Embed Size (px)
Citation preview
Capitalizing on the New TV LandscapeDr. Duane Varan, CEO
Beyond Thirty Seconds*
2
* Sponsorship of the Beyond :30 research project at some point over the past ten years.
Implica6ons of Perpetual Change
3
1955 1965 1975 1985 1995 2005 2015
When tomorrow looks largely like yesterday...... we build the future on our observations of the past
But when the shape of tomorrow is unknown...... ASSUMPTIONS ARE DANGEROUS!
Lab Philosophy
4
Analytical in nature: the categorization of
observations
Based on isolating variables, measuring them and studying
their interactions.
The LAB
5
Best of the Past... Best of the Future
6
We complement well-established methods...
Dial TestingSurveys Focus GroupsWith the methods of the future...
Biometrics Eye Tracking Reaction Time Facial Coding
VP Debate: Dial Data
7
VP Debate: Biometrics (by party)
8
VP Debate: Dial vs. Biometrics
9
Confluence of Factors Driving Change
10
Increase inNumber ofChannels
AudienceFragmentation
Rise ofNew
Platforms
Shift in Power toViewers
Less DedicatedViewing
Rise ofAccountable
MediaGrowing
Competition
digital
revolu
6on
Rise of Social Media
The Disrup6ve Opportunity
11
Although disruption is disorienting, it provides the BEST opportunity to break ahead of competitors.
How can YOU capitalize on the changing media landscape?
Viewer Sentiment1 426 11 16 21 26 31 36
1
6
11
16
21
26
31
36
42
1. Creative Customization
2. Offer Customization
3. Targeted Advertising
4. Repeat Substitution
5. Customization via Style Guide
6. Customization via Filters
7. Strike Out
8. Ad Zapper9. U-Vision
10. Ad Rating (Voting on ads)
11. Peer Ratings of Ads
12. Peer Filter of Ads
13. Frequent Viewing Points Scheme
14. Impulse Response
15. DALs
16. Record Program from Ad
17. Program Reminder from Ad
18. Trivia Quizzes - sponsored - Nike
19. Arcade Game - sponsored - Pac Man
21. Shared Screen Game - Tetris
20. Overlay Game on Ad - Pong
22. Speed Bumps - Linear
23. Speed Bumps - Interactive - Replay Ad
24. Speed Bumps - Interactive - Bank and View Ad
25. Bookends
26. Bookmarks
27. Telescopic
28. Showcase
29. Pause
30. Product Placement - Linear
31. In-Program Trigger Interactive
32. Branded Entertainment
33. Program Loyalty
35. EPG - Barker Ads
34. EPG - Picture-In-Picture36. EPG - Banners37. EPG - Banner and Video Mixes
38. EPG - Ads as a Program Listing
39. EPG - Program Record
40. EPG - Program Reminder
41. Interactive Narrative of Ad
42. Sponsored Console
Adve
rtise
r Sen
timen
t
1
4
7
10
13
16
18
21
24
27
30
33
1 4 7 10 13 16 18 21 24 27 30 33 12
Viewer vs. Adver6ser Sen6ment (2006 / 2009)
Reach
Disposition
Bran
d A
ttitud
ePurchase Intent
Mem
ory
Engagement
Exploring SIX of the New TV Ad Models
Interactive Video
Cross Platform (XP)
TV Addressability (by Category)
There are over 50 new ad models in Beyond :30. We’ll explore just a few of the models that work... and some that don’t.
13
Brand Integration
Media Multitasking
FF Speedbumps
EnhancingReach
Reach
14
Cross PlaQorm (XP)
√
Reach
15
Distance vs Angle of View
0
20
40
60
80
100
TV PC iPod Mobile Phone
1117
2423
98
23
80
Distance (inches)Angle (degrees)
16
WatchESPN Cross PlaQorm
TV PC Tablet Mobile
1
2
3
4
5
6
7
5.275.42 5.44 5.54
TV PC Tablet Mobile
Program Enjoyment
0%
25%
50%
75%
100%
31.43%35.40% 33.73%
31.02%
TV PC Tablet Mobile
Free Recall
1
2
3
4
5
6
7
5.42 5.33 5.255.07
TV PC Tablet Mobile
Brand Attitude
SAME content
17
Media Mul6tasking(Simultaneous Device Usage)
X
Reach
18
The Effects of Concurrent Viewing*
0
15
30
45
60
TV Only(Control)
TV andPHONE
TV andMAGAZINE
TV andINTERNET
The Impact of Concurrent Viewingon Day-After-Recall
Walker, Tara (2007). The impact of concurrent viewing on the effectiveness of TV advertising An Evaluation. Honours thesis, Murdoch University. 19
Poten6al Remedy?The ‘Cogni6ve Bridge’
Reach
20
The ‘Cogni6ve Bridge’The adverse impact associated with concurrent device usage is mitigated through the presence of synchronized visual banners (linking both screens through a ‘cognitive bridge’)
21
EnhancingViewer Engagement
Engagement
22
Interac6ve Video AdsEngagement
√
23
1
2
3
4
5
6
7
Aggregated Attitude to Ad
5.88
5.00
4.65
No Choice Easy Choice Hard Choice
24
The Power of Choice
Choice Works!
