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Similaire à Annual Summit for Digital Innovation in Education 2019
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Annual Summit for Digital Innovation in Education 2019
- 1. welcome you to ANNUAL SUMMIT FOR DIGITAL INNOVATION IN EDUCATION 2018 #ASDIE18
- 2. What is the most in the world? #ASDIE18 VALUABLE BRAND
- 3. #ASDIE18 Rank 2018 Rank change Category Brand Country of Origin Brand Value 2018 ($mil) Brand Value 2018 ($mil) % Brand Value Change 18 vs 17 1 0 Technology Google US 302,063 245,581 23% 2 0 Technology Apple US 300,595 234,671 28% 3 1 Retail Amazon US 207,594 139,286 49% 4 -1 Technology Microsoft US 200,987 143,222 40% 5 3 Technology Tencent China 178,990 108,292 65% 6 -1 Technology Facebook US 162,106 129,800 25% 7 0 Payments Visa US 145,611 110,999 31% 8 2 Fast Food McDonald’s US 126,044 97.723 29% 9 5 Retail Alibaba China 113,401 59,127 92% 10 -4 Telecom Providers AT&T US 106,698 115,112 -7% 11 -2 Technology IBM US 96,269 102,088 -6% 12 -1 Telecom Providers Verizon US 84,897 89,279 -5% 13 -1 Tobacco Marlboro US 81,914 87,519 -6% 14 -1 Soft Drinks Coca-Cola US 79,964 78,142 2% 15 5 Payments Mastercard US 70,872 49,928 42% 16 0 Logistics UPS US 60,412 58,275 4% 17 4 Technology SAP Germany 55,366 45,194 23% 18 -3 Regional Banks Wells Fargo US 54,952 58,424 -6% 19 -1 Entertainment Disney US 53,833 52,040 3% 20 4 Retail The Home Depot US 47,229 40,327 17% the top 100 (2018)
- 4. Over the past 12 years, China’s overall brand value has grown by a whopping 1,444%. By comparison, the US has grown by 239%, Continental Europe by 37% and the UK by just 26%. #ASDIE18 “This is because Chinese giants like Tencent and Alibaba – similar to US brands like Amazon and Tesla – are taking a long-term view when it comes to profit and development, which is very different to the traditional European and North American view of fast moving consumer goods, which are forced by financial pressures to report every three months, leading to shorter-term thinking.”
- 5. China: 7, is here. Taiwan: Exactly is 7 Hong Kong: This is exactly Iphone 7. Marketing blunders happen when international companies fail to consider the translation of new slogans in other languages. #ASDIE18
- 6. Which Institution has the strongest brand in UK Education? #ASDIE18
- 7. Can you quantify brand? (And why would you want to?) #ASDIE18
- 9. #ASDIE18 What is brand? Qualitative Quantitive Knowledge and engagement Awareness Quality Sentiment Engagement Experience Intent Advocacy Perception Positioning
- 10. #ASDIE18
- 11. 11 Being human in a digital age Simon Roberts | Stripe Partners ASDIE 19th July 2018 @ideasbazaar @stripepartners
- 12. (Smartphone user) (Designer) We are a global strategy and innovation consultancy
- 13. 13 What we do Pathfinding Innovation Strategy Exploratory research to identify opportunities Driving product and experience innovation Building marketing and brand strategy
- 14. 14 What our clients say about our results “ “ The Stripe Partners team has the exceptional ability to combine the art of consumer understanding with the science of a strategic approach to business This is literally the best material I have seen in the business for years. Great work on a deceptively hard problem “ “ “ “ Experiencing the Stripe Partners approach has made me re-think the way I run my brand I was blown away by the level of engagement and passion exhibited by the Stripe team. They were thoughtful and extraordinarily well-prepared at each step along the way “ “ “ Best in class ethnographic experience I have had over 12 years of marketing research “ “
- 15. 15 Technology shapes us, and we shape technology – it’s about a relationship I’m an anthropologist fascinated by technology and culture
- 16. 16 We use ‘thick’ or small data to build business strategies that resonate with people Our research shapes tech products, services and experiences Exploring digital detoxing at a “Device Free Morning Rave” – San Francisco
- 17. 17 If we’re going to generalise – let’s go large! Let’s talk about humans not repeat bland generalizations about Gen Z and Millennials
- 18. 18 Our tools are different but our underlying motivations and drivers are not much changed This talk touches on the fundamentals of humans and tech
