Nicky Spooner, Unruly - DMX Dublin 2016
35
ADPOCALYPSE SEVEN STEPS TO SURVIVING THE
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Transcript of Nicky Spooner, Unruly - DMX Dublin 2016
ADPOCALYPSE
SEVEN STEPS
TO SURVIVING THE
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TV AUDIENCES ARE
FRAGMENTED AND FALLING
US stats, February 2015
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ATTENTION TO TV ADS IS PLUMMETING
Source: Teixeira (2014) The Rising Cost of Consumer Attention:
Why You Should Care, and What You Can Do about It
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
1988-91 1991-93 1992 1995 2009 2010 2000s 2012
EXHIBIT 3 DECREASING ATTENTION TO TV ADS DATA COMPILED FROM VARIOUS ACADEMIC ARTICLES
% O
F A
DS V
IEW
ED
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2002 CTR AVERAGED
2.4% Source: Doubleclick,
Display Benchmarks, 2002
2015 CTR HAS DROPPED TO
0.2% Source: Doubleclick,
Display Benchmarks, 2015
AND ATTENTION TO
DIGITAL ADS IS DIRE
IN FACT, YOU ARE
475 TIMES MORE LIKELY TO SURVIVE A
PLANE CRASH THAN CLICK
ON A BANNER AD. Source: solve media, 2011
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CONTENT SHOCK DEFINES
OUR MARKETING EPOCH SO MUCH
CONTENT,
SO LITTLE TIME
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#VIDEOS ARE UP, SHARE RATES ARE DOWN
Source: Unruly Analytics, 3.3m brand videos, 2011 to 2015
3.0%
2.5%
2.0%
1.5%
1.0%
0.5%
0%
2011 2012 2013 2014 2015
1,000,000
8000,000
6000,000
4000,000
200,000
0
BRANDED VIDEOS
AVERAGE SHARE RATE
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of viewers feel that
being forced to
watch ads annoys
them or puts them
off the brand
% 6 1 of viewers find it
creepy when ads
follow them around
the internet
% 6 3
VIEWERS ARE ANNOYED BY PRE-ROLL
AND ANGERED BY AD STALKING
Source: Unruly FVL Survey, 3,200 global
respondents aged 11-69, July 2015
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% 9 7
NO WONDER THAT TRUST IN
ADVERTISING IS AT AN ALL TIME LOW
of internet users
don’t completely
trust advertising Source: YouGov, Advertisements
April 2014
Source: eMarketer.com
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AND AD BLOCKING IS GOING UP, UP, UP
JUN-2009 JAN-2010 JUN-2010 JAN-2011 JUN-2011 JAN-2012 JUN-2012 JAN-2013 JUN-2013 JAN-2014 JUN-2014
21M
30M
39M
54M
121
M
144
M
Source: Pagefair and Adobe, Adblocking Report 2014
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WITH NO SIGN OF SLOWING
of viewers would
consider using ad
blocking technology
in the future
Source: Unruly FVL Survey,
3,200 global respondents
aged 11-69, July 2015
% 9 3 Source: Pagefair and Adobe, Adblocking Report, 2014
THE
FUTURE VIDEO
MANIFESTO THE AGE OF INTERRUPTION IS OVER
CLARITY OF PURPOSE IS KEY SET YOUR GOALS
1
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Engage audience
with a brand’s core
messages for a
sustained perioid of
time
• Dwell time
• Completion rate
ATTENTION
AWARENESS
• Views
• Viewability
• Earned views
ACTION
• Downloads
• Add to
calendar
• Locate store
• Buy now
ATTENTION
• Dwell time
• Completion
rate
ADVOCACY
• Likes
• Shares
• Comments
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OUR BLADES
ARE F***ING GREAT
AUTHENTICITY IS THE
KEY TO CREDIBILITY BE YOURSELF
2
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of Millennials and Gen Z believe that
advertising should embody the value and
behaviours of the brand % 7 7
of Millennials and Gen Z lose trust in
a brand when an ad feels fake % 7 8
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REAL BEAUTY SKETCHES REAL BEAUTY SKETCHES
MAKE AN EMOTIONAL CONNECTION WITH YOUR AUDIENCE
3
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Favorability Advocacy
Recall Purchase Intent
EMOTIONS IMPROVE ALL KEY BRAND METRICS!
WHY EMOTIONS MATTER
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Source: Binet & Field, Institute of Practitioners in Marketing, 2008, Marketing in the Era of Accountability;
Binet & Field, Institute of Practitioners in Marketing, 2013, The Long and the Short of It
EMOTIONAL ADS DRIVE BUSINESS RESULTS
EMOTIONAL AD STRATEGIES MORE EFFECTIVE
THAN RATIONAL AND COMBINED AD STRATEGIES
Percentage reporting very
large business effects
16%
26%
31%
Rational
Ad Strategy
Combined Emotional
Ad Strategy
“Emotional
campaigns are more
effective & more
profitable than
rational campaigns –
even in ‘rational’
categories…”
23% 23%
43%
Rational
Ad Strategy
Combined Emotional
Ad Strategy
Percentage reporting
Very large profit gains (campaigns lasting 3+ years)
“The longer the
time frame, the
more emotions
drive profit”
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THE STORY OF
SARAH & JUAN
KEEP IT PERSONAL & RELATABLE
4
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of Millennials and Gen
Z either don’t mind or
like it when they see
ads that are for
products or services
they are interested in
% 8 1
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SING IT
KITTY
MOBILE IS A MUST FULL STOP
5
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45
40
35
30
25
0%
2011 2012 2013 2014 2015
15
20
10
05
DESKTOP 24min
MOBILE 39min
MIN
UT
ES
AVERAGE TIME SPENT PER DAY WITH DIGITAL VIDEO BY US ADULTS, BY DEVICE*
Title position here Your title sit over it CODY JOHNS BUD
DON’T BE ANTISOCIAL EMPOWER CONSUMERS
6
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of Millennials and Gen
Z may share brand
content if it’s good
% 7 5
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ICE BUCKET CHALLENGE
TEST & LEARN STAY AGILE AS YOU SCALE
7
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Source: Unruly Analytics;
2015 data sampled April 2014 to April 2015;
2014 data sampled April 2013 to April 2014;
2013 data sampled April 2012 to April 2013
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GERMAN BEER HITS
BRAZILIAN COCKTAIL
Title position here Your title sit over it IN CONCLUSION…
• Clarity of Purpose
• Authenticity
• Emotional Connection
• Make it Personal
• Mobile is a Must
• Don’t be Antisocial
• Test and Learn – Be Agile
unruly.co/insight/#whitepapers
THANK YOU FOR WATCHING
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