1. Definition of Madness: Digital Advertising
Joe Amati Kellogg Canada and Sharon Flynn Millward Brown

2. 2
How are videos viewed by screen –
and for how long?
What do people think of video ads by
screen?
How can I create ads that consumers
won’t skip?

3. Source: Adreaction 20153

4. 4
3.3
hours
3.7
hours

5. 5
77%
66%

6. 6
50%
to
60%
30%
20%
14%

7. 7
LIKE
80%

8. 8
The definition of madness -
doing the same thing over
and over again and
expecting different results

9. 9
50%

10. 10
The way we watch TV and the adverts supporting
it has evolved

11. 11
STATES OF MIND
• Bored
• Goal oriented
• Relaxed – Seeking Diversion
• Relaxed – Invested

12. 12
Navigate
How are we to
navigate this?

13. 13
“I felt observed and felt an intolerable
intrusion in my private life…”
“Purchased from a company and they were the next
ad I saw. Would have liked to see more similar
companies instead of the exact one I knew about…”

14. 14
Skip Ad
66-73%

15. 15
One Size
Does not
fit all

16. Design for digital first

17. Make stories, not time
17

18. 18
3 seconds to impress

19. 19
Keep it fresh

20. 20
A picture is worth
a thousand words

21. 21
Overall spot that does it well

22. 22
Sharon Flynn Millward Brown and Joe Amati Kellogg Canada