the future of advertising - insight...
TRANSCRIPT
![Page 1: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/1.jpg)
THE FUTURE OF ADVERTISING
WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE
@BrainsightsTO
Kevin Keane CEO, Brainsights
![Page 2: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/2.jpg)
TODAY’S AGENDA
•An industry in peril: Advertising’s Existential Crisis
•Advertising’s Saviour - Branded Content
• The Saviour’s Achilles Heel - Measurement
• Enter Neuroscience
![Page 3: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/3.jpg)
• 419M people block mobile ads (PageFair)
• 84% of people want to fast forward through TV commercials/ 60% download/record shows to skip TV ads (Arris)
• 81% mute Online Video ads (Unruly)
AN INDUSTRY IN PERIL
![Page 4: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/4.jpg)
![Page 5: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/5.jpg)
Search “Ad Blocking”…
![Page 6: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/6.jpg)
AND GET A “HOW-TO”…
![Page 7: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/7.jpg)
The Industry’s Saviour: Branded Content
![Page 8: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/8.jpg)
THE CONFLATION OF BRANDS & PUBLISHER
![Page 9: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/9.jpg)
BUT WHAT IS BRANDED CONTENT?
“Content that carries a consumer benefit, serves the brand and is presented in an environment that consumers find authentic”
Boston Consulting Group (2015)
![Page 10: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/10.jpg)
THIS IS NOT A NEW CONCEPT
“Clicquot Clicquot, That’s the Wine for Me!”
1860s London
Moet & Chandon and Veuve Clicquot battle in Music Halls by sponsoring Champagne Charlie and the Great Vance
![Page 11: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/11.jpg)
BUT IT IS ALL THE RAGE
![Page 12: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/12.jpg)
AND IS PROJECTED TO GROW TO $25B BY 2019
0
6.5
13
19.5
26
2014 2019
$25
$10
Source: BCG
![Page 13: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/13.jpg)
“Content marketing is the only
marketing left”
-Seth Godin
![Page 14: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/14.jpg)
BUT WHAT IS BRANDED CONTENT?
“The best branded content has always provided value to brand, publisher and consumer, typically by demonstrating that the creator and the deliverer of the content (which are sometimes one and the same, and sometimes not) understand the user’s need and want to address them.”
Boston Consulting Group (2015)
![Page 15: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/15.jpg)
BUT WHAT IS BRANDED CONTENT?
“The best branded content has always provided value to brand, publisher and consumer, typically by demonstrating that the creator and the deliverer of the content (which are sometimes one and the same, and sometimes not) understand the user’s need and want to address them.”
Boston Consulting Group (2015)
![Page 16: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/16.jpg)
BUT EXECUTION IS ANOTHER MATTER…
![Page 17: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/17.jpg)
BUT EXECUTION IS ANOTHER MATTER…
![Page 18: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/18.jpg)
The Saviour’s Achilles Heel: Measurement
![Page 19: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/19.jpg)
LET’S LOOK AT AMAZING RACE
V
![Page 20: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/20.jpg)
GRATUITOUS STATIC SHOTS DRIVE AUDIENCE TUNE OUT
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
Attention Connection Encoding AttentionMean ConnectionMean EncodingMean
Static shots of the phone
Gratuitous shots of the Nokia phone in isolation early in the sequence resulted in audience tune out
-45%
-47%
-24%
Maximum Observed Difference
![Page 21: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/21.jpg)
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
1
Attention Connection Encoding AttentionMean ConnectionMean EncodingMean
Interactive shots of the phone
Interactive use of the phone was far more effective in drawing in the audience’s Attention
+24%
=
+32%
Maximum Observed Difference
INTEGRATED PRODUCT USAGE LIFTS ENGAGEMENT
![Page 22: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/22.jpg)
WHY THIS MATTERS
![Page 23: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/23.jpg)
WHY THIS MATTERS
1) Advertisers want to connect with consumers, but need proof of that connection
![Page 24: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/24.jpg)
WHY THIS MATTERS
1) Advertisers want to connect with consumers, but need proof of that connection
2) Publishers need to maintain/grow audiences - not alienate them - and need ad money
![Page 25: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/25.jpg)
WHY THIS MATTERS
1) Advertisers want to connect with consumers, but need proof of that connection
2) Publishers need to maintain/grow audiences - not alienate them - and need ad money
3) Consumers have near-infinite content choices - competition for attention is fierce.
![Page 26: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/26.jpg)
These are the risks, and they won’t be solved by standard measurement methods
![Page 27: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/27.jpg)
Enter: Neuroscience.
![Page 28: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/28.jpg)
THAT’S WHY NEUROSCIENCE IS BEING DEPLOYED TO ENSURE LARGE ADVERTISERS CAN EXECUTE BRANDED CONTENT EFFECTIVELY
+4% Market Share +XX% Lift Across All Consideration Metrics
![Page 29: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/29.jpg)
COORS LIGHT BRANDED VIGNETTES
![Page 30: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/30.jpg)
RBC BRANDED WEB SERIES
![Page 31: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/31.jpg)
Without neuroscience, these brands would not have invested in branded content.
![Page 32: THE FUTURE OF ADVERTISING - Insight Innovationinsightinnovation.org/wp-content/uploads/2016/07/PDF/... · 2016-07-15 · WHY BRANDED CONTENT’S SUCCESS WILL BE DRIVEN BY NEUROSCIENCE](https://reader035.vdocuments.us/reader035/viewer/2022070801/5f029df07e708231d40527cf/html5/thumbnails/32.jpg)
The Future of Advertising is Driven by Neuroscience