THE BRANDED CONTENT ECOSYSTEM OUR JOURNEY BEGAN IN 2005 IN 2005 , - PowerPoint PPT Presentation

THE BRANDED CONTENT ECOSYSTEM

OUR JOURNEY BEGAN IN 2005

IN 2005 , 2010 AND AGAIN IN 2017 CORUS CONDUCTED STUDIES TO LOOK AT HOW VARIOUS COMBINATIONS AND PERMUTATIONS DROVE BRAND AWARENESS WHAT WE DID WAS CREATE A TEST/CONTROL SCENARIO – Mocked up one of our programs with different combinations of media elements – Told respondents that they were doing “show testing” – After asking them some program diagnostic questions we asked them about what ads they saw – first unaided and the aided BRAND SELL PROVIDES YOUR BENCHMARK BUT EVER ADDITIONAL ELEMENT CREATES A MULTIPLIER EFFECT

MULTIPLE ELEMENTS CREATE A MULTIPLIER EFFECT Unaided Awareness 68% 38% 37% 36% 20% 17% 12% 6% 4% 4% Lower Thirds BB Only Placement 1 x :15 Spot 1 x :30 Spot 2 x :15 Spots 1x:30 Spot 1x:30 Spot 2 x :30 Spots Full Only No plus BB plus Lower Integration Commercial Thirds Support

WE HAD CORRELATION BUT WERE INTERESTED IN THE CAUSATION ENTER BRAINSIGHTS

BRAINSIGHTS MEASUREMENT PLATFORM RECORDS THE KEY DRIVERS OF ENGAGING CONTENT EVERY 2MS WHAT DOES IT WHAT IS IT? PREDICTOR OF: METRIC ANSWER? ‘ IS THE STIMULI ALERTNESS & BREAKTHROUGH ATTENTION CAPTURING MY ATTENTION ATTENTION?’ INTENT/ ‘IS THERE A DEEPER HIGHER-ORDER CONNECTION RELATIONSHIP WITH CONSIDERATION THINKING THE STIMULI?’ ‘IS THE STIMULI ENCODING TO BRAND/ PRODUCT ENCODING BEING COMMITTED MEMORY LINK TO MEMORY?’

WHY IT MATTERS % Influence on Decision-Making How to measure it 5-10% EXPLICIT (Survey, focus group, stated response) (Conscious) IMPLICIT (Behavioural testing - implicit association, Facial coding, eye-tracking) 90-95% (Subconscious & Unconscious) NEURAL (Neuroscience - EEG, fMRI) “Much of what drives human decision - making is not consciously accessible” Daniel Kahneman - Nobel prize-winning economist

TO DATE WE HAVE DONE 5 STUDIES TOGETHER TO BETTER UNDERSTAND THE BRANDED CONTENT ECOSYSTEM & HOW ADVERTISERS CAN “HACK” VIEWERS BRAINS TO CREATE A MORE IMPACTFUL CAMPAIGN

OUR LEARNINGS FALL INTO THREE BUCKETS Brandsell Integration Custom Audience Audience Mindsets Ecosystem (BRIE) Segments

Brandsell Integration Ecosystem (BRIE)

Different integrations play different roles Sign Posting Sign Posting provides a simple and direct channel to drive Attention and Memorability. This serves to create the basic branding foundation, and to prime the audience. Contextual Integration Product integrations and in-show messaging can provide both Attention and Connection, if a good contextual fit for the show content. This is the opportunity to create small moments of strong branding throughout the show. Full Integration Seamlessly integration content drives Attention and Connection, but at the cost of Encoding. This is the true heart of the branding, but not sufficient alone.

SIGN POSTING IN THE DIY ENVIRONMENT: BROUGHT TO YOU BY LOWES = A CALL TO ATTENTION Vs. HGTV Benchmark + 13% - 1% + 76% Description: A green screen is rapidly followed by “Brought to you by Lowe’s – Never stop Improving” and a few seconds of silence. Results: This brandsell element is quite distinctive and serves as a call to Attention and Focus for audiences.

SIGN POSTING IN THE DIY ENVIRONMENT: BROUGHT TO YOU BY LOWES = A CALL TO ATTENTION Sign Posting- Over Time 238% Analyzing performance after multiple 190% viewings highlights a response pattern – particularly in Attention. 143% A learned behaviour is emerging – the audience sees this as a flag to perk up because the show is returning. 95% This element drives Attention and the sign- posting is very memorable. 48% 0% Attention Connection Encoding

One Banner vs. HGTV Benchmarks Lower banners act as a contextual integration to reinforce brand in a small way. This form of contextual integration is very direct and can drives + 12% + 9% - 6% Attention & Connection scores.

