Capitalizing on the New TV Landscape
Dr. Duane Varan, CEO
Beyond	
  Thirty	
  Seconds*

* Sponsorship of the Beyond :30 research project at some point over the past ten years.

2
Implica6ons	
  of	
  Perpetual	
  Change
When tomorrow looks largely like yesterday...
... we build the future on our obse...
Lab	
  Philosophy

Analytical in nature:
the categorization of
observations
Based on isolating variables,
measuring them a...
The	
  LAB

5
Best	
  of	
  the	
  Past...	
  Best	
  of	
  the	
  Future
We complement well-established methods...

Surveys

With the m...
VP	
  Debate:	
  Dial	
  Data

7
VP	
  Debate:	
  Biometrics	
  (by	
  party)

8
VP	
  Debate:	
  Dial	
  vs.	
  Biometrics

9
Confluence	
  of	
  Factors	
  Driving	
  Change
Audience
Fragmentation

Increase in
Number of
Channels

Shift in
Power to
...
The	
  Disrup6ve	
  Opportunity
Although disruption is disorienting, it
provides the BEST opportunity to break
ahead of co...
Viewer	
  vs.	
  Adver6ser	
  Sen6ment	
  (2006	
  /	
  2009)
Advertiser Sentiment

33
30
27

42

22. Speed Bumps - Linear...
Exploring SIX of the New TV Ad Models

Me
m

or
y

Reach

Engagement
Interactive Video
FF Speedbumps

Cross Platform (XP)
...
Reach

Enhancing
Reach

14
Reach

Cross	
  PlaQorm	
  (XP)

√
15
Distance	
  vs	
  Angle	
  of	
  View
100
Distance (inches)
Angle (degrees)

80

80

60

40

20

23

24

23

17
9

8

0
TV...
WatchESPN	
  Cross	
  PlaQorm
PC

TV

SAME content

Program Enjoyment

Tablet

Free Recall

7

Brand Attitude

100%

6
5.2...
Reach

Media	
  Mul6tasking
(Simultaneous	
  Device	
  Usage)

X
18
The	
  Effects	
  of	
  Concurrent	
  Viewing*
60
The Impact of Concurrent Viewing
on Day-After-Recall

45
30
15
0

TV Only...
Reach

Poten6al	
  Remedy?
The	
  ‘Cogni6ve	
  Bridge’

20
The	
  ‘Cogni6ve	
  Bridge’
The adverse impact associated with concurrent device usage is mitigated through the
presence o...
Engagement

Enhancing
Viewer	
  Engagement

22
Engagement

Interac6ve	
  Video	
  Ads

√
23
The	
  Power	
  of	
  Choice
7

No Choice

Easy Choice

Hard Choice

6
5

5.88

5.00
4.65

4
3
2
1
Aggregated Attitude to ...
Choice	
  Works!

25
Interac6ve	
  Video	
  Memory	
  Effect

26
Telescopic	
  Ads	
  Work!
100
88
82
80

60
51

50

40

34
Control

27
20

0

LEGEND

Repeat	
  (x3)

0

Day After Recall
...
Case	
  Study:	
  Auto	
  Ad
7

100

6.0

82

5.9

77

80

6

5.3

60
60

4.5

4.6

4.5

5
4

48

LEGEND

3

26

Control

...
Engagement

TV	
  Speed	
  Bumps

X
29
Fast	
  Forward	
  Speed	
  Bump

30
Does	
  it	
  work?
100%

80%

60%

59%

58%

40%

20%

0%

18%

Control
(Fast Forward)

18%

Fast Forward
Speed Bump
31
Engagement

Poten6al	
  Remedy?
Fast	
  Forward	
  Disable

32
Fast	
  Forward	
  Disable
• Although I can’t share the date (still under
embargo)...
• I can confirm that disabling fast f...
Disposition

Enhancing
Viewer	
  Disposi6on

34
Disposition

Brand	
  Integra6ons

√
35
Brand	
  Integra6ons	
  Lif	
  Purchase	
  Intent!
100

Control (No Placement)

Treatment (With Placement)

75

54.8
50

4...
Viewer	
  Arousal	
  During	
  Ads
Control (No Placement)

Treatment (With Placement)

0.040

0.036

0.035
0.030
0.030

0....
Viewer	
  Heart	
  Rate	
  (Orien6ng	
  Response)
3
1.98

2
1.05

1
-0

0

0

0.19

0.27

-2
-2.63

-3
-4

-3.93

-3.78

-...
Key	
  Insight	
  re:	
  Brand	
  Integra6on
Brand	
  integra6ons	
  for	
  TV	
  are	
  more	
  powerful	
  
than	
  for	...
Disposition

Addressable	
  TV	
  Adver6sing
(by	
  Category)