- 19. 19 From cave painting to mixed reality technology we use digital tools in four key ways… We express our humanity through digital Connecting to family and friends Have Dreams Tell stories Belong to Something Bigger
- 20. 20 When we understand what makes us human we design delightful technology experiences
- 21. 21 But technology is changing and making our relationship with it more complex FROM Static & subservient tools TO Active, intelligent and data hungry machines
- 22. 22 Marketing leaves people dealing with lots of communication debris …and you’re a noisy bunch and there’s often little signal
- 23. There’s no Moore’s Law for culture 23
- 24. 24 1. Connecting to Friends and Family
- 25. 25 Our brains are designed to process social information, we use tech to share it We are wired to be social
- 26. 26 Facebook is a ‘phone book’, Snap is a ‘phone’ Social apps as phone books Social apps as phones People swing between two scales of social networks Ben Thompson – Stratechery: “Facebook, Phones, and Phonebooks” April 2016
- 27. 27 We’re seeing a shift from feed to message “Scroll through to see what’s happening....” Tina, 25 “[Snapchat is] for communicating with people” Colin, 15 Low signal to noise ratio High Signal to noise ratio FEED MESSAGE Public Community News Catching up Private Group Paging Contacting
- 28. 2. Tell Stories
- 29. 29 Our success depends on stories The real difference between us and chimpanzees is the mysterious glue that enables millions of humans to cooperate effectively. This mysterious glue is made of stories, not genes. – Yuval Harai
- 30. 30 It’s giving people a way to add multiple layers of rich meaning to an image Our ability to communicate has become superpowered by AR
- 31. 31 AR gives people more range to express…emotion and mood
- 32. 32 3. Belonging to Something Bigger
- 33. 33 Belong to something bigger needs to be done from the bedroom Transcendence needs to be easy If I have to get up, or can’t do it with one thumb that’s not really going to appeal to me – Jay, 22
- 35. 35 Younger people are trying to square a circle: have fun and be successful. Pursuing dreams requires us to straddle the different worlds Play, Laughter, Sociality, Experiences Work, Routine, Solitude, Concentration
- 36. 36 In the age of distraction the laptop is the place where things get done “I love my laptop…I do all my heavy lifting on it - research, work, emails” - Nicola, 20
- 37. 37 The phone is seen as a device that’s unproductive and a barrier to getting things done Often it’s about taking back control “The Smartphone is an embodiment of all human knowledge that we choose to play CandyCrush on…I’ll be on it, and at the end of the day I feel I got nothing out of it” Javier, 22
- 38. This is a tale about stories, creativity and communication but also of control 38
- 39. Create experiences that respect people’s mental and temporal bandwidth 39
- 40. Be economical. Be the signal not the noise. 40
- 41. Be useful: help people get stuff done 41
- 43. #ASDIE18
- 44. Proprietary + Confidential Meaghan Rogers, Agency Development Manager Google UK Embrace change… This is The Age of Assistance
- 46. Proprietary + Confidential Age of Assistance
- 53. Proprietary + ConfidentialSource: Google Data, US, Jan - June 2015 vs. Jan - June 2017. Top 500 "best" search terms 80% Over the past 2 years, searches for the term 'best' grew over on mobile
- 54. Proprietary + ConfidentialSource: Google Data, US, Jan - Jun 2015 vs. Jan - Jun 2017. +100% best toothbrushes +100% best shower curtains +150% best umbrellas +300% best travel pillow +110% best olive oil
- 55. Proprietary + Confidential best umbrellas best deodorant best travel accessories best toothbrushes
- 56. Proprietary + ConfidentialSource: Google Data, US, Jan - June 2015 vs. Jan - June 2017 150% There was more than a growth on mobile in searches ending with "______ to avoid" in the past 2 years
- 58. Proprietary + Confidential increase in mobile searches for “where to buy (product)” 85% Source: Google Data, US, Jan - June 2017 vs. Jan - June 2015. More than
- 59. Proprietary + ConfidentialSource: Google Data Jan - June 2017 vs. Jan - Jun 2016. US 160%since 2015 Searches for 'what's the weather today?' are up
- 61. Proprietary + Confidential 53%of visits are abandoned if a mobile site takes longer than 3 secs to load Source: Google Data, Global, March 2016.
