MediAvataar's News Desk
The UK is a "Nation of binge watchers" (Ofcom, 2017), while the US is now "Stream Nation" (Deloitte, 2018). So, what can advertisers and marketers learn from these compulsive binge-watching habits brought to us by the likes of Netflix, Amazon Prime and Hulu?
"Everything Bad is Good for You: How Today's Popular Culture is Making Us Smarter", the landmark book by Steven Johnson, argues that computer games and complex multi-part TV storylines are good for us. It proves that popular culture is becoming more sophisticated in both concept and structure and proposes that people's brains are evolving to cope with it. And that kids can cope with more complexity than older people. The book says that this also applies to the development of movie scripts over time: Star Wars has 10 main characters, but Lord of the Rings has nearly 30 that you need to follow.
Interwoven storylines between episodes and characters are a feature of many TV dramas in the last few years; The Handmaid's Tale and Black Mirror offer a slight projection into the future which is tantalising, horrifying and compelling – all at the same time. The West Wing started it all in 1999 – almost incomprehensible technical political dialogue which goes at a slightly faster pace than the viewer. It's gripping.
So what characteristics are transferable for marketers trying to produce compelling communications?
The implications for media planning and creating greater depth and intrigue via multi channels is significant. For example, our research shows that retargeting can benefit brands, if used intelligently to sequence stories for their audiences.
Our AdReaction study in 2017 showed that Gen Z like to have to have control and some interaction in communications from brands and are receptive to branded content. Teenagers and children spend their time on computer games which require mental and manual dexterity – as well as multitasking (talking to their friends on multiplayer games). This is surely the next step for binge producers – programmes which include interactivity, role play and control – all the things that Gen Z seek out.
Here are the 5 rules which we think can be carried over to content development:
Tell more stories. Only 2 out of 5 ads are based on a narrative.
Use storytelling to create emotion which engages, and don't shy away from drama and cliff hangers
Leverage channel selection to provide greater depth to the engagement and tell stories from multiple perspectives
Make the brand the hero not only in the story itself, but also in terms of the business vision
Find ways to make your audience part of the story or at least spark old "water cooler" moments
Arguably, complexity is counter to the point of most types of advertising messages. But those brands that can tell stories can really take advantage of lessons from TV and gaming. And every brand can pick up on some of the simpler rules.
Written by Jane Ostler,Global Head of Media, Kantar's Insights Division & Ann Green Managing Partner, Creative Development, Kantar Millward Brown
Brands must reassess customer acquisition as they shift to mobile
Mobile advertising will account for 30.5% of global advertising expenditure in 2020, up from 19.2% in 2017, according to Zenith’s Advertising Expenditure Forecasts, published today. Expenditure on mobile advertising will total US$187bn in 2020, more than twice the US$88bn spent on desktop advertising, and just US$5bn behind the US$192bn spent on television advertising. At the current rate of growth mobile advertising will comfortably overtake television in 2021.
As internet users switch from desktop to mobile devices – and new users go straight to mobile – online advertising is making the same switch. Advertising on mobile devices is rising at a meteoric rate, and is taking market share from all most other media. Mobile adspend grew 35% in 2017, and we expect it to grow at an average rate of 21% a year to 2020.
However, brands that are shifting budgets to mobile advertising may be affecting their ability to win new customers and expand their market share. Zenith’s Touchpoints ROI Tracker research* shows that traditional mass media are more effective at driving recall among new or light buyers, therefore having a strong understanding of acquisition channels and retention channels is key.
According to Touchpoints ROI Tracker, television ads are most effective at driving recall among potential customers, while mobile ads are least effective. Potential customers are 53% as likely to recall television ads as existing customers, but for mobile ads this falls to 41%. Targeting mobile ads at existing customers can certainly help brands achieve short-term performance targets, especially because mobile is increasingly tying together the whole consumer journey. However, mobile is currently less effective at creating long-term awareness among potential customers than traditional media, so brands with a heavy mobile presence should consider investing more in traditional mass media to compensate for this.
