MEDIA TYPESAND THECONSUMER                                                                                 02. 12.12      ...
Gene Keenan - The Collective Factory LLC
SUMMARYTodays consumer has 1000’s of media touch points. Digital has changed the way welook at media because we can now me...
BACKGROUND
Todays Media Consumption Is Concurrent and non-discriminatory    Usage is focused on    constant entertainment    and trut...
STUDY RESULTS (CONSUMER MEDIA PERCEPTIONS)
The universal access to truth has changed our perceptions.                 Regardless of format and contrary to belief, ad...
INDIVIDUAL RELATIONSHIPS AND COLLECTIVE WISDOM DO HOWEVER WORK           RECOMMENDATIONS FROM PEOPLE I KNOW               ...
HISTORY (A BRIEF LOOK AT HOW WE GOT TO TODAY)
BEGINNING OF INDUSTRIAL REVOLUTION                       advertising started with                        functional attrib...
INDUSTRIAL REVOLUTION: SUBCONSCIOUS DESIRES     To address the concerns of companies that     eventually consumers would s...
THEN THE INTERNET CAME ALONG     • Making it possible for consumers to talk to       a greater pool of consumers and to se...
NET RESULT (IMPLICATIONS)
ACCESS TO INFORMATION HAS     CHANGED BUT ADS HAVE NOT        (we still seek simple reach impressions instead of dialog)14
AND WE WONDER WHY CMOS ARE UNHAPPY WITH THEIR AGENCIES     9% of marketers believe     traditional ad agencies are doing a...
SO… REGARDLESS OF MEDIA CHANNEL OR AD FORMAT, THE COLLECTIVE STORY IS WHAT STICKS.  While, there is no magical ad placemen...
We need to move the messaging to storying     telling not a better/more flash ad format or         targeting capability vi...
WHY FOCUS ON CREATIVE?
BETTER CREATIVE IS 4X MORE EFFECTIVE THAN A MEDIA PLAN     According to Comscore:                                         ...
In case you missed the last slide:                    Better creative is 4X more                  effective than the BEST m...
HOW WILL WE KNOW THE CREATIVE IS BETTER?
BY TESTING IT!!!
CREATIVE TESTING WILL BE AT THE CORE OF SUCCESS        58% of CMO’s are unsatisfied with                                   ...
ISN’T CREATIVE TESTED ALREADY?                                 Not really.                            WHY?                ...
CREATIVE CASE STUDYP&G Febreze | Triumph of Creative Over Targeting | P&G The King Of Creative TestingBACKGROUND          ...
CHALLENGES OF SUCCESS (CREATIVE)25
WHAT ARE THE CHALLENGES OF CREATIVE TODAY?     Not measured (in most cases)     Were using formats ill suited for the medi...
WHAT ARE THE REASONS BEHIND THIS?                CHALLENGE                                                        REASON  ...
A QUICK REVIEW OF EXISTING       CREATIVE BENCHMARKS29
ONLINE AD FORMATS AND CTR                                                      0.11%0.11%               0.09%             ...
ONLINE AD FORMATS AND TIME SPENT                              Average Display Time                              6.3     Ha...
MOBILE AD FORMATS AND CONSUMERS                                30%                                                        ...
MAKING STATIC WORK
MATCHING CREATIVE TO THE MEDIUM     WE NEED TO THINK ABOUT HOW     MEDIUMS BEST TELL STORIES:                             ...
END FOR NOW
CONTACT:Gene Keenangene@thecollectivefactory.com415-218.7369http://www.thecollectivefactory.com
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Creative Versus Better Targeting - Connecting the Dots

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This is a stub deck of a larger internal presentation on two things:

1) ad formats and mediums and how we do a poor job matching the message to the medium

2) the downfall of the current obsession with targeting. Why creative triumphs over data every time but media agencies and clients are focused on where they can see small gains instead of GIANT GAINS in their ROI

The solutions had to be removed for now but I think a smart person could figure it out.

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  • Creative Versus Better Targeting - Connecting the Dots

