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BRIAN ZUEG: Sorry.
For the next 30 seconds to 60 seconds, how about we go old
school connectivity and just introduce yourself to the
person next to you.
Say hey, my name is Brian.
How was your weekend?
Where are you from?
So let's do that.
For the next 30 to 60 seconds, forget about hyerconnectivity,
real world connectivity.
All right.
So that was actually more than 60 seconds.
So I just have--
that was actually pretty cool.
In a hyperconnected world, everybody's head down looking
at all these great devices.
And we'll talk about them.
Right?
It's not news to anybody in this room.
I just love the fact that we just connected as individuals.
And we went old school.
So that's actually a probably--
I think-- a pretty good set up to say, don't always think
that the answer lies in something that's futuristic.
Sometimes the answer, and what we do,
can be found in history.
And we're going to take a little quick step back.
And we'll build it back up.
So Building Display Brands in a Hyperconnected World.
And by the way, talk about old school.
We had a bit of an issue, obviously, with technology.
So we're going straight PDF, no builds.
And you're going to miss the videos.
So I'll act them out for everybody.
So yeah, I'm going really old school,
ancient Greece, the Agora.
And the reason why I bring this up is, the Agora was the
place where you went to be seen.
You went to be heard.
You went to learn.
You went to buy.
And it was the place where-- it sat right in the literal
center of any town.
And in ancient Athens, it sat in the epicenter of the town,
legal system, military system, judicial system.
Everything sat on the outskirts.
But it fed in.
So I think that's a great parallel and a great analog to
the new Agora, which is what we live and breathe every day.
And there would have been a build here.
But the old Agora was about consumer behavior.
The new Agora, the internet, also
follows consumer behavior.
People spend about 5% of their time searching, whether it's
through us, through Bing, doesn't matter.
They spend about 10% of their time buying, whether it's
through Amazon, through some other e-commerce
site, eBay, et cetera.
Spend about 30% of their time communicating, Gmail, Yahoo
mail, Twitter, et cetera.
And they spend about 50% of their time seeking
entertainment, YouTube, any new IOS app, any Android app,
lots of ways to be entertained.
So you don't lose, as a brand, by
following consumer behavior.
Just make sure you follow the path.
And the path that we've been seeing-- and this shouldn't be
huge news to everybody here.
But in many respects, even at Google, it's big news.
So if eMarketer says that online advertising is double
digit growth, 20%.
Some of their latest projections through 2015 have
display being a $12 billion spending category.
What's interesting is that display is growing at a faster
rate than online display.
And we did a study, with advertiser perceptions, which
said that 55% of those who were surveyed said that
display advertising would be used to build brands.
It's the first time where that question became
number one on the chart.
Usually, it had been used for performance or DR. So this was
the first time where the number one response was, I'm
going to use display to drive brands.
So again, $12 billion business, double digit growth
outpacing that of the overall internet.
Big opportunity--
So since we went old school in reconnecting, we're going to
go old school in common sense and say, how does a brand work
in this new display forum?
It's really simple.
You connect.
You engage.
And then you measure, much like the old Agora.
Right?
You connected, you learned, you saw, you bought.
Where you learned something new every time, so connection.
Media fragmentation, we all live it.
Probably seen charts, variations of these charts
many times, biggest growth areas, mobile and PC.
So 11 hours of the day, about a third of it, is spent in
mobile and PC.
So in order to connect, you've got to find a way for your
brand to live in those new areas and those growing areas.
Context is key.
And what we mean here, in this chart, is meant very simply,
broken down.
We did a study.
And we wanted to figure out, within each device, at what
time of day were there the greatest number of searches.
So for instance, the middle screen which is your PC, the
largest number of searches for PC happen during
the middle the day.
That's the work day, makes sense.
When we get to mobile, we see a constant build of searches,
within on all mobile searches.
We see a crescendo a bit at commuting time.
Right?
So that makes some sense, common sense.
And then last ones, tablets--
And we see the greatest number of searches happen at night.
Could be lean-back--
hypothesis is it could be lean-back activity.
So lots of seeing something, and
interacting, and coming back.
So if you're going to connect across multiple screens, make
sure that you're not just thinking about one screen.
And we did a study.
And the study was with Nielsen.
