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Planning advertising mail into an integrated campaign
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Data protection 2013
Friday 8 February
#dmadata
Supported by
Planning advertising mail into an integrated campaignThursday 30 October 2014 – DMA House@DMA_UK #dmaadmail
Charles Ping, Chief Executive, Fuel data
@Charles_ping@FuelUK
Welcome
Mike Colling, Owner, MC&C
@MCandC
How do consumers use and value mail? New insight from a new tool
MC&C Media Ltd
30 Gresse Street, London W1T 1QR
Tel 020 7307 6100 Fax 020 7307 6111
www.mcand.co.uk
How do consumers
use and value mail?
New insight from a
new tool
Date: 30th
October 2014
MC&C: Mike Colling
IN THE NEXT 20 MINUTES
5
• Context
• Content
• Conclusions
KNOW YOUR SPEAKER
6
I’VE DONE THIS FOR 30 YEARS
7
MEDIA ≠ MAIL
8
MAIL IS DIFFERENT
9
ONE OF THE REASONS THIS HAPPENED
Source: Advertising Association 10
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
Press Television Direct Mail Out of home Radio Cinema Internet
MY MISSION: BRING MAIL INTO THE MEDIA FOLD
11
FITTING IN WITH THE GANG
12
THE NUMBER ONE TOOL: IPA TOUCHPOINTS
13
Where With whom Activities Media Emotions
When: by each and every half-hour throughout the day
A survey and a diary NOW fused with mobile data for online behaviour 6,000 sample size
IT TELLS US HOW MANY OF US USE IT, AND FOR HOW LONG
Any TV (Any device)
RadioInternet (any
device/activity)
OOH
Social networking
Reading newspaper (print)
Reading magazine (print)
Looking at post/mail
0
10
20
30
40
50
60
70
80
90
100
0 0.5 1 1.5 2 2.5 3 3.5 4
% R
ea
ch
Average Hours Per Day
Source: Touchpoints 2014
(all media includes commercial and non commercial)14
All UK adults
AND THE PACE OF CHANGE AMONGST DIFFERENT GROUPS
Any TV (Any device)
Radio
Internet (any device/activity)
OOH
Social networking
Reading newspaper (print)
Reading magazine (print)
Looking at post/mail
0
10
20
30
40
50
60
70
80
90
100
0 0.5 1 1.5 2 2.5 3 3.5
% R
ea
ch
Average Hours Per Day
Source: Touchpoints 2014
(all media includes commercial and non commercial)15
15-24 year olds
DWELL TIME IS CRITICAL
16
MORE DWELL TIME = MORE LIKELY MESSAGE RECEIVED
17
WHEN WE SET LEGACY MEDIA AGAINST ONLINE
BEHAVIOUR WE FIND THAT MOST ONLINE MEDIA
COME IN SHORT BITE SIZE CHUNKS
18
0.00
1.00
2.00
3.00
4.00
5.00
6.00
Avera
ge t
ime p
er
day
Source: Touchpoints 2014 All adults
AND THIS ISN’T JUST ABOUT DWELL TIME
For dwell time to be effective we need to speak to people in the right mood
19
OUR FLEETING ONLINE CONSUMPTION OFTEN
CORRELATES WITH WHEN STRESS LEVELS ARE HIGH
20
0
1000
2000
3000
4000
5000
6000
0
2000
4000
6000
8000
10000
12000
6.0
0 a
m to
6.2
9 a
m
6.3
0 a
m to
7.0
0 a
m
7.0
0 a
m to
7.2
9 a
m
7.3
0 a
m to
7.5
9 a
m
8.0
0 a
m to
8.2
9 a
m
8.3
0 a
m to
8.5
9 a
m
9.0
0 a
m to
9.2
9 a
m
9.3
0 a
m to
9.5
9 a
m
10.0
0 a
m to
10.2
9 a
m
10.3
0 a
m to
10.5
9 a
m
11.0
0 a
m to
11.2
9 a
m
11.3
0 a
m to
11.5
9 a
m
12.0
0 p
m to
12.2
9 p
m
12.3
0 p
m to
12.5
9 p
m
1.0
0 p
m to
1.2
9 p
m
1.3
0 p
m to
1.5
9 p
m
2.0
0 p
m to
2.2
9 p
m
