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IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Media Planning

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IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Media Planning

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IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Media Planning

  1. 1. IAB Europe Research Awards Webinar Consumer Behaviour and Media Planning 17 October 2018 Good afternoon and welcome, we will start shortly
  2. 2. MODERATOR Chelsea Horncastle Senior Product Innovation and Insights Manager, OMD EMEA Alison Fennah Executive Business Advisor, IAB Europe PRESENTERS Paul Hardcastle Research Director Oath
  3. 3. HOW CONSUMERS ACCEPT, UNDERSTAND AND TRUST AI
  4. 4. AI MARKETING APPLICATIONS OF AI MARKETING WITH PROGRAMMATIC BUYING ANALYTICS AIMARKETING OF SERVICE EXPERIENCES SKILLS and BOTS AIMARKETING TO SEO VRM/AGENTS DEVELOPING QUICKLY DRIVING PERFORMANCE IMPROVEMENT THE LONG TERM VISION OUTSOURCED CONSUMER DECISION MAKING TODAY’S EMERGING CHALLENGE KEY TO SUCCESS IN THE LONG TERM @OMD_EMEA
  5. 5. INTRODUCING RETAIL REVOLUTION : UNDERSTANDING CONSUMER PERCEPTIONS & POSSIBILITIES OF AI AI PERCEPTIONS RETAIL BEHAVIOURS AI USAGE @OMD_EMEA
  6. 6. RESEARCH OVERVIEW 14 MARKETS 16,000+ NAT REP RESPONDENTS 1 HACKATHON 6 SUBJECT MATTER EXPERTS 18 TECHNOLOGIES TESTED 6 CHATBOTS CREATED 3 QUALITATIVE RESEARCH METHODS 1 NAT REP QUANTITATIVE SURVEY @OMD_EMEA
  7. 7. OUR APPROACH The research used a mixed method approach giving insight into how consumers accept, understand and trust AI, exposing how brands can implement AI services that deliver meaningful human impact. STAGE ONE Set the scene STAGE TWO Explore STAGE THREE Quantify @OMD_EMEA
  8. 8. EUROPEAN CONSUMERS ARE OPEN TO AI TECHNOLOGIES Base: EMEA Total n=15986 Q. Would you consider AI to be a part of your life? Source: OMD Snapshots, 2017 25% 61% SPAIN FRANCE 36% ITALY 48% 30% ROMANIA 36% 45% 16% 58% POLAND 18% 50% GERMANY SWEDEN 14% 19% FINLAND 26% 19% 28% RUSSIA 61%NETHERLANDS 16% 42% NORWAY 18% 23% 18% DENMARK 42% UK 26% 32% Yes, I would like to get an AI device/app Yes, I am already using an AI device/app 22% OF EUROPEANS ARE ALREADY USING AI AND ANOTHER 41% WOULD LIKE TO 36% @OMD_EMEA 27% BELGIUM 26%
  9. 9. YOUNGER AUDIENCES HAVE DIFFERENT BARRIERS TO ADOPTION AI Barriers 36% 18% I don't need AI I need to be taught how to use it Significantly higher for <35s Significantly higher for >35s Base: EMEA, amongst those who would not consider AI n=3345 Q. Why would you not consider an AI capable device or app as being part of your life? Source: OMD Snapshots, 2017 @OMD_EMEA
  10. 10. AI FITS DIFFERENT NEEDS ACROSS CATEGORIES Base: EMEA Total n=15986 Source: OMD Snapshots, 2017 Help me Empower me with the information to make better decisions. Do it for me Know when I need something. Don’t wait for me to tell you. Surprise me Recommend something I wouldn’t have thought about myself, but I’m guaranteed to like. Know me Make personalised suggestions from what you know about me (beyond demographic data). IT Software & Apps Health & Wellness Movies & TV Books & Music Video Games Finance Medicine & Healthcare Travel Utilities Automotive Furniture & Decor Consumer Electronics Toy & Games Luxury Events Groceries (Food & Drink) Fashion & Apparel Beauty & Personal Care Restaurants @OMD_EMEA
  11. 11. A WEALTH OF VALUABLE INFORMATION ABOUT CURRENT AI BEHAVIOURS AND PERCEPTIONS @OMD_EMEA Sector, audience and market specific nuances Universal truths VS.
  12. 12. EMPIRICAL EVIDENCE TO POSITION OUR ROLE AS MARKETERS IN THE ADOPTION OF AI @OMD_EMEA PROMOTE A PEOPLE-FIRST APPROACH TO AI INFORM AND ADVISE ON AI TECHNOLOGIES PERSONALISE PROMOTION THROUGH TARGETTING
  13. 13. User insights from another reality Paul Hardcastle Research Director, Oath
  14. 14. 14 72% agree that “experiencing virtual reality will be in future what watching television is today.” 10.7 22.4 36.7 49.2 2016 2017 2018 2019 Increasing use of VR in US Source 1: Oath & pilot VR Research 2017, Question: “To what extent do you agree or disagree with the following statements?” Base: total n=338, top-2-box, Source 2: eMarketer forecast: includes people who consume 360° photos/videos or 3D animated VR content at least once a month on any device. A trend becomes reality: Virtual reality is the communication of the future US Virtual Reality Users (millions)
  15. 15. Objectives Analyse the levels of attention paid to VR experiences. The extent of the immersion. Assess how brands can take full advantage of VR for optimal impact.15