25
Interac6ve Video Memory Effect
26
0
20
40
60
80
100
Day After Recall
88
0
82
51
Purchase Intent
50
0
27
34Control
Repeat (x3)
Telescopic
LEGEND
27
Telescopic Ads Work!
0
20
40
60
80
100
Recall
8277
48
Purchase Intent
60
2526
Ad Attitude
6.0
4.64.5
Brand Attitude
5.9
5.3
4.5
1
2
3
4
5
6
7
Control
Repeat (x3)
Telescopic
LEGEND
28
Case Study: Auto Ad
TV Speed Bumps
X
29
Engagement
Fast Forward Speed Bump
30
Does it work?
31
0%
20%
40%
60%
80%
100%
18%18%
59%58%
Fast ForwardSpeed Bump
Control(Fast Forward)
32
Engagement Poten6al Remedy?Fast Forward Disable
Fast Forward Disable
• Although I can’t share the date (still under embargo)...
• I can confirm that disabling fast forward delivers clear benefit to advertisers...
• ... without consequence to networks or platforms
33
EnhancingViewer Disposi6on
Disposition
34
Brand Integra6ons
√
35
Disposition
Brand Integra6ons Lif Purchase Intent!
0
25
50
75
100
41.6
54.8
Purchase Intent
Control (No Placement) Treatment (With Placement)
Without BrandIntegra0on
With BrandIntegra0on
LEGEND
36
Control (No Placement) Treatment (With Placement)
0
0.010
0.020
0.030
0.040
0.030
0.0170.015
0.0350.036
0.027
Ad 1 Ad 2 Ad 3
Without BrandIntegra0on
With BrandIntegra0on
LEGEND
37
Viewer Arousal During Ads
-5
-4
-3
-2
-0
1
2
3
0
1.05
0.19 0.27
1.98
0
-3.93 -3.78
-2.63
-3.85
Onset Second 1 Second 2 Second 3 Second 4
38
Viewer Heart Rate (Orien6ng Response)
Key Insight re: Brand Integra6on
39
Brand integra6ons for TV are more powerful than for cinema because they can be accompanied by companion ads. Their strongest effect is in enhancing viewer
disposi6on to the subsequent ad exposure.
Addressable TV Adver6sing(by Category)
X
Disposition
40
0
1
2
3
4
5
6
Number of Ads
3.53.13.3
Control
1 Ad Relevant
ALL Relevant
Ad Skipping
41
0
10
20
30
40
50
60
70
80
90
100
Percentage of Ad Seen
66.770.369.6
Control
1 Ad Relevant
ALL Relevant
Percentage of Ad Seen
42
0
20
40
60
80
100
First Second Third Fourth Fifth Sixth
696874
707169
Serial Position in Ad Pod
Percentage of Ad Seen Control
1 Ad Relevant
Relevance & Serial Posi6on
43
1
2
3
4
5
6
7
Attitude toward the Brand
5.15.25.1
Control
1 Ad Relevant
ALL Relevant
Brand Ajtude
44
1
2
3
4
5
6
7
Attitude toward the Ad
5.15.35.2
Control
1 Ad Relevant
ALL Relevant
Ad Ajtude
45
1
2
3
4
5
6
7
Tolerance of Ad Breaks
3.63.9
3.6
Control
1 Ad Relevant
ALL Relevant
Ad Tolerance
46
0
10
20
30
40
50
60
70
80
90
100
EDA % change from baseline
31.528.2
Not Relevant
Relevant
Viewer Arousal
47
0
10
20
30
40
50
60
70
80
90
100
Percentage of Ad Seen
82.0
100.0
53.0
Control
1 Ad Relevant
ALL Relevant
An Excep6on... Allergy Medica6on
48
Poten6al Remedy?Brand / Crea6ve Addressability
& Timely Data
Disposition
49
30%
59%
10%
CategoryRelevance
Ad Attitude
BrandAttitude
Other Factors More Important...
50
WHY? “Relevance” not stable...
51
The Disrup6ve Opportunity
52
The key to capitalizing on change is to understand the new landscape before your competitor does...
This allows you to prevent wasting resources on models that don’t work while capitalizing on those models best suited to your strategic strengths...
And helps cultivate a culture of innovation.
Reach
Disposition
Bran
d A
ttitud
ePurchase Intent
Mem
ory
Engagement
Exploring SIX of the New TV Ad Models
Interactive Video
Cross Platform (XP)
TV Addressability (by Category)
There are over 50 new ad models in Beyond :30. We’ll explore just a few of the models that work... and some that don’t.
53
Brand Integration
Media Multitasking
FF Speedbumps
mediasciencelabs.com
54
beyond30.org
55
![[EN] Keynote Exchange Summit: Integration of E-Invoicing Into The Existing IT Landscape | Dr. Ulrich](https://img.dokumen.tips/doc/110x75/579075a51a28ab6874b58c8c/en-keynote-exchange-summit-integration-of-e-invoicing-into-the-existing.jpg)