2.3
0 p
m to
2.5
9 p
m
3.0
0 p
m to
3.2
9 p
m
3.3
0 p
m to
3.5
9 p
m
4.0
0 p
m to
4.2
9 p
m
4.3
0 p
m to
4.5
9 p
m
5.0
0 p
m to
5.2
9 p
m
5.3
0 p
m to
5.5
9 p
m
6.0
0 p
m to
6.2
9 p
m
6.3
0 p
m to
6.5
9 p
m
7.0
0 p
m to
7.2
9 p
m
7.3
0 p
m to
7.5
9 p
m
8.0
0 p
m to
8.2
9 p
m
8.3
0 p
m to
8.5
9 p
m
9.0
0 p
m to
9.2
9 p
m
9.3
0 p
m to
9.5
9 p
m
10.0
0 p
m to
10.2
9 p
m
10.3
0 p
m to
10.5
9 p
m
11.0
0 p
m to
11.2
9 p
m
11.3
0 p
m to
11.5
9 p
m
Gro
ss im
pre
ssio
ns (O
nline in
fo s
eekin
g)
Gro
ss im
pre
ssio
n (Str
essed
))
Stressed Online seeking information (not work)
Source: Touchpoints 2014
All adults Mon – Fr (Online information seeking = (Seeking Info On Products/Services or
Seeking Info On News/Weather or Seeking Info On Sports))
WHEREAS THE DWELL TIME OFFERED BY LEGACY
MEDIA CORRELATES WITH RELAXATION
21
0
5000
10000
15000
20000
25000
30000
35000
0
20000
40000
60000
80000
100000
120000
140000
6.0
0 a
m to
6.2
9 a
m
6.3
0 a
m to
7.0
0 a
m
7.0
0 a
m to
7.2
9 a
m
7.3
0 a
m to
7.5
9 a
m
8.0
0 a
m to
8.2
9 a
m
8.3
0 a
m to
8.5
9 a
m
9.0
0 a
m to
9.2
9 a
m
9.3
0 a
m to
9.5
9 a
m
10.0
0 a
m to
10.2
9 a
m
10.3
0 a
m to
10.5
9 a
m
11.0
0 a
m to
11.2
9 a
m
11.3
0 a
m to
11.5
9 a
m
12.0
0 p
m to
12.2
9 p
m
12.3
0 p
m to
12.5
9 p
m
1.0
0 p
m to
1.2
9 p
m
1.3
0 p
m to
1.5
9 p
m
2.0
0 p
m to
2.2
9 p
m
2.3
0 p
m to
2.5
9 p
m
3.0
0 p
m to
3.2
9 p
m
3.3
0 p
m to
3.5
9 p
m
4.0
0 p
m to
4.2
9 p
m
4.3
0 p
m to
4.5
9 p
m
5.0
0 p
m to
5.2
9 p
m
5.3
0 p
m to
5.5
9 p
m
6.0
0 p
m to
6.2
9 p
m
6.3
0 p
m to
6.5
9 p
m
7.0
0 p
m to
7.2
9 p
m
7.3
0 p
m to
7.5
9 p
m
8.0
0 p
m to
8.2
9 p
m
8.3
0 p
m to
8.5
9 p
m
9.0
0 p
m to
9.2
9 p
m
9.3
0 p
m to
9.5
9 p
m
10.0
0 p
m to
10.2
9 p
m
10.3
0 p
m to
10.5
9 p
m
11.0
0 p
m to
11.2
9 p
m
11.3
0 p
m to
11.5
9 p
m
Good
Mood
(G
ross Im
pre
ssio
ns)
Tra
dit
ional M
ed
ia (G
ross Im
pre
ssio
ns)
Using Traditional TV, Radio Or Print Relaxed
Source: Touchpoints 2014
All adults Mon – Fr (Online information seeking = (Seeking Info On Products/Services or
Seeking Info On News/Weather or Seeking Info On Sports))
MAIL COINCIDES WITH WHEN WE ARE MOST ALERT
22
0
5000
10000
15000
20000
25000
30000
35000
40000
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
Gro
ss Im
pre
ssio
ns
Gro
ss Im
pre
ssio
ns
Looking at post/mail
Alert
Source: Touchpoints 2014
MORE SO THAN FOR ANY OTHER CHANNEL
-0.20
0.00
0.20
0.40
0.60
0.80
1.00
1.20
Reading
Newspapers Or
Magazines In
Using Social
Networking Sites
Or YouTube
Any TV Using The
Internet (Any)
Looking At
Post/Mail
Corr
ela
tion c
oeff
icie
nt
Alert
Tired
23Source: Touchpoints 2014
WHICH HELPS EXPLAIN WHY PEOPLE REMEMBER MAIL
80
1080
2080
3080
4080
5080
6080
Mail through the door Email SMS Texts Landline phone call Mobile phone call
(00
0)
Find mail memorable
UK Pop'n
Source: Touchpoints 2014 24
AND FIND IT MORE INFORMATIVE
80
1080
2080
3080
4080
5080
6080
7080
8080
9080
10080
Mail through the door Email SMS Texts Landline phone call Mobile phone call
(00
0)
Advertising messages that are informative
UK Pop'n
Source: Touchpoints 2014 25
ESPECIALLY THE YOUNG
