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“The DVR is the 30sec advertisements Best Friend”

“The DVR is the 30sec advertisements Best Friend”. Erik du Plessis Chairman Millward Brown (SA) Visiting Professor at Copenhagen Business School Author The Advertised Mind.

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“The DVR is the 30sec advertisements Best Friend”

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  1. “The DVR is the 30sec advertisements Best Friend” Erik du Plessis Chairman Millward Brown (SA) Visiting Professor at Copenhagen Business School Author The Advertised Mind

  2. The classic era of television advertising, with “soap operas” supported by - products such as P&G’s Tide, has gone the way of wringer washing machines. • The thirty-second commercial is still with us, but for how long? • If classical advertising has gone the way of black-and-white television, what will replace it?

  3. On what ‘research’ is this based? • Research shows more people own DVR’s, • Research shows the main advantage : • I can FF through the ads! • Therefore more people watch fewer ads

  4. What real research of advertising memories show THE OBJECTIVE OF ADVERTISING IS TO FORM MEMORIES

  5. 2 000 interviews conducted amongst adults 18-54 years of age 800 PVR owners; 1 200 non-PVR owners PVR Owners % Only 40% of programs are time shifted MillwardBrown USA: On average, across 25 primetime programs, time shifted viewing occurs, but less often than real-time viewing

  6. Among viewers of prime time network programming, ad recall and ad recognition do not differ between PVR owners and non-PVR owners • Ad Recall results for the respective 16 brands based among those asked the category. Average Base: PVR owner 400; Non-PVR owner 600. Results then aggregated to create an average score. • There are no significant differences between PVR owners and non-PVR owners for the 16 individual brands. • Ad Recognition results for each of the 16 ads based upon those asked about the ad. Average Base: PVR owners 100; non-PVR owners 150. • There are no significant differences between PVR owners and non-PVR owners except for one ad which has significantly higher recognition among PVR owners.

  7. Why are the empirical results of advertising memories not the same as what the QED predicted? Do NOT Confuse Low Attention Processing With Advertising Avoidance TO FAST-FORWARD YOU MUST GIVE ATTENTION! When to start, When to stop, I.E. THE WHOLE BREAK!!!

  8. Here are 10 logos/packs,each for 2/10th of a second Make a tick if you recognize it, READY?

  9. This experiment lasted10 seconds1/3rd OF A 30sec. AD!! The brands were only on the screen for 2 seconds in total Can you remember some?

  10. BUT,BRANDS ARE DESIGNED TO BE RECOGNISED Here are pictures you have never seen, SHOUT whether it is a CAT or DOG

  11. You even shouted BEAR,not part of the task RE+COGNITION means: You RE+COGNISED things that you know

  12. Experiment: • 64 people, • In cinema – I.e. TOTAL ATTENTION • A recorded DVR advertising break • At 4 times normal speed (Double, Double) • Question: • Which advertisements can you remember? • Have you seen it before? • How much do you like them?

  13. TEST MATERIAL

  14. 7 ads in 30 seconds! A time saving of 3 minutes! How much Did the Advertisers lose?

  15. OTHER EMPIRICALADVERTISING MEMORY RESEARCHSUGGESTS THAT‘IF SEEN BEFORE,FF’d ADS ARE AS EFFECTIVEAS NORMAL ADS’

  16. IMPLICATION for LIFE WITH DVRs EASY: 60% OF PROGRAMS ARE NOT FF’D SCHEDULE AN ADVERTISEMENT SO THAT WHEN SEEN FF’d IT HAS BEEN MEMORIZED BEFORE! I.e. RE+COGNISED NEED METRIC OF AD-MEMORY BEFORE SWITCHING THE MEDIA SCHEDULE, Else RE+COGNITION is less likely to happen!

  17. But,do you get the same‘emotional’value from a fast-forwarded advertisement? We asked them to tell us how much they liked the ad

  18. Why would a ff’d RE+COGNISED ADHave the same EMOTIONAL VALUE? Nuerology tells us: PART OF THE INTERPRETATION OF WHAT WE SEE, IS HOW WE FEEL ABOUT IT!

  19. REMEMBER • DVRs allow people to time shift programs, (Consumer Benefit) • I.e. watch programs they could not before, and thereby increase audiences, (Advertiser/Consumer Benefit) • At a time when no-one disturbs them, (Advertiser/Consumer Benefit) • They can give attention, (Advertiser/Consumer Benefit) • They can watch a 30min. program in 20min., (Consumer Benefit) • So they can watch a lot more TV, again increasing the audience (Advertiser/Consumer Benefit) • AND, they give quality attention when they FF’d (Advertiser Benefit)

  20. THANK YOU for your ATTENTION A longer version is on my website www.erikdup.com

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