abc of audience demographics

Of Audience DemographicsConor Doyle & Dino Myers-

LampteyRocket

Leveraging the consumers relationship with TV

Leveraging the consumers’ relationship with TV

In the beginning consumers were fascinated by the box

Which made our job very easy

As time went by, consumers became passionate about the

content

& excited by the ads

As we moved into the 80’s, consumers started to realise

they could get more from television

More choice

More alternatives

More passions

As the 90’s arrived, more passions were being satisfied

However, as time progressed, more

generalist channels entered the market -

cherry picking the best specialist content

Causing the content long tail

Top 5 -10%Of

Content

90 - 95% of Content

Cluttered with TV brands that don’t stand for anything in the

consumers eyes

Creating the paradox of choice

Disloyal

anxious

flicker

Bringing about the advent of the:

Added to this, the TV buying model has not changed in 30 years…

Trading on redundant demographic groups & multichannel packages

All of this has confused consumers

• Delivering irrelevant ad messages

• With little effect &

• It creates contempt towards brands

At the same time, the internet has created a world

which meets their needs

Offering advertisers more

• Tailored communications

• Behavioural targeting

• Capping opportunities

& consumers even more

Freedom:

- To Explore

- To Evolve

- To Participate…

Allowing passion groups to flourish

CommentingCreating Shaping

Getting social kudos

The Scene Celebrity

Everyone can be a Scene

Celebrity today

They are very influentialAs they have more access to more people

than ever before, through Social Media

One to One Face to facePhone call

Talk to shop workerConsult a Pro

Reader LettersPhone in

Digital ExpansionSMS

Email Messenger

BlogSocial Network Page

Video SharingPhoto sharing

Chat roomsMessage boards

Bookmarking

Mass expansionComments

ViralsWidgetsAuctionsWish listsRatingsReviews

Price ComparisonsSocial Shopping

Because consumers are placing their trust in them

0% 20% 40% 60% 80%

What influences your purchase decisionsSource: rocket alive

Famous Celebrity

TV Advertisement

Specialist Blog

Consumer Review

Press advertisement

Personal Blog

Which flips the influencer model on its head

Traditional media power houses

Passionate

individuals

1/9/90

So what will advertisers expect from you...

• Less rigid model

• Passion groups knowledge

• Understanding of the hierarchy

• When you interact &

• A demonstration of how brands can engage with them…

So how do we engage with these powerful groups?

The key to engaging has always been through

emotional connections

“emotional responses precede conscious thought, determine

allocation of attention and occur without our being aware

of them”David Bonney

DDB, WARC, Emotion a familiar friend we barely know

Because man is at the mercy of his emotions

“the emotions are a serious opportunity to get in touch with

consumers. And best of all, emotion is an unlimited resource. It’s always there – waiting to be

tapped with new ideas, inspirations, and new

experiences”Kevin Roberts CEO Saatchi & Saatchi

Emotional campaigns are considerably more effective

0

5

10

15

20

25

30

35

Emotional Combined rational

Source: IPA dataBANK

However in today’s cluttered environment, there is a need

for brands to go deeper…

& leverage emotional context

• Content

• Physical surroundings

• Social environment

• InvolvementWhat mood are consumers

in when they’re consuming that media

So what mood do

you represent?

This is really important for consumers

Because TV is now a mood satisfier

To really engage we must encourage participation…

Early, Cross

PlatformContent

Involvement

Outcomes

& Participation

So what will advertisers expect from you...

• To stand For something

• To be more than just a TV channel

• Realise your cross platform ability– Trans-media storytellers

• Tell us the emotions your content will generate– & mood state you satisfy

• Involvement

Standing out in the long tail by becoming more relevant to passions

But TV channels haven’t always offered brands

this…

So brands have started creating their own content

again

It will continu

e

Consumers want to get

involved too

& making a good job of it too

Maybe it’s time we all work together…

“the biggest hurdle we have to get

over… is the integration of

networks, the studios, the ad

agencies, the advertisers, the

talent agencies, and anybody else that’s involved in this space. We must

be able to sit down collectively and

cooperatively to come up with a

solution”

Lee Gabler Lee Gabler

Creative Artist AgencyCreative Artist Agency

Consumer Centric Products

Content

Planning

Demographics To

Behaviour & Mood

Measurement

From Impression to

Expression

Consumers at the heart of everything

Evolve the buying model

Small groups are powerful

Leverage their influence

Understand their passions

Compliment their mood

Place them at the centre

Let’s begin

Conor Doyle cdoyle@phdrocket.co.uk

Dino Myers-Lampteydmyers-lamptey@phdrocket.co.uk

Thank you