Reklam Ölçümleri – Tek Yönlü Sıkıcılıktan – Çok Yönlü Aksiyonlara

Araştırmada Yenilikler Konferansı, Innovation in Research Conference /4 Haziran 2015, 4 June 2015

Tracking the

brand in a

changing world

Gerry Hahlo

Araştırmada Yenilikler Konferansı, Innovation in Research Conference /4 Haziran 2015, 4 June 2015 2

“The idea of installing ‘telephones’ in every city is idiotic... The device is inherently of no value to us.”

Western Union report to Alexander Graham Bell, 1876

What is changing?


THE BRAND IS FRONT AND CENTRE OF CLIENT PRIORITIES

4

Brand management is more important then ever

So understanding the brand and its activities is more important than ever


Behind every brand should be a unique insight into the purpose it will

serve in the life of the person who buys it.

We build brand equity by ensuring not only that our brands have a purpose, but also that it is clearly understood,

and valued, by our consumers.


6

BRAND MANAGEMENT HAS CHANGED

There is little functional differentiation People have little time to think about brands Successful brands appeal to the emotions


FRAGMENTATION OF MEDIA CREATES NEW OPPORTUNITIES

New media landscape with many more brand touchpoints

Many more ways to engage with

people, across all of society

It is tough to keep control of your brand’s story


THE 30 ’’ TV AD IS NO LONGER STANDARD

8

Mini movies

long videos Carousel


• Average number of dealership visits for car purchase:

was 7 now 1.5 • 44% of intenders willing to buy online • 78% more likely to buy a model if they find positive comments on

social media

We are on the cusp of one of the most radical

changes in the way that you buy cars in 125 years

Andy Palmer Chief Planning Officer, Nissan

Source: Cap Gemini Consulting

THE DECISION PROCESS IS CHANGED


Source: YouTube

The number of hours people watch each month is up 50% year on year

300 hours of video are uploaded to

YouTube every minute

More than 1 billion users


BRANDS HAVE TO BE MORE CONSUMER-CENTRIC

11

Sensitive to the demands on people Conscious of expectations to be entertained

Brands have to give back to people


TRACKING ALSO HAS TO BE

CONSUMER-CENTRIC


AND MORE BUSINESS-CENTRIC

13

How tracking has to help brands now


CONNECTING TRACKING INSIGHTS TO CRITICAL BUSINESS QUESTIONS

15

…keeping it real …at the

right time …in the right

way

The right context…


Tracking has to become part of the brand’s ecosystem Alongside the proliferation of brand metrics

THE RIGHT CONTEXT…


tweets likes

follows

view

through fans

time

spent mentions

Pretty, but don’t tell us impact on brand


0.5%

Source: Karen Nelson-Field & Jennifer Taylor, ‘Facebook Fans: A Fan for Life?’, ADMAP, May 2012 18

Fans talking about

a brand on

Facebook


What people think and how they feel about the brands

And are your activities hitting

home?

… In the long term?

TRACKING TELLS YOU WHY…


Sensitive measures Capturing meaningful data

KEEPING IT REAL


WE CAN HARNESS THE POWER OF SOCIAL MEDIA

By listening to conversations about the brand online

Advanced text analytics can mine complex data

Social intelligence can become a brand monitor between waves of structured research

21


NEUROSCIENCE BRINGS DEEPER UNDERSTANDING OF ATTITUDES

Implicit Reaction Time: speed of response shows strength of convictions

Future developments will improve System 1 and System 2 integration through wearable

technology and mobile biometrics

22


SMARTPHONES CAN GATHER INSIGHTS

Geolocation captures date, time and place to give insights on

effective combinations of touchpoints

Shopping behaviour and patterns can be monitored

23


CLOSING IN ON THE HOLY GRAIL…

An app can detect inaudible codes inserted into audio streams (TV, radio, internet) for

cross-platform measurement of media exposure

Brings us closer to the dream of single source and predictive analytics

24


TV STILL IMPORTANT AS THE WORLD BECOMES DIGITALISED AND PROGRAMMATIC

25

47.539

17.641

14.097

3.610

2.048

341

-2.677

-6.187

Mobile internet

Television

Desktop internet

Outdoor

Radio

Cinema

Magazines

Newspapers

Contribution to global growth in adspend by medium 2014-2017 (US$ million)

Source: Zenith Optimedia

US$ 520bn

39,4

18,8 5,3

15

7,3

6,8 6,8

0,5 Television

Desktop internet

Mobile internet

Newspapers

Magazines

Outdoor

Radio

Cinema

Share of global ad spend by medium %


Research when it matters

AT THE RIGHT TIME

26


SMARTPHONES OPEN UP IN THE MOMENT INSIGHTS

Real time research

Potential for ‘week in the life’ diaries of brand experiences

27


SPEED THROUGH AUTOMATION FOR DECISIONS AT THE RIGHT TIME

28

Real time dashboards across multiple platforms

Scorecards reduced and simplified

Taking in key soft and hard sources


People to people communications

IN THE RIGHT WAY


MORE ENGAGING RESPONDENT EXPERIENCES

30

Enabling surveys to be completed on smartphones

Highly visual questionnaires

Lead to

better response rates better quality, more

representative data


WE HAVE TO WORK SMARTER

31

Closer relationships

Better briefings

Full context


CONNECTING TRACKING INSIGHTS TO CRITICAL BUSINESS QUESTIONS

32

…keeping it real …at the

right time …in the right

way

The right context…


“THE REPORT OF MY DEATH WAS AN EXAGGERATION”

33

Mark Twain


BRAND TRACKING REMAINS AT THE CORE OF SUCCESSFUL BUSINESSES

Enhanced by technological advances; data from new sources gained in new ways bring new learning True success is bringing data together and using advanced analytics to drive insights that matter

Presentations & Public Speaking

Reklam Ölçümleri – Tek Yönlü Sıkıcılıktan – Çok Yönlü Aksiyonlara