2. Beyond
Thirty
Seconds*
* Sponsorship of the Beyond :30 research project at some point over the past ten years.
2
3. Implica6ons
of
Perpetual
Change
When tomorrow looks largely like yesterday...
... we build the future on our observations of the past
But when the shape of tomorrow is unknown...
... ASSUMPTIONS ARE DANGEROUS!
1955
1965
1975
1985
1995
2005
2015
3
4. Lab
Philosophy
Analytical in nature:
the categorization of
observations
Based on isolating variables,
measuring them and studying
their interactions.
4
6. Best
of
the
Past...
Best
of
the
Future
We complement well-established methods...
Surveys
With the methods of the future...
Biometrics
Dial Testing
Eye Tracking
Focus Groups
Reaction Time
Facial Coding
6
10. Confluence
of
Factors
Driving
Change
Audience
Fragmentation
Increase in
Number of
Channels
Shift in
Power to
Viewers
Less Dedicated
Viewing
al o n
git 6
i u Rise of
Rise of d
ol Accountable
New
v
Platformsre
Media
Rise of
Social Media
Growing
Competition
10
11. The
Disrup6ve
Opportunity
Although disruption is disorienting, it
provides the BEST opportunity to break
ahead of competitors.
How can YOU capitalize on the changing
media landscape?
11
12. Viewer
vs.
Adver6ser
Sen6ment
(2006
/
2009)
Advertiser Sentiment
33
30
27
42
22. Speed Bumps - Linear
3. Targeted Advertising
29. Pause
36
14. Impulse Response
31
21
13. Frequent Viewing Points Scheme
41. Interactive Narrative of Ad
26
16
13
10
7
4
1
17. Program Reminder from Ad
4. Repeat Substitution
2. Offer Customization
24
18
42. Sponsored Console
16. Record Program from Ad
30. Product Placement - Linear
23. Speed Bumps - Interactive - Replay Ad
32. Branded Entertainment
27. Telescopic
1. Creative Customization
10. Ad Rating (Voting on ads)
40. EPG - Program Reminder
19. Arcade Game - sponsored - Pac Man
33. Program Loyalty
15. DALs
21
25. Bookends
37. EPG - Banner and Video Mixes
16
11. Peer Ratings of Ads
28. Showcase
26. Bookmarks
18. Trivia Quizzes - sponsored - Nike
24. Speed Bumps - Interactive - Bank and View Ad
11
6
39. EPG - Program Record
34. EPG - Picture-In-Picture
36. EPG - Banners
35. EPG - Barker Ads
9. U-Vision
8. Ad Zapper
5. Customization via Style Guide
12. Peer Filter of Ads
38. EPG - Ads as a Program Listing
21. Shared Screen Game - Tetris
6. Customization via Filters
31. In-Program Trigger Interactive
1
1
20. Overlay Game on Ad - Pong
1
4
67
11
10
13
16
16
21
18
7. Strike Out
26
21
24 31 27
36
42
30
33
Viewer Sentiment
12
13. Exploring SIX of the New TV Ad Models
Me
m
or
y
Reach
Engagement
Interactive Video
FF Speedbumps
Cross Platform (XP)
Media Multitasking
e
tud
tti
dA
an
Br
There are over 50 new ad
models in Beyond :30.
We’ll explore just a few of
the models that work...
and some that don’t.
Purchase Intent
Disposition
Brand Integration
TV Addressability (by
Category)
13
16. Distance
vs
Angle
of
View
100
Distance (inches)
Angle (degrees)
80
80
60
40
20
23
24
23
17
9
8
0
TV
PC
iPod
11
Mobile Phone
16
17. WatchESPN
Cross
PlaQorm
PC
TV
SAME content
Program Enjoyment
Tablet
Free Recall
7
Brand Attitude
100%
6
5.27
5.42
5.44
Mobile
7
5.54
6
5.42
5.33
75%
5
5.25
5.07
5
4
50%
4
31.43%
3
35.40%
33.73%
31.02%
3
25%
2
2
1
0%
TV
PC
Tablet
Mobile
1
TV
PC
Tablet
Mobile
TV
PC
Tablet
Mobile
17
19. The
Effects
of
Concurrent
Viewing*
60
The Impact of Concurrent Viewing
on Day-After-Recall
45
30
15
0
TV Only
(Control)
TV and
PHONE
TV and
MAGAZINE
Walker,
Tara
(2007).
The impact of concurrent viewing on the effectiveness of TV advertising An Evaluation.
Honours
thesis,
Murdoch
University.
TV and
INTERNET
19
21. The
‘Cogni6ve
Bridge’
The adverse impact associated with concurrent device usage is mitigated through the
presence of synchronized visual banners (linking both screens through a ‘cognitive
bridge’)
21
33. Fast
Forward
Disable
• Although I can’t share the date (still under
embargo)...
• I can confirm that disabling fast forward
delivers clear benefit to advertisers...
• ... without consequence to networks or
platforms
33
36. Brand
Integra6ons
Lif
Purchase
Intent!
100
Control (No Placement)
Treatment (With Placement)
75
54.8
50
41.6
LEGEND
25
Without
Brand
Integra0on
0
With
Brand
Integra0on
Purchase Intent
36
37. Viewer
Arousal
During
Ads
Control (No Placement)
Treatment (With Placement)
0.040
0.036
0.035
0.030
0.030
0.027
0.020
0.017
LEGEND
0.015
0.010
Without
Brand
Integra0on
0
Ad 1
Ad 2
Ad 3
With
Brand
Integra0on
37
38. Viewer
Heart
Rate
(Orien6ng
Response)
3
1.98
2
1.05
1
-0
0
0
0.19
0.27
-2
-2.63
-3
-4
-3.93
-3.78
-3.85
-5
Onset
Second 1
Second 2
Second 3
Second 4
38
39. Key
Insight
re:
Brand
Integra6on
Brand
integra6ons
for
TV
are
more
powerful
than
for
cinema
because
they
can
be
accompanied
by
companion
ads.
Their
strongest
effect
is
in
enhancing
viewer
disposi6on
to
the
subsequent
ad
exposure.
39
42. Percentage
of
Ad
Seen
100
Control
90
1
Ad
Relevant
80
70
69.6
70.3
66.7
ALL
Relevant
60
50
40
30
20
10
0
Percentage of Ad Seen
42
43. Relevance
&
Serial
Posi6on
100
Percentage of Ad Seen
Control
80
69
71
70
Second
Third
1
Ad
Relevant
74
68
69
60
40
20
0
First
Fourth
Fifth
Sixth
Serial Position in Ad Pod
43
52. The
Disrup6ve
Opportunity
The key to capitalizing on change is to understand
the new landscape before your competitor does...
This allows you to prevent wasting resources on
models that don’t work while capitalizing on
those models best suited to your strategic
strengths...
And helps cultivate a culture of innovation.
52
53. Exploring SIX of the New TV Ad Models
Me
m
or
y
Reach
Engagement
Interactive Video
FF Speedbumps
Cross Platform (XP)
Media Multitasking
e
tud
tti
dA
an
Br
There are over 50 new ad
models in Beyond :30.
We’ll explore just a few of
the models that work...
and some that don’t.
Purchase Intent
Disposition
Brand Integration
TV Addressability (by
Category)
53
