Embed Size (px)
Citation preview
Lars SilberbauerGlobal DirectorSocial Media & SearchLEGOTwitter: @larssilberbauerEmail: [email protected]
Three Challenges for Don Draper
1. Convergens in Digital Media
2. Consumer behaviour is changing TV advertising
3. Traditional agency structures are under pressure
Owned
Paid
Earned
Consumers’ interactions with brands used to be simple
But the way consumers interact with brands is rapidly changing
to a converged model
Past: TV or print media
Now: Converged media that consumers experience as one
#1 Paid, Owned and Earned have converged, and will, continue to converge at a rapid pace
Owned
Paid
Earned
#1 Paid, Owned and Earned have converged, and will, continue to converge at a rapid pace
Consumers’ interactions with brands used to be simple
But the way consumers interact with brands is rapidly changing
to a converged model
Past: TV or print media
Now: Converged media that consumers experience as one
Owned
PaidEarned
#1 Paid, Owned and Earned have converged, and will, continue to converge at a rapid pace
Consumers’ interactions with brands used to be simple
But the way consumers interact with brands is rapidly changing
to a converged model
Past: TV or print media
Now: Converged media that consumers experience as one
Studies have shown that consumers who have been
exposed to real time marketing on top of traditional approaches,
have a much higher propensity to buy, recommend, or feel
positive about a brand.
Source: GolinHarris study, 2012
#2 Real Time Marketing is Having a Huge Impact on the Consumer
Real Time Monitoring -> Real Time Actions
Search AdvertisingContent OptimizationE-Commerce OptimizationAnti-Competitor initiativesPR and damage controlReal Time Amplification Forecasting
Example: Let’s Build – Brand Campaign
Drive a campaign in real time, across paid, owned and earned
During X-Factor shows Saturday evening60 sec TV commercial is being aired. Highly emotional brand spot targeting families/dads
Comsumers instantly start talking about LEGO and the advert on Twitter
LEGO enters the conversation and amplifies the conversations across Paid, Owned and Earned
Drive people to a Facebook application for increasing engagement and collecting permission
Consumer Journey
Real Time Marketing: Amplifying Engagement across Paid, Owned and Earned.
The Challenges for Don Draper
1. Convergens in Digital Media
2. Consumer behaviour is changing TV advertising
3. Traditional agency structures are under pressure
TV is Dead ChangingOnly 18% of online consumers now use TV to inform their purchasing decision
TV viewing dropped 8% from 2012-13, the third year in a row it has declined and
the biggest drop so far…
Netflix has 6% of total viewing in Denmark, making it the third largest TV
station, tied with DR1
Streaming represents 12% of total TV viewing and 17% of Danish households
are now Netflix customers
There has been a 12% drop in TV viewing amongst 21-40 year olds, amongst those that
use streaming services the drop was 25%
During peak hours Netflix accounts for more than thirty per cent of all Internet down-streaming
traffic in North America
The Future is Already Here... It’s just not evenly distributed
Based on LEGO’s own YouTube channel data we can see differences in mobile adoption amongst different markets globally…
16% Tablet / Mobile 63% Tablet / Mobile 80% Tablet / Mobile
Expectations for 2016: 30% 75% 90%
LEGO TV & YouTube
Average 1.2 Million Daily Views
320.000 Subscribers
Localized in 15 Markets
The Challenges for Don Draper
1. Convergens in Digital Media
2. Consumer behaviour is changing TV advertising
3. Traditional agency structures are under pressure
Media Agencies
Creating/BuyingEngagement
Competencies and pushing them to
clients
Creative/PRAgenciesBuilding paid media competencies to amplify their content and messages
Platforms Having direct control over the access to the consumers platforms continue their quest to maximize returns without sacrificing growth and user experience
Software CompaniesEntering the market with technology solutions that
enables brands to gain direct control over their
media buy
Big Brands and Platforms
Facebook Stickers
150 Million Stickers Shared in 2 Months
The Challenges for Don Draper
1. Convergens in Digital Media
2. Consumer behaviour is changing TV advertising
3. Traditional agency structures are under pressure
Lars SilberbauerGlobal DirectorSocial MediaLEGO GroupTwitter: @larssilberbauer