    1. 1. MEDIA TYPESAND THECONSUMER 02. 12.12 A dverti sin g San Fr an cis co C O N N E C T I N G T H E D O T STHE COLLECTIVE FACTORY LLC
    2. 2. Gene Keenan - The Collective Factory LLC
    3. 3. SUMMARYTodays consumer has 1000’s of media touch points. Digital has changed the way welook at media because we can now measure it and analyze it in real time. Nielsenrecently released a study that looked at media by type and how the consumerthought of those media types. This short presentation will look at:• What is the background behind media consumption• What are the results of that study• What are the implication of that study?• Creative solutions3
    4. 4. BACKGROUND
    5. 5. Todays Media Consumption Is Concurrent and non-discriminatory Usage is focused on constant entertainment and truth seeking through information.5
    6. 6. STUDY RESULTS (CONSUMER MEDIA PERCEPTIONS)
    7. 7. The universal access to truth has changed our perceptions. Regardless of format and contrary to belief, advertising does not control how people think. Emails I signed up for Editorial content such as a newspaper article Ads in magazines Brand websites 4% 3% 11% 3% 6% 3% 4% 4% 4% 36% 46% 12% 34% 49% 22% 52% 17% 31% 49% 11% Ads served in search engine results Products shown embedded in TV Ads on mobile devices Ads in radio 2% 7% 2% 2% 3% 6% universal in 19% 52% 19% 15% 53% 18% 11% 11% 50% 22% 15% 24% 51% 16% lack of trust Online video ads Online banner ads Ads on social networks Ads on TV 2% 2% 2% 7% 3% 17% 52% 20% 9% 14% 51% 23% 11% 13% 48% 24% 13% 26% 45% 19% Trust Completely Trust Somewhat Neither Trust nor Distrust Don’t Trust Much Don’t Trust At All7 Nielsen, Global Online Survey, Q1 2011
    8. 8. INDIVIDUAL RELATIONSHIPS AND COLLECTIVE WISDOM DO HOWEVER WORK RECOMMENDATIONS FROM PEOPLE I KNOW CONSUMER OPINIONS POSTED ONLINE note drop off #1 #2 4% 2% 1% 2% between friends 18% 58% 21% 45% 38% 10% and just consumers Trust Completely Trust Somewhat Neither Trust nor Distrust Don’t Trust Much Don’t Trust At All8 Nielsen, Global Online Survey, Q1 2011
    9. 9. HISTORY (A BRIEF LOOK AT HOW WE GOT TO TODAY)
    10. 10. BEGINNING OF INDUSTRIAL REVOLUTION advertising started with functional attributes It focused on NEEDS of consumers10 source: adam curtis: century of the self vol 1.
    11. 11. INDUSTRIAL REVOLUTION: SUBCONSCIOUS DESIRES To address the concerns of companies that eventually consumers would stop buying things because they had the wares that they needed Eddy Bernay’s championed the idea of tying the subconscious desires of consumers to the product Shifting from needs to desires To create need where none existed The availability of consumer credit on a mass scale also drove consumption by making it possible to buy “desires.”11 source: adam curtis: century of the self vol 1.
    12. 12. THEN THE INTERNET CAME ALONG • Making it possible for consumers to talk to a greater pool of consumers and to seek the truth about a particular product Truth about any product became a mouse click away12
    13. 13. NET RESULT (IMPLICATIONS)
    14. 14. ACCESS TO INFORMATION HAS CHANGED BUT ADS HAVE NOT (we still seek simple reach impressions instead of dialog)14
    15. 15. AND WE WONDER WHY CMOS ARE UNHAPPY WITH THEIR AGENCIES 9% of marketers believe traditional ad agencies are doing a stop good job of evolving and extending their service capabilities. Only 36% of marketers are committed to their agency relationships as an agency, we keep driving off the cliff expecting a different result15 http://www.mediabizbloggers.com/uwe-hook/The-State-of-Agency-Brand-Relationships---Uwe-Hook.html
    16. 16. SO… REGARDLESS OF MEDIA CHANNEL OR AD FORMAT, THE COLLECTIVE STORY IS WHAT STICKS. While, there is no magical ad placement that can control the stories people share about your brand…You can be a part of shaping the story that is told. In the age of connected devices and connected consumers the key is to focus on a story that is true and compelling.16
    17. 17. We need to move the messaging to storying telling not a better/more flash ad format or targeting capability via DSP’s/DMP’s media agencies are mindlessly obsessed with targeting17
    18. 18. WHY FOCUS ON CREATIVE?
    19. 19. BETTER CREATIVE IS 4X MORE EFFECTIVE THAN A MEDIA PLAN According to Comscore: SIDE BAR 52 percent of sales lift variance is attributable to the quality of Every agency is focused on optimizing media through DSP’s and DMP’s but better creative the advertising creative will make a bigger impact every time. ADVANTAGE: FOUR TIMES While everyone else is focused on optimizing an internal combustion engine we will focus on a the importance of the hybrid approach which is better creative driven by technology married with strong media. media plan19 http://www.comscore.com/Products_Services/Advertising_Effectiveness/Creative_Messaging_Optimization?articleid=90&zoneid=4
    20. 20. In case you missed the last slide: Better creative is 4X more effective than the BEST media optimization.http://www.comscore.com/Products_Services/Advertising_Effectiveness/Creative_Messaging_Optimization?articleid=90&zoneid=4