FULL INTEGRATION IN THE DIY ENVIRONMENT: LOWES VISIT – CONNECTIVE INTEGRATION Vs. HGTV Benchmark + 26% + 40% - 16% The shows storyline involves a trip to Lowe’s lasting 24 seconds. We see top -tier levels of engagement, notably Connection. The integration has substantial relevance and deeper engagement. Encoding is softer but this is not necessarily an issue as there is no information presented about Lowe’s

BUT WHAT IS THE IMPACT OF AN INTEGRATION ON A BRAND AD?

How we set it up Integration Ad Ad Integration

strong emotional connection halo from integration Integration Halo + 9% + 14% = She’s Got Wayfair is higher performing when viewed after the integration. There is a ( + 9% /+14% / =) engagement difference when the audience is primed by the integration.

Audience Mindsets

THE CONTEXT WITHIN WHICH CONTENT IS CONSUMED HAS A FUNDAMENTAL EFFECT ON THE IMPACT OF THAT CONTENT

DOES THIS EXTEND TO GENRES?

How genre impacts audience mindset DIY Environment DIY primes the audience for a Functional mindset. Advertising with this tone excels in the environment as it mirrors the tone of the show. Tonal targeting extends into News Environment The news environment primes the audience for a Information Gathering mindset. Product and/or informational focused advertising is strengthened in the environment. Competitive Food Environment The food environment (Iron Chef Canada) puts the audience in a competitive mindset. Advertising with an Informational or Action-Oriented tone will benefit from the environment.

Informational Tone Action-Oriented Tone Functional Tone Informational Ads Action-Oriented Ads Functional Ads + 11% + 5% + 2% + 6% + 20% + 5% + 35% + 6% + 9% Average performance of ads tagged with these tones. Each compared to relevant environment/genre benchmarks

Custom Audience Segments

50% of sales come from new/light users

TV HAS A DEMOGRAPHIC HALO EFFECT Demographic Profile of Energy/Sports Drink Consumers English Canada, comp % of A18+, Vividata Winter 2019 Study 71 69 65% of consumers are over the age of 35 Core Demo 51 49 38 34 31 29 29 27 27 25 23 23 18 12 12 11 9 8 4 Male Female 18-24 25-34 35-49 50-54 55+ Population Drank Energy/ Sports Drinks in past 6 months Drank 3+ Energy/Sports Drinks past 7 Days Source: Vividata Winter 2019 Study, English Canada, comp % of A18+

LINEAR SEGMENTATION/OPTMIZATION Collecting second by second viewing data from over 500,000 TV households All live and playback tuning events for Corus Channels Viewing data is integrated with data from Environics Analytics providing an opportunity to segment the audience across behavioral, psychographic, demographic and product usage attributes The Return Path Data initiative is fully compliant with Canadian privacy laws, including the Personal Information Protection and Electronic Documents Act (PIPEDA)

HOW IT WORKS ENVIRONICS ATTITUDINAL STUDIES TVIO AUTO VIVIDATA REGISTRATIONS FINANCIAL NUMERIS DATA RTS STATSCAN THE STUDIES CENSUS

CUSTOM AUDIENCE SEGMENTS OVERVIEW NIELSEN HOMESCAN Utilize data currently Create custom grouping of Segmentation based on Take client HH data and loaded into viewing data Prizm clusters - crosstab Brand, Competitor or Corus HH data to a “safe software Vividata (PMB) and Category (13,000 brand & harbour ” for cross - Numeris RTS data against category profiles) tabulation Prizm Clusters

Custom audience targets can deliver big brand effectiveness lifts Vs. Food Network Benchmarks + 12% + 11% + 24% Total Audience + 22% + 21% + 26% Grocery Big Spender (Standard Segment)

Our learnings fall into three buckets • Brandsell Integration Ecosystem (BRIE) is multi-layered. • Understand the role each element plays in order to maximize integration performance. •Effective integrations halo onto brand ads, and can deepen an ad’s emotional resonance, enhancing its effectiveness. • Context shapes mindsets • Think beyond classic contextual targeting. • Matching ad tone to genre tone can deepen/enhance the impact of your media. • Smart audience selection can deliver enhanced receptivity to your brand’s messaging in the right environment

THANK YOU!