THE BRANDED CONTENT ECOSYSTEM OUR JOURNEY BEGAN IN 2005 IN 2005 , - - PowerPoint PPT Presentation

THE BRANDED CONTENT ECOSYSTEM

OUR JOURNEY BEGAN IN 2005

IN 2005,2010 AND AGAIN IN 2017 CORUS CONDUCTED STUDIES TO LOOK AT HOW VARIOUS COMBINATIONS AND PERMUTATIONS DROVE BRAND AWARENESS WHAT WE DID WAS CREATE A TEST/CONTROL SCENARIO

– Mocked up one of our programs with different combinations of media elements – Told respondents that they were doing “show testing” – After asking them some program diagnostic questions we asked them about what ads they saw – first unaided and the aided

BRAND SELL PROVIDES YOUR BENCHMARK BUT EVER ADDITIONAL ELEMENT CREATES A MULTIPLIER EFFECT

MULTIPLE ELEMENTS CREATE A MULTIPLIER EFFECT

4% 4% 6% 12% 17% 20% 36% 37% 38% 68% Lower Thirds Only BB Only Placement No Commercial Support 1 x :15 Spot 1 x :30 Spot 2 x :15 Spots 1x:30 Spot plus BB 1x:30 Spot plus Lower Thirds 2 x :30 Spots Full Integration Unaided Awareness

WE HAD CORRELATION BUT WERE INTERESTED IN THE CAUSATION

ENTER BRAINSIGHTS

ENCODING CONNECTION ATTENTION ENCODING TO MEMORY HIGHER-ORDER THINKING ALERTNESS & ATTENTION

METRIC WHAT IS IT? WHAT DOES IT ANSWER?

‘IS THE STIMULI BEING COMMITTED TO MEMORY?’ ‘IS THERE A DEEPER RELATIONSHIP WITH THE STIMULI?’ ‘IS THE STIMULI CAPTURING MY ATTENTION?’

PREDICTOR OF:

BRAND/ PRODUCT LINK INTENT/ CONSIDERATION BREAKTHROUGH

BRAINSIGHTS MEASUREMENT PLATFORM RECORDS THE KEY DRIVERS OF ENGAGING CONTENT EVERY 2MS

90-95% (Subconscious & Unconscious)

% Influence on Decision-Making

5-10% (Conscious)

NEURAL

EXPLICIT

IMPLICIT

How to measure it

Daniel Kahneman - Nobel prize-winning economist

“Much of what drives human decision- making is not consciously accessible”

WHY IT MATTERS

TO DATE WE HAVE DONE 5 STUDIES TOGETHER

TO BETTER UNDERSTAND THE BRANDED CONTENT ECOSYSTEM & HOW ADVERTISERS CAN “HACK” VIEWERS BRAINS TO CREATE A MORE IMPACTFUL CAMPAIGN

OUR LEARNINGS FALL INTO THREE BUCKETS

Brandsell Integration Ecosystem (BRIE) Audience Mindsets Custom Audience Segments

Brandsell Integration Ecosystem (BRIE)

Different integrations play different roles

Sign Posting provides a simple and direct channel to drive Attention and Memorability. This serves to create the basic branding foundation, and to prime the audience.

Sign Posting

Product integrations and in-show messaging can provide both Attention and Connection, if a good contextual fit for the show content. This is the opportunity to create small moments of strong branding throughout the show.

Contextual Integration

Seamlessly integration content drives Attention and Connection, but at the cost of Encoding. This is the true heart of the branding, but not sufficient alone.

Full Integration

SIGN POSTING IN THE DIY ENVIRONMENT: BROUGHT TO YOU BY LOWES = A CALL TO ATTENTION

Description: A green screen is rapidly followed by “Brought to you by Lowe’s – Never stop Improving” and a few seconds of silence. Results: This brandsell element is quite distinctive and serves as a call to Attention and Focus for audiences.

+ 13%

• 1%

+ 76%

• Vs. HGTV Benchmark

Analyzing performance after multiple viewings highlights a response pattern – particularly in Attention. A learned behaviour is emerging – the audience sees this as a flag to perk up because the show is returning. This element drives Attention and the sign- posting is very memorable.

SIGN POSTING IN THE DIY ENVIRONMENT: BROUGHT TO YOU BY LOWES = A CALL TO ATTENTION

0% 48% 95% 143% 190% 238% Attention Connection Encoding

Sign Posting- Over Time

One Banner vs. HGTV Benchmarks

+ 12% + 9%

• 6%

Lower banners act as a contextual integration to reinforce brand in a small way. This form of contextual integration is very direct and can drives Attention & Connection scores.

