lars silberbauer andersen, global director of social media & search, lego

Lars SilberbauerGlobal DirectorSocial Media & SearchLEGOTwitter: @larssilberbauerEmail: lars.silberbauer.andersen@lego.com

Three Challenges for Don Draper

1. Convergens in Digital Media

2. Consumer behaviour is changing TV advertising

3. Traditional agency structures are under pressure

Owned

Paid

Earned

Consumers’ interactions with brands used to be simple

But the way consumers interact with brands is rapidly changing

to a converged model

Past: TV or print media

Now: Converged media that consumers experience as one

#1 Paid, Owned and Earned have converged, and will, continue to converge at a rapid pace

Owned

Paid

Earned

#1 Paid, Owned and Earned have converged, and will, continue to converge at a rapid pace

Consumers’ interactions with brands used to be simple

But the way consumers interact with brands is rapidly changing

to a converged model

Past: TV or print media

Now: Converged media that consumers experience as one

Owned

PaidEarned

#1 Paid, Owned and Earned have converged, and will, continue to converge at a rapid pace

Consumers’ interactions with brands used to be simple

But the way consumers interact with brands is rapidly changing

to a converged model

Past: TV or print media

Now: Converged media that consumers experience as one

Studies have shown that consumers who have been

exposed to real time marketing on top of traditional approaches,

have a much higher propensity to buy, recommend, or feel

positive about a brand.

Source: GolinHarris study, 2012

#2 Real Time Marketing is Having a Huge Impact on the Consumer

Real Time Monitoring -> Real Time Actions

Search AdvertisingContent OptimizationE-Commerce OptimizationAnti-Competitor initiativesPR and damage controlReal Time Amplification Forecasting

Example: Let’s Build – Brand Campaign

Drive a campaign in real time, across paid, owned and earned

During X-Factor shows Saturday evening60 sec TV commercial is being aired. Highly emotional brand spot targeting families/dads

Comsumers instantly start talking about LEGO and the advert on Twitter

LEGO enters the conversation and amplifies the conversations across Paid, Owned and Earned

Drive people to a Facebook application for increasing engagement and collecting permission

Consumer Journey

Real Time Marketing: Amplifying Engagement across Paid, Owned and Earned.

The Challenges for Don Draper

1. Convergens in Digital Media

2. Consumer behaviour is changing TV advertising

3. Traditional agency structures are under pressure

TV is Dead ChangingOnly 18% of online consumers now use TV to inform their purchasing decision

TV viewing dropped 8% from 2012-13, the third year in a row it has declined and

the biggest drop so far…

Netflix has 6% of total viewing in Denmark, making it the third largest TV

station, tied with DR1

Streaming represents 12% of total TV viewing and 17% of Danish households

are now Netflix customers

There has been a 12% drop in TV viewing amongst 21-40 year olds, amongst those that

use streaming services the drop was 25%

During peak hours Netflix accounts for more than thirty per cent of all Internet down-streaming

traffic in North America

The Future is Already Here... It’s just not evenly distributed

Based on LEGO’s own YouTube channel data we can see differences in mobile adoption amongst different markets globally…

16% Tablet / Mobile 63% Tablet / Mobile 80% Tablet / Mobile

Expectations for 2016: 30% 75% 90%

LEGO TV & YouTube

Average 1.2 Million Daily Views

320.000 Subscribers

Localized in 15 Markets

The Challenges for Don Draper

1. Convergens in Digital Media

2. Consumer behaviour is changing TV advertising

3. Traditional agency structures are under pressure

Media Agencies

Creating/BuyingEngagement

Competencies and pushing them to

clients

Creative/PRAgenciesBuilding paid media competencies to amplify their content and messages

Platforms Having direct control over the access to the consumers platforms continue their quest to maximize returns without sacrificing growth and user experience

Software CompaniesEntering the market with technology solutions that

enables brands to gain direct control over their

media buy

Big Brands and Platforms

Facebook Stickers

150 Million Stickers Shared in 2 Months

The Challenges for Don Draper

1. Convergens in Digital Media

2. Consumer behaviour is changing TV advertising

3. Traditional agency structures are under pressure

Lars SilberbauerGlobal DirectorSocial MediaLEGO GroupTwitter: @larssilberbauer