20 сентября в Киеве прошла лекция британского медиаисследователя Дэвида Бреннана (David Brennan) о том, как эффективно использовать телевидение в эру мультиэкранности. Дэвид Бреннан известен тем, что в своих гипотезах и исследованиях опирается на нейромаркетинг. В Киеве он рассказал, как, с точки зрения психологии и особенностей функционирования человеческого мозга, работает телевизионная реклама. И как будет выглядеть ее будущее. Кроме Дэвида Бреннана на встрече "Включаем мозг, или Роль телевидения в маркетинге 21 столетия" выступили признанные украинские эксперты по телевидению. Директор по стратегическому планированию и инновациям медиаагентства Агентства AITI/Carat Павел Таяновский рассказал о воздействии телевидения и рекламы на потребителя, а директор медиагентства ZenithOptimedia Денис Сторожук поделился своим многолетним опытом изучения эффективности ТВ как медиа для размещения рекламы.

1. Роль телебачення у
маркетингу 21 сторіччя
The Role of Television in 21st Century Marketing
20 вересня 2013, Київ

7. DAVID BRENNAN – CAREER BACKGROUND
• 35 years in media
• Insight/Marketing/Strategy/Development roles
• Mainly TV, but also digital, print and radio
• 6 years at Thinkbox from launch
• Spoken at 250+ major conferences
• Won awards for media research, digital
innovation and marketing effectiveness
• Blog for Media Week and Mediatel
• Recently published first book – ‘Connected
Television’ (re-published as ‘TV’s Not Dead!’

10. AGENDA
1. ‘THE DEATH OF TV’
2. WHY DID TV SURVIVE?
3. WHAT HAVE WE LEARNED
ABOUT TV ADVERTISING?
4. WHERE IS TV GOING?

13. There’s a new
• TV viewing at all-time high
competitor to the
dusty old box in the
•corner of the room...
We watch more ads – at normal
speed – than ever before
mobile TV is about to
• Unparalleled response to TV
content ads television
launch–andand programmes
will never be the
•same!
TV advertising - more effective
than ever
The Independent Newspaper
September 2006

14. Hitwise
Twitter trends
Repeat visits
Uniques
Comscore
Bounce measures
Shares
Hits

19. THE HUMAN MIND
HUMAN BEHAVIOUR

32. • TV campaign drives 20% of Virgin Atlantic revenues
during campaign period alone
• Campaign ROI = 10.60x
• Brand TV ROI = 14.64x
• Massive increases in;
• awareness
• brand preference
• intentions to purchase
• image dimensions etc.

34. • One
of the oldest retail brands in the UK – established 1864
• Years of declining sales + recession = major challenge
• Well-known brand but never advertised on TV...until 2010!
• The campaign won Marketing Week’s ‘Campaign of the Year’
and has reinvigorated the stores’ performance
• Sales grew +10% in 2011 and + 20% in 2012.
• Profits grew +60% in first 6 months of 2012

37. Mute video from Engagement Study

41. “During the worst recession since the 1930s, T-Mobile faced diminishing
returns in a contracting market; mobile phone usage was cut by a third, and
T-Mobile was an unloved brand.
Running counter to the prevailing actions of the cut-price offers from
competitors, T-Mobile used the recession to revitalise the brand and win
over new high value contract customers.
The ‘Life’s for sharing’ campaign was created to give people something they
valued, to celebrate and share with their loved ones. A spontaneous dance
at Liverpool Street Station was shared widely across television channels and
online sites.
The campaign led to unprecedented engagement in the brand, generating
£15m in incremental sales and payback of £2.46 per £1 spent”.
From IPA Advertising Effectiveness Award Paper, 2009

46. Mute video from Engagement Study

60. Need to get video of TV ad!

64. •
•
•
•
•
More TV
Some social media
‘Lazy’ interactivity
And…
Screen Jumping

67. 5 THINGS TO TAKE AWAY
•People > Technology
•Emotion > Rationality
•Analogue > Digital
•Eco-system > Replacement
•Whole > Sum of the Parts

68. david@medianative.tv

69. Роль телебачення у
маркетингу 21 сторіччя
The Role of Television in 21st Century
Marketing
20 вересня 2013, Київ