Mesh Experience: Context is Queen
•Download as PPTX, PDF•
1 like•311 views
Mesh Experience explains how context provides greater engagement, better message delivery, and higher revenue when it comes to user experience with brands. This includes timing, program, venue, partner, brand, and news context.
More Related Content
What's hot
What's hot (18)
Similar to Mesh Experience: Context is Queen
Similar to Mesh Experience: Context is Queen (20)
Recently uploaded
Recently uploaded (20)
Mesh Experience: Context is Queen
- 1. Context is Queen ARF Webcast January 31st 2018
- 2. Context. What Context? Could Engaged Reach unlock profit for brand owners and revenue for media owners? 2 Timing context Program context Venue and screen context Partner context Brand context News context B
- 3. Real-time Experience Tracking (RET) SURVEY REAL-TIME SURVEY “A new tool radically improves marketing research.” 3
- 4. Post Survey [Day 10] Experience Diary [Day 2 – Day 9] Real-time Experience Tracking (RET): How it works 4 b. Having the first brand experience a. Participant completes online pre survey and gets briefed f. Participant completes online post survey and finishes participation d. Has a another new brand experience All steps (surveys and diary) can be done either on a PC or using a mobile phone e. Immediately logs in brand experience in diary Participants usually share 5-6 experiences throughout the week of being an experience reporter Pre Survey [Day 1] c. Immediately logs in brand experience in diary
- 5. Female 63 Newspaper Ad from bank “Please tell us what you experienced?” “Where did you see, hear or experience it?” “What brand was it?“ “How did it make you feel?” “How much more likely are you to choose this bank?” Who? Every experience tells a story – giving us rich detail 5 “It was for a debit card account that gives you £5 back a month for making 2 direct debits and 3% interest paid on balances over £1500 each month. I am always interested in higher interest paid so this drew my attention to it. Would need to visit their site to get more details” Source. MESH Experience Tracking, 14th-27th 2017 Diary Q1: Which bank was it?; Diary Q4: Where did you see, hear or experience it? Diary Q3: How did it make you feel?; Diary Q112: How likely did it make you to choose that bank?
- 7. Reach builds up throughout the day, peaking at prime time. But engagement doesn’t follow the same pattern. 7 40% 50% 60% 70% 80% 0% 25% 50% 75% T2B Positivity by TOD Consumer Packaged Goods Source. MESH Experience Tracking Base (# of experiences): All experiences n=115,662 75% 50% 25% 0% Reach T2B POS
- 8. Which touchpoint is it driven by? 8 Source. MESH Experience Tracking Base (# of experiences): All experiences n=115,662 30% 40% 50% 60% 70% 80% 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 In Store OOH Press Seeing product TV Online Indicates lower base size under 100 T2B Positivity by TOD Consumer Packaged Goods Online in the eveningTV in the morning
- 9. Packaged goods TV ads enhance mood in morning! 9 Source. MESH Experience Tracking “Watching the news in the background, Sky Sports advert break, puppets in the advert. Eating my toast and drinking my coffee. It made me smile and I thought that it was a great ad to show in a morning when people may need cheering up.” CPG (food), TV, Ad from brand, 07.21, Fairly positive, Slightly more likely to buy
- 10. Service experiences are more engaging from 6pm onwards 10 Source. MESH Experience Tracking Base (# of experiences): All experiences n=597,466 30% 35% 40% 45% 50% 55% *T2B Very positive + Fairly positive T2B Positivity by Time of Day Services Category
- 11. Which touchpoint is it driven by? 11 30% 35% 40% 45% 50% 55% 60% 65% 06:00 07:00 08:00 09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00 20:00 21:00 22:00 23:00 24:00 Newspaper Radio TV Magazine Online Outdoor Average positivity for the category *T2B Very positive + Fairly positive On taxi/bus Near supermarket Sports stadium Train/tube station T2B OOH Positivity after 6pm Source. MESH Experience Tracking Base (# of experiences): All experiences n=597,466 T2B Positivity by Time of Day Services Category
- 12. Higher dwell time provides greater engagement and better message delivery 12 Source. MESH Experience Tracking “I was waiting for my train when I saw the advertisement on the wall. A red and white advert about the X product which gives you money back, but has a monthly fee. It still makes me think that this is a good deal, even though my account does not have a charge, the interest is very low, so this might be better.” Services, Outdoor, Train station, Ad from brand, 18.30, Fairly positive, Slightly more likely to buy
- 13. 13 Lloyds ads seen on commute are positively received “The horse in the picture stood out so I instantly knew it was Lloyds bank. I was driving home from work with my husband.” Lloyds, Poster, Commuting, Fairly Positive, No difference 60%
- 14. 14 Lloyds bold statements made in a public place work well “Billboard on the road. Looks like the same sex couple proposing. Very inclusive and brave of the bank.” Lloyds, Poster, Commuting, Very Positive, Slightly more likely to choose “A man embraces his partner with tears in his eyes. He’s just been proposed to, and the answer was ‘yes’. Simple, effective, powerful, memorable.” Lloyds, Poster, Commuting, Very Positive, Much more likely to choose One participant noted this ad 6 times all Very Positive