FULL INTEGRATION IN THE DIY ENVIRONMENT: LOWES VISIT – CONNECTIVE INTEGRATION + 26% + 40%

• 16%
• Vs. HGTV Benchmark

The shows storyline involves a trip to Lowe’s lasting 24 seconds. We see top-tier levels of engagement, notably Connection. The integration has substantial relevance and deeper engagement. Encoding is softer but this is not necessarily an issue as there is no information presented about Lowe’s

BUT WHAT IS THE IMPACT OF AN INTEGRATION ON A BRAND AD?

How we set it up

Ad Integration Ad Integration

She’s Got Wayfair is higher performing when viewed after the integration. There is a (+ 9% /+14% / =) engagement difference when the audience is primed by the integration.

strong emotional connection halo from integration

+ 9% + 14% =

Integration Halo

Audience Mindsets

THE CONTEXT WITHIN WHICH CONTENT IS CONSUMED HAS A FUNDAMENTAL EFFECT ON THE IMPACT OF THAT CONTENT

DOES THIS EXTEND TO GENRES?

How genre impacts audience mindset

DIY primes the audience for a Functional mindset. Advertising with this tone excels in the environment as it mirrors the tone of the show. Tonal targeting extends into

DIY Environment

The news environment primes the audience for a Information Gathering mindset. Product and/or informational focused advertising is strengthened in the environment.

News Environment

The food environment (Iron Chef Canada) puts the audience in a competitive mindset. Advertising with an Informational or Action-Oriented tone will benefit from the environment.

Competitive Food Environment

Informational Tone Action-Oriented Tone

+ 11% + 20% + 35% + 5% + 6% + 6%

Informational Ads Action-Oriented Ads

Average performance of ads tagged with these tones. Each compared to relevant environment/genre benchmarks

Functional Tone

+ 2% + 5% + 9%

Functional Ads

Custom Audience Segments

50%

• f sales come from new/light users

TV HAS A DEMOGRAPHIC HALO EFFECT

Source: Vividata Winter 2019 Study, English Canada, comp % of A18+

49 51 12 18 25 8 38 71 29 12 23 29 9 27 69 31 11 23 27 4 34 Male Female 18-24 25-34 35-49 50-54 55+

Demographic Profile of Energy/Sports Drink Consumers

Population Drank Energy/ Sports Drinks in past 6 months Drank 3+ Energy/Sports Drinks past 7 Days

Core Demo

65% of consumers are over the age of 35

Collecting second by second viewing data from over 500,000 TV households All live and playback tuning events for Corus Channels Viewing data is integrated with data from Environics Analytics providing an opportunity to segment the audience across behavioral, psychographic, demographic and product usage attributes

The Return Path Data initiative is fully compliant with Canadian privacy laws, including the Personal Information Protection and Electronic Documents Act (PIPEDA)

LINEAR SEGMENTATION/OPTMIZATION

ENVIRONICS ATTITUDINAL STUDIES THE CENSUS STATSCAN STUDIES NUMERIS RTS VIVIDATA TVIO AUTO REGISTRATIONS FINANCIAL DATA

HOW IT WORKS

Utilize data currently loaded into viewing data software Create custom grouping of Prizm clusters - crosstab Vividata (PMB) and Numeris RTS data against Prizm Clusters Segmentation based on Brand, Competitor or Category (13,000 brand & category profiles) Take client HH data and Corus HH data to a “safe harbour” for cross- tabulation

CUSTOM AUDIENCE SEGMENTS

OVERVIEW

NIELSEN HOMESCAN

• Vs. Food Network Benchmarks

Custom audience targets can deliver big brand effectiveness lifts

+ 12% + 11% + 24%

Total Audience

+ 22% + 21% + 26%

Grocery Big Spender (Standard Segment)

Our learnings fall into three buckets

• Brandsell Integration Ecosystem (BRIE) is multi-layered.
• Understand the role each element plays in order to maximize integration performance.
• Effective integrations halo onto brand ads, and can deepen an ad’s emotional resonance, enhancing its

effectiveness.

• Context shapes mindsets
• Think beyond classic contextual targeting.
• Matching ad tone to genre tone can deepen/enhance the impact of your media.
• Smart audience selection can deliver enhanced receptivity to your brand’s messaging in the right

environment

THANK YOU!