Dark Statter

8/13/2019 Dark Statter

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Lets start in a happy place . . .

Saturdays


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Because no-one finds it additive

7.5

12.5

17.5

22.5

27.5

32.5

37.5

The Ads Are As Good As The Programmes

DA/TA


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arge y, ey are muc moreworried about other things

Banking system

Benefit cuts

Business greed/corruption/taxavoidance

Education system changes

Political corruption

Crime / violence

Local services cuts

Discrimination against minorities

Environment/pollutionGlobal / eurozone economy

Global conflictsGlobal environment

Global poverty

Health of the nation Housing situation

Inflation/Prices of goods and services

National security/terrorism

Poverty/inequality in the UK

Prospects for young people in the UKPublic sector cuts

Rising energy prices

Rising unemployment among over50s

The ability of the Govt to deliver whatis best for the country

The level of immigration in the UK

NHS

The rise of far right parties in Europe

UK economy

Pension deficit

Unemployment in the UK

Unusual weather patterns in the UK

30%

40%

50%

60%

70%

80%

90%

100%

-100% -80% -60% -40% -20% 0% 20% 40% 60%

Not worried at all

Explicitly less worried

Explicitly worried

Implicitly worried

Impli

citly lessworried


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Whether youre a mum

Source: Asda MumDex


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Or a teenager facing a lifetime with

your parents

UP BY

1997-2011Source: ONS

3mn 20-34s still live with their parents


8/62Source: Department for Education

As an entire generation of NEETs

emerges

15% of 16-24s


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Whose expectations and experiences diverge

fundamentally from the rest of their generation

37% rarely leave the house

33% suffer depression, 39% stress

71% say that with the right support they could

contribute a lot to the country BUT

36% believe they will never get a job

Source: UCUUniversity and College Union


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The role of brands is rarely a positive experience

for many

Top 20 brands that make Britain happy

1.0%1.1%1.1%1.2%1.4%1.5%

1.6%1.6%2.1%2.2%

2.7%

3.3%3.3%3.6%

4.8%

5.4%5.5%

6.0%6.3%

8.5%Are there any brands that make you happy? (unprompted)

Source: GNM


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Even for your customers this is

not a great scene

33333444555667777

78899

141515161820

22

83 Ratio: % said brand makes them happy / % use the brand x 100

Source: GNM


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In fact, only 23%

of consumers say

they have arelationship with a

brand

Source: HBR Three Myths About What Customers Want


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And thats probably a

research effect in itself:


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Well according to US brand

marketers, maybe it is


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The connections and spaces between are

where social companies make their money


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No-one is going to do what you want

them to

O bl h t th di


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Or arguably what the media

companies want them to do: As

Googsinvestment in YT pays offDemand

Programming

Discovery

Programming

Source: Monthly reach TGI clickstream 2013

64% Reach 38% Reach

68%

Reach


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But how does this translate to

brand opportunity?

Source: Pixability


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Does this add up?

258,000videos

9.5bn views

= 36,821 views

each

Source: Pixability


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Well . . .

258,000 videos * 1,000 per video =258mn spent on making brandedvideos

Just adding one zero makes thePRODUCTION cost 26p per view

Or 263 CPT FOR PRODUCING AVIDEO NO-ONE WILL SEE


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For videos of laughable reach

Source: Pixability


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Yet, YouTube has more channels with over a

million subscribers than my TV set has

channels


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When Google goes down, totalglobal web traffic decreases by

40%

Source: GoSquared


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36% OF GLOBAL INTERNETTRAFFIC IS FRAUDULENT

50% of all social traffic

Source: Ebiquity


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54% of display ads

never appear in frontof a live human being

Source: Comscore


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Social spam is

Up 355% in 2013


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$9.5BN COULD BE WASTED THISYEAR IN DIGITAL ADVERTISING

Source: Adweek


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A quick interlude

I know half my advertising

isnt working, I just dont

know which half


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Anyone remember this lot ?

From

50%to 5%

In 8 years

Source: RWTBoys 12-16 Xmas 2004 vs 2012


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That local app youve made . . . ?


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In the US apparently Apps have an

audience of 52 million . . .


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How many of the

apps on your iOS

or Android deviceare branded

ones?


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The amount of content in

your newsfeedDOUBLES every 12-18

months

Source: Andrew Boz Bosworth @ WPP Facebook morning

Th thi


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The one thing

Facebook users

say about the

advertising

experienceEVERYWHERE:

Why cant youmake the ads

better?Source: Andrew Boz Bosworth @ WPP Facebook morning


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In the average week less than

0.5% of a brands Facebook fans

engage with the brand they arefans of

Source: Facebook Fans, A Fan For LifeAdMap 2012


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How (in)visible

is what your

brand has to

say?


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Social network user growth is starting to tail


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Social network user growth is starting to tailoff. Innocuous looking maybe, but it matters


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How does screen shift effect your

(in)visibility, let alone your

engagement or your depth?


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B i thi ki b t


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Because no-one is thinking about

your brand

Old school Lucozade film


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So we need to find ways to try

and make sure they do


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This isnt about

BIG data

Common sense


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Common sense

+ numbers +

insight +intuition (often)=

good

Common sense


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Common sense

+ numbers +


good

Common sense


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Common sense

+ numbers+


good

Common sense


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Common sense

+ numbers +

insight+intuition (often)=

good


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