- New tool-new insight puts mail at the heart of the media ecosystem by applying the same metrics used for other media channels like reach and dwell time. - It creates a new understanding of how factors like consumer mood, location, and concurrent behaviors impact consumer experience and commercial returns. - The insights show mail is well-suited for advertising because people spend significant dwell time with it in relaxed settings at home, finding it informative, memorable, and not intrusive.

1. Data protection 2013
Friday 8 February
#dmadata
Supported by
Planning advertising mail into an integrated campaign
Thursday 30 October 2014 –DMA House
@DMA_UK #dmaadmail

2. Charles Ping, Chief Executive, Fuel data
@Charles_ping
@FuelUK
Welcome

3. Mike Colling, Owner, MC&C
@MCandC
How do consumers use and value mail? New insight from a new tool

4. MC&C Media Ltd
30 Gresse Street, London W1T 1QRTel 020 7307 6100 Fax 020 7307 6111www.mcand.co.uk
How do consumers use and value mail? New insight from a new tool
Date:30thOctober 2014
MC&C:Mike Colling

5. IN THE NEXT 20 MINUTES
5
•Context
•Content
•Conclusions

6. KNOW YOUR SPEAKER
6

7. I’VE DONE THIS FOR 30 YEARS
7

8. MEDIA ≠ MAIL
8

9. MAIL IS DIFFERENT
9

10. ONE OF THE REASONS THIS HAPPENED
Source: Advertising Association 10
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Press
Television
Direct Mail
Out of home
Radio
Cinema
Internet

11. MY MISSION: BRING MAIL INTO THE MEDIA FOLD
11

12. FITTING IN WITH THE GANG
12

13. THE NUMBER ONE TOOL: IPA TOUCHPOINTS
13
Where
With whom
Activities
Media
Emotions
When: by each and every half-hour throughout the day
A survey and a diary NOW fused with mobile data for online behaviour 6,000 sample size

14. IT TELLS US HOW MANY OF US USE IT, AND FOR HOW LONG
Any TV (Any device)
Radio
Internet (any
device/activity)
OOH
Social networking
Reading newspaper
(print)
Reading magazine (print)
Looking at post/mail
0
10
20
30
40
50
60
70
80
90
100
0 0.5 1 1.5 2 2.5 3 3.5 4
% Reach
Average Hours Per Day
Source: Touchpoints 2014
(all media includes commercial and non commercial)
14
All UK adults

15. AND THE PACE OF CHANGE AMONGST DIFFERENT GROUPS
Any TV (Any device)
Radio
Internet (any
device/activity)
OOH
Social networking
Reading newspaper
(print)
Reading magazine
(print)
Looking at post/mail
0
10
20
30
40
50
60
70
80
90
100
0 0.5 1 1.5 2 2.5 3 3.5
% Reach
Average Hours Per Day
Source: Touchpoints 2014
(all media includes commercial and non commercial)
15
15-24 year olds

16. DWELL TIME IS CRITICAL
16

17. MORE DWELL TIME = MORE LIKELY MESSAGE RECEIVED
17

18. WHEN WE SET LEGACY MEDIA AGAINST ONLINE BEHAVIOUR WE FIND THAT MOST ONLINE MEDIA COME IN SHORT BITE SIZE CHUNKS
18
0.00
1.00
2.00
3.00
4.00
5.00
6.00
Average time per day
Source: Touchpoints2014 All adults

