then it requires optimisation to brand building goals not just as a short-term sales driver.
- The availability of digital metrics for proven behaviours are very enticing because they provide instant and real-time feedback as Einstein said ___________ Too often, digital and programmatic campaigns focus on optimisation to click through rate or other short term behavioural metrics.
- So we need to start with core principles….
- This is important because the metrics we set to judge success determine our approach to achieving it. “The minute we choose to measure something, we are essentially choosing to aspire to it.” – Youngme Moon, ‘Different’ See VW, who made cars built to achieve (or cheat) the emissions metrics they were set. Also…the Cobra Effect – the Raj tried to get rid of cobras in Indian cities by incentivising people to kill snakes for a reward…so people bred more of them.
- Short-term metrics make sense if your goal is to drive short-term immediate sales but even then care must be taken. This data from Quantcast shows that the people who click on ads the most tend to be younger and older and not the people who go on to purchase. Optimising to click through doesn’t mean optimising to brand impact.
- We developed an approach to help advertisers void these pitfalls and optimise to brand impact.
- Technology has transformed how people, brands and media owners approach communication But the goal remains the same: to reach and move audiences in the short term and build desire in the long-term So…