- 62. Aug 2017 Aug 2016 Aug 2015 Aug 2014 Source: Google Trends YoY growth of UK local searches for retailers ‘near me’ from 2016 to 2017 66%
- 63. Proprietary + Confidential increase in same day shipping searches 2x Source: Google Data Jan - June 2017 vs. Jan - Jun 2015. US increase in travel searches for ‘today’ and ‘tonight’ 150% increase in ‘open now’ searches 3x
- 64. Proprietary + Confidential Curious Impatient Demanding Consumers expect to be assisted everywhere
- 65. Proprietary + Confidential is the new ASSISTANCE BATTLEGROUND FOR GROWTH
- 66. Source: Google Internal Data, UK Spotlight on Clearing
- 67. Proprietary + Confidential 2017: Clearing in numbers 60K Students in the UK found a University place through Clearing in 2017¹ +1.2% YoY vs 2016 9% of all students in the UK enrolled for a University course in 2017 as a result of Clearing Source: UCAS. ¹Through Main Schemes and Direct to Clearing
- 68. Proprietary + Confidential What was the biggest contributor to growth? Last year there was a 9% increase amongst applicants placed through “Direct to Clearing” Source: UCAS. Direct to Clearing: Applicants who register to apply after June
- 69. Proprietary + Confidential The market is becoming increasingly competitive as the total number of applicants is in decline vs 2016 -5% UK applicants Source: UCAS || Google Internal Data -16% Decline in number of UCAS queries over August 2017 -7% EU applicants Which is reflected in the number of UCAS queries
- 70. Proprietary + Confidential It’s not just about Clearing... There’s a growing number of students placed through adjustment +16% YoY vs 2016 Source: UCAS Why? Students are doing better than expected in their A- Levels
- 71. Proprietary + ConfidentialProprietary + Confidential Mobile matters
- 72. Confidential + Proprietary per day At bus stop, listen to new music playlist 8:30am Buy new tote to take to Wimbledon 11:15am Browse festival styles on YouTube 7:15pm On bus, search for tennis clubs nearby 5:29pm At lunch, play Scrabble while waiting in line 1:33pm Use flashlight app to find dropped earring 11:09pm Use maps for directions to food truck 1:13pm At work, book Wimbledon tickets 11:36am Wake up and read news online 6:50am On the bus, read articles about tennis players 8:42am 150x We check our mobile phones
- 73. Proprietary + Confidential Let’s take a closer look at the auction Queries Imp Clicks Ad CTR CPC Ad Depth YoY YoY YoY YoY Q317 YoY Q317 YoY Q317 Mobile 20% ▲ 25% ▲ 57% ▲ 26% ▲ 5.0% -5% ▼ $1.75 3% ▲ 2.6 Tablet -11% ▼ -19% ▼ -9% ▼ 12% ▲ 4.3% -6% ▼ $1.54 1% ▲ 2.9 Computer 0% -12% ▼ -4% ▼ 9% ▲ 3.7% -3% ▼ $2.22 5% ▲ 2.6 Overall 6% ▲ 2% ▲ 22% ▲ 19% ▲ 4.4% -6% ▼ $1.89 4% ▲ 2.6 for Colleges, Universities & Post-secondary Education Source: Google internal data for Colleges, Universities & Post-secondary Education | United Kingdom. Time period: August 2017
- 74. Proprietary + Confidential Mobile is becoming increasingly important each year Mobile Desktop August 2015 August 2016 August 2017 Source: Google internal data. UCAS searches, UK
