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Millennial Males in their natural habitat. Very Hard to Reach
Source 1) Media Matters, 2) MoffettNathanson, Nielsen
Consume 30% less live TV than in 20102. Almost no press.
“continuous partial attention” (OFCOM)
Beginning to actively “trade” their attention
Filter, skip and ignore intrusive content
Exposed to over 600 ads a day
The Mind of Millennial Man
Source 1) Media Matters
Identifies with:Humorous, slapstick or edgy advertisingVideo gaming. 56% play, compared to just 38% use Twitter
Rejects:being ‘broadcast at’
Influenced by:
Word-of-mouth
Point-of-sale - up -to 70% of decisions
Spends:$17billion annually$2,200 /year each in retailmore on entertainment, tech, holidays
Our Sources of Insight: TNS, Google and Ogilvy, Thaler & Sunstein, Captive Media Surveys, Neilsen
2017
0.56.76.25.9
12.2
11.4
19.6
37.4
Share of global ad spending by Media:
Source: Advertising Expenditure Forecast from ZenithOptimedia
$545 bn in 2015
0
25
50
75
100
2005
0.46.68.4
13.1
29.1
5.6
36.8
TVInternetMobileNewspaperMagazineRadioOutdoorCinema
2013
0.56.96.97.9
17
20.6
40.2
The TV anomaly. Spend keeps growing…
0
8
16
24
32
40
48
56
64
72
80
2012 2013 2014 2015 2016
73.7770.5968.5466.3564.54
Source: eMarketer
The growth in TV spending US $bn
Source: Neilson
Linear TV Viewership in US
as audience declines
The Problem with on-line:
‘Viewability,’ “Display ads are considered viewable if 50% of their pixels are in view for a minimum of one second”
MRC / IAB
‘Bots’
Questionable impact,
Source: Google, TNS and Ogilvy. Six-month survey of 2,458 recent purchasers of auto vehicles, beauty products and smartphones
Consumers’ top 10 influences % citing factor
Word of MouthRetailers and store visits
You Tube - "how to" videosTwitter
Company / brand websitesFacebookPinterest
Newspapers and MagazinesTV and Cinema
Search
0 20 40 60 8051
5656
5961
64
5155
6974
Real World / "IRL" On-line / "URL"
The Problem with on-line:
“Part of it is the industry needs to be better at producing ads that are less annoying”
Larry Page, CEO of Google, when asked about this at Google Shareholder meeting June 2015:
Ad blocking ,
‹#›
Over 70,000 game engagements/week. Significant data capture
Data Capture163,896 games played over 14 days512,480 tomatoes were thrown
Campaign Impact23,351 visitors to Anthony Nolan’s website1,572 donor registrations, and uplift of 74.9%
See more at: http://www.captive-media.co.uk/election/