X
40
Ad	
  Skipping
6

Control
5

1	
  Ad	
  Relevant
ALL	
  Relevant

4

3.3

3.5
3.1

3

2

1

0

Number of Ads
41
Percentage	
  of	
  Ad	
  Seen
100

Control
90

1	
  Ad	
  Relevant

80
70

69.6

70.3

66.7

ALL	
  Relevant

60
50
40
30...
Relevance	
  &	
  Serial	
  Posi6on
100

Percentage of Ad Seen

Control

80

69

71

70

Second

Third

1	
  Ad	
  Relevan...
Brand	
  Ajtude
7

Control
6

1	
  Ad	
  Relevant

5.1

5.2

5.1

ALL	
  Relevant

5

4

3

2

1

Attitude toward the Bran...
Ad	
  Ajtude
7

Control
6

1	
  Ad	
  Relevant

5.2

5.3

5.1

ALL	
  Relevant

5

4

3

2

1

Attitude toward the Ad
45
Ad	
  Tolerance
7

Control
6

1	
  Ad	
  Relevant
ALL	
  Relevant

5

4

3.6

3.9

3.6

3

2

1

Tolerance of Ad Breaks
46
Viewer	
  Arousal
100

Not	
  Relevant
90

Relevant

80
70
60
50
40
30

31.5

28.2

20
10
0

EDA % change from baseline
47
An	
  Excep6on...	
  Allergy	
  Medica6on
100.0
100

Control
90

82.0

80

ALL	
  Relevant

70
60

1	
  Ad	
  Relevant

53...
Disposition

Poten6al	
  Remedy?
Brand	
  /	
  Crea6ve	
  Addressability
&	
  Timely	
  Data

49
Other	
  Factors	
  More	
  Important...
Category
Relevance

Brand
Attitude

10%
30%

Ad
Attitude

59%

50
WHY?	
  	
  “Relevance”	
  not	
  stable...

51
The	
  Disrup6ve	
  Opportunity
The key to capitalizing on change is to understand
the new landscape before your competito...
Exploring SIX of the New TV Ad Models

Me
m

or
y

Reach

Engagement
Interactive Video
FF Speedbumps

Cross Platform (XP)
...
beyond30.org
mediasciencelabs.com
varan@itri.tv
54
55
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Keynote: “Capitalizing on the New TV Landscape”

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Keynote: “Capitalizing on the New TV Landscape”

