The Easy Edge
Bohb Blair, SVP, User Experience Design

Kelly Moulton, Chief Commercial Officer

Human Experience Company

...
4Ps

SHO
PPER
SEAR
CH

ADVER
TISING

DIGIT
AL

PR

SOCI
AL

MEDI
A

DATA

Connecting
them all, the
ZeroDot:
• Natively Neu...
Back away from the bleeding
edge to the easy edge
What about this context?
Average US TV viewing time:
5 hours and 15 minutes per day

(re:fuel, June 2013)
US TV advertising is a $66 billion market

That’s 75% more than advertisers spent on
online ads - and more than all other
...
Mobile users across 8 countries
including the US rank TV ads (81%) as
the most likely marketing messages

they are likely ...
College students are less likely to
avoid TV ads than a variety of online

ad types, such as ads on social media
sites, pr...
We’ve come a long way, baby.
Winky Dink and You
CBS 1953-1957
The Opportunity

TV

DIGITAL
SOCIAL
In 2017
TV is $75 billion
Digital Video is $9 billion
TV advertising is the top way in which
Americans learn about new products

and brands.

(Ipsos, July 2013)
6 in 10 TV viewers say they would act
on a TV commercial.

(Viamedia, July 2013)
USA’s First Realtime Facebook Integration
with TV Advertising
88% uplift in purchase intention.
75% lift in brand affinity.
A18 - 49 - +42%
final 5 minutes peaked at 1,425k
W18-49 - +52%
final 5 minutes peaked at 911k
MAKING TV

WORK HARDER
We can establish the
baked-in behavior that
becomes difficult for
future advertisers to
dislodge.
A typical TV Spot Today
A TV Spot Tomorrow
Take TV to the Easy Edge
TV IS THE NEW

DIGITAL
THE TRUE PROMISE OF

PERSONALIZATION
THIS IS NOT A ONE

WAY SCREEN.
WE’VE BROKEN
DOWN THE FOURTH
WALL.
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
Digital Winners 2013: Moulton kelly
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Digital Winners 2013: Moulton kelly

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Digital Winners 7-8 November:
Social TV Advertising, Kelly Moulton and Bohb Blair

Published in: Marketing, Business, Technology
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Digital Winners 2013: Moulton kelly

  1. 1. The Easy Edge Bohb Blair, SVP, User Experience Design Kelly Moulton, Chief Commercial Officer Human Experience Company never.no Experience Design Social TV advertising platform Zero Dot NY, Oslo, Manchester, Sydney
  2. 2. 4Ps SHO PPER SEAR CH ADVER TISING DIGIT AL PR SOCI AL MEDI A DATA Connecting them all, the ZeroDot: • Natively Neutral • Consumer Behavior-Based • Innovation Mandate • Powerful Partners & Tools
  3. 3. Back away from the bleeding edge to the easy edge
  4. 4. What about this context?
  5. 5. Average US TV viewing time: 5 hours and 15 minutes per day (re:fuel, June 2013)
  6. 6. US TV advertising is a $66 billion market That’s 75% more than advertisers spent on online ads - and more than all other traditional media spend combined. It’s a $200 billion market globally.
  7. 7. Mobile users across 8 countries including the US rank TV ads (81%) as the most likely marketing messages they are likely to engage with. (mBlox / Millward Brown, Sept. 2013)
  8. 8. College students are less likely to avoid TV ads than a variety of online ad types, such as ads on social media sites, pre-roll ads, and pop-up or banner ads. (re:fuel, June 2013)
  9. 9. We’ve come a long way, baby.
  10. 10. Winky Dink and You CBS 1953-1957
  11. 11. The Opportunity TV DIGITAL SOCIAL
  12. 12. In 2017 TV is $75 billion Digital Video is $9 billion
  13. 13. TV advertising is the top way in which Americans learn about new products and brands. (Ipsos, July 2013)
  14. 14. 6 in 10 TV viewers say they would act on a TV commercial. (Viamedia, July 2013)
  15. 15. USA’s First Realtime Facebook Integration with TV Advertising
  16. 16. 88% uplift in purchase intention. 75% lift in brand affinity.
  17. 17. A18 - 49 - +42% final 5 minutes peaked at 1,425k W18-49 - +52% final 5 minutes peaked at 911k
  18. 18. MAKING TV WORK HARDER
  19. 19. We can establish the baked-in behavior that becomes difficult for future advertisers to dislodge.
  20. 20. A typical TV Spot Today
  21. 21. A TV Spot Tomorrow
  22. 22. Take TV to the Easy Edge
  23. 23. TV IS THE NEW DIGITAL
  24. 24. THE TRUE PROMISE OF PERSONALIZATION
  25. 25. THIS IS NOT A ONE WAY SCREEN. WE’VE BROKEN DOWN THE FOURTH WALL.
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