- 17. 17 MESH Experience database “During the break on the 10.30 pm 'press preview' (Sky News HD) there was a pleasant little ad about the TSB’s plus account with the claim that 'no bank gives you more with no monthly fee‘… quite girly and feminine. I liked it.” TSB, TV ad, Fairly Positive, Slightly more likely to choose, Neutral
- 19. 12
- 20. Response to Retail Banking touchpoints 20 TV Cinema* 10% 20% 30% 40% 50% 60% 70% 80% 10% 20% 30% 40% 50% 60% 70% 80% 90% Persuasiveness(T2B%) Positivity (T2B %) Source. MESH Experience Tracking, 14th-27th 2017 Red text denotes small base Diary Q4: Where did you see, hear or experience it?; Diary Q3: How did it make you feel?; Diary Q112: How likely did it make you to choose that bank? Overall Experience Engagement Map 14th-27th March 2017 “An advert for Nationwide came on, it was a lady saying a poem about living with her partner. It was so cute, it made me think of my own relationship..” TV, Nationwide, Fairly Positive, Slightly More Likely to Choose “Saw this ad whilst watching TV in bed with my partner. Didn't really get it, someone was giving an 'inspirational ' talk whilst 'inspirational' music was playing in the background.” TV, Nationwide, Fairly Negative, Slightly Less Likely to Choose “ Poem about the founder of the bank, telling the story of Victorian Londoners trying to get on the housing ladder.” Cinema, Nationwide, Fairly Positive, Much More Likely to Choose
- 22. 22 Binary regression model; Positive change in image / Negative or no change. Solid black line = Significant PASSIVE TOUCHPOINTS Base (n) = 2506 (5 waves) Model 3: On-trade and TV drive closeness to Pepsi ACTIVE TOUCHPOINTS Improvement in closeness to the brand between t0 and t1 Radio; Sponsorship; Poster/billboard; Cinema; Newspaper; Magazine; Mailing leaflet; Someone else drinking Online; Conversation; Vending machine; In-store; Me purchasing/drinking Pub/bar/restaurant (0.21) TV (0.16) + + Which touchpoints make people feel closer to Pepsi?
- 23. “ I was watching a recording of American Idol (ITV2) which I taped on Sky+. This advert came up a few times and I noticed the Pepsi in the KFC advert. This actually made me thirsty.”
- 24. Touchpoint Experience Map 30% 40% 50% 60% 70% 80% 90% 20% 30% 40% 50% 60% Persuasiveness(T2B) Positivity (T2B) Touchpoint Experience Map Retailer Ad B Retailer Ad A Retailer Ad C LG AdA B LG C BEST TV AD?
- 25. 25 Macmillan Cancer charity adds meaning to Lloyds Bank “I was delighted to see that Lloyds Bank have teamed up with Macmillan Cancer Support and now have their own Cancer Support team who can help with specialist financial guidance. Their strapline is ''in it together'' and they focus in a couple holding hands and supporting each other. My father banks with Lloyds and he also has cancer. I do not believe he himself has any financial worries but it is reassuring to know your bank is there to offer help and advice at difficult times.” Lloyds, Online, Very Positive
- 26. 26 Radio on the commute is a time for reflection “Just as I tuned into Heart Norfolk, the commercial ad break was on and it was half way through an ad for Lloyds bank. It caught my attention as it was about the Lloyds and Macmillan cancer support collaboration for bank customers suffering cancer and Lloyds offering financial support through their own cancer support team. The ad ended by saying “Lloyds, by your side”.” Lloyds, Radio, Commuting, Very Positive, Much more likely to choose
- 27. 27 Brand Context
- 28. “RBS sponsor the 6 nations rugby tournament but are partially owned by the country. Why we allow them to sponsor this when they needed bailing out seems wrong.” TV, Other, Fairly Negative, Slightly Less Likely to Choose “Great to see the Santander sponsored bikes. These are a new addition at my place of work, the Open University. Have seen colleagues using them at lunchtime and after work. Great talking point.” Public Place/Event, Santander, Very Positive, Much More Likely to Choose
- 29. 29 News Context
- 30. Negative Experience Reach over time 30 Source. MESH Experience Tracking, Mar - Oct 2017 0% 10% Apr-03 May-01 May-29 Jun-26 Jul-24 Aug-21 Sep-18 Oct-16 Negative Reach– 4 weekly rolled Barclays Brand 6 Brand 1 Brand 3 Brand 4 Brand 7 Brand 5 Brand 8
- 31. “It was announced on BBC News that NatWest will be closing branches across the country due to less customers visiting and more using online banking. There's been large decline in using branches since 2010.” TV, NatWest, Fairly Negative, No Difference
- 32. B Timing context Select times when people will be receptive to your category’s messages Program context Understand relative impact of program content Venue and screen context Invest in relevant experiential contexts Partner context Leverage partners to increase reach and engagement Brand context Be cognitive of “empty logos” and cultural backdrop News context Consider paid advertising in relation to negative news Implications
- 33. 33 www.meshexperience.com Fiona Blades President and Chief Experience Officer +1 917 975 6861 +44 7979 808758 fionablades@meshexperience.com @FionaMESH Thank you
Editor's Notes
- For an advertiser, avoiding unsavoury content is clearly important. But finding the right context for an ad can really boost its impact. Advertisers are asking “How can I get more impact for less money from my marketing budget?” When we are looking at audience measurement, we should be looking beyond Reach to Engaged Reach.
