digital memories master deck lc notes

BRANDS SITES

more brands should be remembered…. digitally

23,626advertiser/campaigns

all media1 week

All media includes campaigns/advertisers running from Feb 9th to 13th across: online (6745), cinema (53), Press (12249), Radio (4945), TV (770). Source: NMR ad dynamics, Ad Relevance

on our journey with digital memories

behind the scenes

today’s consumer: bad memory & great digital memory

advertising… the new digital opportunity

making digital opportunity an advertiser reality

behind the scenes

focus groups

behind the scenes

onlinesurvey

phoneinterview

blog

advertising

diary

videodiary

bad memory, great digital memory

overloaded memory & remembering challenge

more...

appointments to keep

commitments to honour

communication choice

more…

things to remember

interruptions

distractions

volume overload attention poverty

more…

present needs

consecutive events

juggle ‘now’ importance

more…

postponement

rely on memory aids

use of digital memory

focus on now send to future

!

,, ,, Now I’m trying to remember what I need to remember, which is really bad …

8%birthdays

6%grocery list

5%greeting/invite

special occasion

4%travel info

3%event

planning

2%Address

post/email

3%to do list

3%maps /

directions

1%phone #

contact info

1%meeting /

appointment

10%shopping lists (non grocery)

13%re-occurring

activities/ sports

17%passwords &

accounts

what do we commit to memory alone?

5% ~10%

10% ~ 20%

< 5%

32%16-24s taken photos of ads

youth… a need for memory alone?

recorded world

=

memory

real world

digital / intangiblefast moving / changing

disposable

digital memory converts

Q12: Thinking now about all the different types of info you need to remember & store in your everyday life, please tick the option that best reflects which method you use to remember & store the following things most often. Base: UK: All who use electronic and paper based aids as main aids

digital converts digital converters

paper traditionalists

digital memory migrants

Q12: Thinking now about all the different types of info you need to remember & store in your everyday life, please tick the option that best reflects which method you use to remember & store the following things most often. Base: UK: All who use electronic and paper based aids as main aids

digital converts digital converters digital migrants

0

50

100

150

200

250

SNS (ie facebook, myspace)

write on hand

emails sent to self from

same account

calendar on mobile

reminders/ alerts on mobile

texts sent to myself

paper notepad

post it notes paper calendar at

home

noticeboard at home

paper diary

16-24 50-64

what we use, the digital divide

by index

Q9: You’ve said that you send emails to yourself. We’re interested in finding out what information these emails may include?Base: UK: All respondents who send emails to self (n=423)

21%

28%

34%

43%

45%

52%

56%

63%Transfer info one email to other e.g. home to work

URL web addresses / links to websites I want to remember

information copied from web I want to remember

to do lists / reminders I need remember

'dump' of info (researching), want to come back to

personal info: logins, passwords, account details, user names, etc

print screen(s) webs sites / info found on web

print screen(s) / copy of advertisement I want to come back to or share with someone else

email digital memories: the send to self generation

42%Send email/texts

to self

advertising… where’s the digital

opportunity?

12%mobile main media

women 16-34= to radio

55%have 2+

main media

Q15: And which would you consider to be your main media source – the one that you use the most?Base: UK: All respondents with at least one primary media source (n=1,069)

TV

mobile

internet

radioprint

internet time is MAIN media time

Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of mediaBase: UK: All respondents who use any media (n = 1073)

relevant to me

informative

entertaining

well matched to content/context it's found in

trustworthy

undemanding

engaging

innovative

worth my attention

easy to keep, store or find again

worth remembering

choice to pay attention is mine

what we think of advertising now

Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of mediaBase: UK: All respondents who use any media (n = 1073)

relevant to me

informative

entertaining

well matched to content/context it's found in

trustworthy

undemanding

engaging

innovative

worth my attention

easy to keep, store or find again

worth remembering

choice to pay attention is mine

outdoor

radio

what we think of advertising now

Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of mediaBase: UK: All respondents who use any media (n = 1073)

relevant to me

informative

entertaining

well matched to content/context it's found in

trustworthy

undemanding

engaging

innovative

worth my attention

easy to keep, store or find again

worth remembering

choice to pay attention is mine

TV

outdoor

radio

what we think of advertising now

Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of mediaBase: UK: All respondents who use any media (n = 1073)

relevant to me

informative

entertaining

well matched to content/context it's found in

trustworthy

undemanding

engaging

innovative

worth my attention

easy to keep, store or find again

worth remembering

choice to pay attention is mine

TV

outdoor

printradio

what we think of advertising now

Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of mediaBase: UK: All respondents who use any media (n = 1073)

relevant to me

informative

entertaining

well matched to content/context it's found in

trustworthy

undemanding

engaging

innovative

worth my attention

easy to keep, store or find again

worth remembering

choice to pay attention is mine

TV

outdoor

internet

printradio

mobile

what we think of advertising now

outlier: ‘easy to keep’ pulls online away from other media… a big opportunity to ‘own’

consumers’ view on advertising media USP’s

Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of mediaBase: UK: All respondents who use each media: Online (n=1080), TV (n=1072), Print (n=927) & Mobile (n=513)

consumers’ view on advertising media USP’s

Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of mediaBase: UK: All respondents who use each media: Online (n=1080), TV (n=1072), Print (n=927) & Mobile (n=513)

internet ads have a recognised opportunity

Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of mediaBase: UK: All respondents who use each media: Online (n=1080), TV (n=1072), Print (n=927) & Mobile (n=513)