  1. 1. Capitalizing on the New TV Landscape Dr. Duane Varan, CEO
  2. 2. Beyond  Thirty  Seconds* * Sponsorship of the Beyond :30 research project at some point over the past ten years. 2
  3. 3. Implica6ons  of  Perpetual  Change When tomorrow looks largely like yesterday... ... we build the future on our observations of the past But when the shape of tomorrow is unknown... ... ASSUMPTIONS ARE DANGEROUS! 1955 1965 1975 1985 1995 2005 2015 3
  4. 4. Lab  Philosophy Analytical in nature: the categorization of observations Based on isolating variables, measuring them and studying their interactions. 4
  5. 5. The  LAB 5
  6. 6. Best  of  the  Past...  Best  of  the  Future We complement well-established methods... Surveys With the methods of the future... Biometrics Dial Testing Eye Tracking Focus Groups Reaction Time Facial Coding 6
  7. 7. VP  Debate:  Dial  Data 7
  8. 8. VP  Debate:  Biometrics  (by  party) 8
  9. 9. VP  Debate:  Dial  vs.  Biometrics 9
  10. 10. Confluence  of  Factors  Driving  Change Audience Fragmentation Increase in Number of Channels Shift in Power to Viewers Less Dedicated Viewing al o n git 6 i u Rise of Rise of d ol Accountable New v Platformsre Media Rise of Social Media Growing Competition 10
  11. 11. The  Disrup6ve  Opportunity Although disruption is disorienting, it provides the BEST opportunity to break ahead of competitors. How can YOU capitalize on the changing media landscape? 11
  12. 12. Viewer  vs.  Adver6ser  Sen6ment  (2006  /  2009) Advertiser Sentiment 33 30 27 42 22. Speed Bumps - Linear 3. Targeted Advertising 29. Pause 36 14. Impulse Response 31 21 13. Frequent Viewing Points Scheme 41. Interactive Narrative of Ad 26 16 13 10 7 4 1 17. Program Reminder from Ad 4. Repeat Substitution 2. Offer Customization 24 18 42. Sponsored Console 16. Record Program from Ad 30. Product Placement - Linear 23. Speed Bumps - Interactive - Replay Ad 32. Branded Entertainment 27. Telescopic 1. Creative Customization 10. Ad Rating (Voting on ads) 40. EPG - Program Reminder 19. Arcade Game - sponsored - Pac Man 33. Program Loyalty 15. DALs 21 25. Bookends 37. EPG - Banner and Video Mixes 16 11. Peer Ratings of Ads 28. Showcase 26. Bookmarks 18. Trivia Quizzes - sponsored - Nike 24. Speed Bumps - Interactive - Bank and View Ad 11 6 39. EPG - Program Record 34. EPG - Picture-In-Picture 36. EPG - Banners 35. EPG - Barker Ads 9. U-Vision 8. Ad Zapper 5. Customization via Style Guide 12. Peer Filter of Ads 38. EPG - Ads as a Program Listing 21. Shared Screen Game - Tetris 6. Customization via Filters 31. In-Program Trigger Interactive 1 1 20. Overlay Game on Ad - Pong 1 4 67 11 10 13 16 16 21 18 7. Strike Out 26 21 24 31 27 36 42 30 33 Viewer Sentiment 12
  13. 13. Exploring SIX of the New TV Ad Models Me m or y Reach Engagement Interactive Video FF Speedbumps Cross Platform (XP) Media Multitasking e tud tti dA an Br There are over 50 new ad models in Beyond :30. We’ll explore just a few of the models that work... and some that don’t. Purchase Intent Disposition Brand Integration TV Addressability (by Category) 13
  14. 14. Reach Enhancing Reach 14
  15. 15. Reach Cross  PlaQorm  (XP) √ 15
  16. 16. Distance  vs  Angle  of  View 100 Distance (inches) Angle (degrees) 80 80 60 40 20 23 24 23 17 9 8 0 TV PC iPod 11 Mobile Phone 16
  17. 17. WatchESPN  Cross  PlaQorm PC TV SAME content Program Enjoyment Tablet Free Recall 7 Brand Attitude 100% 6 5.27 5.42 5.44 Mobile 7 5.54 6 5.42 5.33 75% 5 5.25 5.07 5 4 50% 4 31.43% 3 35.40% 33.73% 31.02% 3 25% 2 2 1 0% TV PC Tablet Mobile 1 TV PC Tablet Mobile TV PC Tablet Mobile 17
  18. 18. Reach Media  Mul6tasking (Simultaneous  Device  Usage) X 18
  19. 19. The  Effects  of  Concurrent  Viewing* 60 The Impact of Concurrent Viewing on Day-After-Recall 45 30 15 0 TV Only (Control) TV and PHONE TV and MAGAZINE Walker,  Tara  (2007).    The impact of concurrent viewing on the effectiveness of TV advertising An Evaluation. Honours  thesis,  Murdoch  University. TV and INTERNET 19
  20. 20. Reach Poten6al  Remedy? The  ‘Cogni6ve  Bridge’ 20
  21. 21. The  ‘Cogni6ve  Bridge’ The adverse impact associated with concurrent device usage is mitigated through the presence of synchronized visual banners (linking both screens through a ‘cognitive bridge’) 21
