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Keynote: ‚ÄúCapitalizing on the New TV Landscape‚ÄĚ

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Information about Keynote: ‚ÄúCapitalizing on the New TV Landscape‚ÄĚ

Published on March 4, 2014

Author: imediaconnection

Source: slideshare.net

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Capitalizing on the New TV Landscape Dr. Duane Varan, CEO

Beyond  Thirty  Seconds* * Sponsorship of the Beyond :30 research project at some point over the past ten years. 2

Implica6ons  of  Perpetual  Change 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! 1955 1965 1975 1985 1995 2005 2015 3

Lab  Philosophy Analytical in nature: the categorization of observations Based on isolating variables, measuring them and studying their interactions. 4

The  LAB 5

Best  of  the  Past...  Best  of  the  Future We complement well-established methods... Surveys With the methods of the future... Biometrics Dial Testing Eye Tracking Focus Groups Reaction Time Facial Coding 6

VP  Debate:  Dial  Data 7

VP  Debate:  Biometrics  (by  party) 8

VP  Debate:  Dial  vs.  Biometrics 9

ConÔ¨āuence ¬†of ¬†Factors ¬†Driving ¬†Change Audience Fragmentation Increase in Number of Channels Shift in Power to Viewers Less Dedicated Viewing al o n git 6 i u Rise of Rise of d ol Accountable New v Platformsre Media Rise of Social Media Growing Competition 10

The  Disrup6ve  Opportunity Although disruption is disorienting, it provides the BEST opportunity to break ahead of competitors. How can YOU capitalize on the changing media landscape? 11

Viewer  vs.  Adver6ser  Sen6ment  (2006  /  2009) Advertiser Sentiment 33 30 27 42 22. Speed Bumps - Linear 3. Targeted Advertising 29. Pause 36 14. Impulse Response 31 21 13. Frequent Viewing Points Scheme 41. Interactive Narrative of Ad 26 16 13 10 7 4 1 17. Program Reminder from Ad 4. Repeat Substitution 2. Offer Customization 24 18 42. Sponsored Console 16. Record Program from Ad 30. Product Placement - Linear 23. Speed Bumps - Interactive - Replay Ad 32. Branded Entertainment 27. Telescopic 1. Creative Customization 10. Ad Rating (Voting on ads) 40. EPG - Program Reminder 19. Arcade Game - sponsored - Pac Man 33. Program Loyalty 15. DALs 21 25. Bookends 37. EPG - Banner and Video Mixes 16 11. Peer Ratings of Ads 28. Showcase 26. Bookmarks 18. Trivia Quizzes - sponsored - Nike 24. Speed Bumps - Interactive - Bank and View Ad 11 6 39. EPG - Program Record 34. EPG - Picture-In-Picture 36. EPG - Banners 35. EPG - Barker Ads 9. U-Vision 8. Ad Zapper 5. Customization via Style Guide 12. Peer Filter of Ads 38. EPG - Ads as a Program Listing 21. Shared Screen Game - Tetris 6. Customization via Filters 31. In-Program Trigger Interactive 1 1 20. Overlay Game on Ad - Pong 1 4 67 11 10 13 16 16 21 18 7. Strike Out 26 21 24 31 27 36 42 30 33 Viewer Sentiment 12

Exploring SIX of the New TV Ad Models Me m or y Reach Engagement Interactive Video FF Speedbumps Cross Platform (XP) Media Multitasking e tud tti dA an Br 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. Purchase Intent Disposition Brand Integration TV Addressability (by Category) 13

Reach Enhancing Reach 14

Reach Cross ¬†PlaQorm ¬†(XP) ‚ąö 15

Distance  vs  Angle  of  View 100 Distance (inches) Angle (degrees) 80 80 60 40 20 23 24 23 17 9 8 0 TV PC iPod 11 Mobile Phone 16

WatchESPN  Cross  PlaQorm PC TV SAME content Program Enjoyment Tablet Free Recall 7 Brand Attitude 100% 6 5.27 5.42 5.44 Mobile 7 5.54 6 5.42 5.33 75% 5 5.25 5.07 5 4 50% 4 31.43% 3 35.40% 33.73% 31.02% 3 25% 2 2 1 0% TV PC Tablet Mobile 1 TV PC Tablet Mobile TV PC Tablet Mobile 17

Reach Media  Mul6tasking (Simultaneous  Device  Usage) X 18

The  Effects  of  Concurrent  Viewing* 60 The Impact of Concurrent Viewing on Day-After-Recall 45 30 15 0 TV Only (Control) TV and PHONE TV and MAGAZINE Walker,  Tara  (2007).    The impact of concurrent viewing on the effectiveness of TV advertising An Evaluation. Honours  thesis,  Murdoch  University. TV and INTERNET 19

Reach Poten6al ¬†Remedy? The ¬†‚ÄėCogni6ve ¬†Bridge‚Äô 20

The ¬†‚ÄėCogni6ve ¬†Bridge‚Äô The adverse impact associated with concurrent device usage is mitigated through the presence of synchronized visual banners (linking both screens through a ‚Äėcognitive bridge‚Äô) 21

