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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