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The 4C challenges for successful Brands Consumer, Connection, Content, Conversion

Gabriella Bergaglio

Marketing Director

KANTAR TNS

Roberto Rossi

Head of Media & Digital

KANTAR MILLWARD BROWN

14th February, 2017

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Connected Life - The definitive guide to how connectivity is reshaping consumers, connections, content and commerce.

70,000 connected consumers

57 markets

40 product categories

AdReaction Gen X, Y, Z - Behaviours, attitudes and responses to advertising across generations to effectively engage them.

24,000 consumers

39 markets

31 ads tested across generations

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The 4C challenges for successful Brands

Consumers Connections Commerce Content

Creating a single view

Segmenting connectivity

Consumers

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Device centricity time spent on mobile and tablet daily

Myanm

ar

Kenya

Cam

bodia

South

Afr

ica

Indonesia

Thailand

Nig

eria

Ghana

India

Philip

pin

es

Saudi Ara

bia

Mexic

o

UAE

Mongolia

Chin

a

Vie

tnam

Egypt

Turk

ey

Hong K

ong

Chile

Mala

ysia

Sw

eden

Sin

gapore

Colo

mbia

Isra

el

Bra

zil

Irela

nd

South

Kore

a

New

Zeala

nd

Taiw

an

Arg

entina

Luxem

bourg

Peru

Spain

Sw

itzerland

Norw

ay

UK

Italy

Slo

vakia

Denm

ark

Gre

ece

Neth

erlands

USA

Austr

alia

Hungary

Port

ugal

Czech R

epublic

Germ

any

Pola

nd

Canada

Russia

Fin

land

Belg

ium

Fra

nce

Ukra

ine

Japan

Mobile + tablet share PC share

The world is mobile-centric, and the last remaining PC markets are slowly migrating to mobile

3

Multi-device mobile-centric Mobile only Multi-device PC-centric

1 2

Borderline mobile-centric markets

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Emails

Messaging

Social networking

Read articles

Video – free

Video - on social network

Video - by friend

Mobile/tablet game

Upload photo/video/music

Internet radio/music

Greater chances to create rich customer experiences across multiple interactive platforms

Weekly online activities 45-54s 16-24s 25-44s

ITALY

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55-64s 16-24s

But with greater connectivity comes greater risk of inconsistency across brand touchpoints

21% 31%

“The brands I use have different levels of customer service online and offline”

ITALY

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Share of time on devices: (%)

Understanding how devices are used in consumers daily life is a first critical step

Italy Millennials 16-34 High Education

3.3 3.3 3.4 No. of devices owned:

Share of time on media: (%)

Traditional

Digital

Mobile

Tablet

PC

Source: (B1) Device ownership | (D3New) Time spent on devices | (D3) Time spent on activities

Base: Italy (1,054) | Millennials 16-34 (442) | High Education (260)

39

11

50

60

40

44

10

46

64

36

62

38

39

15

47

ITALY

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Yet, demographics are no longer enough to understand behaviour and activate with success

Observers Spend a lot of time online, but are less open to engaging with brands in a social space.

Leaders The most digitally, and socially active of all the segments.

Super Leaders Within the leader segment – the most active and most social group of all.

Functionals Spend the least time online. Will often use online where there is a tangible advantage.

Connectors Spend a limited time online, but when they are, they are heavily social. L

ow

H

igh

Dig

ital in

fluence

Low High

Social engagement

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Yet, demographics are no longer enough to understand behaviour and activate with success

Base: (1,054)

Lo

w

Hig

h

Dig

ital in

fluence

Low High

Social engagement

15% 9%

23%

15% 37%

Italy

Observers Spend a lot of time online, but are less open to engaging with brands in a social space.

Leaders The most digitally, and socially active of all the segments.

Super Leaders Within the leader segment – the most active and most social group of all.

Functionals Spend the least time online. Will often use online where there is a tangible advantage.

Connectors Spend a limited time online, but when they are, they are heavily social.

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“We believe that the customer only sees one bank. We are working on connecting all platforms to deliver

an integrated customer experience”

Karolina Kozłowska mBank

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“Consumers are asking us to satisfy diverse needs that are

more and more personal.”

Michał Tomaszuk CEO, H20 Creative

Find the right channel

The social

journey

Connections

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Luxury of choice makes people more discerning about the media they consume

Daily media use

%

Offline

Online

Radio Print media TV

30%

74%

65%

27% 30%

Online audio Online articles Online video

47%

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Video viewing is changing: around 50% of total minutes are on a digital device

32 18 18 10 22

34 19 19 9 19

TV ON DEMAND LAPTOP TABLET SMARTPHONE

36 12 19 10 23

GLOBAL

EUROPE

ITALY

Share of Time on Device - %

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Channel preference has therefore evolved from what’s available, to what’s best for the job Ideal platform for each activity

% platform users (overall preference)

Use Facebook (Facebook users)

49 30 33

Use brand website (all)

41 35 26

Staff in-store (all)

n/a 28 44

Info about services and products

Entertaining brand content

Ask a brand a question

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For many consumers, social is now seen to have a role to play throughout the customer journey

Social seen as a preferred platform for each activity

% selecting social

67%

44% 37%

50% Access branded content

Find out information

Express an opinion

Ask a question

ITALY

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Entertaining content

Information about products/services

Ask questions Share opinions

Social can present a solution, offering opportunity to engage along the consumer journey

Customer needs:

Consumer Needs: Brand building Brand activation Customer service Brand advocacy

Company opportunities:

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“What matters is not the abstract idea of touchpoints but, an overall understanding of what a tribe is doing, where, when and why.”

