Advertising engagement - lessons from the PVR revolution
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Slides for a presentation about what post PVR behaviour has taught us about advertising
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Advertising engagement - lessons from the PVR revolution
- 1. Consumer engagement. Lessons from the PVR revolution Richard Huntington Planning Director, United London
- 2. “ Sky+ is better than sex” ES magazine
- 3. “ I would find it easier to live without my liver” Daily Star
- 4. Source: TGI, 2004 % “ The adverts are as good as the programmes”
- 5. It is our fault
- 7. Ads this side of the line are more likely to be skipped than we would expect Ads this side of the line are less likely to be skipped than we would expect More likely to skip through all ads More likely to skip through test ad Source: Millward Brown, DVRs and Link research 2005
- 8. Interest in brand Enjoyment Interest in product field Brand Appeal New Information Feelgood Factor Active Positive Relevance FMCG Persuasion Distinctiveness of information Ease of establishing brand Brand Linkage Ease of understanding Passive Positive Active Negative Passive Negative Correlation with likelihood to stop and watch ad Correlation with likelihood to fast forward ad Source: Millward Brown, DVRs and Link research 2005
- 9. Source: WPP Brandz, selected UK car brands 2001/2002. YouGov online omnibus 2004 Voltage Presence signature Little tigers Faded stars Clean slate Weak 1 6 5 4 3 2 7 8 9 10 11 12 Classic Olympic
- 10. Rethink the geometry of the break Source: Hall and Partners qualitative research 2006
- 11. Keep it simple stupid Source: Hall and Partners qualitative research 2006
- 12. The best creative is 30 times more likely to be stopped and watched than the worst, the worst ad is 5.5 times more likely to be fast forwarded than the best Very likely to stop and not very likely to fast forward Very likely to fast forward and not very likely to stop Highest scoring ad Lowest scoring ad Source: Millward Brown, DVRs and Link research 2005
- 13. Source: Millward Brown, DVRs and Link research 2005 Celebrities Sport Animals Testimonial Music Slogan Slice of life Product Demo Children Light-hearted Cartoon Correlation with likelihood to stop and watch ad Correlation with likelihood to fast forward ad
Editor's Notes
- Sadly change tends to be greeted in one of two ways by the advertising industry and this is illustrated particularly well in the responses to the dawn of the PVR. First there are the Ostriches who bury their heads in the sand and insist that nothing fundamental is going to change and certainly not on their watch Then there are always the Lemmings who at the slightest disturbance to the status quo leap off the cliff shouting “content, content its all about branded content” The reality is that is is unclear exactly how PVRs will affect the effectiveness of television advertising However nobody who has a Sky+ and works in marketing can be under any illusion that the old rules and certainties are going to change fundamentally My intention is to do nothing more than act as a conversational catalyst for the dinner table by delivering 7 ideas, provocations and scenarios about the way in which the impact of PVRs may play out.