The Goldilocks Approach to Television Shane OLeary @shaneoleary1 - - PowerPoint PPT Presentation

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The Goldilocks Approach to Television Shane OLeary @shaneoleary1 - - PowerPoint PPT Presentation

Sep 20, 2022 217 likes •775 views

The Goldilocks Approach to Television Shane OLeary @shaneoleary1 Teens arent using Facebook, and it could die within a year Why all brands should be using Q.R. codes Forget MyspaceBebo is the future of social

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The ‘Goldilocks Approach’ to Television

Shane O’Leary @shaneoleary1

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“Forget Myspace…Bebo is the future of social media marketing” “Why all brands should be using Q.R. codes…” “Teens aren’t using Facebook, and it could die within a year”

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SLIDE 3

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SLIDE 4

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“Humans have an almost unlimited ability to become blind to our own biases.”

Daniel Kahneman

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SLIDE 6

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SLIDE 7

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SLIDE 8

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SLIDE 9

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“TV is dead! Nobody under the age of 50 watches it. It’s a waste of money!”

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SLIDE 10

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“TV is dead! Nobody under the age of 50 watches it. It’s a waste of money!”

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SLIDE 11

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“TV is dead! Nobody under the age of 50 watches it. It’s a waste of money!” “Everyone watches TV, spend all our budget on it, digital is a waste!”

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SLIDE 12

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SLIDE 13

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“The sign of a first rate intelligence is the ability to hold two opposed ideas in mind at the same time and still retain the ability to function”

  • F. Scott Fitzgerald

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Let’s take the ‘Goldilocks approach’.

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1: Let’s stop acting like the grim reaper

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“Recently we have noticed a number of changes in marketing and advertising. What is

  • ccurring is the most powerful disruption to

brand marketing since the industrial revolution and it will kill what has gone before.”

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William T. Moran ‘The Great Marketing Revolution’ February 1956

“Recently we have noticed a number of changes in marketing and advertising. What is

  • ccurring is the most powerful disruption to

brand marketing since the industrial revolution and it will kill what has gone before.

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For some reason, we love to convince

  • urselves that new channels replace old ones.

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SLIDE 21

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SLIDE 22

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60% of Irish people name TV as

their top source for brand discovery.

2h55m per day watched by Irish

adults.

90% of this is live.

TAM Ireland Data
 Global Web Index

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“Online businesses are the biggest category of advertisers on TV in UK (£640m).”

Thinkbox 2016 Follow @shaneoleary1

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The approach? Keep an eye on consumption trends and trial new platforms and approaches. But don’t believe the hype and retain your media neutrality. Start every brief with a blank slate and a fresh mind.

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2: Let’s remember that we’re all aliens

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We believe our own media consumption behaviour is normal and everyone behaves the same way…

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…but we’re aliens.

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SLIDE 29

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The False Consensus Effect: We overestimate the extent to which our

  • pinions, preferences

and habits are typical.

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SLIDE 30

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SLIDE 31

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Marketing Industry

90% 75% 81% 60%

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TAM Ireland Data
 ‘Used in past week’

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Marketing Industry ‘Normal’ People

97% 62% 75% 25% 81% 22% 60% 30%

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TAM Ireland Data
 ‘Used in past week’

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Marketer’s Estimate

108 mins 70 mins

Live TV per day? Time shifted TV per day? Time spent watching TV on other devices

37%

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TAM Ireland Data

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Marketer’s Estimate The Reality

108 mins 169 mins 70 mins 19 mins

Live TV per day? Time shifted TV per day? Time spent watching TV on other devices

37% 2%

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TAM Ireland Data

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The approach? Remain innovative and future focused. Be early adopters and try new formats and innovations. But avoid confirmation bias. Don’t fall prey to the ‘majority illusion’. You are not an average consumer.

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3: Let’s integrate and evolve our thinking

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SLIDE 38

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SLIDE 39

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Digital TV

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It reflects consumer behaviour

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SLIDE 43

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SLIDE 44

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TV v digital is increasingly irrelevant to the consumer, so let’s reflect that.

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It benefits us and our clients

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Advertising Research Foundation

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“The best and most creatively awarded campaigns use TV and digital/social.”

Warc, Cannes Lions, IPA, AdFx

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“Campaigns that include TV and digital are more effective.They actually make the same budget work harder. Positive business effects increase by 54% by adding TV and online video together.”

Binet & Field IPA Database Study

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“By running a Facebook ad then a TV ad, marketers can help increase the impact of their campaign across screens.”

Facebook

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The approach? The TV versus digital debate is cliched. It’s also increasingly irrelevant to consumers. There’s value in the overlap - take advantage of the halo effect.

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Let’s take the ‘Goldilocks approach’…

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Let’s take the ‘Goldilocks approach’… …and work towards our ‘happy ever after’.

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Thank You

To download slides, links to data sources and much more, go to
 www.shaneoleary.me/blog now.