The ‘Goldilocks Approach’ to Television Shane O’Leary @shaneoleary1
“Teens aren’t using Facebook, and it could die within a year” “Why all brands should be using Q.R. codes…” “Forget Myspace…Bebo is the future of social media marketing” Follow @shaneoleary1
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“Humans have an almost unlimited ability to become blind to our own biases.” Daniel Kahneman Follow @shaneoleary1
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“TV is dead! Nobody under the age of 50 watches it. It’s a waste of money!” Follow @shaneoleary1
“TV is dead! Nobody under the age of 50 watches it. It’s a waste of money!” Follow @shaneoleary1
“TV is dead! Nobody “Everyone watches under the age of 50 TV, spend all our watches it. It’s a budget on it, digital is waste of money!” a waste!” Follow @shaneoleary1
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“The sign of a first rate intelligence is the ability to hold two opposed ideas in mind at the same time and still retain the ability to function” F. Scott Fitzgerald Follow @shaneoleary1
Let’s take the ‘Goldilocks approach’. Follow @shaneoleary1
1: Let’s stop acting like the grim reaper Follow @shaneoleary1
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“Recently we have noticed a number of changes in marketing and advertising. What is occurring is the most powerful disruption to brand marketing since the industrial revolution and it will kill what has gone before.” Follow @shaneoleary1
“Recently we have noticed a number of changes in marketing and advertising. What is occurring is the most powerful disruption to brand marketing since the industrial revolution and it will kill what has gone before. William T. Moran ‘The Great Marketing Revolution’ February 1956 Follow @shaneoleary1
For some reason, we love to convince ourselves that new channels replace old ones. Follow @shaneoleary1
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2h55m per day watched by Irish adults. 90% of this is live. 60% of Irish people name TV as their top source for brand discovery. TAM Ireland Data Global Web Index Follow @shaneoleary1
“Online businesses are the biggest category of advertisers on TV in UK (£640m).” Thinkbox 2016 Follow @shaneoleary1
The approach? Keep an eye on consumption trends and trial new platforms and approaches. But don’t believe the hype and retain your media neutrality. Start every brief with a blank slate and a fresh mind. Follow @shaneoleary1
2: Let’s remember that we’re all aliens Follow @shaneoleary1
We believe our own media consumption behaviour is normal and everyone behaves the same way… Follow @shaneoleary1
…but we’re aliens. Follow @shaneoleary1
The False Consensus Effect: We overestimate the extent to which our opinions, preferences and habits are typical. Follow @shaneoleary1
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Marketing Industry 90% 75% 81% 60% TAM Ireland Data ‘Used in past week’ Follow @shaneoleary1
Marketing Industry ‘Normal’ People 97% 62% 75% 25% 81% 22% 60% 30% TAM Ireland Data ‘Used in past week’ Follow @shaneoleary1
Marketer’s Estimate 108 mins Live TV per day? Time shifted TV per 70 mins day? Time spent watching 37% TV on other devices TAM Ireland Data Follow @shaneoleary1
Marketer’s The Reality Estimate 108 mins 169 mins Live TV per day? Time shifted TV per 70 mins 19 mins day? Time spent watching 37% 2% TV on other devices TAM Ireland Data Follow @shaneoleary1
The approach? Remain innovative and future focused. Be early adopters and try new formats and innovations. But avoid confirmation bias. Don’t fall prey to the ‘majority illusion’. You are not an average consumer. Follow @shaneoleary1
3: Let’s integrate and evolve our thinking Follow @shaneoleary1
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TV Digital Follow @shaneoleary1
It reflects consumer behaviour Follow @shaneoleary1
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TV v digital is increasingly irrelevant to the consumer, so let’s reflect that. Follow @shaneoleary1
It benefits us and our clients Follow @shaneoleary1
Advertising Research Foundation Follow @shaneoleary1
“The best and most creatively awarded campaigns use TV and digital/social.” Warc, Cannes Lions, IPA, AdFx Follow @shaneoleary1 and use #DMXDublin
“Campaigns that include TV and digital are more effective.They actually make the same budget work harder. Positive business effects increase by 54% by adding TV and online video together.” Binet & Field IPA Database Study Follow @shaneoleary1 and use #DMXDublin
“By running a Facebook ad then a TV ad, marketers can help increase the impact of their campaign across screens.” Facebook Follow @shaneoleary1 and use #DMXDublin
The approach? The TV versus digital debate is cliched. It’s also increasingly irrelevant to consumers. There’s value in the overlap - take advantage of the halo effect. Follow @shaneoleary1
Let’s take the ‘Goldilocks approach’…
Let’s take the ‘Goldilocks approach’… …and work towards our ‘happy ever after’.
Thank You To download slides, links to data sources and much more, go to www.shaneoleary.me/blog now.
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