"tv + digital = frenemies?". Мила Крутченко, adv group ukraine
TRANSCRIPT
TV+DIGITAL=FRENEMIES?
TV vs Digital
3
TV & Digital
EFFECTIVE
BIG LOUD PUSHY
AD NOISE
5000
ADS PER DAY
8 of 10DON’T NOTICE ADS
7 of 10ARE ANNOYED BY ADS
6 of 10DON’T TRUST ADS
30%
21% 6%
14%
16%
25%
North America
Europe Dev Asia
LatinAmerica
MEA Em Asia
18%world
Ukraine
21%
Source: (C4) Ad Blocking, Base: All respondents
ADS EDGED OUT75 MILLION
NETFLIX
SUBSCRIBERS IN
130 COUNTRIES
EXPECTATIONS FROM
MEDIA HAVE CHANGED
12
NOT SURE WHAT I WANT
GET TIRED FAST
MULTITASK
15
PASSIVE VS ACTIVE
MOBILE TV/PC
FIRST SECOND
70% IN PRIMETIME
Source: TNS/ Connected marketing
78%:DISCONNECTED
22%:COMPLEMENT
MULTISCREEN
SOLUTION: CALL TO ACTION
INFORMATION
BROWSING47%
LINK #WWW
SOLUTION: CALL TO ACTION
COMMUNICATION
SOCIAL MEDIA38%
DiscussInviteVote
SOLUTION: CALL TO ACTION
SUBSCRIBEMOREUPLOAD
ENTERTAINMENT
GAMES25%CONTENT40%
NAVIGATE, COMMUNICATE, ENGAGE
22%: COMPLEMENT
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Source: Google / Shopper Sciences
10.2INFORMATION
SOURCES BEFORE
BUYING
THE CONSUMER JOU RN EY IS NOW
A CONTENT JOURNEY
new seasonCONNECTE
D CASE:
before during after
WE NEED TO BE MORE
CONNECTED TO SATISFY CONSUMERS