    21. 21. HOW WILL WE KNOW THE CREATIVE IS BETTER?
    22. 22. BY TESTING IT!!!
    23. 23. CREATIVE TESTING WILL BE AT THE CORE OF SUCCESS 58% of CMO’s are unsatisfied with UNMET NEED the evaluation process associated = with benchmarking their agencies CREATIVE creative advertising effectiveness. TESTING “The most important word in the vocabulary of advertising is TEST. If you pretest… you will do well in the marketplace.” - David Ogilvy23 http://www.mediabizbloggers.com/uwe-hook/The-State-of-Agency-Brand-Relationships---Uwe-Hook.html
    24. 24. ISN’T CREATIVE TESTED ALREADY? Not really. WHY? Because of the cost of Flash production, clients rarely pay for the creation of additional units for testing.24
    25. 25. CREATIVE CASE STUDYP&G Febreze | Triumph of Creative Over Targeting | P&G The King Of Creative TestingBACKGROUND Lot’s of great examples ofP&G spends millions developing a new product and millions more marketing it. They creative winning but this P&Gapply the right media targeting to expose the right audience to this new product. example is great becauseSales of the product started small and got smaller as the weeks rolled on despite better creative married withheavy media spends against the right target insight made a failing product successfulINSIGHTP&G focused on using Febreze to eliminate odors instead of making it a habit aspart of your cleaning process. “Spraying feels like a little mini celebration when I’mdone with a room.”SOLUTIONThe marketers needed to position Febreze as something that came at the end of thecleaning ritual, the reward, rather than as a whole new cleaning routine.RESULTSThe Febreze revamp occurred in the summer of 1998. Within two months, salesdoubled. A year later, the product brought in $230 million. Since then Febreze hasspawned dozens of spinoffs — air fresheners, candles and laundry detergents — thatnow account for sales of more than $1 billion a year.25 source: http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?pagewanted=all
    26. 26. CHALLENGES OF SUCCESS (CREATIVE)25
    27. 27. WHAT ARE THE CHALLENGES OF CREATIVE TODAY? Not measured (in most cases) Were using formats ill suited for the medium Media formats consumers find annoying27
    28. 28. WHAT ARE THE REASONS BEHIND THIS? CHALLENGE REASON Cost  is  too  high  for  most  clients  to  run  A/B  tes4ng  on   Not measured (in most cases) crea4ve  because  of  the  use  of  Flash  or  poorly  informed   media  and  crea4ve  teams Were using formats ill suited for the These  formats  (flash  banners,  take  overs)  are  more   medium profitable  than  sta4c  ones Media formats consumers find These  formats  (flash  banners,  take  overs)  are  more   annoying profitable  than  sta4c  ones28
    29. 29. A QUICK REVIEW OF EXISTING CREATIVE BENCHMARKS29
    30. 30. ONLINE AD FORMATS AND CTR 0.11%0.11% 0.09% 0.09% 0.09% 0.09%0.08% 0.08% Statistically, there0.06% is little difference between any of0.03% the ad formats 0% ds ds eo eo eo eo eA Flas hA -Vid /Vid -Vid /Vid mag on age Non able I ge/N In-P ble/ and -Pa RM pan da ME xp R M In Ex R RM CTR30 source: google/double click ad benchmarks
    31. 31. ONLINE AD FORMATS AND TIME SPENT Average Display Time 6.3 Half page Ad Non-Video 9.9 64.2 9.3 Half Page Ad Video 13.3 60.1 8.4 Large Rectangle Video 16.0 68.2 Large Rectangle Video 7.5 0 78.2 Regardless of unit Leaderboard Non Video 5.9 11.0 32.7 type, interaction 7.1 Leaderboard Video 20.0 34.3 times are about 6.1 Medium Rec 12.0 32.3 the same 7.3 Skyscraper Non-Video 21.3 33.7 2.5 Skyscraper Video 4.5 33.4 7.3 19.9 25.6 Wide Skyscraper Non Video 7.9 Wide Skyscraper Video 26.1 27.2 0 20 40 60 80 Average Interaction Time Average Display Time Average Expanding Time31
    32. 32. MOBILE AD FORMATS AND CONSUMERS 30% Full Page Ad High click High click potential/Low potential/High Sponsored App noticeability noticeability 25% Mobile Internet Banner% Saying Ad would click on Ad Take Over Static Mobile 20% App-Integrated Top Banner Internet Banner is Sponsored SMS least annoying 15% Conversational SMS and most effective App-bottom banner from a click 10% through perspective 5% Low click Low click Size = % who say ad potential/Low potential/High in context is annoying 0% noticeability noticeability 0% 20% 40% 60% 80% 100% % Saying Ad is Obvious in Context32 source: Insight Express 32
    33. 33. MAKING STATIC WORK
    34. 34. MATCHING CREATIVE TO THE MEDIUM WE NEED TO THINK ABOUT HOW MEDIUMS BEST TELL STORIES: Which Format Will People are not on content pages long Work Best Here? enough to watch our 30 second 4 loop flash banner. Instead a “static billboard” might be more effective (and cheaper). Make static work by combining Imagine driving down the highway and the medium with the capabilities there is a billboard. You only have a few seconds to get your message across to of ad servers. the driver. Is a 30 second banner going to get your message across?34
    35. 35. END FOR NOW
    36. 36. CONTACT:Gene Keenangene@thecollectivefactory.com415-218.7369http://www.thecollectivefactory.com

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