Is It The Death Or Rebirth Of Digital Advertising?
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Digital Ad spend has been growing steadily across the globe and in some markets now outpaces TV spend.
With this rise in spend we have also seen a steady increase in the formats and technology available to advertisers.
But are we as an industry forgetting who is at the heart of all these efforts? Are we in danger of losing consumer interest/ receptivity once and for all?
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Is It The Death Or Rebirth Of Digital Advertising?
1. The Death of Digital Advertising?
Brand Summit 26th November 2015
11
2. #MBrandSummıt @MB_Turkiye @vincentblaney
Adreaction: Video Creative in a Digital World
2
• Survey research was conducted in 42 countries (19 countries in Europe) among 13,500+ 16-45 year
old Multiscreen users.
• Parallel copy testing research (TV vs. online vs. mobile) was conducted for 20 ads in eight countries.
10. #MBrandSummıt @MB_Turkiye @vincentblaney
Some initial Do’s and Don’ts
10
• Don’t let investment targets define your strategy “to see how it performs in the mix”
• Do define a clear role for digital in your campaign
• Don’t allow creative that has not taken consumer mindset and context into account
• Don’t limit your creative agencies with short lead times and small budgets
• Do hold your creative agencies accountable when they are given the brief and time
• Don’t be fooled by the magical world of “optimisation”
12. We are certainly all doing it!
12
3.4 Hrs
2.9 Hours
GLOBAL
EUROPE
3.7 Hours
AMAP
3.4 Hrs
North America
4 Hours
Latam
3.2 Hrs
13. Video views are truly cross device
13
GLOBAL
EUROPE
32 18 18 10 22
34 19 19 9 19
Around 50% of all
video viewing on a
digital device
LIVE TV
ON DEMAND
TV LAPTOP TABLET
SMART
PHONE
14. So what about device usage…
14
LIVE TV ON DEMAND TV COMPUTER TABLET SMART
PHONE
28
31
28
32
34
32
32
20
16
12
19
18
13
17
19
21
19
18
10
8
11
10
9
10
17
24
26
25
19
22
NA
LATAM
AMAP
Turkey
Europe
Global
Share (%)
15. How much to age play a role?
15
SMARTPHONE
ON DEMAND TV
COMPUTER
LIVE TV
TABLET
0
10
20
30
40
50
60
70
80
16-24 25-34 35-45
Average time spent (daily minutes)
16. A different picture in Turkey
16
SMARTPHONE
ON DEMAND TV
COMPUTER
LIVE TV
TABLET
0
10
20
30
40
50
60
70
80
16-24 25-34 35-45
Average time spent (daily minutes)
18. Houston we have a receptivity problem…
18
Live TV
On Demand TV
Laptop
Tablet
Smartphone
-25
-43
-43
-44
-48
NA
-2
-25
-30
-28
-34
LATAM
+12
-15
-17
-17
-23
AMAP
+18
-3
-6
-6
-11
EUROPE
Net figure
(+ve minus -ve)
-3
-34
-34
-33
-37
19. Who do we need to convince…
19
Live TV
On Demand TV
Laptop
Tablet
Smartphone
-9
-47
-47
-48
-53
25-34
-1
-31
-25
-23
-24
35-45
+2
-16
-28
-27
-31
16-24
20. 20
How do we agree
the best deal with
our consumers…
21. A greater feeling of control leads to better receptivity
21
Logit Transformed r2=0.55; r=0.74 (95% Confidence Band)
AdReceptivity
Control
30 40 50 60
10
20
30
40
50
France
Poland
Czech Republic
Netherlands
Denmark
Sweden
China
Canada (French)
Australia
Finland New Zealand
UK
(English)Canada
Germany
Hungary
Norway
Slovakia
Russia
Spain
Greece
Argentina
Vietnam
US
South Africa
Ireland Japan
Colombia
Italy
Turkey
Hong Kong
Kenya
Saudi Arabia
India
Taiwan
South Korea
Thailand
Malaysia
Brazil
Mexico
Nigeria
Philippines
Indonesia
23. With more demand for control creativity is more important than ever
23
17%
19%
23%
24%
25%
28%
29%
29%
30%
37%
Offers tips or solutions, right from the start
Is something I haven't seen before
Contains a person or a character that I'm interested
in
Features music that is appealing to me
Is visually appealing or has great design
Something intriguing happens in the first few
seconds
It's for a brand that I'm interested in
Gives me something in return (coupon, reward
points)
It's for a category that I'm interested in
It is funny or humorous
26. Beware the cliff… capture attention in the first few seconds
26
Viewershare(%)
Duration of ad (seconds)
Video Playback Behaviour
0 10 20 30 40 50 60 70 80
100
90
80
70
60
50
40
30
20
10
0
36. The Death of Digital Advertising?
Brand Summit 26th November 2015
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Editor's Notes
Ted McConnell is exec VP-digital for the Advertising Research Foundation recently reported a little experiment he conducted in AdAge: http://adage.com/article/digital/incredible-click-rate/236233/
He and some associates ran six blank ads in three IAB standard sizes, and two colors, white and orange. The average click-through rate across half a million ads served was 0.08%, which would be good for a brand campaign, and so-so for a direct response campaign. When asked half the clickers said they were curious, the other half admitted to a mistaken click.
As McConnell admits the experiment is not realistic, after all it was a blank ad, but he states,
“At a minimum, the data suggest that if you think a click-through rate of 0.04% is an indication of anything in particular, you might be stone-cold wrong.”
So if half the people who click on an ad do so by mistake what does that imply about the value of online advertising? ROI calculations based on click through start to look even more dubious than they do now. And yet we know that the overall effect of an online ad is far greater than immediate behavior would imply.
Turkey falls in the bottom half of markets in terms of total video viewing an area dominated by European markets, actually only Japan and South Korea stand out as they fall into some of the lowest consumption globally.
Just like it’s important to engage people in the opening seconds, it’s also critical to integrate the brand. Unlike ads on TV, if you don’t feature the brand within the first few seconds of digital video, the brand is unlikely to benefit from any positive impact. These two examples are great examples of intergrating the brand early in the ad without taking away any magic. In the maggi ad, we open up on the brand with them choosing the product to cook with. Begginn is an ad which is effectively a rap specific to the brand combined with humorous close ups of the dog and what he is doing over a day whilst also dribbling and enjoying getting his beggin treats. Beggin opens up with the rap by including the brand name with the brand name also on screen.
Finally, we talked about this last year when we looked at video content from 6 seconds to 6 minutes. We said that story telling is of course a great way to engage and ensure key associations can connect to the brand …… but it’s critical the story is told as just the right length. Not too long, not too short for the key elements or intrigue. In an online environment where people can skip, length is even more important. Shorter ads on the whole were far more likely to keep people until the end. The maggi and IGA ads worked well and straight to the point. The Beggin ad which people loved was too long for many.
Show: Maggi digital, IGA, and Beggin
Our current vision of the future has been played out to us… this feels like the direction we are heading…