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How to Connect with the Connected Consumer

The new world of opportunity for your brand

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The world’s most comprehensive view of the connected consumer

50 markets

60,500 consumers

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The average number of connected devices accessed by each user in Finland is…

How connected are you?

2.2 3.0 4.6 6.1

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The fastest growing device in Finland(in YoY ownership terms) is…

How connected are you?

Smartphone Tablet

Smartwatch Phablet

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Which market is most likely to use their tablet device when ‘in the bathroom’?

How connected are you?

USAHong Kong France Finland

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Finnish consumers: How do they segment?

High

Low High

Digitalinfluence

Social engagement

Low

Observers Leaders

Functionals Connectors

14%

30%

39%17%

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So – keeping up with the fastest consumer is not the major challenge, it’s creating a tiered strategy that speaks to all

The fun way to learn codingGive your kids a head start with Barclays Code Playground.

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Today’s agenda

Activation

Performance Strategy

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Marry datawith strategy

Master multi-modaltouchpoints

Understanding trends in connectivity

Activation

Performance Strategy

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Understanding trends in connectivity

Constantly connected

Social fragmentation

Screen agnosticism

TV to content

App consolidation

Data exchange economy

Ecommerce everywhere

Appetite for disruption

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1Constantly connected

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2014 2015

Gradually, the whole world is going mobile

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How long until Finns spend more time on mobile than PC?... N

igeri

a

Indonesia

South

Afr

ica

Kenya

Philip

pin

es

Thailand

Ghana

Mexic

o

Saudi Ara

bia

UAE

Turk

ey

Colo

mbia

Chin

a

Vie

tnam

Hong K

ong

Mala

ysia

Isra

el

South

Kore

a

Sin

gapore

Ita

ly

Spain

Taiw

an

Port

ugal

Sw

eden

Russia

USA

UK

Sw

itzerland

Austr

alia

Slo

vakia

Norw

ay

Austr

ia

Gre

ece

Neth

erlands

Hungary

Germ

any

New

Zeala

nd

Fra

nce

Denm

ark

Belg

ium

Canada

Czech R

epublic

Fin

land

Japan

% time spent on mobile and tablet daily

1 2 3

Multi-Device Mobile-CentricMobile only Multi-Device PC-Centric

2015

2014

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Creating an era of micro-moments

83 sessions a day (USA)

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2Social fragmentation

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The whole world is socially addicted

2010

1.8Billion

2011

2.0 Billion

2014

2.4 Billion

2015

2.7 Billion

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Facebook leads, but new platforms = incremental increase

High

Low High

Digitalinfluence

Social engagement

Low

Leaders

Functionals

2.6

0.5

Average number of platforms used daily

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3Screen agnosticism

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Digital devices beat traditional media (TV, radio, print)

54% of Finns’ media consumption time

is spent on

mobile, PC or tablet

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Any screen, any taskonline shopping

10% 75%

15%

Online shopping

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4TV to content

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The future is content, not (broadcast) TV

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5Data exchange economy

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Get the targeting right

Brands need to reduce the number of adverts spammed to me… I still get promotions for women’s sports clothing, which I don’t think would fit or flatter me in any way shape or form (Alex, UK)

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It is all about thevalue exchange

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Marry datawith strategy

Understanding trends in connectivity

Activation

Performance Strategy

Master multi-modaltouchpoints

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Identify the touchpoint opportunities for your brand

Stay true to your brand across touchpoints

Digital touchpoints are proliferating

Shoppers are using more touchpoints

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Like people, we like brands that we feel we know

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Fun-lovingCarefree

FriendlyApproachable

CaringSensitive

FocusedCompetent

DynamicIndependent

Strong-willedPowerful

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Fun-lovingCarefree

FriendlyApproachable

CaringSensitive

FocusedCompetent

DynamicIndependent

Strong-willedPowerful

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A battleground to challenge and assert

A platform to impress and

influence

A network to gain expertise and have

a point of view

A sanctuary to foster wellbeing and compassion

A hangout to share and belong

A hotspot to entertain and amuse

The digital space is not one place but many

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Identifying the touchpoint opportunities for your brand

Whilst expressingyour brand’s personality

Guiding how to execute against them

Good research will optimise your touchpoint performance by

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Master multi-modaltouchpoints

Activation

Performance

Marry datawith strategy

Understanding trends in connectivity

Strategy

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Given the Promise of Programmatic…

…Why isn’t it delivering more?

“Programmatic buying allows brands to use audience insights and technology to tailor messages to the right person, at the right moment, in the right context… [in terms of the digital advertising they are shown]…across screens and across channels.” Google thought leadership

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Often infuriatingly ineffective…

After purchase was made!

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Pressured RoutineExplore

33

65 59

% who have made mind up on brand (pre-research)

51% Choose brand before researching

…and ads are being targeted to people who have already made up their minds!

61

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So let’s target people who have made up their minds about your brand!

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This opportunity segment was targeted at mass scale using lookalike modelling

Look-alike model

Internet behaviour

Purchase behaviour

Ad Ad

Ad

Ad

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Intelligent programmatic drives a huge uplift in sales

Lift in site sales

514%

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Programmatic strategy then programmatic buying = precision marketing

Strategic planning Implementation Buying media

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Marry datawith strategy

Master multi-modaltouchpoints

Understanding trends in connectivity

Activation

Performance Strategy

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Football World Cup 2014

Coca-Cola is also planning to use the tournament to hone its

real-time approach

"The biggest difference between previous tournaments is our

focus on real-time marketing”

Paul Dwan, Coke

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Pepsi vs Coca-Cola

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World Cup starts

28 Apr 2014

5 May 2014

12 May 2014

19 May 2014

26 May 2014

2 Jun 2014

9 Jun 2014

16 Jun 2014

23 Jun 2014

30 Jun 2014

7 Jul 2014

14 Jul 2014

21 Jul 2014

28 Jul 2014

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…and the vitality - and virality - of Coke’s social media campaign

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But social media only tells part of the story…

-14%

68%

UK Sales of Coca-Cola vs. Pepsi during the World Cup 2014Source: Kantar WorldPanel

YOY Sales change for Coca-Cola and Pepsi during the World Cup

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28 Apr 2014

5 May 2014

12 May 2014

19 May 2014

26 May 2014

2 Jun 2014

9 Jun 2014

16 Jun 2014

23 Jun 2014

30 Jun 2014

7 Jul 2014

14 Jul 2014

21 Jul 2014

28 Jul 2014

…a missed opportunity to optimise in real-time!

* Analysis based on related tweets in the English language which contain the ad URL/talked about the relevant ads

World Cup starts

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Marry datawith strategy

Master multi-modaltouchpoints

Understanding trends in connectivity

Activation

Performance Strategy

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Global or multi-market Target groupsUser segments

TNS can help you through the complexity to reach your Connected Consumers…

50

64

Total Mums withchild under 5

High

Low High

Digitalinfluence

Social engagement

Low

Observers Leaders

Functionals Connectors

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Questions