19. AND THIS ISN’T JUST ABOUT DWELL TIME
For dwell time to be effective we need to speak to people in the right mood
19

20. OUR FLEETING ONLINE CONSUMPTION OFTEN CORRELATES WITH WHEN STRESS LEVELS ARE HIGH
20
0
1000
2000
3000
4000
5000
6000
0
2000
4000
6000
8000
10000
12000
6.00 am to 6.29 am
6.30 am to 7.00 am
7.00 am to 7.29 am
7.30 am to 7.59 am
8.00 am to 8.29 am
8.30 am to 8.59 am
9.00 am to 9.29 am
9.30 am to 9.59 am
10.00 am to 10.29 am
10.30 am to 10.59 am
11.00 am to 11.29 am
11.30 am to 11.59 am
12.00 pm to 12.29 pm
12.30 pm to 12.59 pm
1.00 pm to 1.29 pm
1.30 pm to 1.59 pm
2.00 pm to 2.29 pm
2.30 pm to 2.59 pm
3.00 pm to 3.29 pm
3.30 pm to 3.59 pm
4.00 pm to 4.29 pm
4.30 pm to 4.59 pm
5.00 pm to 5.29 pm
5.30 pm to 5.59 pm
6.00 pm to 6.29 pm
6.30 pm to 6.59 pm
7.00 pm to 7.29 pm
7.30 pm to 7.59 pm
8.00 pm to 8.29 pm
8.30 pm to 8.59 pm
9.00 pm to 9.29 pm
9.30 pm to 9.59 pm
10.00 pm to 10.29 pm
10.30 pm to 10.59 pm
11.00 pm to 11.29 pm
11.30 pm to 11.59 pm
Gross impressions (Online info seeking)
Gross impression (Stressed))
Stressed
Online seeking information (not work)
Source: Touchpoints2014
All adults Mon –Fr (Online information seeking = (Seeking Info On Products/Services or
Seeking Info On News/Weather or Seeking Info On Sports))

21. WHEREAS THE DWELL TIME OFFERED BY LEGACY MEDIA CORRELATES WITH RELAXATION
21
0
5000
10000
15000
20000
25000
30000
35000
0
20000
40000
60000
80000
100000
120000
140000
6.00 am to 6.29 am
6.30 am to 7.00 am
7.00 am to 7.29 am
7.30 am to 7.59 am
8.00 am to 8.29 am
8.30 am to 8.59 am
9.00 am to 9.29 am
9.30 am to 9.59 am
10.00 am to 10.29 am
10.30 am to 10.59 am
11.00 am to 11.29 am
11.30 am to 11.59 am
12.00 pm to 12.29 pm
12.30 pm to 12.59 pm
1.00 pm to 1.29 pm
1.30 pm to 1.59 pm
2.00 pm to 2.29 pm
2.30 pm to 2.59 pm
3.00 pm to 3.29 pm
3.30 pm to 3.59 pm
4.00 pm to 4.29 pm
4.30 pm to 4.59 pm
5.00 pm to 5.29 pm
5.30 pm to 5.59 pm
6.00 pm to 6.29 pm
6.30 pm to 6.59 pm
7.00 pm to 7.29 pm
7.30 pm to 7.59 pm
8.00 pm to 8.29 pm
8.30 pm to 8.59 pm
9.00 pm to 9.29 pm
9.30 pm to 9.59 pm
10.00 pm to 10.29 pm
10.30 pm to 10.59 pm
11.00 pm to 11.29 pm
11.30 pm to 11.59 pm
Good Mood (Gross Impressions)
Traditional Media (Gross Impressions)
Using Traditional TV, Radio Or Print
Relaxed
Source: Touchpoints2014
All adults Mon –Fr (Online information seeking = (Seeking Info On Products/Services or
Seeking Info On News/Weather or Seeking Info On Sports))

22. MAIL COINCIDES WITH WHEN WE ARE MOST ALERT
22
0
5000
10000
15000
20000
25000
30000
35000
40000
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Gross Impressions
Gross Impressions
Looking at post/mail
Alert
Source: Touchpoints2014

23. MORE SO THAN FOR ANY OTHER CHANNEL
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
1.20
ReadingNewspapers OrMagazines InPrint
Using SocialNetworking SitesOr YouTube
Any TV
Using TheInternet (Any)
Looking AtPost/Mail
Correlation coefficient
Alert
Tired
23
Source: Touchpoints2014

24. WHICH HELPS EXPLAIN WHY PEOPLE REMEMBER MAIL
80
1080
2080
3080
4080
5080
6080
Mail through the door
Email
SMS Texts
Landline phone call
Mobile phone call
(000)
Find mail memorable
UK Pop'n
Source: Touchpoints2014
24

