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ANY GIVEN DAY, CONSUMERS ACCESS THEIR FAVOURITE

COMMUNICATIONCHANNELS

THROUGHVARIOUSDEVICES.

SO DEVICE-SPECIFIC MARKETING, [MOBILE MARKETING, WEB MARKETING ETC]

IS BECOMINGOBSOLETE

4. SO WHICH ONE DEVICEWOULD THEY LIKE TO RECEIVE ADS AND PROMOTIONS ON?

7%click-through

rate in 1996

5. AND WHICH DEVICE WOULD BE THE

MOST UNACCEPTABLE?

We switch consumers on.

Source: YouGov Plc. | Total sample: 2,054 UK and 2,105 US adults aged 18+. | Dates: January 2012 | The survey was carried out online. |The figures have been weighted and are representative of all UK adults (aged 18+)

3. BUT WAIT!THERES EVEN MORE DAMAGE

66% 66% 28%37%

20%

66%

27% 11% 10%of consumers

would unsubscribefrom a brands

promotions if they

thought the messages

they were receiving

were too frequent

of consumers would

respond negativelyto future messages

from that brand

of consumers

would stop usingtheir product or service

of consumers

would proteston social media sites

LE

SSTHAN

0.1%today

0

1.000.000

2.000.000

3.000.000

4.000.000

5.000.000

6.000.000

1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

TOTAL IMPRESSIONS (IN MILLIONS)

impressions

5 trillion

impressions in 1996

impressions today

This yearthey will receiveat least 735

In 1996 eachperson received

30 advertising messages

66%

of adultsin the US and the UKsay they receivetoo many promotions

and are exposedto too manyadverts

172 billion

2. WHAT DOES THIS CONSTANTBOMBARDMENT DO TO RESPONSE RATES?

6. SO CONSUMERS HAVE DIFFERENTTOLERANCE LEVELS ON DIFFERENT DEVICES.

WHAT ABOUT DIFFERENTDIGITAL CHANNELS?

39% 24% 4% 2%

PC

USA UK

LAPTOP

SMARTPHONE

TABLET

of consumers

prefer a detailed

EMAIL

of consumers prefer

a SHORT TEXT-ONLY MESSAGE,

like a Tweet, a Facebook message,

a Google Adwords message,

an SMS etc

respond positivelyto QR codes

of consumers respond

positively to Augmented Reality40%

other

1. CONSUMERS ARE SATURATED BY

THE SHEER VOLUMEOF DIGITAL MARKETING MESSAGES

7. AND WHAT DOES IT TAKE

FOR THE MESSAGE TO CUT THROUGH?

26% 22% 21%14%

7%

consumers

more likelyto respond to

messages tailored

to personal

interests

consumers more

likely to respondto promotions that are

specific to their

location

consumers more

likely to respond topromotions that are

contextually relevant

to what they were

doing

consumers more

likelyto respond to

promotions that are

specific to the time

they are sent

consumers more

likely to respond topromotions with

attention grabbing

phrasing

of consumers say they are turned off by unwanted

advertising on their mobile or smartphone

of consumers usemore than one deviceto CHECK THEIREMAIL

of consumers usemore than one deviceto BROWSE THEINTERNET

of consumers use morethan one device to GOON SOCIAL MEDIASITES like Facebook,Twitter, etc

of consumers use morethan one deviceto PLAY GAMES

of consumers dontmind or know whichplatform they prefer toreceive promotionalmessages over

66% 64% 44% 40% 33%

Note: due to identical or very slightly varying results between the US and UK samples, the single figures presented here are the average between the two results.

THE CONSEQUENCES OFDIGITAL AD BOMBARDMENT

34%15%

9%

2%