- 75. Proprietary + Confidential So what can we expect in 2018? August 2015 August 2016 August 2017 August 2018 Mobile Desktop We predict Mobile queries to overtake Desktop in 2018 Source: Google internal data. UCAS searches, UK Insight: Over 50% of your audience will be on Mobile Opportunity: Leverage your Mobile Assets. Focus on: 1. Mobile UX || 2. mSpeed || 3. mBids
- 76. Proprietary + Confidential Curious Impatient Demanding Don’t forget our super empowered consumer
- 77. Proprietary + Confidential 53%of visits are abandoned if a mobile site takes longer than 3 secs to load Source: Google Data, Global, March 2016.
- 78. Proprietary + Confidential Do Your Health Check @ testmysite.withgoogle.com
- 79. Proprietary + ConfidentialProprietary + Confidential What have we learned from last year?
- 80. Proprietary + Confidential Source: Google Trends Clearing is More Than Just an August Spike Ramp begins in June
- 81. Proprietary + Confidential Source: Google Trends This Year is No Different First spike for Clearing 2018 actually took place DURING Clearing 2017.
- 82. Proprietary + Confidential Source: HEA & NUS, 2012 What Do They Care About? 1 st Fees Reputation Location
- 83. Proprietary + Confidential Source: Google Internal Report; Category Trends Have Priorities Changed? Ranking becomes less and less relevant for prospective students…
- 84. Proprietary + Confidential Source: Google Trends They’re asking for more and more help when it comes to the crunch ‘What uni’ searches spike consistently and increasingly during Clearing Week
- 85. Proprietary + Confidential Source: UCAS Personal Experience This could be in-person experience, or based on content consumption. What friends think, or the belief of what friends think about a university. Reviews. How much you recognise & feel comfortable with a university, built on familiarity and rapport. Peer Influence Familiarity It has to ‘feel right’
- 86. Proprietary + Confidential And The Key is Salience 79% of time online is spent outside search 21% of time online is spent searching across websites, mobile, YouTube, and Gmail
- 87. Proprietary + Confidential Be Present At Every Step of the Journey Reading email Local Search Watching Videos Search Google Browsing across the web - display ‘Crash course in probability’’ ‘What is clearing’ ‘Universities Near Me’ Active on publisher websites, researching universities, student forums & resources for guidance. Place confirmation emails, awaiting e- prospectus
- 88. Proprietary + Confidential Source: Hitwise Data Using Hitwise Downstream Data to Understand the Decision Path & Where to Find Students Downstream from UCAS website, a large share of students move back to search, YouTube and Gmail
- 89. Proprietary + Confidential Source: Hitwise And these patterns have changed over time…. Fewer and fewer users moving downstream to Facebook, more and more heading to YouTube and Gmail. How have you adjusted your strategy to accommodate this?
