digital memories master deck lc notes
DESCRIPTION
Digital Memories explores how information overload in a digital society is impacting on consumers ability to remember and what the implications are for advertisingTRANSCRIPT
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
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: [email protected]: +44 207 131 1466Mobile: +44 (0)7976 454 503