Consumer engagement. Lessons from the PVR revolution Richard Huntington Planning Director, United London

“ Sky+ is better than sex” ES magazine

“ I would find it easier to live without my liver” Daily Star

Source: TGI, 2004 % “ The adverts are as good as the programmes”

It is our fault

Brands sell ads

Ads this side of the line are more likely to be skipped than we would expect Ads this side of the line are less likely to be skipped than we would expect More likely to skip through all ads More likely to skip through test ad Source: Millward Brown, DVRs and Link research 2005

Interest in brand Enjoyment Interest in product field Brand Appeal New Information Feelgood Factor Active Positive Relevance FMCG Persuasion Distinctiveness of information Ease of establishing brand Brand Linkage Ease of understanding Passive Positive Active Negative Passive Negative Correlation with likelihood to stop and watch ad Correlation with likelihood to fast forward ad Source: Millward Brown, DVRs and Link research 2005

Source: WPP Brandz, selected UK car brands 2001/2002. YouGov online omnibus 2004 Voltage Presence signature Little tigers Faded stars Clean slate Weak 1 6 5 4 3 2 7 8 9 10 11 12 Classic Olympic

Rethink the geometry of the break Source: Hall and Partners qualitative research 2006

Keep it simple stupid Source: Hall and Partners qualitative research 2006

The best creative is 30 times more likely to be stopped and watched than the worst, the worst ad is 5.5 times more likely to be fast forwarded than the best Very likely to stop and not very likely to fast forward Very likely to fast forward and not very likely to stop Highest scoring ad Lowest scoring ad Source: Millward Brown, DVRs and Link research 2005

Source: Millward Brown, DVRs and Link research 2005 Celebrities Sport Animals Testimonial Music Slogan Slice of life Product Demo Children Light-hearted Cartoon Correlation with likelihood to stop and watch ad Correlation with likelihood to fast forward ad

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