- 90. Proprietary + ConfidentialProprietary + Confidential Diversify your strategy
- 91. *Live+7 TV viewing Source: BARB website, Average Daily Hours of Viewing - Total TV 2015 Daily TV* Watchtime 2010 Daily TV* Watchtime -0.2% -5% -11% +8% -18% -26% -26% Age 65+ Age 55-64 Age 45-54 Age 35-44 Age 25-34 Age 16-24 Age 4-15 5h42 5h10 4h28 3h00 3h18 2h48 2h30 5h42 4h56 4h00 3h14 2h42 2h04 1h51 TV watchtime decline over 2010-15: -26% Under 24s lead the decline, but almost every other age group is watching less too YouTube watchtime on TV has almost doubled y-o-y Now, more than ever, consumers are spending more time with and have more focus & passion for YouTube - make the most of the opportunities to engage with your target audience Source: Google internal data, Global, Q4 2015 Time spent per day with major media by age group
- 92. Proprietary + Confidential Video penetration is Growing: It’s highest for 18 - 24 yr olds 5840 minutes less on TV 22400 minutes more on their smartphone
- 93. Proprietary + Confidential Search captures people. Video moves people.
- 94. Proprietary + Confidential 82% 78% 41% 37% 16% 18%36% 17% 15% YouTube has more reach than any other video platform
- 95. Proprietary + Confidential Source: Insights Finder - Audience Tool YouTube is a Hub for Education Guidance + 3.3x + 3.4x + 3.4x + 3.0x UK 18-24yo ‘in market’ for Post-Secondary Education’ overindex on numerous relevant channels compared to internet average
- 96. Proprietary + Confidential And Those In Market for Post-Secondary Education are Engaged 11x 9.6x 5.5x Source: Insights Finder - Audience Tool
- 97. Audience Data + Organisations that leverage customer behavioral insights outperform peers by 85% in sales growth & 25% growth in gross profit margin. Machine Learning
- 98. Proprietary + Confidential Built for simplicity and transparency Introducing Smart display campaigns Drive performance on the GDN by using the power of Google’s machine learning Reach people at all stages of the buying cycle Minimise guesswork and spend less time on campaign management Smart Bidding Automatic Targeting Automatic Creatives
- 99. Proprietary + Confidential Source: *Based on previous advertiser performance and conversion uplift Smart Display Makes Display REALLY Easy Simplicity Create your campaign by providing just three inputs: budget, bid and creative assets. Then, rely on multiple Google machine learning technologies to provide ongoing optimization and find you as many customers as we can. Insights You receive all standard GDN reporting and then also get new, supplemental reports based on insights that allow broad, strategic management instead of daily micromanagement. SDC runs across the 3 million sites and apps available to the GDN, including owned and operated properties such as Gmail, AdMob and YouTube. Scale Note: With Smart Display Campaigns, advertisers see 20% more conversions at the same CPA when compared to their other display campaigns*
- 100. Proprietary + Confidential Age of Assistance
- 101. Confidential + Proprietary Meaghan Rogers Thank you
- 102. #ASDIE18
- 103. Mastak Pal Kaur Senior Retail Brand Manager L’Oreal UK
- 104. BRANDS AT THE INTERSECTION OF TECHNOLOGY & CONTENT
- 107. rebels
- 108. trust
- 110. THINGS UP SHAKE
- 111. OLD WORLD NEW WORLD THE LANDSCAPE IS TRANSFORMING
- 112. Touchpoints More…
- 114. Data More…
- 115. HOW?
