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Plannervision TAM Ireland - The Goldilocks Approach To Television

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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.

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Plannervision TAM Ireland - The Goldilocks Approach To Television

  1. 1. The ‘Goldilocks Approach’ to Television Shane O’Leary @shaneoleary1
  2. 2. “Forget Myspace…Bebo is the future of social media marketing” “Why all brands should be using Q.R. codes…” “Teens aren’t using Facebook, and it could die within a year” Follow @shaneoleary1
  3. 3. Follow @shaneoleary1
  4. 4. Follow @shaneoleary1
  5. 5. “Humans have an almost unlimited ability to become blind to our own biases.” Daniel Kahneman Follow @shaneoleary1
  6. 6. Follow @shaneoleary1
  7. 7. Follow @shaneoleary1
  8. 8. Follow @shaneoleary1
  9. 9. Follow @shaneoleary1 “TV is dead! Nobody under the age of 50 watches it. It’s a waste of money!”
  10. 10. Follow @shaneoleary1 “TV is dead! Nobody under the age of 50 watches it. It’s a waste of money!”
  11. 11. Follow @shaneoleary1 “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!”
  12. 12. Follow @shaneoleary1
  13. 13. Follow @shaneoleary1
  14. 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 Follow @shaneoleary1
  15. 15. Let’s take the ‘Goldilocks approach’. Follow @shaneoleary1
  16. 16. 1: It will stop us acting like the grim reaper Follow @shaneoleary1
  17. 17. Follow @shaneoleary1
  18. 18. For some reason, we love to convince ourselves that new channels replace old ones. Follow @shaneoleary1
  19. 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.” Follow @shaneoleary1
  20. 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. Follow @shaneoleary1
  21. 21. Follow @shaneoleary1
  22. 22. Follow @shaneoleary1
  23. 23. Follow @shaneoleary1 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. 24. “Online businesses are the biggest category of advertisers on TV in UK (£640m).” Thinkbox 2016 Follow @shaneoleary1
  25. 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. Follow @shaneoleary1
  26. 26. 2: It will remind us that we’re all aliens Follow @shaneoleary1
  27. 27. We believe our own media consumption behaviour is normal and everyone behaves the same way… Follow @shaneoleary1
  28. 28. …but we’re aliens. Follow @shaneoleary1
  29. 29. Follow @shaneoleary1 The False Consensus Effect: We overestimate the extent to which our opinions, preferences and habits are typical.
  30. 30. Follow @shaneoleary1
  31. 31. Follow @shaneoleary1
  32. 32. Marketing Industry 97% 75% 81% 60% Follow @shaneoleary1 TAM Ireland Data
 ‘Used in past week’
  33. 33. Marketing Industry ‘Normal’ People 97% 62% 75% 25% 81% 22% 60% 30% Follow @shaneoleary1 TAM Ireland Data
 ‘Used in past week’
  34. 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% Follow @shaneoleary1 TAM Ireland Data
  35. 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% Follow @shaneoleary1 TAM Ireland Data
  36. 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. Follow @shaneoleary1
  37. 37. 3: It will help us integrate and evolve our approach Follow @shaneoleary1
  38. 38. Follow @shaneoleary1
  39. 39. Follow @shaneoleary1 Digital TV
  40. 40. Follow @shaneoleary1 It reflects consumer behaviour
  41. 41. Follow @shaneoleary1
  42. 42. Follow @shaneoleary1
  43. 43. Follow @shaneoleary1
  44. 44. Follow @shaneoleary1
  45. 45. TV v digital is increasingly irrelevant to the consumer, so let’s reflect that. Follow @shaneoleary1
  46. 46. Follow @shaneoleary1 It benefits us and our clients
  47. 47. Follow @shaneoleary1 Advertising Research Foundation “Using tailored creative across multiple platforms increases ROI” ROI
  48. 48. Follow @shaneoleary1 and use #DMXDublin “The best and most creatively awarded campaigns use TV and digital/social.” Warc, Cannes Lions, IPA, AdFx ROI Awards
  49. 49. Follow @shaneoleary1 and use #DMXDublin “Campaigns that include TV and digital are more effective. Positive business effects are boosted by +13%.” Binet & Field IPA Database Study ROI Effectiveness Awards
  50. 50. Follow @shaneoleary1 and use #DMXDublin “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. 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. Follow @shaneoleary1
  52. 52. Let’s take the ‘Goldilocks approach’…
  53. 53. Let’s take the ‘Goldilocks approach’… …and work towards our ‘happy ever after’.
  54. 54. Thank You To download slides, links to data sources and much more, go to
 www.shaneoleary.me/blog now.

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