IAB Europe Webinar Deck: Research Awards Winners - Consumer Behaviour and Media Planning

1. IAB Europe Research Awards Webinar
Consumer Behaviour and
Media Planning
17 October 2018
Good afternoon and welcome, we will start shortly

2. MODERATOR
Chelsea Horncastle
Senior Product
Innovation and Insights
Manager,
OMD EMEA
Alison Fennah
Executive Business
Advisor, IAB Europe
PRESENTERS
Paul Hardcastle
Research Director
Oath

3. HOW CONSUMERS ACCEPT,
UNDERSTAND AND TRUST AI

4. AI
MARKETING APPLICATIONS OF AI
MARKETING
WITH
PROGRAMMATIC
BUYING
ANALYTICS
AIMARKETING
OF
SERVICE
EXPERIENCES
SKILLS and BOTS
AIMARKETING
TO
SEO
VRM/AGENTS
DEVELOPING QUICKLY
DRIVING
PERFORMANCE
IMPROVEMENT
THE LONG TERM
VISION
OUTSOURCED
CONSUMER DECISION
MAKING
TODAY’S EMERGING
CHALLENGE
KEY TO SUCCESS IN
THE LONG TERM
@OMD_EMEA

5. INTRODUCING RETAIL REVOLUTION :
UNDERSTANDING CONSUMER PERCEPTIONS & POSSIBILITIES OF AI
AI
PERCEPTIONS
RETAIL
BEHAVIOURS
AI
USAGE
@OMD_EMEA

6. RESEARCH OVERVIEW
14
MARKETS
16,000+
NAT REP RESPONDENTS
1
HACKATHON
6 SUBJECT
MATTER EXPERTS
18 TECHNOLOGIES
TESTED
6 CHATBOTS
CREATED
3
QUALITATIVE RESEARCH
METHODS
1 NAT REP QUANTITATIVE
SURVEY
@OMD_EMEA

7. OUR APPROACH
The research used a mixed method approach giving insight into how consumers accept, understand and trust AI,
exposing how brands can implement AI services that deliver meaningful human impact.
STAGE ONE
Set the scene
STAGE TWO
Explore
STAGE THREE
Quantify
@OMD_EMEA

8. EUROPEAN CONSUMERS ARE OPEN TO AI TECHNOLOGIES
Base: EMEA Total n=15986
Q. Would you consider AI to be a part of your life? Source: OMD Snapshots, 2017
25%
61%
SPAIN
FRANCE
36%
ITALY
48%
30%
ROMANIA
36%
45%
16%
58%
POLAND
18%
50%
GERMANY
SWEDEN
14%
19% FINLAND
26%
19%
28%
RUSSIA
61%NETHERLANDS
16%
42%
NORWAY
18%
23%
18%
DENMARK
42%
UK
26%
32%
Yes, I would like to get an AI device/app Yes, I am already using an AI device/app
22%
OF EUROPEANS ARE
ALREADY USING AI
AND ANOTHER
41%
WOULD LIKE TO
36%
@OMD_EMEA
27%
BELGIUM
26%

9. YOUNGER AUDIENCES HAVE DIFFERENT BARRIERS TO ADOPTION
AI Barriers
36%
18%
I don't need AI
I need to be taught how to use it
Significantly higher for <35s
Significantly higher for >35s
Base: EMEA, amongst those who would not consider AI n=3345
Q. Why would you not consider an AI capable device or app as being part of your life? Source: OMD Snapshots, 2017
@OMD_EMEA

10. AI FITS DIFFERENT NEEDS ACROSS CATEGORIES
Base: EMEA Total n=15986
Source: OMD Snapshots, 2017
Help me
Empower me with the
information to make
better decisions.
Do it for me
Know when I need
something. Don’t wait
for me to tell you.
Surprise me
Recommend something I
wouldn’t have thought
about myself, but I’m
guaranteed to like.
Know me
Make personalised
suggestions from what you
know about me (beyond
demographic data).
IT Software
& Apps
Health
& Wellness
Movies & TV
Books & Music
Video Games
Finance
Medicine
& Healthcare
Travel
Utilities
Automotive
Furniture
& Decor
Consumer
Electronics
Toy & Games Luxury
Events
Groceries
(Food & Drink)
Fashion & Apparel
Beauty &
Personal Care
Restaurants
@OMD_EMEA

11. A WEALTH OF VALUABLE INFORMATION ABOUT CURRENT AI
BEHAVIOURS AND PERCEPTIONS
@OMD_EMEA
Sector, audience and market
specific nuances
Universal truths VS.

