The New Consumer

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Aristotle, Inc.

Matt McHale from Google

Marketing

The New Consumer
Matthew McHale, Agency lead

Google Confidential and Proprietary
We don’t go online. We now live online.

Google Confidential and Proprietary
150 times a day
162 minutes a day
20% of media time
4% of ad spend

The Consumer Funnel Isn’t Really a Funnel Any More

1 2 3
Purpose = Purchase Power of Influence >
Power of Time
Experience > Exposure

Engage at the personal level
Prefer brands that engage user passions and interests 42% more often
than those focused on the transaction.
+42%

World cup ads were longer
and still get more viewers
World cup ads watched on Youtube since April 4x
more than Super Bowl ads watched this year
1.2
Billion
Minutes
The average length of the top 10 trending world
cup Ads versus one minute for the Super Bowl
3
Minutes
Brazilians views 61M world cup ads. While the US
isn't far behind with 57M.
One interesting difference: U.S. viewers tend to
search about the World Cup right before games.
Brazil
Watches the
most world cup
ads

Power of Influence > Power of Time
Today’s successful brands are
building a media plan based
on media touchpoint influence
rather than mere usage.
Consider how your media plan
would look on points of influence.

Micro-Moments occur throughout the consumer journey
Bought tickets
to concert
Buy shoes online,
pick-up in store
Watch YT video
for how to tie fly
fishing knots
Search for lawn
mower reviews
in the aisle
Use airline app
to reschedule flight
At work, check out
movie theater show
times
Compare two travel
reward credit cards
Visit insurance
site to file a claim
Research best
running apps
On the bus, book
dinner reservation
PurchaseAWARENESS
CONSIDERATION
PURCHASE
LOYALTY

We’re not doing different things.
We’re doing the same things, differently.

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The New Consumer

1. The New Consumer Matthew McHale, Agency lead

2. Google Confidential and Proprietary We don’t go online. We now live online.

3. Google Confidential and Proprietary 150 times a day 162 minutes a day 20% of media time 4% of ad spend

4. The Consumer Funnel Isn’t Really a Funnel Any More

5. Path to Purpose Path to Purchase

6. 1 2 3 Purpose = Purchase Power of Influence > Power of Time Experience > Exposure

7. Purpose = Purchase

8. Engage at the personal level Prefer brands that engage user passions and interests 42% more often than those focused on the transaction. +42%

9. world Cup Ad

10. World cup ads were longer and still get more viewers World cup ads watched on Youtube since April 4x more than Super Bowl ads watched this year 1.2 Billion Minutes The average length of the top 10 trending world cup Ads versus one minute for the Super Bowl 3 Minutes Brazilians views 61M world cup ads. While the US isn't far behind with 57M. One interesting difference: U.S. viewers tend to search about the World Cup right before games. Brazil Watches the most world cup ads

11. What’s your purpose?

12. Media usage = Media influence

13. Power of Influence > Power of Time Today’s successful brands are building a media plan based on media touchpoint influence rather than mere usage. Consider how your media plan would look on points of influence.

14. YouTube 64% Word of Mouth e.g. Friends, family, sharing comments and reviews online 74% Facebook 56% Company/ Brand Websites 59% Twitter 61% Newspapers& Magazines 55% TV/Movies 51% 1 2 3 Retailers and Store Visits 69% How-to Videos** Product Visualization** Entertainment** *Stated influence of media touchpoints for recent purchasers when making a decision to purchase **Top 3 roles of YouTube as stated by recent purchasers of auto vehicles, beauty products and smartphones Search 51% Points of Influence on the Path to Purpose*

15. Experience > Exposure

16.

17. Micro-Moments occur throughout the consumer journey Bought tickets to concert Buy shoes online, pick-up in store Watch YT video for how to tie fly fishing knots Search for lawn mower reviews in the aisle Use airline app to reschedule flight At work, check out movie theater show times Compare two travel reward credit cards Visit insurance site to file a claim Research best running apps On the bus, book dinner reservation PurchaseAWARENESS CONSIDERATION PURCHASE LOYALTY

18. We’re not doing different things. We’re doing the same things, differently.

19. Thank You

The New Consumer

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