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8 Consumer Trands challenging Brands for 2016 - Tns IAB Forum 2015 / seminar Spotify

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8 Consumer Trends che impattano drasticamente sul modo di fare Marketing e di far crescere i Brand. Introduzione di Federico Capeci al Seminar Spotify di IAB Forum 2015 http://www.tns-global.it/news-center/news/new-audio-un-percorso-meglio-comprendere-lopportunit%C3%A0-generata-dallincontro-tra-rad

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8 Consumer Trands challenging Brands for 2016 - Tns IAB Forum 2015 / seminar Spotify

  1. 1. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop © TNS Consumers are challenging brands How the current consumer’s scenario impacts marketing and brands Federico Capeci Chief Digital Officer & CEO Italia, TNS
  2. 2. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop © TNS 8 Consumers key facts from Connected Life 2 Constantly connected Social fragmentation Screen agnosticism TV to content Ecommerce everywhere Appetite for disruption Data exchange economy App consolidation Source: TNS Connected Life 2015 – 50 countries /60.500 intervies 16-65 y.o. – Samples nationally representative Methodology according to digital country penetration
  3. 3. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop © TNS 25 34 30 21 17 12 13 14 11 13 30 30 30 33 27 23 17 19 25 31 2 1 2 2 3 7 6 6 7 8 Market Target 1 Target 2 Target 3 Target 4 Digital media is becoming more important vs traditional Time spent on devices and media per day Radio Newspaper/magazine TV PC/laptop Tablet Mobile Italy 16 - 24 25 - 34 35 - 44 45 - 54 Total time spent on devices and media (hrs/day) Share of time on devices (%) Share of time on media (%) 6.9 7.8 6.8 6.6 6.4 3 Source: TNS Connected Life 2015
  4. 4. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop © TNS Segment split – Italy 2015 % Segment split – Italy 2014 % High Social engagement Low Social engagement Low Digitalinfluence High Digitalinfluence Observers Functionals Connectors Leaders 38% 13% 35% 14% High Social engagement Low Social engagement Low Digitalinfluence High Digitalinfluence Observers Functionals Connectors Leaders 33% 15% 39% 13% As markets mature, consumers become more divided and segmented in their digital behavior 4 Source: TNS Connected Life 2015
  5. 5. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop © TNS 31 34 36 25 32 34 29 15 27 31 8 11 9 4 15 11 9 6 14 12 9 16 22 8 25 26 23 7 26 10 10 13 9 27 15 12 25 37 32 196 12 9 3 6 7 5 1 2 2 7 6 1 3 3 2 1 1 In bed when I wake up Early morning Late morning During lunch Early afternoon Late afternoon Early evening During dinner Late evening In bed before I go to sleep Mobile Tablet PC/laptop TV Radio Newspaper/Magazine Connected anytime in anyway even if… mobile and TV are the main players, creating an era of micro-moments Reach of devices and media throughout the day – Italy % 5 Source: TNS Connected Life 2015
  6. 6. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop © TNS 5 New opportunities that meet the oldest ones 6 1. Fuse data and strategy in targeting 2. Customize for consumer and context 3. Target moments not media channels 4. Multi-modal touchpoint mastery 5. Keep searching for the direct route Set priorities for a more effective and integrated marketing
  7. 7. IAB Forum - 1.12.205 - The New Audio - Spotify Workshop © TNS Thank you! Federico Capeci Chief Digital Officer & CEO Italia, TNS federico.capeci@tnsglobal.com

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