Is It The Death Or Rebirth Of Digital Advertising?
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Digital Ad spend has been growing steadily across the globe and in some markets now outpaces TV spend. With this rise in spend we have also seen a steady increase in the formats and technology available to advertisers. But are we as an industry forgetting who is at the heart of all these efforts? Are we in danger of losing consumer interest/ receptivity once and for all?
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Is It The Death Or Rebirth Of Digital Advertising?
- 1. The Death of Digital Advertising? Brand Summit 26th November 2015 11
- 2. #MBrandSummıt @MB_Turkiye @vincentblaney Adreaction: Video Creative in a Digital World 2 • Survey research was conducted in 42 countries (19 countries in Europe) among 13,500+ 16-45 year old Multiscreen users. • Parallel copy testing research (TV vs. online vs. mobile) was conducted for 20 ads in eight countries.
- 3. 3 My History of Digital in a few slides…
- 4. #MBrandSummıt @MB_Turkiye @vincentblaney A perspective… 4
- 5. #MBrandSummıt @MB_Turkiye @vincentblaney But a pair shoes is still a pair of shoes 5 Look at these shoes! You have been looking at these shoes You are thinking about shoes
- 6. #MBrandSummıt @MB_Turkiye @vincentblaney In a way we are still just chasing numbers… 6 Impression CTR CPA CPM CPV Like
- 7. #MBrandSummıt @MB_Turkiye @vincentblaney “I am not a number” 7 0.02 0.04 0.06 50% curious / 50% a mistake 0.08
- 8. Programmatic advertising is exploding… Surely this will save the day… 8 PROGRAMMATIC
- 9. #MBrandSummıt @MB_Turkiye @vincentblaney How well are we really targeting… 9 #AdReaction @millward_brown @vincentblaney
- 10. #MBrandSummıt @MB_Turkiye @vincentblaney Some initial Do’s and Don’ts 10 • Don’t let investment targets define your strategy “to see how it performs in the mix” • Do define a clear role for digital in your campaign • Don’t allow creative that has not taken consumer mindset and context into account • Don’t limit your creative agencies with short lead times and small budgets • Do hold your creative agencies accountable when they are given the brief and time • Don’t be fooled by the magical world of “optimisation”
- 11. 11 Everyone is talking about Video…
- 12. We are certainly all doing it! 12 3.4 Hrs 2.9 Hours GLOBAL EUROPE 3.7 Hours AMAP 3.4 Hrs North America 4 Hours Latam 3.2 Hrs
- 13. Video views are truly cross device 13 GLOBAL EUROPE 32 18 18 10 22 34 19 19 9 19 Around 50% of all video viewing on a digital device LIVE TV ON DEMAND TV LAPTOP TABLET SMART PHONE
- 14. So what about device usage… 14 LIVE TV ON DEMAND TV COMPUTER TABLET SMART PHONE 28 31 28 32 34 32 32 20 16 12 19 18 13 17 19 21 19 18 10 8 11 10 9 10 17 24 26 25 19 22 NA LATAM AMAP Turkey Europe Global Share (%)
- 15. How much to age play a role? 15 SMARTPHONE ON DEMAND TV COMPUTER LIVE TV TABLET 0 10 20 30 40 50 60 70 80 16-24 25-34 35-45 Average time spent (daily minutes)
- 16. A different picture in Turkey 16 SMARTPHONE ON DEMAND TV COMPUTER LIVE TV TABLET 0 10 20 30 40 50 60 70 80 16-24 25-34 35-45 Average time spent (daily minutes)
- 17. However we are struggling to cross the device… 17
- 18. Houston we have a receptivity problem… 18 Live TV On Demand TV Laptop Tablet Smartphone -25 -43 -43 -44 -48 NA -2 -25 -30 -28 -34 LATAM +12 -15 -17 -17 -23 AMAP +18 -3 -6 -6 -11 EUROPE Net figure (+ve minus -ve) -3 -34 -34 -33 -37
- 19. Who do we need to convince… 19 Live TV On Demand TV Laptop Tablet Smartphone -9 -47 -47 -48 -53 25-34 -1 -31 -25 -23 -24 35-45 +2 -16 -28 -27 -31 16-24
- 20. 20 How do we agree the best deal with our consumers…
- 21. A greater feeling of control leads to better receptivity 21 Logit Transformed r2=0.55; r=0.74 (95% Confidence Band) AdReceptivity Control 30 40 50 60 10 20 30 40 50 France Poland Czech Republic Netherlands Denmark Sweden China Canada (French) Australia Finland New Zealand UK (English)Canada Germany Hungary Norway Slovakia Russia Spain Greece Argentina Vietnam US South Africa Ireland Japan Colombia Italy Turkey Hong Kong Kenya Saudi Arabia India Taiwan South Korea Thailand Malaysia Brazil Mexico Nigeria Philippines Indonesia
- 22. Greater “control” formats are viewed more positively 22 -7 -13 -7 -22 -3 -33 -19 -47 -37
