Abc of Audience Demographics


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A presentation from Conor Doyle and Dino Myers-Lamptey from Rocket at the Audience Evolution conference by Broadcast Magazine.

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  • When hearing the title of our presentation, 2 things hit us. 1) abc, sounds very simplistic, I think alot of brand managers would disagree, particularly when we consider the amount of money they invest in this area, trying to understand their relationship with consumers. Also on this point of simplicity, abc obviously sounds very much like ABC1 adults, the so called consumer group that every advertiser is chasing. In this presentation we will discuss why we believe that targeting by these large demographic groups are redundant and counter productive for many brands relationships with consumers. 2) The second element is the word audience. Audience in the dictionary is described as the group of spectators at a public event; listeners or viewers collectively, as in attendance at a theatre or concert like we are today, the problem we have with this is that it sounds too much like a one way medium, in this presentation we will discuss the need for participation, two way circular converstaions
  • Abc of Audience Demographics

    1. 1. Of Audience Demographics Conor Doyle & Dino Myers-Lamptey Rocket
    2. 2. Leveraging the consumers relationship with TV Leveraging the consumers’ relationship with TV
    3. 3. In the beginning consumers were fascinated by the box
    4. 4. Which made our job very easy
    5. 5. As time went by, consumers became passionate about the content
    6. 6. & excited by the ads
    7. 7. As we moved into the 80’s, consumers started to realise they could get more from television More choice More alternatives More passions
    8. 8. As the 90’s arrived, more passions were being satisfied
    9. 10. However, as time progressed, more generalist channels entered the market - cherry picking the best specialist content
    10. 11. Causing the content long tail Top 5 -10% Of Content 90 - 95% of Content
    11. 12. Cluttered with TV brands that don’t stand for anything in the consumers eyes
    12. 13. Creating the paradox of choice Disloyal anxious flicker Bringing about the advent of the:
    13. 14. Added to this, the TV buying model has not changed in 30 years… Trading on redundant demographic groups & multichannel packages
    14. 15. All of this has confused consumers <ul><li>Delivering irrelevant ad messages </li></ul><ul><li>With little effect & </li></ul><ul><li>It creates contempt towards brands </li></ul>
    15. 16. At the same time, the internet has created a world which meets their needs
    16. 17. Offering advertisers more <ul><li>Tailored communications </li></ul><ul><li>Behavioural targeting </li></ul><ul><li>Capping opportunities </li></ul>
    17. 18. & consumers even more <ul><ul><li>Freedom: </li></ul></ul><ul><ul><li>To Explore </li></ul></ul><ul><ul><li>To Evolve </li></ul></ul><ul><ul><li>- To Participate… </li></ul></ul>
    18. 19. Allowing passion groups to flourish <ul><li>Commenting </li></ul><ul><li>Creating </li></ul><ul><li>Shaping </li></ul><ul><li>Getting social kudos </li></ul>
    19. 20. The Scene Celebrity
    20. 21. Everyone can be a Scene Celebrity today
    21. 22. They are very influential <ul><li>As they have more access to more people </li></ul><ul><li>than ever before, through Social Media </li></ul>One to One Face to face Phone call Talk to shop worker Consult a Pro Reader Letters Phone in Digital Expansion SMS Email Messenger Blog Social Network Page Video Sharing Photo sharing Chat rooms Message boards Bookmarking Mass expansion Comments Virals Widgets Auctions Wish lists Ratings Reviews Price Comparisons Social Shopping
    22. 23. Because consumers are placing their trust in them What influences your purchase decisions Source: rocket alive Famous Celebrity TV Advertisement Specialist Blog Consumer Review Press advertisement Personal Blog
    23. 24. Which flips the influencer model on its head Traditional media power houses Passionate individuals
    24. 25. 1/9/90
    25. 26. So what will advertisers expect from you... <ul><li>Less rigid model </li></ul><ul><li>Passion groups knowledge </li></ul><ul><li>Understanding of the hierarchy </li></ul><ul><li>When you interact & </li></ul><ul><li>A demonstration of how brands can engage with them… </li></ul>
    26. 27. So how do we engage with these powerful groups? The key to engaging has always been through emotional connections
    27. 28. Because man is at the mercy of his emotions “ emotional responses precede conscious thought, determine allocation of attention and occur without our being aware of them” David Bonney DDB, WARC, Emotion a familiar friend we barely know
    28. 29. “ the emotions are a serious opportunity to get in touch with consumers. And best of all, emotion is an unlimited resource. It’s always there – waiting to be tapped with new ideas, inspirations, and new experiences” Kevin Roberts CEO Saatchi & Saatchi
    29. 30. Emotional campaigns are considerably more effective Source: IPA dataBANK
    30. 31. However in today’s cluttered environment, there is a need for brands to go deeper…
    31. 32. & leverage emotional context <ul><li>Content </li></ul><ul><li>Physical surroundings </li></ul><ul><li>Social environment </li></ul><ul><li>Involvement </li></ul>What mood are consumers in when they’re consuming that media
    32. 33. So what mood do you represent?
    33. 34. This is really important for consumers <ul><li>Because TV is now a mood satisfier </li></ul>
    34. 36. To really engage we must encourage participation…
    35. 37. Early, Cross Platform Content
    36. 38. Involvement
    37. 39. Outcomes
    38. 40. & Participation
    39. 41. So what will advertisers expect from you... <ul><li>To stand For something </li></ul><ul><li>To be more than just a TV channel </li></ul><ul><li>Realise your cross platform ability </li></ul><ul><ul><li>Trans-media storytellers </li></ul></ul><ul><li>Tell us the emotions your content will generate </li></ul><ul><ul><li>& mood state you satisfy </li></ul></ul><ul><li>Involvement </li></ul>Standing out in the long tail by becoming more relevant to passions
    40. 42. But TV channels haven’t always offered brands this…
    41. 43. So brands have started creating their own content again
    42. 44. It will continue
    43. 45. Consumers want to get involved too
    44. 46. & making a good job of it too
    45. 47. Maybe it’s time we all work together…
    46. 48. “ the biggest hurdle we have to get over… is the integration of networks , the studios , the ad agencies , the advertisers , the talent agencies, and anybody else that’s involved in this space. We must be able to sit down collectively and cooperatively to come up with a solution ” Lee Gabler Creative Artist Agency
    47. 49. Consumer Centric Products
    48. 50. Content
    49. 51. Planning Demographics To Behaviour & Mood
    50. 52. Measurement From Impression to Expression
    51. 53. Consumers at the heart of everything
    52. 54. Evolve the buying model
    53. 55. Small groups are powerful
    54. 56. Leverage their influence
    55. 57. Understand their passions
    56. 58. Compliment their mood
    57. 59. Place them at the centre
    58. 60. Let’s begin
    59. 61. Conor Doyle [email_address] Dino Myers-Lamptey [email_address] Thank you