  22. 22. Engagement Enhancing Viewer  Engagement 22
  23. 23. Engagement Interac6ve  Video  Ads √ 23
  24. 24. The  Power  of  Choice 7 No Choice Easy Choice Hard Choice 6 5 5.88 5.00 4.65 4 3 2 1 Aggregated Attitude to Ad 24
  25. 25. Choice  Works! 25
  26. 26. Interac6ve  Video  Memory  Effect 26
  27. 27. Telescopic  Ads  Work! 100 88 82 80 60 51 50 40 34 Control 27 20 0 LEGEND Repeat  (x3) 0 Day After Recall 0 Telescopic Purchase Intent 27
  28. 28. Case  Study:  Auto  Ad 7 100 6.0 82 5.9 77 80 6 5.3 60 60 4.5 4.6 4.5 5 4 48 LEGEND 3 26 Control 2 40 Repeat  (x3) 25 20 1 0 Recall Purchase Intent Ad Attitude Telescopic Brand Attitude 28
  29. 29. Engagement TV  Speed  Bumps X 29
  30. 30. Fast  Forward  Speed  Bump 30
  31. 31. Does  it  work? 100% 80% 60% 59% 58% 40% 20% 0% 18% Control (Fast Forward) 18% Fast Forward Speed Bump 31
  32. 32. Engagement Poten6al  Remedy? Fast  Forward  Disable 32
  33. 33. Fast  Forward  Disable • Although I can’t share the date (still under embargo)... • I can confirm that disabling fast forward delivers clear benefit to advertisers... • ... without consequence to networks or platforms 33
  34. 34. Disposition Enhancing Viewer  Disposi6on 34
  35. 35. Disposition Brand  Integra6ons √ 35
  36. 36. Brand  Integra6ons  Lif  Purchase  Intent! 100 Control (No Placement) Treatment (With Placement) 75 54.8 50 41.6 LEGEND 25 Without  Brand Integra0on 0 With  Brand Integra0on Purchase Intent 36
  37. 37. Viewer  Arousal  During  Ads Control (No Placement) Treatment (With Placement) 0.040 0.036 0.035 0.030 0.030 0.027 0.020 0.017 LEGEND 0.015 0.010 Without  Brand Integra0on 0 Ad 1 Ad 2 Ad 3 With  Brand Integra0on 37
  38. 38. Viewer  Heart  Rate  (Orien6ng  Response) 3 1.98 2 1.05 1 -0 0 0 0.19 0.27 -2 -2.63 -3 -4 -3.93 -3.78 -3.85 -5 Onset Second 1 Second 2 Second 3 Second 4 38
  39. 39. Key  Insight  re:  Brand  Integra6on Brand  integra6ons  for  TV  are  more  powerful   than  for  cinema  because  they  can  be   accompanied  by  companion  ads.    Their   strongest  effect  is  in  enhancing  viewer   disposi6on  to  the  subsequent  ad  exposure. 39
  40. 40. Disposition Addressable  TV  Adver6sing (by  Category) X 40
  41. 41. Ad  Skipping 6 Control 5 1  Ad  Relevant ALL  Relevant 4 3.3 3.5 3.1 3 2 1 0 Number of Ads 41
  42. 42. Percentage  of  Ad  Seen 100 Control 90 1  Ad  Relevant 80 70 69.6 70.3 66.7 ALL  Relevant 60 50 40 30 20 10 0 Percentage of Ad Seen 42
  43. 43. Relevance  &  Serial  Posi6on 100 Percentage of Ad Seen Control 80 69 71 70 Second Third 1  Ad  Relevant 74 68 69 60 40 20 0 First Fourth Fifth Sixth Serial Position in Ad Pod 43
  44. 44. Brand  Ajtude 7 Control 6 1  Ad  Relevant 5.1 5.2 5.1 ALL  Relevant 5 4 3 2 1 Attitude toward the Brand 44
  45. 45. Ad  Ajtude 7 Control 6 1  Ad  Relevant 5.2 5.3 5.1 ALL  Relevant 5 4 3 2 1 Attitude toward the Ad 45
  46. 46. Ad  Tolerance 7 Control 6 1  Ad  Relevant ALL  Relevant 5 4 3.6 3.9 3.6 3 2 1 Tolerance of Ad Breaks 46
  47. 47. Viewer  Arousal 100 Not  Relevant 90 Relevant 80 70 60 50 40 30 31.5 28.2 20 10 0 EDA % change from baseline 47
  48. 48. An  Excep6on...  Allergy  Medica6on 100.0 100 Control 90 82.0 80 ALL  Relevant 70 60 1  Ad  Relevant 53.0 50 40 30 20 10 0 Percentage of Ad Seen 48
  49. 49. Disposition Poten6al  Remedy? Brand  /  Crea6ve  Addressability &  Timely  Data 49
  50. 50. Other  Factors  More  Important... Category Relevance Brand Attitude 10% 30% Ad Attitude 59% 50
  51. 51. WHY?    “Relevance”  not  stable... 51
  52. 52. The  Disrup6ve  Opportunity The key to capitalizing on change is to understand the new landscape before your competitor does... This allows you to prevent wasting resources on models that don’t work while capitalizing on those models best suited to your strategic strengths... And helps cultivate a culture of innovation. 52
  53. 53. Exploring SIX of the New TV Ad Models Me m or y Reach Engagement Interactive Video FF Speedbumps Cross Platform (XP) Media Multitasking e tud tti dA an Br There are over 50 new ad models in Beyond :30. We’ll explore just a few of the models that work... and some that don’t. Purchase Intent Disposition Brand Integration TV Addressability (by Category) 53
  54. 54. beyond30.org mediasciencelabs.com varan@itri.tv 54
  55. 55. 55

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