Captive Media co-Founder Mark Melford analyses the way on-line (URL) and off-line (IRL) media interact to influence consumer behaviour. With numerous provocative and surprising stats and data he argues that while on-line has brought unprecedented targeting, off-line media still deliver better cut-though and impact

1. URL VS IRL.
HOW ON-LINE AND REAL WORLD ADS INTERACT TO INFLUENCE
BEHAVIOUR
Mark Melford - Founder Captive Media

3. “Look everyone!
- Oh, never mind”

4. CRISISEUROHOUSINGATTENTION

5. ATTENTION

6. • exposed to over 600 advertising
messages a day)
• filter these messages as never before
• watch lessTV, and consume less
traditional media
• are out and about 30% more than a
decade ago
“CONTINUOUS PARTIAL ATTENTION”

7. “I KNOW that half of all I spend on
advertising is wasted.
...I just dont know which half”
John Wanamaker

8. TARGETING

9. TARGETING ≠ ATTENTION

11. =fn (Targeting, Cut-through, Impact)

12. £££

13. Value for Money?
0
0.25
0.5
0.75
1
Global Ad Spend Retail Spend
94.1%
70%
5.9%
30%
On-line / "URL"
Real World / "IRL"
Source: Magna Global, Centre for Retail Research, eMarketer
$22 trn 2014$600 bn

14. 2017
0.5
6.7
6.2
5.9
12.2
11.4
19.6
37.4
Share of global ad spending by Media:
Source: Advertising Expenditure Forecast from ZenithOptimedia
0
25
50
75
100
2005
0.4
6.6
8.4
13.1
29.1
5.6
36.8
TV
Internet
Mobile
Newspaper
Magazine
Radio
Outdoor
Cinema
2013
0.5
6.9
6.9
7.9
17
20.6
40.2

15. The TV anomaly. Spend keeps growing…
0
8
16
24
32
40
48
56
64
72
80
2012 2013 2014 2015 2016
73.77
70.5968.5466.3564.54
Source: eMarketer
The growth in TV spending US $bn
Source: Neilson
Linear TV Viewership in US
as audience declines

16. Linear TV now accounts for less than half of video viewing… 2014

17. Linear TV now accounts for less than half of video viewing… 2015
43.5%

18. So… URL - On-line and Mobile - to the rescue?

20. Recent Issues with On-line: ‘Viewability,’ ‘bot-Fraud’, UX , ad blocking
“Part of it is the industry needs to
be better at producing ads that are
less annoying”
Larry Page, CEO of Google,
when asked about this at Google Shareholder meeting June 2015:

21. =fn (Targeting, Cut-through, Impact)

28. Outdoor TV
Mobile Close Prox On-line
Cut-through

29. Outdoor TV
Mobile Close Prox On-line
0
12.5
25
37.5
50
Very unliklely (1)2 3 4 Very Likely (5)
0
12.5
25
37.5
50
Very unliklely (1)2 3 4 Very Likely (5)
3.7 3.7
0
12.5
25
37.5
50
Very unliklely (1) 3 Very Likely (5)
2.8 0
12.5
25
37.5
50
Very unliklely (1) 3 Very Likely (5)
1.90
12.5
25
37.5
50
Very unliklely (1) 3 Very Likely (5)
3.5

30. Outdoor TV
Mobile Close Prox On-line
0
12.5
25
37.5
50
Very unliklely (1)2 3 4 Very Likely (5)
0
12.5
25
37.5
50
Very unliklely (1)2 3 4 Very Likely (5)
3.7 3.7
0
12.5
25
37.5
50
Very unliklely (1) 3 Very Likely (5)
2.8 0
12.5
25
37.5
50
Very unliklely (1) 3 Very Likely (5)
1.90
12.5
25
37.5
50
Very unliklely (1) 3 Very Likely (5)
4.4

31. =fn (Targeting, Cut-through, Impact)

32. Outdoor TV
Mobile Close Prox On-line
Impact-fullness

33. Outdoor TV
Mobile Close Prox On-line
0
10
20
30
40
Very unliklely (1)2 3 4 Very Likely (5)
0
12.5
25
37.5
50
Very unliklely (1)2 3 4 Very Likely (5)
2.6 2.8
0
12.5
25
37.5
50
Very unliklely (1) 3 Very Likely (5)
2.1 0
12.5
25
37.5
50
Very unliklely (1) 3 Very Likely (5)
1.70
12.5
25
37.5
50
Very unliklely (1) 3 Very Likely (5)
2.5

34. Outdoor TV
Mobile Close Prox On-line
0
10
20
30
40
Very unliklely (1)2 3 4 Very Likely (5)
0
12.5
25
37.5
50
Very unliklely (1)2 3 4 Very Likely (5)
2.6 2.8
0
12.5
25
37.5
50
Very unliklely (1) 3 Very Likely (5)
2.1 0
12.5
25
37.5
50
Very unliklely (1) 3 Very Likely (5)
1.70
12.5
25
37.5
50
Very unliklely (1) 3 Very Likely (5)
2.7

35. 0
0.75
1.5
2.25
3
0 1.25 2.5 3.75 5
On-line
Mobile
Outdoor
TV Close Prox
Impact-
fullness
Cut-through

38. =fn (Targeting, Cut-through, Impact)

39. Courtesy: Litaagroup

40. • Wifi ON
• BlueTooth ON
• Push Notifications ON
• APP Downloaded AND all above

41. On-line advertising influences real world
purchase decisions
Path to Purchase (old)

42. …and vice versa!
Path to Purchase (New)

43. Source: Google,TNS and Ogilvy. Six-month survey of 2,458 recent purchasers of auto vehicles, beauty products and smartphones
Consumers’ top 10 influences
% citing factor
Word of Mouth
Retailers and store visits
YouTube - "how to" videos
Twitter
Company / brand websites
Facebook
Pinterest
Newspapers and Magazines
TV and Cinema
Search
0 20 40 60 80
51
56
56
59
61
64
51
55
69
74
Real World / "IRL" On-line / "URL"

44. “Knives out for boss of blunder pollsters”
Peter Kellner, YouGov

45. Voters change their mind ‘in the booth’
40%McKinsey
% of purchase decisions made in store
70%Ogilvy Active

46. >> “DOoH” growing faster than paid search

47. =fn ( )
advertiser consumer

49. 2007
Consumers’ new relationship to media
CONSUMERS ‘TRADE’ THEIR ATTENTION
2015
>> Be Entertaining

51. ‹#›
Over 70,000 game engagements/week. Significant data capture
Data Capture
163,896 games played over 14 days
512,480 tomatoes were thrown
Campaign Impact
23,351 visitors to Anthony Nolan’s website
1,572 donor registrations, and uplift of 74.9%
See more at: http://www.captive-media.co.uk/election/

52. www.captive-media.co.uk
@Captive_Media
mark@captive-media.co.uk