IRL vs URL Digital Marketing Midterm 2016

URL VS IRL. HOW ON-LINE AND REAL WORLD ADS INTERACT TO INFLUENCE BEHAVIOUR Mark Melford - Founder Captive Media

“Look everyone! - Oh, never mind”

CRISISEUROHOUSINGATTENTION

ATTENTION

• exposed to over 600 advertising messages a day)

• filter these messages as never before

• watch less TV, and consume less traditional media

• are out and about 30% more than a decade ago

“CONTINUOUS PARTIAL ATTENTION”

“I KNOW that half of all I spend on advertising is wasted.

...I just dont know which half”

John Wanamaker

TARGETING

TARGETING ≠ ATTENTION

=fn (Targeting, Cut-through, Impact)

£££

Value for Money?

0

0.25

0.5

0.75

1

Global Ad Spend Retail Spend

94.1%70%

5.9%30%

On-line / "URL"Real World / "IRL"

Source: Magna Global, Centre for Retail Research, eMarketer

$22 trn 2014$600 bn

2017

0.56.76.25.9

12.2

11.4

19.6

37.4

Share of global ad spending by Media:

Source: Advertising Expenditure Forecast from ZenithOptimedia

0

25

50

75

100

2005

0.46.68.413.1

29.1

5.6

36.8

TVInternetMobileNewspaperMagazineRadioOutdoorCinema

2013

0.56.96.97.9

17

20.6

40.2

The TV anomaly. Spend keeps growing…

0

8

16

24

32

40

48

56

64

72

80

2012 2013 2014 2015 2016

73.7770.5968.5466.3564.54

Source: eMarketer

The growth in TV spending US $bn

Source: Neilson

Linear TV Viewership in US

as audience declines

Linear TV now accounts for less than half of video viewing… 2014

Linear TV now accounts for less than half of video viewing… 2015

43.5%

So… URL - On-line and Mobile - to the rescue?

Recent Issues with On-line: ‘Viewability,’ ‘bot-Fraud’, UX , ad blocking

“Part of it is the industry needs to be better at producing ads that are

less annoying”Larry Page, CEO of Google, when asked about this at Google Shareholder meeting June 2015:

Outdoor TV

Mobile Close Prox On-line

Cut-through

Outdoor TV


0

12.5

25

37.5

50

Very unliklely (1)2 3 4 Very Likely (5)0

12.5

25

37.5

50

Very unliklely (1)2 3 4 Very Likely (5)

3.7 3.7

0

12.5

25

37.5

50

Very unliklely (1) 3 Very Likely (5)

2.80

12.5

25

37.5

50


1.90

12.5

25

37.5

50


3.5

Outdoor TV


0

12.5

25

37.5

50


12.5

25

37.5

50


3.7 3.7

0

12.5

25

37.5

50


2.80

12.5

25

37.5

50


1.90

12.5

25

37.5

50


4.4

Outdoor TV


Impact-fullness

Outdoor TV


0

10

20

30

40


12.5

25

37.5

50


2.6 2.8

0

12.5

25

37.5

50


2.10

12.5

25

37.5

50


1.70

12.5

25

37.5

50


2.5

Outdoor TV


0

10

20

30

40


12.5

25

37.5

50


2.6 2.8

0

12.5

25

37.5

50


2.10

12.5

25

37.5

50


1.70

12.5

25

37.5

50


2.7

0

0.75

1.5

2.25

3

0 1.25 2.5 3.75 5

On-lineMobile

Outdoor

TV Close Prox

Impact-fullness

Cut-through

Courtesy: Litaagroup

• Wifi ON

• Blue Tooth ON

• Push Notifications ON

• APP Downloaded AND all above

On-line advertising influences real world purchase decisions

Path to Purchase (old)

…and vice versa! Path to Purchase (New)

Source: Google, TNS and Ogilvy. Six-month survey of 2,458 recent purchasers of auto vehicles, beauty products and smartphones

Consumers’ top 10 influences % citing factor

Word of MouthRetailers and store visits

You Tube - "how to" videosTwitter

Company / brand websitesFacebookPinterest

Newspapers and MagazinesTV and Cinema

Search

0 20 40 60 8051

5656

5961

64

5155

6974

Real World / "IRL" On-line / "URL"

“Knives out for boss of blunder pollsters”

Peter Kellner, YouGov

Voters change their mind ‘in the booth’

40%McKinsey

% of purchase decisions made in store

70%Ogilvy Active

>> “DOoH” growing faster than paid search

=fn ( )

advertiser consumer

2007

Consumers’ new relationship to media

CONSUMERS ‘TRADE’ THEIR ATTENTION

2015

>> Be Entertaining

‹#›

Over 70,000 game engagements/week. Significant data capture

Data Capture163,896 games played over 14 days512,480 tomatoes were thrown

Campaign Impact23,351 visitors to Anthony Nolan’s website1,572 donor registrations, and uplift of 74.9%

See more at: http://www.captive-media.co.uk/election/

http://www.captive-media.co.uk/election/

www.captive-media.co.uk

@Captive_Media

[email protected]

IRL vs URL Digital Marketing Midterm 2016

Marketing

Transcript of IRL vs URL Digital Marketing Midterm 2016