- What kind of contexts should we take into consideration? Here are just a few. 1. There is a proliferation of screens! Where does your media brand sit within the overall screen ecosystem? 2. Are there particular times of day that don’t just reach people but have more impact? It might be that a time of day with low reach actually has high impact. If that is the case media owners could still be charging a premium. 3. By understanding what works for different product categories could media owners sell space to these more effectively. 4. Do certain creative campaigns work better in certain contexts? Yes! 5. What is the value of sequencing? If you can land the message early on with some campaigns, other executions become positive reminders. If you don’t, advertising can be confusing and annoying. 6. Many media owners have multiple platforms. Take cinema. Not only can you potentially see an ad on the big screen but you can try the product in the foyer. 7. Another point to remember is that media owners are often reporting negative news about brands whilst simultaneously airing advertising. News media owners need to maintain integrity but should be advising clients on how to manage their brand advertising during these difficult times. 8. Very importantly we are seeing Client Push for Engaged Reach – we’ll be talking through Delta Air Lines case study So the question is if we look at things by Engaged Reach, could we unlock more revenue for media owners and profit for brand owners?
- This is the data source we are using to uncover new insights about people’s reactions to advertising in context. This is how it works: We recruit people for the study, in the case of Delta Air Lines, people who take flights and ask them about their perceptions of different airlines in a survey. Then we ask them to tell us whenever they see, hear or experience anything to do with any airline brands over the next week. So if they see a Delta ad on TV they will tell us and if they see a news story on American on their mobile they will tell us. As well as letting us know the experience they tell us how positive it made them feel and how likely it made them to choose the brand next time. At the end of the week recording diary experiences, the participant tells us their perceptions from airlines again. This means that using bespoke statistical analysis we can see which brand encounters impact on brand perception.
- Let’s look at Reach and Engagement for packaged goods. The blue line shows the people who have been reached by packaged goods in a week. It builds and peaks at prime time. But engagement doesn’t follow suit. This suggests opportunities to charge more at low reach, high engagement moments.
- It is actually TV driving the morning engagement and online in the evening.
- First thing in the morning, cpg ads can lift people’s mood
- In contrast service experiences, like financial services, airlines, utilities etc (that probably demand more attention) are more engaging from 6pm onwards
- Most channels pick up then but particularly OOH. And in particular those seen during the commute.
- This is due to greater dwell time
- Around 60% of commuting experiences are positive for Lloyds
- This is recent data from a UK Retail Banking Study showing how people are coming into contact with bank brands. The larger the bubble the more people are being reached – so TV and Online are reaching the most people but the position of the bubble shows the engagement and persuasiveness of the experience. All of these touchpoints in blue might contain screens. Although cinema is reaching fewer people (small bubble), around 80% of retail bank experiences through cinema are Very or Fairly Positive.
- Doug Measuring the quantity of experience isn’t everything, we want to understand the quality of that experience too. In this case we’re comparing the impact of various TV ads, including a few retailer ads that featured the LG brand. Which of these experiences are most engaging and persuasive? Here we can see that Retailer Ad C which featured an LG product is particularly engaging, and is just as effective as one of our own ads.
- Although people could understand the need for branch closures (both for RBS and NatWest), the reaction to 6 Nations sponsorship indicates how careful brands need to be in their communications. In this instance we can see that seeing the 6 nations sponsorship is reminding this participant that RBS was bailed out. This person is equating tax payers money being spent on sponsorship, which seems wasteful and inappropriate. Without these negative connotations we can see that people are responding positively to the Standard Chartered support for sport and Santander sponsorship of bikes. The subtleties of how sponsorship experiences are perceived can get missed in traditional research but this dataset allows you to keep abreast of how people are reacting to yours and competitors sponsorship experiences.
- The reason that the TV bubble for NatWest was low was not due to advertising but because news of branch closures was picked up on TV. This time the negative news has been couched in a way that people can understand. Whilst there are comments about job losses and vulnerable people being impacted, there is an understanding that people are using branches less and less as online and mobile banking behaviours increase. It is vital to understand that context in which you are advertising in order to know whether you should cut advertising or change messaging. Real-time Experience Tracking data can help guide brands through these difficult times.