TV plugs the storage gap with green button

Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of mediaBase: UK: All respondents who use each media: Online (n=1080), TV (n=1072), Print (n=927) & Mobile (n=513)

internet: claim the strength that is yours!

Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of mediaBase: UK: All respondents who use each media: Online (n=1080), TV (n=1072), Print (n=927) & Mobile (n=513)

and mobile ads will follow your success!

Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of mediaBase: UK: All respondents who use each media: Online (n=1080), TV (n=1072), Print (n=927) & Mobile (n=513)

loss of control

uninvited

BEFORE

FRUSTRATION

inflexible

DURING

irretrievable

AFTER

understanding the challenge to our potential

60% want to remember your internet ads

31%It was funny/entertaining

29%busy

at the time

23%joint decision

making needed

13%at work prefer

own time

Q23: Below are some reasons why people may want to come back to or revisit an ad they have seen on the internet. Have you ever found yourself in any of the following situations?Base: UK: All respondents (n=1,100)

58%are generally unsuccessful

turn these coping strategies into opportunities

Q24: Often it can be difficult to relocate or find an online ad that may have caught your attention. Have you used any of the following methods to find the ad message again?Base: UK: All who have tried at least one method to find an online ad (n=859)

77%have tried to

find an ad again

turn these coping strategies into opportunities

Q24: Often it can be difficult to relocate or find an online ad that may have caught your attention. Have you used any of the following methods to find the ad message again?Base: UK: All who have tried at least one method to find an online ad (n=859)

% profile of unsuccessful

Yes, definitely. Because Google is a pain, you're trawling through

everything and it's all too general.

It's giving you control over the advert.

If I could re-access ads, that would be fine for me.

You're in control of it and it's unobtrusive.

The simpler the better.

This is such a good solution. You will get people who'll use this.

consumers want…

This would solve when you can't find that exact offer or advert or product.

You've got the choice here, haven't you. It‘s making it

easier for you to access this advert again.

It would be so handy to just put thead to one side to look at it later...

With a search engine you're going the long way round... this is a time saver.

It's just a click and that's it, it's done. I mean dragging and dropping sounded quick….

CHANGE

making digital opportunity an advertiser reality

who champions change?

you

theory 1: is it creative and technology in ads?

iconography

rolladex icons

right click & interact

49% feel more positive

if icons used

what we cannot control

43% save for later 48%where buy?

27%

Send to self

more like

these

23%

rede

emab

le

offe

r via

text

22%

20%

inst

ant

buy

19%

time bound

alerts

19%

come

back later

14% send to SNS

13%

electronic

shopping list

11%

send #

via SM

S

9%

you call me

AD HUBsolution spokes

Q26: Below are some examples of the functions icons may stand for or represent if you click on them. Please tick all the functions that might interest you n=1,100)

enablewe must

icons = choice

choice = control

categories consumers want enabled

travel

home finance

energy

mobiles

ents: music / DVD

motoring

insurance

health & beauty

electronics

inte

rest

who champions change? media owners?

you

50% under 35s interest

in electronic scrapbook

theory 2: is it media owner?

iconography

rolladex icons

right click & interact

« »

drag and drop?

scrap book?41% interested in

electronic scrapbook

built into media owner sites?

who champions change? Internet users?

you

theory 3: the user? Open ID?

Who do you trust?(May 2009

June 2009

October 2008

January 2008

who champions change? you?

you ad

media

user

who champions change?

and all of us ad

media

user

how we’re tackling this

digital memories

industry outreach

ad form

at testing

ad format testing: sneak preview…

re-write rules of online success with digital memories

investigate new ad rules & use digital memory

invest in better digital memories: what to remember (online), or digitally what not to forget (mobile)

phase out old metrics & introduce new success metrics

grow digital memory opportunities across digital media and support symbiotic relationships between screens

thanks

questions

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?? ???? ?

?

??

?

?

??

? ?

?

?

theory 1: creative

« »

theory 2: media owner

theory 3: interactivity choice tied to open ID

the ‘seriously’ blurb

all slides and videos are nickable (seriously) if you credit them as being from Yahoo!

source: digital memories, Yahoo! July 2009

digital memories | think differently | make seriously

brilliant things | celebrate

advert

ising

For further information contact:

Laura ChaibiHead of EU Research and InsightsYahoo!Email: lchaibi@yahoo-inc.comTel: +44 207 131 1466Mobile: +44 (0)7976 454 503