And we said, let's run a Volvo campaign, a 15
second spot, in TV only.
And we'll compare that to that same 15 second spot run across
four screens, TV, PC, mobile, tablet.
And let's control for frequency, so apples to
apples, as much as possible.
And what you'll see here is the incremental difference
between a four-screen campaign and a one-screen campaign.
And let me be clear.
This is not to say-- this is not a we don't like or you
shouldn't like TV. This is actually build off of TV.
So maybe, some of us in the digerati
say, TV, I don't know.
No, we actually say, build off of consumer behavior.
So when you get a 24 point recall lift by adding in four
screens, when you get a four point incremental reach, and
when you get two times the frequency by making 1 plus 1
plus 1 plus 1 equals more than four, again, common sense.
Right?
It's how consumers consume.
What's also interesting, and we don't put in here is the
efficiency one can gain.
That would be the next question you'd ask.
You'd say, OK, I got all this great performance, this great
effectiveness.
Did it cost me more?
I think one of the beauties of online and digital media is
the efficiencies are built in.
So if we're talking about context around media platform,
let's think really quickly about the audience.
The audience matters.
And we know.
This is really simple.
We know.
Any time we align context, being in the right place with
the right person, we see, on average, two times or more
clickthrough rate.
Clickthrough rate-- you might say-- is not the best metric.
But we see that all the time.
So when you add in better targeting with the right
context, you will see double the performance.
And here's the one where I act it out.
It's really too bad because it's a killer campaign.
And it's cutting across the four screens.
And what Adidas did was run their campaign much like I
just told you about Volvo, where they ran it across TV,
PC, mobile.
And some of the numbers--
and this boils down to, and we'll talk about in
measurement.
Some of the numbers that I think are fantastic are, they
follow the equation that we always look at or any business
person looks at.
And that's dollars equals penetration times buying rate.
I make more money by getting more users to do something
more frequently or differently.
So getting new users, always good if you can measure that,
buying rate, more engagement, dollars or units per
transaction, or actually, frequency of purchase.
So in this one, the penetration lift was two times
subscribers.
So we got people to sign up for the dealer's brand channel
and learn more about Adidas.
We got 26x the channel views.
So that's a form of engagement.
We got two times the interaction
rate for the masthead.
And then the last one, which of course is not sort of built
into sales, but a 1,400% lift in conversions.
And we'll talk about how you can build those conversions
offline, later.
But I think that's pretty powerful.
And again, it's common sense.
So if you're going to connect, let's think again,
multi-screen.
Lots of things going on.
People are multitasking.
There's media proliferation but mobile and PC, in
particular, combined with traditional
methods really work.
They're effective.
They're efficient.
Audience and context.
Again, right person, right time, two x clickthrough rate,
it all comes together big time, when you start to think
about what performance is.
So dollars equals penetration times buying rate.
And we'll get to that, like I said, at the end.
Engagement.
It was easy in the old Agora because you could haggle.
Everybody remember the--
I'm a big Monty Python fan.
I was going to show a clip.
Remember Life of Brian, when they're haggling.
I don't know if anybody remembers that.
He's being chased.
Brian is being chased.
And he has to buy a disguise from Eric Idle.
And he's got to buy a red beard.
And it's-- he just haggles, haggles, haggles.
The guy, he just wants to buy the beard.
And all Eric Idle does is like, no, you
can't just buy that.
You've got to haggle with me.
So go check it on YouTube.
I can't do it justice.
But the interesting piece about it is, it's a form of
engagement.
Engaging is very simple.
The old guy in the Agora knew.
He just put his wares out there.
And he'd yell and scream.
And maybe if you scream loudest, that might work.
We had some hypotheses.
So again, you've got to go back before you go forward.
Actually, I was at work the other day.
And I asked some people in the room.
I said, do you remember these campaigns?
And I have to say, that's when I started feeling really old.
Everybody know what the first one is?
I mean, gives it away because you have the product sitting
first. That was Coke in 1971, the hilltop campaign.
This one Alka Seltzer, I can't believe I ate the whole thing.
And then this was Wendy's, which--
Where's the beef?
And extra points, but who remembers who basically became
famous because of it, the woman in the middle?
There you go.
Love it.
So we went old school.
We went backwards to look forwards.