- 23. With more demand for control creativity is more important than ever 23 17% 19% 23% 24% 25% 28% 29% 29% 30% 37% Offers tips or solutions, right from the start Is something I haven't seen before Contains a person or a character that I'm interested in Features music that is appealing to me Is visually appealing or has great design Something intriguing happens in the first few seconds It's for a brand that I'm interested in Gives me something in return (coupon, reward points) It's for a category that I'm interested in It is funny or humorous
- 24. 24 DON’T JUST COPY AND PASTE YOUR TV AD The online video world is very complex
- 25. Back to the age of the silent movie… 25
- 26. Beware the cliff… capture attention in the first few seconds 26 Viewershare(%) Duration of ad (seconds) Video Playback Behaviour 0 10 20 30 40 50 60 70 80 100 90 80 70 60 50 40 30 20 10 0
- 27. Integrate the brand in the first few seconds 27 GERMANY USA
- 28. Be mindful of the click to play challenge… 28
- 29. The first frame is key 29 UK USA
- 30. Keep it short… 30 GERMANY AUSTRALIA USA
- 31. 31 Low volume high cost to high volume low cost
- 32. #MBrandSummıt @MB_Turkiye @vincentblaney It is more important than ever to focus on all the right things 32 right person right message right time
- 33. 33 Lets finish with two potential futures…
- 34. #MBrandSummıt @MB_Turkiye @vincentblaney The future as we see it… 34
- 35. #MBrandSummıt @MB_Turkiye @vincentblaney Potentially as the consumer sees it - Adblockalypse now! 35
- 36. The Death of Digital Advertising? Brand Summit 26th November 2015 3636
Editor's Notes
- Ted McConnell is exec VP-digital for the Advertising Research Foundation recently reported a little experiment he conducted in AdAge: http://adage.com/article/digital/incredible-click-rate/236233/ He and some associates ran six blank ads in three IAB standard sizes, and two colors, white and orange. The average click-through rate across half a million ads served was 0.08%, which would be good for a brand campaign, and so-so for a direct response campaign. When asked half the clickers said they were curious, the other half admitted to a mistaken click. As McConnell admits the experiment is not realistic, after all it was a blank ad, but he states, “At a minimum, the data suggest that if you think a click-through rate of 0.04% is an indication of anything in particular, you might be stone-cold wrong.” So if half the people who click on an ad do so by mistake what does that imply about the value of online advertising? ROI calculations based on click through start to look even more dubious than they do now. And yet we know that the overall effect of an online ad is far greater than immediate behavior would imply.
- Turkey falls in the bottom half of markets in terms of total video viewing an area dominated by European markets, actually only Japan and South Korea stand out as they fall into some of the lowest consumption globally.
- Just like it’s important to engage people in the opening seconds, it’s also critical to integrate the brand. Unlike ads on TV, if you don’t feature the brand within the first few seconds of digital video, the brand is unlikely to benefit from any positive impact. These two examples are great examples of intergrating the brand early in the ad without taking away any magic. In the maggi ad, we open up on the brand with them choosing the product to cook with. Begginn is an ad which is effectively a rap specific to the brand combined with humorous close ups of the dog and what he is doing over a day whilst also dribbling and enjoying getting his beggin treats. Beggin opens up with the rap by including the brand name with the brand name also on screen.
- Finally, we talked about this last year when we looked at video content from 6 seconds to 6 minutes. We said that story telling is of course a great way to engage and ensure key associations can connect to the brand …… but it’s critical the story is told as just the right length. Not too long, not too short for the key elements or intrigue. In an online environment where people can skip, length is even more important. Shorter ads on the whole were far more likely to keep people until the end. The maggi and IGA ads worked well and straight to the point. The Beggin ad which people loved was too long for many. Show: Maggi digital, IGA, and Beggin
- Our current vision of the future has been played out to us… this feels like the direction we are heading…