Shane O'Leary's slides from September 2017 Plannervision event with TAM Ireland. The Goldilocks Approach to television is a look at how media planners in Ireland should approach the medium, and the benefits of a more open minded, less biased look at media.

1. The ‘Goldilocks Approach’ to
Television
Shane O’Leary
@shaneoleary1

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media marketing”
“Why all brands should be using Q.R. codes…”
“Teens aren’t using Facebook, and it could die
within a year”
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5. “Humans have an almost
unlimited ability to become blind to our own
biases.”
Daniel Kahneman
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“TV is dead! Nobody
under the age of 50
watches it. It’s a
waste of money!”

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“TV is dead! Nobody
under the age of 50
watches it. It’s a
waste of money!”

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“TV is dead! Nobody
under the age of 50
watches it. It’s a
waste of money!”
“Everyone watches
TV, spend all our
budget on it, digital is
a waste!”

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14. “The sign of a first rate intelligence is the
ability to hold two opposed ideas in mind at the
same time and still retain the ability to
function”
F. Scott Fitzgerald
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15. Let’s take the ‘Goldilocks approach’.
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16. 1: It will stop us acting like the grim reaper
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18. For some reason, we love to convince
ourselves that new channels replace old ones.
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19. “Recently we have noticed a number of
changes in marketing and advertising. What is
occurring is the most powerful disruption to
brand marketing since the industrial revolution
and it will kill what has gone before.”
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20. William T. Moran
‘The Great Marketing Revolution’
February 1956
“Recently we have noticed a number of
changes in marketing and advertising. What is
occurring is the most powerful disruption to
brand marketing since the industrial revolution
and it will kill what has gone before.
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60%of Irish people name TV as
their top source for brand discovery.
2h55m per day watched by Irish
adults.
90%of this is live.
TAM Ireland Data
Global Web Index

24. “Online businesses are the biggest category of advertisers on
TV in UK (£640m).”
Thinkbox 2016
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25. The approach?
Keep an eye on consumption trends and trial
new platforms and approaches.
But don’t believe the hype and retain your
media neutrality. Start every brief with a blank
slate and a fresh mind.
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26. 2: It will remind us that we’re all aliens
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27. We believe our own media
consumption behaviour is
normal and everyone
behaves the same way…
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28. …but we’re aliens.
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The False Consensus
Effect:
We overestimate the
extent to which our
opinions, preferences
and habits are typical.

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32. Marketing Industry
97%
75%
81%
60%
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TAM Ireland Data
‘Used in past week’

33. Marketing Industry ‘Normal’ People
97% 62%
75% 25%
81% 22%
60% 30%
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TAM Ireland Data
‘Used in past week’

34. Marketer’s
Estimate
108 mins
70 mins
Live TV per day?
Time shifted TV per
day?
Time spent watching
TV on other devices 37%
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TAM Ireland Data

35. Marketer’s
Estimate
The Reality
108 mins 175 mins
70 mins 19 mins
Live TV per day?
Time shifted TV per
day?
Time spent watching
TV on other devices 37% 2%
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TAM Ireland Data

36. The approach?
Remain innovative and future focused.
Be early adopters and try new formats and
innovations.
But avoid confirmation bias.
Don’t fall prey to the ‘majority illusion’.
You are not an average consumer.
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37. 3: It will help us integrate and evolve our
approach
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Digital
TV

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It reflects consumer behaviour

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45. TV v digital is increasingly irrelevant to the
consumer, so let’s reflect that.
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It benefits us and our clients

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Advertising Research Foundation
“Using tailored creative across multiple
platforms increases ROI”
ROI

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“The best and most creatively awarded
campaigns use TV and digital/social.”
Warc, Cannes Lions, IPA, AdFx
ROI
Awards

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“Campaigns that include TV and digital are
more effective. Positive business effects
are boosted by +13%.”
Binet & Field IPA Database Study
ROI
Effectiveness
Awards

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“By running a Facebook ad then a TV ad,
marketers help increase the impact of their
campaign across screens.”
Facebook
Awards
ROI
Effectiveness
Multi-screen

51. The approach?
The TV versus digital debate is cliched.
It’s also increasingly irrelevant to consumers.
There’s value in the overlap - take advantage of
the halo effect.
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52. Let’s take the ‘Goldilocks
approach’…

53. Let’s take the ‘Goldilocks
approach’…
…and work towards our ‘happy
ever after’.

54. Thank You
To download slides, links to data sources and much more, go to
www.shaneoleary.me/blog now.