And we said, well what is it that made those campaigns so
phenomenal?
What is it?
Try to figure it out.
But what's really interesting is the kind of lift that that
creative got.
Good creative, good messaging drives brand impact.
We saw upwards of 50% to 75% brand lift when you start to
look backwards on a campaign versus an average campaign.
I used to work at Unilever for many years.
We were always trying to get message effectiveness.
So when you're in the digital space, what do you do?
Well again, hypothesis, we worked with dynamic logic.
And we said, let's do rich media with video.
And let's see how it performs versus typical
static banner ads.
Not to say banner ads are bad.
We just wanted to see how rich media performed.
And I don't even have to read these.
So you start to see the lift in ad awareness.
1.7x, we could round up to two, in purchase intent.
And then 5x in brand favorability.
So the question and the hypothesis was, does it make
sense to have rich media?
I'd say, yeah absolutely.
Start to look at what people are doing, though.
44% growth in rich media during the first half of 2011.
So there's a big growth.
But it's coming off a tiny base.
Only 8% of dollars are being spent in rich media.
This is not us trying to sell more rich media.
It's basically saying, if the consumer gets more engaged
because of rich media, that's a good thing.
Start to look at your efficiencies, and all of a
sudden you'll see that it does make a lot of sense.
Newer ad formats drive greater engagement.
As you would imagine, when you look at mobile, the amount of
clutter in mobile is small.
Right?
So it probably isn't obtuse to anybody here that when you run
a mobile ad, you have the ability to drive more
awareness, given low clutter.
You also have a greater chance, 8x or 11x, to drive
message association.
So again, mobile ads outperform
traditional display ads.
If we look at in-stream video, something
similar comes through.
Maybe a little bit farther down the purchase funnel, we
start to get at brand favorability and purchase
intent So 3x and 4x for in-stream video.
Again, could be that--
just the fact that it's built within the content, and we
always say context is really important.
That could be what's driving it.
So in-stream video, extremely, extremely good use of funds.
Here's the other acting out.
And this is one.
I can't act this one out.
But what's wonderful about this campaign.
I forget who did it.
It was about bringing mobile and PC together, but using a
really unique technology.
And it was using your--
the consumer had to download an app to either iOS or
Android operating system.
And it was to launch the Volvo S60.
Volvo also took over a masthead on YouTube for--
starting in one day and then pushing it out
in other areas later.
But once you downloaded the app, you could test drive, via
your mobile app, on the PC.
And I wish we could show it because it's an amazing use of
technology.
And probably more so, I think what-- and I'm going to read
some of the stats because they were up there.
And I can remember a lot of stuff but not everything.
240% increase in brand favorability and then the 88%
increase in purchase intent.
Now, I'd love to see how that translates to car sales.
I think that's the next play is how do you understand?
When you get an 88% increase in purchase intent on a new
car, what does that do to your offline sales?
And there are ways to build out that attribution.
So again, to engage, rich media works.
And always think about mobile and video
formats, bring those together.
And by the way, these are-- we've built out two in each
one of these, in connect, engage, and
we're going to measure.
That's not to say that there aren't others.
These are just two that we've sort of felt have worked
extremely well for clients and what we're
seeing in the industry.
So lastly, measure.
Again old school Agora, guy sells his stuff.
He knew what he came into the Agora with, during the day.
And he knows how much he walked away with, at the end
of the day.
That's measurement, really simple.
I think sometimes we make it really complicated in digital
to find out what effective is.
So we're going to show you some examples of what one can
do to make it even, hopefully, either a bit easier.
And we break down measurement.
If I'm going with connect, engage, and measure as a
simple way to win in display, the simple way--
I think-- to understand what works in measurement is, what
did the consumer see?
What did they think?
And what did they do?
Those are the top line buckets you really care about.
What did they see, think, and do?
I'm not going to focus on the see.
That's all about media accountability.
That's for another discussion.
We're going to focus on what the consumer thought and what
the consumer did, as a way to discuss what works in
measurement.
So in this one, we worked with-- this is actually for an
internal campaign for Google called Watch This Space.
And we worked for the company called Moat.
And we wanted to understand how consumer movement, eye
movement and mouse movement, created the most hot or most
interesting piece of the advertisement.