Engagement Enhancing Viewer  Engagement 22

Engagement Interac6ve ¬†Video ¬†Ads ‚ąö 23

The  Power  of  Choice 7 No Choice Easy Choice Hard Choice 6 5 5.88 5.00 4.65 4 3 2 1 Aggregated Attitude to Ad 24

Choice  Works! 25

Interac6ve  Video  Memory  Effect 26

Telescopic  Ads  Work! 100 88 82 80 60 51 50 40 34 Control 27 20 0 LEGEND Repeat  (x3) 0 Day After Recall 0 Telescopic Purchase Intent 27

Case  Study:  Auto  Ad 7 100 6.0 82 5.9 77 80 6 5.3 60 60 4.5 4.6 4.5 5 4 48 LEGEND 3 26 Control 2 40 Repeat  (x3) 25 20 1 0 Recall Purchase Intent Ad Attitude Telescopic Brand Attitude 28

Engagement TV  Speed  Bumps X 29

Fast  Forward  Speed  Bump 30

Does  it  work? 100% 80% 60% 59% 58% 40% 20% 0% 18% Control (Fast Forward) 18% Fast Forward Speed Bump 31

Engagement Poten6al  Remedy? Fast  Forward  Disable 32

Fast ¬†Forward ¬†Disable ‚ÄĘ Although I can‚Äôt share the date (still under embargo)... ‚ÄĘ I can conÔ¨Ārm that disabling fast forward delivers clear beneÔ¨Āt to advertisers... ‚ÄĘ ... without consequence to networks or platforms 33

Disposition Enhancing Viewer  Disposi6on 34

Disposition Brand ¬†Integra6ons ‚ąö 35

Brand  Integra6ons  Lif  Purchase  Intent! 100 Control (No Placement) Treatment (With Placement) 75 54.8 50 41.6 LEGEND 25 Without  Brand Integra0on 0 With  Brand Integra0on Purchase Intent 36

Viewer  Arousal  During  Ads Control (No Placement) Treatment (With Placement) 0.040 0.036 0.035 0.030 0.030 0.027 0.020 0.017 LEGEND 0.015 0.010 Without  Brand Integra0on 0 Ad 1 Ad 2 Ad 3 With  Brand Integra0on 37

Viewer  Heart  Rate  (Orien6ng  Response) 3 1.98 2 1.05 1 -0 0 0 0.19 0.27 -2 -2.63 -3 -4 -3.93 -3.78 -3.85 -5 Onset Second 1 Second 2 Second 3 Second 4 38

Key  Insight  re:  Brand  Integra6on 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. 39

Disposition Addressable  TV  Adver6sing (by  Category) X 40

Ad  Skipping 6 Control 5 1  Ad  Relevant ALL  Relevant 4 3.3 3.5 3.1 3 2 1 0 Number of Ads 41

Percentage  of  Ad  Seen 100 Control 90 1  Ad  Relevant 80 70 69.6 70.3 66.7 ALL  Relevant 60 50 40 30 20 10 0 Percentage of Ad Seen 42

Relevance  &  Serial  Posi6on 100 Percentage of Ad Seen Control 80 69 71 70 Second Third 1  Ad  Relevant 74 68 69 60 40 20 0 First Fourth Fifth Sixth Serial Position in Ad Pod 43

Brand  Ajtude 7 Control 6 1  Ad  Relevant 5.1 5.2 5.1 ALL  Relevant 5 4 3 2 1 Attitude toward the Brand 44

Ad  Ajtude 7 Control 6 1  Ad  Relevant 5.2 5.3 5.1 ALL  Relevant 5 4 3 2 1 Attitude toward the Ad 45

Ad  Tolerance 7 Control 6 1  Ad  Relevant ALL  Relevant 5 4 3.6 3.9 3.6 3 2 1 Tolerance of Ad Breaks 46

Viewer  Arousal 100 Not  Relevant 90 Relevant 80 70 60 50 40 30 31.5 28.2 20 10 0 EDA % change from baseline 47

An  Excep6on...  Allergy  Medica6on 100.0 100 Control 90 82.0 80 ALL  Relevant 70 60 1  Ad  Relevant 53.0 50 40 30 20 10 0 Percentage of Ad Seen 48

Disposition Poten6al  Remedy? Brand  /  Crea6ve  Addressability &  Timely  Data 49

Other  Factors  More  Important... Category Relevance Brand Attitude 10% 30% Ad Attitude 59% 50

WHY? ¬† ¬†‚ÄúRelevance‚ÄĚ ¬†not ¬†stable... 51

The  Disrup6ve  Opportunity 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. 52

Exploring SIX of the New TV Ad Models Me m or y Reach Engagement Interactive Video FF Speedbumps Cross Platform (XP) Media Multitasking e tud tti dA an Br 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. Purchase Intent Disposition Brand Integration TV Addressability (by Category) 53

beyond30.org mediasciencelabs.com varan@itri.tv 54

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