- 116. 1. CONSUMER JOURNEY 2. RE-THINKING MEDIA MODEL 3. AGILITY
- 117. She looks at the product on shelfShe inspects the product packaging in store She looks for special deals She watches tutorial/how- to videos online She collects samples She talks with an expert Finally she purchases She goes on E-commerce sites : 43% : 64% : 72% : 58% : 47% : 61% : 13% : 75% : 45% : 63%: 13% : 82% : 35% * : 85% She reads reviews online (users, experts) : 21% : 74% She consults with store staff or a BA She uses search engines : 23% : 68% * Consolidated reach (in-store,on-line, outside-store) ImpactReach : 18% : 79% SEAMLESS OMNI-CHANNEL EXPERIENCE IS CRITICAL SEO Social/ YouTube Social listening Website
- 118. She looks at the product on shelfShe inspects the product packaging in store She looks for special deals She watches tutorial/how- to videos online She collects samples She talks with an expert Finally she purchases She goes on E-commerce sites : 43% : 64% : 72% : 58% : 47% : 61% : 13% : 75% : 45% : 63%: 13% : 82% : 35% * : 85% She reads reviews online (users, experts) : 21% : 74% She consults with store staff or a BA She uses search engines : 23% : 68% * Consolidated reach (in-store,on-line, outside-store) ImpactReach : 18% : 79% 1ST PARTY DATA COLLECTION FOR MORE RELEVANT TARGETING SEO Social/ YouTube Social listening Website
- 119. 1. CONSUMER JOURNEY 2. RE-THINKING MEDIA MODEL 3. AGILITY
- 120. BESPOKE BOOTS IMC PLAN ONLINE CONVERSION IN-STORE CONVERSION AWARENESS ENGAGEMENT 100% DIGITAL & SOCIAL 18-35 women FB, Insta, Youtube, VOD EXCLUSIVE INFLUENCER CONTENT DRIVE TRAFFIC TO BOOTS.COM INNOVATIVE MERCHANDISING & EVENTING Exclusive looks Brand hubs Cross-cat bundles Targeted CRM Waitlists Piccadilly circus OOH x
- 121. AWARENESS Wide targeting across platforms SIMPLIFIED DIGITAL CONTENT CONVERSION FUNNEL 1.
- 122. AWARENESS ENGAGEMENT Wide targeting across platforms Engaged audience Inspirational how-to SIMPLIFIED DIGITAL CONTENT CONVERSION FUNNEL 1. 2.
- 123. CONVERSION AWARENESS ENGAGEMENT Wide targeting across platforms Engaged audience Inspirational how-to Specific content linked to purchase page SIMPLIFIED DIGITAL CONTENT CONVERSION FUNNEL 1. 2.3.
- 124. LAPSERS CONVERSION AWARENESS ENGAGEMENT Wide targeting across platforms Engaged audience Inspirational how-to Short-form content Specific content linked to purchase page SIMPLIFIED DIGITAL CONTENT CONVERSION FUNNEL 1. 2.3.
- 125. 1. CONSUMER JOURNEY 2. RE-THINKING MEDIA MODEL 3. AGILITY
- 126. OLD WORLD NEW WORLD THE LANDSCAPE IS TRANSFORMING
- 127. Product Manager Content creation Media planning Pricing/ promotion Distribution Influencer management Differentiated activation Seasonal activation Data capture & analysis MARKETING IS WIDER IN SCOPE, COMPLEX
- 128. Media planning Pricing/ promotion Distribution Product Expert Differentiated activation Seasonal activation Data capture & analysis A NEW MODEL WHERE TEAMS ARE THE NEW HEROES Social Brand Manager Retail Brand Manager Online Brand Manager E-commerce Pricing/ promotion Distribution
- 129. 1. Know the consumer journey 2. Differentiated content by phase 3. The right team structure
- 131. Thank you!
- 132. #ASDIE18
- 134. UNIVERSITYBRANDINGIN2018 Is branding in 2018 important within higher education institutions?
- 135. ISMOVERVIEW •IMBA, DBA, & PhD •Diversity and other fun buzzwords •International partner programs •So, what is the problem?
- 139. THEPROBLEM •Low enrolment •Low brand identity •Content •Consistency
- 140. THEFIRSTREBRAND
- 141. ISM’SIDENTITY •Learning is fundamental •New, refreshed logo and collateral •Students forward facing
- 149. THEMISTAKES •Opportunities for growth •Agency not experts in higher education •Sprint to finish •Inconsistent • TOV • Images
- 150. THEPROBLEM •Low enrolment •Low brand identity •Content •Consistency
- 160. BEOPEN
- 161. KNOWYOURAPPLICANTS
- 163. TAKEYOURTIME
- 164. HAVEGOALS
- 165. CONSISTENCY
- 166. BUYIN
- 167. QUESTIONS?