25. AND FIND IT MORE INFORMATIVE
80
1080
2080
3080
4080
5080
6080
7080
8080
9080
10080
Mail through the door
Email
SMS Texts
Landline phone call
Mobile phone call
(000)
Advertising messages that are informative
UK Pop'n
Source: Touchpoints2014
25

26. ESPECIALLY THE YOUNG
26
0
20
40
60
80
100
120
140
160
Male
Female
Under 34
35+
ABC1
C2De
Index
Advertising messages that are memorable
Source: Touchpoints2014

27. MAIL’S EXPERIENCE TAKES PLACE IN THE HOME
27
78%
16%
1%
1%
2%
1%
%
At home
At work/college
Someone else's home
Elsewhere indoors
Travelling
Elsewhere outdoors
Source: Touchpoints2014

28. WHEN YOU HAVE THE LEAST DISTRACTIONS AND ARE MOST LIKELY TO CONVERSE WITH YOUR PARTNER
28
31%
2%
7%
45%
13%
1%
2%
Company when reading mail
Parter/spouse
With friends
With family
On my own
With colleagues
Other people don’t know
Other peopleyou know
Source: Touchpoints2014
23%
4%
20%
35%
15%
1%
2%
Company when using internet
Parter/spouse
With friends
With family
On my own
With colleagues
Other people don’t know
Other peopleyou know

29. MAIL IS SEEN AS SIGNIFICANTLY LESS INTRUSIVE
80
5080
10080
15080
20080
25080
30080
Landline phone call
Mobile phone call
SMS Texts
Mail through the door
Email
(000)
Advertising messages that are less intrusive
UK Pop'n
Source: Touchpoints2014
29

30. IN FACT ITS WELCOME
30
80
2080
4080
6080
8080
10080
12080
Mail through the door
Email
SMS Texts
Landline phone call
Mobile phone call
(000)
Advertising messages that are welcome
UK Pop'n
Source: Touchpoints2014

31. EASY TO RESPOND TO
31
80
2080
4080
6080
8080
10080
12080
14080
16080
Email
Mail through the door
SMS Texts
Landline phone call
Mobile phone call
(000)
Advertising messages that are easy to respond to
UK Pop'n
Source: Touchpoints2014

32. THE MAIL CONSUMERS FIND EXTREMELY VALUABLE IS…
32
80
2080
4080
6080
8080
10080
12080
14080
16080
18080
(000)
Items from companies that is extremely valuable
UK Pop'n
Source: Touchpoints2014

33. SUMMARY
•New tool-new insight
•Puts mail at the heart of the media ecosystem
–Same metrics as all other media
•Creates new understanding
–Reach and dwell time
–Consumer mood, mode, location and co-incidental behaviours
•Leveraging these impacts consumer impact and commercial returns
33

34. MC&C MEDIA LIMITED
Any case studies, creative materials, information, costs and other data contained in this document are the property of MC&C Media Limited and are supplied on a commercial in confidence basis. They may not be used or passed to any third party without the express agreement of MC&C Media Limited
Similarly, this document may not be copied or stored electronically without the express agreement of MC&C Media
© 2014 MC&C Media Limited
Disclaimer
34

35. Gavin Wheeler, Chief executive, WDMP
@GavinWheeler
@curiousWDMP
Planning advertising mail

36. Workshop
In your groups discuss the following:
1. Pick another channel, how would you integrate?
2. What are your thoughts on the copywriting?
3. Reverse brief –Who is the audience etc.
4. Comment on the design –touch, feel etc.
Feedback to the whole group

37. Questions
Charles Ping, Chief Executive, Fuel data
@Charles_ping@FuelUK
Mike Colling, Owner, MC&C
@MCandC
Gavin Wheeler, Chief Executive, WDMP
@GavinWheeler @curiousWDMP

38. Closing comments
Charles Ping, Chief Executive, Fuel data
@Charles_ping
@FuelUK