12. EMPIRICAL EVIDENCE TO POSITION OUR ROLE AS MARKETERS IN
THE ADOPTION OF AI
@OMD_EMEA
PROMOTE A PEOPLE-FIRST
APPROACH TO AI
INFORM AND ADVISE ON AI
TECHNOLOGIES
PERSONALISE PROMOTION
THROUGH TARGETTING

13. User insights from
another reality
Paul Hardcastle
Research Director, Oath

14. 14
72% agree that
“experiencing virtual
reality will be in future
what watching television
is today.” 10.7
22.4
36.7
49.2
2016 2017 2018 2019
Increasing use of VR in US
Source 1: Oath & pilot VR Research 2017, Question: “To what extent do you agree or disagree with the following statements?” Base: total n=338, top-2-box,
Source 2: eMarketer forecast: includes people who consume 360° photos/videos or 3D animated VR content at least once a month on any device.
A trend becomes reality: Virtual reality is the
communication of the future
US Virtual Reality Users (millions)

15. Objectives
Analyse the levels of attention paid
to VR experiences.
The extent of the immersion.
Assess how brands can take full
advantage of VR for optimal impact.15

16. 16
Virtual apartment: Living room & kitchen
VR sessions with 338 consumers
4 test groups with different ad placements
Follow-up survey with all consumers
Target group: 50% male, 50% female, aged between 20 and 49,
involved in buying groceries for their household
Smart home elements:
• Digital assistant “Jeannie”
• AR system: lighting control system
• Smart TV
• Digital fridge
• AR weather forecast
Source: Oath & pilot VR Research 2017
VR research setup:
A futuristic virtual home

17. The smart home
experience
17

18. 18
Strong impact and full
user attention
94%“I was very impressed by the virtual
experience.”
79%“I was so immersed in the virtual
environment that I forgot everything
around me.”
Source: Oath & pilot VR Research 2017, Question: “To what extent do you agree or disagree with the following statements?” Base: total n=338, top-2-box

19. 19
Source: Oath & pilot VR Research 2017
Analyzing different brand placements in our smart
home apartment
Product placement
“coffee”
(all test groups)
AR banner
“travel”
(all test groups)
Audio sponsoring
“tech”
(test groups 3, 4)
TV commercial
“entertainment”
(test groups 2, 3, 4)
AR banner
“cheese”
(test group 4)

20. 20
4 scenarios with increasing ad exposure
Virtual living room Virtual kitchen
Tele-
port
Interaction
Lighting control
system
Audio
Welcome
TG1
TG4
Goodbye
& Weather
Interaction
Digital fridge
TG2
TG3
Audio
sponsor
TV commercial
“entertainment”
Audio
alert
Banner “cheese”
Product
placement
“coffee”
Banner
“travel”

21. Video showing
experience
21

22. Brand potential
22

23. 23
Source: Oath & pilot VR Research 2017, Question: “To what extent do you agree or disagree with the following statements?” Base: total n=338, top-2-box
91% think, that
“virtual reality offers brands completely
new ways to connect with their
customers.”
69% say, that
“brands are seen as extremely
innovative if they are showcasing
VR to their customer base.”

24. 24
Source: Oath & pilot VR Research 2017, Question 1: “Can you remember any of these products/features?”
Question 2: “Which of these products and features did you like the most, and which did you like the least?” Base: total n=338
The digital fridge is the most memorable
smarthome element
Unaided
recall (in %)
Weather
Forecast
Digital
Fridge
Smart
TV
Lighting
Control
System
Digital
Assistant
3093625655
Liked the
most (in %)
Disliked the
most (in %)
18
-14
25
-17
48
-13-17
5
-39
4

25. 30%
42%
20%
58%
41%
Banner
cheese
TV
commercial
Banner
travel
Product
placement
Audio
sponsoring
Source: Oath & pilot VR Research 2017, Question: “Which brands or branded products do you remember?” Base: total n=338
25
Product placement generates highest
brand recall
Brand recall

26. Consumers’
homes as the
future POS
26

27. 144
176
Cheese purchase
without exposure to the banner
Cheese purchase
with exposure to the banner
Amount of cheese purchased at the digital fridge [g]
Source: Oath & pilot VR Research 2017, Analysis of purchase behavior at the digital fridge: Significant increase in the amount of cheese purchased,
with same usage habits of all respondents within the test groups.
27
In-home AR advertising
drives sales uplift in the
product category
+22%

28. Second screen:
Attention is shifting
28

29. 94%
87%
83%
42%
36% 33%
TG 2
TV commercial
TG 3
TV commercial
+ Audio sponsor
TG 4
TV commercial
+ Audio sponsor
+ Banner "cheese"
Visibility TV
commercial
Brand recall
Source: Oath & pilot VR Research 2017, Question: “Which brands or branded products do you remember?” Base: TG2-TG4 n=256
29
Less eye contact with TV
commercial as ad placements
increase

30. Press Coverage
30

31. 31

32. “ With our study, we see an
important pioneering step, in
particular with regard to the
possibilities of VR analysing
milliseconds of data to precisely link
attention, behaviour and survey.
Daniel Daimler, Senior Consultant
Market Research pilot Hamburg. 32

33. User insights from
another reality
Paul Hardcastle
Research Director, Oath

34. MODERATOR
Chelsea Horncastle
Senior Product
Innovation and Insights
Manager,
OMD EMEA
Alison Fennah
Executive Business
Advisor, IAB Europe
PRESENTERS
Paul Hardcastle
Research Director
Oath
PANEL DISCUSSION

35. Thank you for attending
Visit www.iabeurope.eu – Research Awards area to view today’s case studies
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36. Contact
Marie-Clare Puffett,
Business Programmes Manager
puffett@iabeurope.eu
@iabeurope
/iab-europe
www.iabeurope.eu