Matt McHale from Google

1. The New Consumer
Matthew McHale, Agency lead

2. Google Confidential and Proprietary
We don’t go online. We now live online.

3. Google Confidential and Proprietary
150 times a day
162 minutes a day
20% of media time
4% of ad spend

4. The Consumer Funnel Isn’t Really a Funnel Any More

5. Path to Purpose
Path to Purchase

6. 1 2 3
Purpose = Purchase Power of Influence >
Power of Time
Experience > Exposure

7. Purpose = Purchase

8. Engage at the personal level
Prefer brands that engage user passions and interests 42% more often
than those focused on the transaction.
+42%

9. world Cup Ad

10. World cup ads were longer
and still get more viewers
World cup ads watched on Youtube since April 4x
more than Super Bowl ads watched this year
1.2
Billion
Minutes
The average length of the top 10 trending world
cup Ads versus one minute for the Super Bowl
3
Minutes
Brazilians views 61M world cup ads. While the US
isn't far behind with 57M.
One interesting difference: U.S. viewers tend to
search about the World Cup right before games.
Brazil
Watches the
most world cup
ads

11. What’s your purpose?

12. Media usage = Media influence

13. Power of Influence > Power of Time
Today’s successful brands are
building a media plan based
on media touchpoint influence
rather than mere usage.
Consider how your media plan
would look on points of influence.

14. YouTube
64%
Word of Mouth
e.g. Friends, family, sharing
comments and reviews online
74%
Facebook
56%
Company/
Brand Websites
59%
Twitter
61%
Newspapers&
Magazines
55%
TV/Movies
51%
1
2
3
Retailers and
Store Visits
69%
How-to Videos**
Product Visualization**
Entertainment**
*Stated influence of media touchpoints for recent purchasers when making a decision to purchase
**Top 3 roles of YouTube as stated by recent purchasers of auto vehicles, beauty products and smartphones
Search
51%
Points of Influence on the Path to Purpose*

15. Experience > Exposure

17. Micro-Moments occur throughout the consumer journey
Bought tickets
to concert
Buy shoes online,
pick-up in store
Watch YT video
for how to tie fly
fishing knots
Search for lawn
mower reviews
in the aisle
Use airline app
to reschedule flight
At work, check out
movie theater show
times
Compare two travel
reward credit cards
Visit insurance
site to file a claim
Research best
running apps
On the bus, book
dinner reservation
PurchaseAWARENESS
CONSIDERATION
PURCHASE
LOYALTY

18. We’re not doing different things.
We’re doing the same things, differently.

19. Thank You