Demand in China drives rapid cinema growth
Most of the traditional media are still growing despite the inexorable rise of mobile advertising, but generally at very low rates. We forecast television and radio to grow by 1% a year between 2017 and 2020, while out-of-home advertising grows by 3% a year. Cinema, however, is growing at 16% a year, thanks to investment in new screens, successful movie franchises, and better international marketing. The main driver, though, is surging demand in China, where ticket sales increased 22% in 2017. China overtook the US to become the world’s biggest cinema advertising market in 2017, worth US$1.2bn, and by 2020 we expect it to reach US$2.8bn.
Print advertising continues to shrink together with circulations: between 2017 and 2020 we forecast newspaper adspend to shrink by an average of 5% a year, while magazine adspend shrinks by 6%. This refers only to advertising within print titles, though – publishers’ online revenues are counted within the desktop and mobile internet totals, so their overall performance is not as bad as the print figures suggest. Research organisations in some markets – such as the Advertising Association/WARC in the UK – provide combined print and digital ad revenue figures for publishers, generally showing that the digital revenues soften but do not reverse the decline in print.
Global adspend growth remains steady
We forecast global advertising expenditure to grow 4.5% this year. That’s fractionally behind the 4.6% growth we forecast in March, but that’s primarily because we have upped our figures for 2017, providing a tougher comparison. We now estimate that global adspend grew 4.2% in 2017, compared to our previous estimate of 4.0%. We forecast 4.2% growth for 2019 and 4.3% growth for 2020, so growth will remain comfortably within the 4%-5% range it has stayed within since 2011.
Asia Pacific fuels global expansion
Asia Pacific is by far the biggest contributor to global adspend growth. Between 2017 and 2020 it will contribute 43% of all the new ad dollars added to the market – US$32.1bn out of the US$75.1bn total. Six of the ten markets that will contribute the most to global growth are in Asia Pacific: China (which by itself will account for 22% of global growth), India (which will contribute 5%), Indonesia (4%), Japan (3%), the Philippines (3%) and South Korea (2%). We forecast that Asia Pacific will account for 33.8% of global adspend in 2020, up from 32.6% in 2017.
North America, currently the largest advertising region, is falling behind in growth. We expect it to contribute 27% of new ad dollars between 2017 and 2020, while its share of global adspend slips from 37.1% to 36.0%.
“Dynamic markets in Asia Pacific are leading the way in global adspend growth, growing at 5%-6% a year,” said Jonathan Barnard, Zenith’s Head of Forecasting and Director of Global Intelligence. “By the middle of the next decade it will be the biggest advertising region in the world.”
“The mobile device in our pockets is becoming the gateway to our media world, but its brand-building capabilities are still in question – simply applying old practices to new technology may not translate to brand growth,” said Vittorio Bonori, Zenith’s Global Brand President. “Having a clear understanding of how the entire ecosystem of paid, owned and earned media works together to drive return on investment is vital.”
*Touchpoints ROI Tracker is Publicis Media’s brand contact measurement and planning tool, based on more than 1,000,000 consumer interviews since 2004.
Discovery India and BYJU’S join hands to create history with India’s biggest ever integrated school quiz show
· Discovery School Super League Powered by BYJU’S targets to reach mammoth 25 lakh children tapping over 12000 schools across 30 states & union territories with on-ground events
· Top team from each state to qualify for the TV round to be showcased on Discovery channel, and Discovery Kids
· The winning team + 2 Runner up teams will get an all-expense paid trip to NASA
Discovery Communications India and BYJU’S - The Learning App, have joined hands to create history with the launch of India’s biggest ever integrated school quiz show – Discovery School Super League Powered by BYJU’S – which transverse across on-ground, digital and television media. Conceptualized at a never-before scale, Discovery School Super League Powered by BYJU’S, will reach out to 12000+ schools across 30 states & union territories hosting the initial on-ground round, targeting 25 lakh students in the age-group of 8 to 14 years.
Layered into 3 rounds – at School Level, City Level and State level, the quiz will culminate into a 6-episode TV quiz show which will premiere on Discovery Channel, Discovery HD World, Discovery Science & Discovery Kids starting Feb 2019.
A true PAN-India initiative, the final round will see representatives of 30 states battling it out on the largest quizzing platform.
The winners of the inaugural edition of Discovery School Super League Powered by BYJU’S will get a special prize of an all-expense paid trip to NASA.
