The Key Behavioural Trends That Have Shaped Our Approach

Matt Dailey & Marcus Johnson

• How the explosion of available data informs content development and measurement?

DATA

• What are the opportunities that have arisen from the change in the content people are looking for?

DEMAND

• How does the explosion in devices impact content development considerations?

DEVICES

• How has the growth of digital touchpoints has influenced content?

DIVERSITY

INTRODUCTION

TWO FORCES ARE COMING TOGETHER IN A PERFECT STORM FOR BRANDS

90% OF CONSUMERS DON’T CARE ABOUT BRANDS

Source: millward brown neuroscience practice- 6000 studies

TIME IS FRAGMENTED AND OVERLAPPING

90% OF ALL MEDIA INTERACTIONS ARE ON A SCREEN

17MINS

30MINS

39MINS

43MINS

77% ARE ON ANOTHER DEVICE AT THE SAME TIME

Google data 2013

RESULT: ATTENTION SPAN IS AT AN ALL TIME LOW

200012 seconds

20158 Seconds

Source: Microsoft study

BRANDS NEED TO BE DISTINCT, NOT DIFFERENT

“The new market challenge isn’t just how to cut through but how to make a genuine connection that engages and inspires active participation and sharing. Understanding what matters to people and connecting more meaningfully”

Source: Hall and Partners - Making it matter

BRANDS NEED TO BE

Cohn &Wolfe: 2014 Global authenticity study

USEFUL ENTERTAINING AUTHENTIC

AND YOU CAN’T DO THIS THROUGH TRADITIONAL ADVERTISING

THE BACKLASH IS WELL UNDERWAY

USING AN ADBLOCKER BY 2017

FOUR TRENDS THAT HAVE INFLUENCED OUR APPROACH TO CONTENT

DATA DEMAND

DEVICES DIVERSITY

MULTITUDE OF DATA SOURCES TO INFORM CONTENT CREATION

SOCIAL LISTENING SEARCH TRENDS BEHAVIOURAL INDICATORS

FAQs UGC SALES TRENDS

Why do we need to evolve the way we work?

CASE STUDY:RBS MONEYCLIP

ESTABLISHING POTENTIAL THEMES AND VOLUME OPPORTUNITY

LOOKING AT CONVERSATION AREAS BY PLATFORM

REVIEWING WHAT OTHERS ARE ALREADY DOING

1 ONGOING CONTENT PRODUCTION AROUND TIPS, MINUTES AND LIVES

2 INFORMED BY DATA IDENTIFYING WHAT MATTERS TO CONSUMERS

3 GROWING THE AUDIENCE WE HAVE PERMISSION TO TALK TO

THERE ARE MANY POTENTIAL MEASRUEMENT METRICS

CLICKS

USE

VIEWS

SHARES

COMMENTS

COMPLETED VIEWS

LIKES

CTR VTR

SALES

LEADS

CLEAR UNDERSTANDING OF THE PURPOSE OF THE CONTENT AND

WHAT SUCCESS LOOKS LIKE

HAVE TO THINK BEYOND INFLUENCE OF THE LAST CLICK

content Search Display Search Affiliates

LAST CLICK APPROACH

X X X X

Email Search Display Search Affiliates

MULTI-TOUCH ATTRIBUTION

content Search Display Search Affiliates

Which interaction is responsible for the conversion?

The industry default

A better way…

THE WAY PEOPLE ARE SEARCHING IS CHANGING

66% INCREASE IN ‘HOW’, ‘WHAT’, ‘WHY’ & ‘WHERE’ SEARCHES

55% OF TEENS USE VOICE SEARCH EVERYDAY

25% GOOGLE SEARCHES RETURN ANSWER BOXES OR KNOWLEDGE GRAPH

VIDEO IS KEY TO SATING THIS DEMAND

OF USERS WILL WATCH A VIDEO OVER READING TEXT

70% INCREASE IN ‘HOW TO’ SEARCHES ON YOUTUBE

60%

30% INCREASE IN CONVERSION WITH PRODUCT VIDEOS*

ZAPPOS - FASHION RETAILER*

LEADING TO NEW OPPORTUNITIES TO ASSOCIATE YOUR BRAND

MOBILE HAS ARRIVED

2.8 HOURS SPENT ON MOBILE (NON-VOICE) EACH

DAY

43% INCREASE IN DATA USAGE ‘14 TO ‘15

Video is mobile.

46% OF ALL VIDEO IN PLAYS IN Q4 2015 WERE ON

MOBILE

KEY CONSIDERATIONS

47% of traffic to a 6,000 word article came from mobile - BuzzFeed

DOESN’T HAVE TO BE SNACKABLE

9X higher VTR for vertical video ads than horizontal - SnapChat

GIVE A NATIVE EXPERIENCE

BUILD FOR AN APP FIRST WORLD 90% of a users time in mobile is spent in

apps

THINK ABOUT INTEGRATING CONTENT WITH DEVICE FEATURES

LOCATIONVISUALSOUND MOMENTS MOVEMENT

CASE STUDY – HOW TO APPROACH MOBILE CONTENT

INCREASE IN TIME SPENT ONSITE50% INCREASE IN

MOBILE TRAFFIC37%

REDUCE COPYTIGHTEN HEADLINESMOBILE-ONLY VIDEO

CHANGE IMAGES

social networks

app stores

wik

is

gam

ing

tv

video

marketplaces

ph

oto

s

100M

1.6B

550M

320M

300M

228M

51M

100M

400M

1B

700M

50M

412M

48M

65M

125M

23M

20M

<5M

23M

1B

170M

162M

1B

200M

messengers

270M

WEBSITE

NON-WEBSITE ASSETS CAN ACCOUNT FOR A BIG PROPORTION OF PRESENCE

75% of traffic does not involve the user visiting the

website

Facebook Native Video

Website or Apps

Snapchat

YouTube

Facebook Referral

Images on Facebook

Other

Google

INTEGRATING OWNED STRATEGIES CREATES NEW OPPORTUNITIES

BRAND CONTENT ON A PARTNER WEBSITE

72% STRONGER ORGANIC VISIBILITY THAN BRAND WEBSITE

CONTENT ON A NEW DIGITAL TOUCHPOINT ALLOWS STRONGER PERFORMANCE THAN

FORMERLY POSSIBLY

BRANDS THAT EMBRACE THEIR TOUCHPOINTS DO BETTER

“The brands most likely to convert digitally jaded

consumers into purchasers offer the strongest array of digital

experiences.” - McKinsey

KEY TAKEAWAYS

‒ Content should be informed by data

‒ Decide on your measurement metric

‒ What questions can you answer?

‒ Where can you drive relevance?

‒ Optimise for mobile consumption

‒ Utilise device features

‒ Explore New Opportunities

‒ Ubiquity drives performance

DATA DEMAND DEVICES DIVERSITY