Download - 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