“We are delighted to partner with BYJU’S and build a truly integrated 360-degree IP revolving around learning and fun or self-initiated learning. Our aim is to make ‘Discovery ’School Super League Powered by BYJU’S' as the gold-standard in quiz contests across the country,” said, Vikram Tanna, VP, Head of Advertising Sales and Business Head of Regional Clusters, Discovery Communications India. “There is natural affinity between Discovery – a brand synonymous with satisfying the curiosity of inquisitive minds, and BYJU’S - The Learning App – that makes learning a fun activity. Together we will be able to engage with school students and create great value for the channel, the partners and the students alike.”
Mrinal Mohit, Chief Operating Officer, BYJU’S, said,
“We are happy to announce the launch of ‘Discovery School Super League Powered by BYJU’S’. Both the teams have worked closely to create a quiz show which will encourage students to approach learning with a whole new perspective. Celebrating the importance of life-long learning, this quiz show aims at making learning fun, exciting and engaging.”
Mrinal further added, “With 20 million students learning from us today, the unprecedented scale of this nationwide project excites us even further.”
Dentsu Webchutney has launched an innovative campaign using Instagram’s emoji slider feature for the exclusive launch of Honor 7A- Slideshot on Flipkart.
Instagram has emerged as one of the most engaging and innovative platforms in recent years. With every update seeing a new feature, brands have leveraged them to create memorable campaigns.
It’s newest feature – the emoji slider sticker on Stories, is another fun place where your friends can interact with each other. The emoji slider lets you ask more questions and adds a layer of emotional context when you want to find out how your friends feel about something. But can a simple emoji slider be used for something even bigger?
Conceptualized by Dentsu Webchutney, Bengaluru, it cleverly gamifies the emoji slider feature to highlight the phone’s features. A set of 3 games have been posted on their Instagram story where users must be at their dexterous best, to slide the emoji and quickly take a screenshot when it’s in the right box. Users have to DM the screenshot to Flipkart to win gift vouchers worth ₹10k. Sounds simple, right? Well, it’s a daunting task that’s easier said than done.
Kartikeya Bhandari, Senior Director, Marketing, Flipkart said, "At Flipkart, we keep innovation & creativity at the core of all our marketing interventions. The 'SlideShot' game for Honor 7A is a use case of our efforts to constantly create engaging content for our customers while driving home the core proposition of the campaign & the product.”
PG Aditiya, Executive Creator Director, Webchutney said, “We at Dentsu Webchutney absolutely love Instagram – it’s such a simple and dynamic platform which gives you so much creative liberty to play with. The ‘SlideShot’ game we created is a great example of how you can creatively gamify features within Instagram. We just can’t wait for their next feature.”
Mission Nirmal Bangla, a Government of West Bengal initiative, is aligned to the objectives of the national flagship programme: Swachh Bharat Mission that aims for an ‘Open Defecation Free’ India by 2ND October 2019-- coinciding with Mahatma Gandhi’s birthday.
It was a multi -agency pitch and J Walter Thompson Kolkata has been entrusted by UNICEF West Bengal to develop a 360 degree campaign on behavioural change that will promote toilet-use as a natural and daily habit among the target audiences.
The year-long scope of work assigned to JWT Kolkata includes research, pre-test, multi-stakeholder consultations, strategy development, creative package development, capacity building plan and monitoring tools and a 6-month pilot project for implementing the campaign in one selected district of West Bengal.
Vijay Jacob, Senior, VP& Managing Partner JWT Kolkata, said, “We have been partnering with UNICEF for creating socially relevant campaigns for many a worthy cause. We welcome the opportunity yet again and look forward to doing some great impactful work together.”
Pragyan Bharati, WASH Specialist, UNICEF Kolkata had this to add, “ After reviewing pitches by several agencies, we were happy to zero in on JWT for their strategic understanding and creative expression.”
The overall objective of Mission Nirmal Bangla is to generate positive changes in health and hygiene practices and behaviour of rural West Bengal. Specifically, the agenda is to make all the villages in the state Open Defecation Free(ODF). So far, 11 of the 23 districts in West Bengal have been declared ODF. As more and more districts are catching up, the aim is to sustain the ODF status and integrate second generation sanitation components like Solid Liquid Resource Management, Menstrual Hygiene Management among others.