- 169. #ASDIE18
- 170. businesspartner.jcdecaux.co.uk businesspartner.jcdecaux.co.uk | Gerard.North@jcdecaux.com JCDecaux The Future of Outdoor #ASDIE18 @JCDecaux_uk
- 175. businesspartner.jcdecaux.co.uk London Digital Network 4k Screen, London 2018 #ASDIE18 @JCDecaux_uk
- 177. businesspartner.jcdecaux.co.uk #ASDIE18 @JCDecaux_uk 2010 20112004 2005 20061998 2007 A Rapidly Changing Environment.
- 178. businesspartner.jcdecaux.co.uk 0 0 0 0 0 0 0 1 2011 2012 2013 2014 2015 2016 2017 2018 DIGITAL STATIC Source: Outsmart #ASDIE18 @JCDecaux_uk Reflected In OOH Revenue Figures.
- 180. businesspartner.jcdecaux.co.uk #ASDIE18 @JCDecaux_uk more impact from part-animated or subtle motion ad copy advertising awareness due to greater visual impact purchase metrics using real-time integration of social feeds and other digital data sources Source: Accord 2017 Source: Ocean Neuroscience, “Beyond Out of Home, The Science Behind the Art of Outdoor”, 2015 | IAB DOOH Case Studies Greater Impact.
- 181. businesspartner.jcdecaux.co.uk #ASDIE18 @JCDecaux_uk as likely to be seen longer viewing time more influence on behaviour updates; link your digital campaign to social media feeds based on conditional triggers i.e current news, events Source: Lawes Consulting: Power of 3 Study. Kinetic Eye tracker study Greater Visibility.
- 182. businesspartner.jcdecaux.co.uk #ASDIE18 @JCDecaux_uk Source: Lawes Consulting: Power of 3 Study. Kinetic Eye tracker study who were exposed to digital OOH could recall the campaign who were exposed to digital OOH could recall the specific message recall advertising seen on digital OOH in the last 30 days (highest of any traditional media) Greater Recall.
- 187. businesspartner.jcdecaux.co.uk #ASDIE18 @JCDecaux_uk STANDARD +20% D U R I N G +28% D U R I N G DATA DRIVEN
- 192. businesspartner.jcdecaux.co.ukbusinesspartner.jcdecaux.co.uk Dynamic Digital Enables Contextualisation. Location Countdown Time Temperature Gamification Client content management Weather Ticket salesSocial media Live streaming #ASDIE18 @JCDecaux_uk
- 196. businesspartner.jcdecaux.co.uk VIRGIN MEDIA CASE STUDY www.business.jcdecaux.co.uk Spontaneous Awareness First Choice Consideration “I would purchase Virgin Media for myself” “I would recommend Virgin Media to friends or family” +10% 69% 79% +66% +71% +27% 24% 40% 42% 72% 63% 60% Contextual Digital Enhances Message Uptake. #ASDIE18 @JCDecaux_uk
- 199. businesspartner.jcdecaux.co.uk A B C How Do We Deliver A Behavioural Change Around Eating Bugs? #ASDIE18 @JCDecaux_uk
- 200. businesspartner.jcdecaux.co.uk No Advertising Rational Advertising Behavioural Led Advertising Behavioural Led Advertising 34 A B C #ASDIE18 @JCDecaux_uk
- 201. businesspartner.jcdecaux.co.uk No Advertising Rational Advertising Behavioural Led Advertising Behavioural Led Advertising 34 67 #ASDIE18 @JCDecaux_uk A B C
- 202. businesspartner.jcdecaux.co.uk No Advertising Rational Advertising Behavioural Led Advertising Behavioural Led Advertising 34 67 126 A B C #ASDIE18 @JCDecaux_uk
- 203. businesspartner.jcdecaux.co.uk No Advertising Rational Advertising Behavioural Led Advertising Behavioural Led Advertising 34 67 126 154 A B C #ASDIE18 @JCDecaux_uk