26
0
20
40
60
80
100
120
140
160
Male Female Under 34 35+ ABC1 C2De
Ind
ex
Advertising messages that are memorable
Source: Touchpoints 2014
MAIL’S EXPERIENCE TAKES PLACE IN THE HOME
27
78%
16%
1%1% 2% 1%%
At home
At work/college
Someone else's home
Elsewhere indoors
Travelling
Elsewhere outdoors
Source: Touchpoints 2014
WHEN YOU HAVE THE LEAST DISTRACTIONS AND ARE
MOST LIKELY TO CONVERSE WITH YOUR PARTNER
28
31%
2%
7%45%
13%
1%2%
Company when reading mail Parter/spouse
With friends
With family
On my own
With colleagues
Other people
don’t know
Other people
you know
Source: Touchpoints 2014
23%
4%
20%35%
15%
1%2%
Company when using internetParter/spouse
With friends
With family
On my own
With colleagues
Other people
don’t know
Other people
you know
MAIL IS SEEN AS SIGNIFICANTLY LESS INTRUSIVE
80
5080
10080
15080
20080
25080
30080
Landline phone call Mobile phone call SMS Texts Mail through the door Email
(00
0)
Advertising messages that are less intrusive
UK Pop'n
Source: Touchpoints 2014 29
IN FACT ITS WELCOME
30
80
2080
4080
6080
8080
10080
12080
Mail through the door Email SMS Texts Landline phone call Mobile phone call
(00
0)
Advertising messages that are welcome
UK Pop'n
Source: Touchpoints 2014
EASY TO RESPOND TO
31
80
2080
4080
6080
8080
10080
12080
14080
16080
Email Mail through the door SMS Texts Landline phone call Mobile phone call
(00
0)
Advertising messages that are easy to respond to
UK Pop'n
Source: Touchpoints 2014
THE MAIL CONSUMERS FIND EXTREMELY VALUABLE IS…
32
80
2080
4080
6080
8080
10080
12080
14080
16080
18080
(00
0)
Items from companies that is extremely valuable
UK Pop'n
Source: Touchpoints 2014
SUMMARY
• New tool- new insight
• Puts mail at the heart of the media ecosystem
– Same metrics as all other media
• Creates new understanding
– Reach and dwell time
– Consumer mood, mode, location and co-incidental behaviours
• Leveraging these impacts consumer impact and commercial returns
33
MC&C MEDIA LIMITED
Any case studies, creative materials, information, costs and other data contained in this
document are the property of MC&C Media Limited and are supplied on a commercial in
confidence basis. They may not be used or passed to any third party without the express
agreement of MC&C Media Limited
Similarly, this document may not be copied or stored electronically without the express
agreement of MC&C Media
© 2014 MC&C Media Limited
Disclaimer
34
Gavin Wheeler, Chief executive, WDMP
@GavinWheeler @curiousWDMP
Planning advertising mail
Workshop
In your groups discuss the following:
1. Pick another channel, how would you integrate?2. What are your thoughts on the copywriting?3. Reverse brief – Who is the audience etc.4. Comment on the design – touch, feel etc.
Feedback to the whole group
Questions
Charles Ping, Chief Executive, Fuel data@Charles_ping @FuelUK
Mike Colling, Owner, MC&C@MCandC
Gavin Wheeler, Chief Executive, WDMP@GavinWheeler @curiousWDMP
Closing commentsCharles Ping, Chief Executive, Fuel data
@Charles_ping@FuelUK
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