  16. 16. 16 Virtual apartment: Living room & kitchen VR sessions with 338 consumers 4 test groups with different ad placements Follow-up survey with all consumers Target group: 50% male, 50% female, aged between 20 and 49, involved in buying groceries for their household Smart home elements: • Digital assistant “Jeannie” • AR system: lighting control system • Smart TV • Digital fridge • AR weather forecast Source: Oath & pilot VR Research 2017 VR research setup: A futuristic virtual home
  17. 17. The smart home experience 17
  18. 18. 18 Strong impact and full user attention 94%“I was very impressed by the virtual experience.” 79%“I was so immersed in the virtual environment that I forgot everything around me.” Source: Oath & pilot VR Research 2017, Question: “To what extent do you agree or disagree with the following statements?” Base: total n=338, top-2-box
  19. 19. 19 Source: Oath & pilot VR Research 2017 Analyzing different brand placements in our smart home apartment Product placement “coffee” (all test groups) AR banner “travel” (all test groups) Audio sponsoring “tech” (test groups 3, 4) TV commercial “entertainment” (test groups 2, 3, 4) AR banner “cheese” (test group 4)
  20. 20. 20 4 scenarios with increasing ad exposure Virtual living room Virtual kitchen Tele- port Interaction Lighting control system Audio Welcome TG1 TG4 Goodbye & Weather Interaction Digital fridge TG2 TG3 Audio sponsor TV commercial “entertainment” Audio alert Banner “cheese” Product placement “coffee” Banner “travel”
  21. 21. Video showing experience 21
  22. 22. Brand potential 22
  23. 23. 23 Source: Oath & pilot VR Research 2017, Question: “To what extent do you agree or disagree with the following statements?” Base: total n=338, top-2-box 91% think, that “virtual reality offers brands completely new ways to connect with their customers.” 69% say, that “brands are seen as extremely innovative if they are showcasing VR to their customer base.”
  24. 24. 24 Source: Oath & pilot VR Research 2017, Question 1: “Can you remember any of these products/features?” Question 2: “Which of these products and features did you like the most, and which did you like the least?” Base: total n=338 The digital fridge is the most memorable smarthome element Unaided recall (in %) Weather Forecast Digital Fridge Smart TV Lighting Control System Digital Assistant 3093625655 Liked the most (in %) Disliked the most (in %) 18 -14 25 -17 48 -13-17 5 -39 4
  25. 25. 30% 42% 20% 58% 41% Banner cheese TV commercial Banner travel Product placement Audio sponsoring Source: Oath & pilot VR Research 2017, Question: “Which brands or branded products do you remember?” Base: total n=338 25 Product placement generates highest brand recall Brand recall
  26. 26. Consumers’ homes as the future POS 26
  27. 27. 144 176 Cheese purchase without exposure to the banner Cheese purchase with exposure to the banner Amount of cheese purchased at the digital fridge [g] Source: Oath & pilot VR Research 2017, Analysis of purchase behavior at the digital fridge: Significant increase in the amount of cheese purchased, with same usage habits of all respondents within the test groups. 27 In-home AR advertising drives sales uplift in the product category +22%
  28. 28. Second screen: Attention is shifting 28
  29. 29. 94% 87% 83% 42% 36% 33% TG 2 TV commercial TG 3 TV commercial + Audio sponsor TG 4 TV commercial + Audio sponsor + Banner "cheese" Visibility TV commercial Brand recall Source: Oath & pilot VR Research 2017, Question: “Which brands or branded products do you remember?” Base: TG2-TG4 n=256 29 Less eye contact with TV commercial as ad placements increase
  30. 30. Press Coverage 30
  31. 31. 31
  32. 32. “ With our study, we see an important pioneering step, in particular with regard to the possibilities of VR analysing milliseconds of data to precisely link attention, behaviour and survey. Daniel Daimler, Senior Consultant Market Research pilot Hamburg. 32
  33. 33. User insights from another reality Paul Hardcastle Research Director, Oath
  34. 34. MODERATOR Chelsea Horncastle Senior Product Innovation and Insights Manager, OMD EMEA Alison Fennah Executive Business Advisor, IAB Europe PRESENTERS Paul Hardcastle Research Director Oath PANEL DISCUSSION
  35. 35. Thank you for attending Visit www.iabeurope.eu – Research Awards area to view today’s case studies Watch and share the webinar recording which will also be available soon on our website Survey at the end of this webinar – please provide your feedback
  36. 36. Contact Marie-Clare Puffett, Business Programmes Manager puffett@iabeurope.eu @iabeurope /iab-europe www.iabeurope.eu

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