the future of advertising - insight...
TRANSCRIPT
THE FUTURE OF ADVERTISING
WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE
@BrainsightsTO
Kevin Keane CEO, Brainsights
TODAY’S AGENDA
•An industry in peril: Advertising’s Existential Crisis
•Advertising’s Saviour - Branded Content
• The Saviour’s Achilles Heel - Measurement
• Enter Neuroscience
• 419M people block mobile ads (PageFair)
• 84% of people want to fast forward through TV commercials/ 60% download/record shows to skip TV ads (Arris)
• 81% mute Online Video ads (Unruly)
AN INDUSTRY IN PERIL
Search “Ad Blocking”…
AND GET A “HOW-TO”…
The Industry’s Saviour: Branded Content
THE CONFLATION OF BRANDS & PUBLISHER
BUT WHAT IS BRANDED CONTENT?
“Content that carries a consumer benefit, serves the brand and is presented in an environment that consumers find authentic”
Boston Consulting Group (2015)
THIS IS NOT A NEW CONCEPT
“Clicquot Clicquot, That’s the Wine for Me!”
1860s London
Moet & Chandon and Veuve Clicquot battle in Music Halls by sponsoring Champagne Charlie and the Great Vance
BUT IT IS ALL THE RAGE
AND IS PROJECTED TO GROW TO $25B BY 2019
0
6.5
13
19.5
26
2014 2019
$25
$10
Source: BCG
“Content marketing is the only
marketing left”
-Seth Godin
BUT WHAT IS BRANDED CONTENT?
“The best branded content has always provided value to brand, publisher and consumer, typically by demonstrating that the creator and the deliverer of the content (which are sometimes one and the same, and sometimes not) understand the user’s need and want to address them.”
Boston Consulting Group (2015)
BUT WHAT IS BRANDED CONTENT?
“The best branded content has always provided value to brand, publisher and consumer, typically by demonstrating that the creator and the deliverer of the content (which are sometimes one and the same, and sometimes not) understand the user’s need and want to address them.”
Boston Consulting Group (2015)
BUT EXECUTION IS ANOTHER MATTER…
BUT EXECUTION IS ANOTHER MATTER…
The Saviour’s Achilles Heel: Measurement
LET’S LOOK AT AMAZING RACE
V
GRATUITOUS STATIC SHOTS DRIVE AUDIENCE TUNE OUT
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
Attention Connection Encoding AttentionMean ConnectionMean EncodingMean
Static shots of the phone
Gratuitous shots of the Nokia phone in isolation early in the sequence resulted in audience tune out
-45%
-47%
-24%
Maximum Observed Difference
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
Attention Connection Encoding AttentionMean ConnectionMean EncodingMean
Interactive shots of the phone
Interactive use of the phone was far more effective in drawing in the audience’s Attention
+24%
=
+32%
Maximum Observed Difference
INTEGRATED PRODUCT USAGE LIFTS ENGAGEMENT
WHY THIS MATTERS
WHY THIS MATTERS
1) Advertisers want to connect with consumers, but need proof of that connection
WHY THIS MATTERS
1) Advertisers want to connect with consumers, but need proof of that connection
2) Publishers need to maintain/grow audiences - not alienate them - and need ad money
WHY THIS MATTERS
1) Advertisers want to connect with consumers, but need proof of that connection
2) Publishers need to maintain/grow audiences - not alienate them - and need ad money
3) Consumers have near-infinite content choices - competition for attention is fierce.
These are the risks, and they won’t be solved by standard measurement methods
Enter: Neuroscience.
THAT’S WHY NEUROSCIENCE IS BEING DEPLOYED TO ENSURE LARGE ADVERTISERS CAN EXECUTE BRANDED CONTENT EFFECTIVELY
+4% Market Share +XX% Lift Across All Consideration Metrics
COORS LIGHT BRANDED VIGNETTES
RBC BRANDED WEB SERIES
Without neuroscience, these brands would not have invested in branded content.
The Future of Advertising is Driven by Neuroscience