And we were able to real time optimize the advertising.
So again, it's all about behavior.
It's a bit upper funnel.
But it's about serving the right ad.
This one, another classic, so a consumer sees the ad but
doesn't necessarily click through the ad.
But did that consumer actually drive to your site?
Did they search more for your business?
In this case, Nevada tourism, we saw 57% increase in visits
after they saw a classic banner display ad.
What would have happened if you used rich media?
So I always think of engagement in
another simple way.
When we talk about engagement metrics, there's search.
There's site.
And then there's social.
So we know--
Ben, I just met you, right at the beginning.
But the social graph will become even more important,
social targeting.
Contextual relevance from social will add in greater
responses in measurement on that.
So the three S's, S cubed.
This one was wiped.
This is a whited-out client.
But this one's going beyond clicks and conversions.
And Visu is real-time brand optimization.
So asking a question within the ad and seeing how the
consumer responds to it in real time.
To again allow you to change the communication, the
message-- whether it be rich media or the message itself--
and optimize your brand message on the fly.
And you can do it, certainly by the hour,
or certainly overnight.
And what does that do?
Well you start to see big-time lifts, in brand lift versus a
classic non-optimized ad, up to 19% on this one.
And last one, near and dear to my heart, I talked a bit about
online to sales.
It's one that-- in a perfect world, I talked about dollars
equals penetration times buying rate.
Right?
If you're a marketer, that's what you live by.
How do I get more of the right users?
How do I get them to buy more, buy more frequently?
In this case, this was a campaign for CBG marketer,
Quaker, where there was a classic testing control
through Nielsen.
Many of you may have used that same methodology, using a
single source panel.
And you understand those who saw the ad and those who
didn't see the ad and how much offline purchase was created,
based on their single source panel.
And what we see here is a 9% increase.
That's a big increase.
And in fact in many cases, you'll see even more,
depending on the category.
So the more you can do it.
The more you can cut across other verticals, the better
off you're going to be.
And the more, certainly the industry, is pushing to drive
this for marketers.
So this is it.
This is the conclusion.
This is not anything that you probably haven't thought of.
But we've found that there are a couple of really good ideas
that we've tested out.
We've had hypotheses.
And we've started to work towards fulfilling and
understanding better those hypotheses.
To make display work in a hyperconnected world and make
your brand work, just got to connect
with the right audience.
And make sure the context works.
Do it on the right platforms.
More is better, based on how somebody uses it, assuming the
efficiencies are there.
And we believe they are.
The engagement side, rich media works.
Focus on building out mobile and PC.
Again, that kind of ties back to the multi-screen
opportunity.
And always measure, saw, think, and do.
Again, break it down.
Codify your results.
Understand what works.
And keep on pushing.
And we've shown that brand lift can happen.
And material brand lift can happen.
And you can real time optimize.
When it comes to offline sales, there'll be more work
done by this industry, not just for online conversion but
for offline conversion.
When we start doing that, that's where you're going to
see the needle move for more brand dollars.
It won't just be 55% saying, I want to build my brand.
You're going to see the numbers go up.
And lastly, wrapping it all up really simple, we find
everybody has business objectives.
Everybody has marketing objectives.
And our challenge to ourselves, and quite frankly
to everybody else in this room, should be, what are our
learning objectives?
So we came up with hypotheses for each one of these buckets.
And we went back.
And we said, let's figure out what's working.
In order for us to get--
for brands, actually, to work in this space, we've got to
have learning objectives for our clients or for ourselves.
What works?
What doesn't?
And we always say-- we never say best practices.
Because when you say best practices that means that
you've figured it all out.
I think if we start saying better practices, that's a
great, great message to everybody in this industry.
It means we keep on working.
Somebody asked this morning, is advertising still relevant?
I mean, it better be.
Otherwise, we're all out of a job.
So for us--
I think hopefully, everybody in this room--
it's about better practices.
Constantly keep on working, Keep on figuring out what
makes sense.
And try new things.
So that's it.
I hope this helps.
Sorry again for the video snafu.
But I'm free for questions at the end, if anybody has at the
end of this.
Which I think--
actually, I got done in about.
Still not bad.
Right?
I thought we had.
I thought it was over.
We've got 10 minutes.
So thank you.