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Influence and impact across all channels - Keller Fay Group
1. Influence & impact across all channels
How digital advertising triggers action online and offline
The Consumer ConversaƟon Experts
Keller Fay Group
2. The Consumer ConversaƟon Experts
Keller Fay Group
The business challenge
The Consumer ConversaƟon Experts
Keller Fay Group
3. The Consumer ConversaƟon Experts
Keller Fay Group
What we already know…
The Consumer ConversaƟon Experts
Keller Fay Group
4. The Consumer ConversaƟon Experts
Keller Fay Group
What we already know…
The Consumer ConversaƟon Experts
Keller Fay Group
5. The Consumer ConversaƟon Experts
Keller Fay Group
What we already know…
The Consumer ConversaƟon Experts
Keller Fay Group
6. The Consumer ConversaƟon Experts
Keller Fay Group
What we already know…
10
14 12
11
14
17
No.
of
conversations
per
day
Total
GB
16-‐69
+27% +60%
No.
of
brands
mentioned
per
day
+45% +56%
Source:
Keller
Fay’s
TalkTrack
Britain
– 12
months
to
May
2015 The Consumer ConversaƟon Experts
Keller Fay Group
7. The Consumer ConversaƟon Experts
Keller Fay Group
What we already know…
“The
tablet
multiplier
effect”
8. The Consumer ConversaƟon Experts
Keller Fay Group
Looking deeper…
Environment/relationship
driving action?
Online/Offline effect?
Impact on brand advocacy?
The Consumer ConversaƟon Experts
Keller Fay Group
9. Hypothesis:
In a world obsessed by final click attribution, we
believe that what you read has a major influence
on what you go on to do, both online and offline.
10. The Consumer ConversaƟon Experts
Keller Fay Group
Methodology
A 4-week study of the online and offline behaviour of a sample of Times subscribers throughout November
Passive Tracking Meters
Diary App
Content...
Advertising...
Search...
Social...
Conversations…
Offline activity...
Purchases…
Multi-Platform
Subscribers
MON
21
70
The Consumer ConversaƟon Experts
Keller Fay Group
11. The Consumer ConversaƟon Experts
Keller Fay Group
Advertising Exposure
Times readers were exposed to a wide range of advertising across the month with
the retail, auto and travel categories especially prominent
12. The Consumer ConversaƟon Experts
Keller Fay Group
Big Data: 1,300,000 rows of data collected
44,000+
interactions
183,427
pages consumed
3,000+
interactions
1,400
WOM impressions for
brand/events/destinations
13. The Consumer ConversaƟon Experts
Keller Fay Group
Category behaviour brought to life
AUTO TRAVEL FINANCE
RETAILENTERTAINMENT
16. The Consumer ConversaƟon Experts
Keller Fay Group
Brian’s Journey
Land
Rover
BMW
/
Jaguar
Jaguar
BMW
Winter
Tyres
and
Wheels
New
BMW
i3,
2
day
free
trial
through
brochure
Search
for
Land
Rover
Search
for
BMW
BMW
Ad
BMW
Ad
Car
camera
sounds
alarm
if
driver
nods
off
Petrol
prices
on
the
slide
Huge
pothole
turns
M25
into
‘road
to
hell’
Road
signs
‘discriminate
against the
elderly’
Court
ruling
will
speed
curbs
on
diesel
cars
Driverless
cars
‘at
risk
of
cyberattack’
Wife’s
traffic
rage
drove
man
to
build
road
Dirty
diesel
death
toll
hits
60,000
Mini
Countryman
4X4
Smoking
ban
in
cars
with
children
Outcome:
Decides
on
BMW
as
brand
choice
for
next
purchase
&
would
recommend
BMW
17. The Consumer ConversaƟon Experts
Keller Fay Group
Brian’s Journey
BMW
Winter
Tyres
and
Wheels
New
BMW
i3,
2
day
free
trial
through
brochure
Search
for
BMW
BMW
Ad
Road
signs
‘discriminate
against the
elderly’
Court
ruling
will
speed
curbs
on
diesel
cars
Driverless
cars
‘at
risk
of
cyberattack’
Wife’s
traffic
rage
drove
man
to
build
road
Dirty
diesel
death
toll
hits
60,000
Outcome:
Decides
on
BMW
as
brand
choice
for
next
purchase
&
would
recommend
BMW
18. The Consumer ConversaƟon Experts
Keller Fay Group
Online behaviour
ConversationAction
We learned…advertising works across several dimensions
…advertising works strongly for Auto category
Ad exposure
Reinforces Primes
Drives
Advocacy
Stimulates Provokes
65% of auto brand advocates saw
ads from their preferred car brand
Exposure to BMW advertising
drove 300% uplift in site
visitation/search for BMW
16% of those exposed to an Audi ad
took some form of offline action for
Audi during the month
Those exposed to a VW ad had 67%
higher conversation levels about VW
19. The Consumer ConversaƟon Experts
Keller Fay Group
Ad exposure strongly correlates with Brand Advocacy
See
the
ad
Recommend
the
brand
More likely to More likely to
86% 65%95% 75%
Supermarkets Banking Airlines Cars
Represents % of brand advocates who viewed ad for brand
Advocacy
Advocacy
Beneficial
regardless
of
causality
20. The Consumer ConversaƟon Experts
Keller Fay Group
Ad exposure drives higher Conversation levels
+150% +114% +67%
+36% +28% +16%
Note: Uplifts based on % talking about brand, comparing ad exposed versus non ad exposed groups
21. The Consumer ConversaƟon Experts
Keller Fay Group
Ad exposure drives higher Online Behaviour
13%
11%
9%
36%
24%
13%
19%
9%
7%
% searching or visiting advertiser site.
22. The Consumer ConversaƟon Experts
Keller Fay Group
Ad exposure drives higher Offline Action
72% took action 18% took action
16% took action
21% took action
11% took action
Note: Uplifts based on % taking offline action (purchasing or making brand choice), comparing ad exposed vs. non ad exposed groups
(+7% vs. non exposed) (+163% vs. non exposed) (+80% vs. non exposed)
(+33% vs. non exposed) (+10% vs. non exposed)
23. The Consumer ConversaƟon Experts
Keller Fay Group
The holy grail…advertising that generates Multiple Effects
Over just one month, the proportion of total exposed respondents both having a conversation
and visiting/searching online in a variety of categories were:
40% 14% 13% 7%
Banking AutoFilmRetail
25. Key Learnings
Benefits
of
Collaboration
Broader
focus,
beyond
digital
Role
of
brand
advocacy
Importance
of
Brand
presence
Right
time,
right
place
Digital’s
full
value
26. The Consumer ConversaƟon Experts
Keller Fay Group
Sean
Adams,
Head
of
Insight,
Commercial,
News
UK
@SeanAdams13
@NewsUK_Sales
Steve
Thomson,
Managing
Director,
Keller
Fay
UK
@kellerfay
“It’s
the
best
research
we’ve
done
in
years”
Paul
Hayes,
MD,
News
UK
Commercial