Jean Francois Mignot CDO Team, L’Oreal

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“New service models have changed consumer standards: easy, quick, convenient and

technological. They represent the new benchmark and tomorrow’s potential competitors”

Alessandro Froio, Customer Experience & CRM

Intesa Sanpaolo

Relevant at the right moment

Shifting spheres of influence

Content

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People are conflicted about the relevance of brand content, with poor execution leading to feelings of being ‘stalked’

Top 2 box agreement %

38% I enjoy reading and watching content from brands on social

I feel constantly followed by brand advertising online

34%

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Which in turn leads to usage of ad blockers, eroding ad spend

18% Using an

ad blocker

86% Reading

articles online

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To maintain relevance and cut through effectively, brands must find the moments that matter

Where can you find your target?

What moments matter (to your brand)?

When are they most receptive?

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There is huge variation in online video ad format receptivity

Mobile app reward 33

Social click-to-play 16

Skippable vertical video 14

In-banner click-to-play 13

Skippable pre-roll 12

Skippable mobile app pop-up 2

View to play -7

Social auto-play -19

In-banner auto-play -23

Pre-roll -32

Mobile app pop-up -37

-80 -60 -40 -20 0 20 40 60 80

NEGATIVE POSITIVE

NET (+ve minus –ve)

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Newer online ad formats are generally viewed positively, especially among Gen Z

Net +ve % Gen Z Gen Y Gen X

Native ads 26 24 16

Sponsored lenses 24 17 8

Sponsored filters 16 12 3

Expandable ads 13 16 11

Take over ads -2 4 -5

Row Average Higher than row average Lower than row average Stat testing at 90% confidence level:

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Seeking out content from producers who, despite a low budget, have a better sense of what will appeal

Online video weekly usage %

16-24s

Online personality Brand - owned

42% 35%

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“Delivering a specific content, to a specific target, at a specific moment is the challenge. Over time we've had to update our targeting

strategies.”

Roberto Zepponi Marketing Director, Ceres, Italy

Frictionless

eCommerce

Disrupt or be disrupted

Commerce

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0

25

50

75

100

Egypt

Myanm

ar

Ghana

Cam

bodia

Turk

ey

Mongolia

Thailand

South

Afr

ica

Philip

pin

es

India

Nig

eri

a

Kenya

Hungary

Indonesia

Gre

ece

Vie

tnam

Mexic

o

Peru

UAE

Saudi Ara

bia

Port

ugal

Chile

Ukra

ine

Colo

mbia

Arg

entina

Fra

nce

Canada

USA

Belg

ium

Chin

a

Bra

zil

Italy

Russia

Hong K

ong

Taiw

an

Mala

ysia

Spain

Slo

vakia

Czech R

epublic

Japan

Pola

nd

Isra

el

Sin

gapore

Austr

alia

Germ

any

Sw

itzerland

UK

Fin

land

Irela

nd

New

Zeala

nd

Denm

ark

Neth

erl

ands

Sw

eden

Luxem

bourg

Norw

ay

South

Kore

a

Source: G3 products bought online (any product) Base: All respondents

Conversion is now everywhere thanks to eCommerce, each market facing its own challenge

Total market incidence of eCommerce

%

Proposition Developed, buy online based on price, and to get exclusive deals

Service Prefer offline to guarantee quality, limitations to delivery speed

Infrastructure Issues with Internet connection, or payment mechanisms

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Shoppers’ have different needs and expectations for eCommerce, marketers have to act accordingly

Reasons to buy more non-alcoholic drinks online

Top reason (behind saving money)

Access to products I can’t find offline Guaranteed product quality

China USA

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eCommerce is becoming an increasingly large part of everyday life, even in traditionally offline categories

eCommerce category growth

% change YoY

Non-alcoholic drinks

+38% Oral care

+22% Alcoholic drinks

+30%

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Consumer demand for new propositions and technologies shows some appetite for disruption

Future interest among grocery purchasers

%

Saved shopping list

One-click ordering

Grocery subscription service

Button or voice-activated grocery ordering service in home

Automatic ordering through appliance

21%

19%

14%

12%

12%

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Just as in offline retail, future eCommerce growth will result from overcoming existing shopper frictions

Time

Energy Money

Shopper currencies

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“The role of the traditional store is evolving, as more and more customers accustomed to e-commerce visit a store not only to finalize the purchase, but also to talk

to a consultant, discuss the selected offer or to experience a phone or tablet live”

Mariya Kosogovska

Strategist, Orange, Poland

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“Watching trends is not enough, it is necessary to be a part of them.”

Denisa Kollárová,

Marketing Director, Czech Television

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Connected Life is the definitive guide to how connectivity is reshaping consumers, connections, content and commerce. Connceted Life Report

Sample Agenda

• Welcome & objectives

• What digital can/can’t tell

• Consumers are challenging brands

• Brand Engagement & Media switching

• Touchpoint priorities & management

• Marketing across generation

• - lunch -

• Testimonial (media)

• Testimonial (advertiser)

• Breakout interactive session

• Sharing & discussion

• Closing

Digital Activation Workshop

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Thank you!

Gabriella Bergaglio Marketing Director [email protected]

Stay connected

@tns_Italia

http://goo.gl/5qMgXp https://goo.gl/Rz5X30

Roberto Rossi Head of Media & Digital [email protected]

ENGAGING ACROSS GENERATIONS

14 MARZO 2017

9:30 welcome coffee | 9:45 inizio | 12:00

aperitivo Milano - via Merano 16, Talent Garden

Documents

LEFT MARGIN DO NOT ALTER SLIDE MASTERS THIS IS A TNS … · AdReaction Gen X, Y, Z - Behaviours, attitudes and responses to advertising across generations to effectively engage them