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The New Consumer
Matthew McHale, Agency lead
Google Confidential and Proprietary
We don’t go online. We now live online.
Google Confidential and Proprietary
150 times a day162 minutes a day
20% of media time4% of ad spend
The Consumer Funnel Isn’t Really a Funnel Any More
Path to Purpose
Path to Purchase
1 2 3Purpose = Purchase Power of Influence >
Power of Time Experience >
Exposure
Purpose = Purchase
Engage at the personal level
Prefer brands that engage user passions and interests 42% more often than those focused on the transaction.
+42%
world Cup Ad
World cup ads were longer and still get more viewers
World cup ads watched on Youtube since April 4x more than Super Bowl ads watched this year
1.2Billion
Minutes
The average length of the top 10 trending world cup Ads versus one minute for the Super Bowl
3Minutes
Brazilians views 61M world cup ads. While the US isn't far behind with 57M.
One interesting difference: U.S. viewers tend to search about the World Cup right before games.
BrazilWatches the most world
cup ads
What’s your purpose?
Media usage = Media influence
Power of Influence > Power of Time
Today’s successful brands are building a media plan basedon media touchpoint influence rather than mere usage.
Consider how your media planwould look on points of influence.
YouTube
64%Word of Mouth
e.g. Friends, family, sharing comments and reviews online
74%
56%Company/
Brand Websites
59%
61%Newspapers&
Magazines
55%TV/Movies
51%
1
2
3
Retailers andStore Visits
69%
How-to Videos**
Product Visualization**
Entertainment**
*Stated influence of media touchpoints for recent purchasers when making a decision to purchase**Top 3 roles of YouTube as stated by recent purchasers of auto vehicles, beauty products and smartphones
Search
51%
Points of Influence on the Path to Purpose*
Experience > Exposure
Micro-Moments occur throughout the consumer journey
Bought tickets to concert
Buy shoes online, pick-up in store
Watch YT video for how to tie fly
fishing knots
Search for lawn mower reviews in the aisle
Use airline app to reschedule flight
At work, check out movie theater show
timesCompare two travel reward credit cards
Visit insurance site to file a claim
Research bestrunning apps
On the bus, book dinner reservation
PurchaseAWARENESS
CONSIDERATION
PURCHASE
LOYALTY
We’re not doing different things. We’re doing the same things,
differently.
Thank You
