Reklam Ölçümleri – Tek Yönlü Sıkıcılıktan – Çok Yönlü Aksiyonlara

Araştırmada Yenilikler Konferansı, Innovation in Research Conference /4 Haziran 2015, 4 June 2015
Tracking the
brand in a
changing world
Gerry Hahlo

Araştırmada Yenilikler Konferansı, Innovation in Research Conference /4 Haziran 2015, 4 June 2015 2
“The idea of installing ‘telephones’ in
every city is idiotic... The device is
inherently of no value to us.”
Western Union report to
Alexander Graham Bell, 1876

THE BRAND IS FRONT AND CENTRE OF
CLIENT PRIORITIES
4
Brand management is more
important then ever
So understanding the brand and
its activities is more important
than ever

Behind every brand should be a
unique insight into the purpose it will
serve in the life of the person who
buys it.
We build brand equity by ensuring not
only that our brands have a purpose,
but also that it is clearly understood,
and valued, by our consumers.

BRAND MANAGEMENT HAS CHANGED
There is little functional differentiation
People have little time to think about
brands
Successful brands appeal to the emotions

FRAGMENTATION OF MEDIA CREATES
NEW OPPORTUNITIES
New media landscape with many
more brand touchpoints
Many more ways to engage with
people, across all of society
It is tough to keep control of your
brand’s story

THE 30 ’’ TV AD IS NO LONGER STANDARD
8
Mini movies
long videos
Carousel

• Average number of dealership visits for car purchase:
was 7 now 1.5
• 44% of intenders willing to buy online
• 78% more likely to buy a model if they find positive comments on
social media
We are on the cusp of one of the most radical
changes in the way that you buy cars in 125 years
Andy Palmer
Chief Planning Officer, Nissan
Source: Cap Gemini Consulting
THE DECISION PROCESS IS CHANGED

Source: YouTube
The number of hours people watch
each month is up 50% year on year
300 hours of video are uploaded to
YouTube every minute
More than 1 billion users

BRANDS HAVE TO BE MORE CONSUMER-CENTRIC
11
Sensitive to the demands on people
Conscious of expectations to be entertained
Brands have to give back to people

TRACKING ALSO
HAS TO BE
CONSUMER-CENTRIC

AND MORE BUSINESS-CENTRIC
13

How tracking has
to help brands
now

CONNECTING TRACKING INSIGHTS TO CRITICAL
BUSINESS QUESTIONS
15
…keeping it
real …at the
right time
…in the right
way
The right
context…

Tracking has to become part of
the brand’s ecosystem
Alongside the proliferation of
brand metrics
THE RIGHT CONTEXT…

tweets
likes
follows
view
through
fans
time
spent
mentions
Pretty, but don’t tell us impact on brand

0.5%
Source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook Fans: A Fan for Life?’, ADMAP, May 2012 18
Fans talking about
a brand on
Facebook

What people think and how they
feel about the brands
And are your activities hitting
home?
… In the long term?
TRACKING TELLS YOU WHY…

Sensitive measures
Capturing meaningful data
KEEPING IT REAL

WE CAN HARNESS THE POWER OF SOCIAL
MEDIA
By listening to conversations about the brand online
Advanced text analytics can mine complex data
Social intelligence can become a brand monitor between
waves of structured research
21

NEUROSCIENCE BRINGS DEEPER
UNDERSTANDING OF ATTITUDES
Implicit Reaction Time: speed of response
shows strength of convictions
Future developments will improve System 1 and
System 2 integration through wearable
technology and mobile biometrics
22

SMARTPHONES CAN GATHER
INSIGHTS
Geolocation captures date, time and place
to give insights on
effective combinations of touchpoints
Shopping behaviour and patterns can be
monitored
23

CLOSING IN ON THE HOLY GRAIL…
An app can detect inaudible codes inserted into
audio streams (TV, radio, internet) for
cross-platform measurement of media exposure
Brings us closer to the dream of
single source and predictive analytics
24

TV STILL IMPORTANT AS THE WORLD BECOMES
DIGITALISED AND PROGRAMMATIC
25
47.539
17.641
14.097
3.610
2.048
341
-2.677
-6.187
Mobile internet
Television
Desktop internet
Outdoor
Radio
Cinema
Magazines
Newspapers
Contribution to global growth in adspend by
medium 2014-2017 (US$ million)
Source: Zenith Optimedia
US$ 520bn
39,4
18,8
5,3
15
7,3
6,8
6,8
0,5
Television
Desktop internet
Mobile internet
Newspapers
Magazines
Outdoor
Radio
Cinema
Share of global ad spend by medium %

Research when it matters
AT THE RIGHT TIME
26

SMARTPHONES OPEN UP IN THE
MOMENT INSIGHTS
Real time research
Potential for ‘week in the life’
diaries of brand experiences
27

SPEED THROUGH
AUTOMATION FOR DECISIONS
AT THE RIGHT TIME
28
Real time dashboards across
multiple platforms
Scorecards reduced and
simplified
Taking in key soft and hard
sources

People to people communications
IN THE RIGHT WAY

MORE ENGAGING RESPONDENT EXPERIENCES
30
Enabling surveys to be completed on
smartphones
Highly visual questionnaires
Lead to
better response rates
better quality, more
representative data

WE HAVE TO WORK SMARTER
31
Closer relationships
Better briefings
Full context

CONNECTING TRACKING INSIGHTS TO CRITICAL
BUSINESS QUESTIONS
32
…keeping it
real …at the
right time
…in the right
way
The right
context…

“THE REPORT OF MY DEATH
WAS AN EXAGGERATION”
33
Mark Twain

BRAND TRACKING REMAINS AT THE CORE
OF SUCCESSFUL BUSINESSES
Enhanced by technological advances; data from
new sources gained in new ways bring new
learning
True success is bringing data together and using
advanced analytics to drive insights that matter

Reklam Ölçümleri – Tek Yönlü Sıkıcılıktan – Çok Yönlü Aksiyonlara

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