- 204. businesspartner.jcdecaux.co.ukbusinesspartner.jcdecaux.co.uk +350% more edible bug samples taken when using urgency-based behavioural advertising C #ASDIE18 @JCDecaux_uk
- 206. businesspartner.jcdecaux.co.ukbusinesspartner.jcdecaux.co.uk How can we change consumer behaviour by making them go to a fast food restaurants at times other than just at lunch? Digital out-of-home is able to target all possible food occasions by communicating a dynamic, contextually relevant message to change existing customer behaviour trends The Behaviour Change #ASDIE18 @JCDecaux_uk
- 209. businesspartner.jcdecaux.co.ukbusinesspartner.jcdecaux.co.uk Control Stores Stores supported by static posters Test Stores Stores supported by static posters AND digital screens The Test. #ASDIE18 @JCDecaux_uk
- 210. businesspartner.jcdecaux.co.ukbusinesspartner.jcdecaux.co.uk 100.0 100.099.7 105.4 Pre During Control Test +6% The Results. Digital out-of-home can effect behavioural change through targeted, contextual messaging. #ASDIE18 @JCDecaux_uk
- 214. businesspartner.jcdecaux.co.ukbusinesspartner.jcdecaux.co.uk #ASDIE18 @JCDecaux_uk Methodology • Client Data: Google Analytics data • Comparing any difference in Online activity for Wise After during the campaign V.S pre campaign across: • Sessions • New Users • Account Created • Fund Debit Card Sessions A group of interactions one user takes on the website. New Users A visitor who did not have the website’s cookies when they hit the page. Account Created A website visitor creates a new account with Wise Alpha. Fund Debit Card A Wise Alpha account holder deposits funds to invest in a product. Sending Consumers Online – OOH Drive Action
- 215. businesspartner.jcdecaux.co.ukbusinesspartner.jcdecaux.co.uk #ASDIE18 @JCDecaux_uk Results • Sessions +120% • New Users +240% • Account Created +210% • Fund Debit Card +100% 0 125 250 375 500 625 Pre wk 1 Pre wk 2 Pre wk 3 Pre wk 4 Pre wk 5 During wk 6During wk 7During wk 8During wk 9 Post wk 10 Post wk 11 Post wk 12 Post wk 13 Post wk 14 Post wk 15 Post wk 16 Sum of Sessions +50% vs pre +240% vs pre New Users Sending Consumers Online – OOH Drive Action
- 222. businesspartner.jcdecaux.co.uk #ASDIE18 @JCDecaux_uk Locating The Audience – A-Level Students. Source: YouGov Further Education Institution High Low
- 226. businesspartner.jcdecaux.co.uk #ASDIE18 @JCDecaux_uk − Data on further education (6th form+) buildings (e.g. residence halls, libraries, classrooms etc.) and not just campuses − 1361 further education establishments included − Dataset supplied by Mapmechanics Imperial College London Residence Hall Classrooms Library Sports Centre Higher Education Boundary Data.
- 227. businesspartner.jcdecaux.co.uk #ASDIE18 @JCDecaux_uk Open Day Activation. − Target All University Buildings with relevant copy − Target Key Competitors Open Days
- 228. businesspartner.jcdecaux.co.uk #ASDIE18 @JCDecaux_uk Open Day Activation. − Target All University Buildings withy relevant copy − Target Key Competitors Open Days
- 231. businesspartner.jcdecaux.co.uk businesspartner.jcdecaux.co.uk | Gerard.North@jcdecaux.com JCDecaux The Future of Outdoor #ASDIE18 @JCDecaux_uk
- 232. #ASDIE18
- 233. Click to listen now!
- 234. welcome you to ANNUAL SUMMIT FOR DIGITAL INNOVATION IN EDUCATION 2018 #ASDIE18