Earlier today I had the pleasure of joining Simon Bond, CMO of BBDO North America, on stage at the Cannes Lions International Festival of Creativity to share findings from our joint global study that we just announced today. Unlike other digital advertising multi-screen research, we took an approach that has never been done before and applied psychological archetypes—or models of a person or behavior—to put personalities to each device. (These archetypes were pioneered by the influential psychiatrist Carl Jung.)
With the study, we set out to determine what’s going on in people’s psyche and understand their emotional connection and response to each screen – the PC, TV, Mobile, etc. For instance, we found the mobile phone is like a ‘lover’ – it’s the most intimate of all the devices you interact with each day, therefore ads should be highly relevant and appeal only to you.
Simon Bond (Chief Marketing Officer, BBDO Worldwide) and Marc Bresseel (GM MSA Marketing, A&O, Microsoft)
Among the study’s key findings:
The TV is like an old, reliable and entertaining friend…an everyman that sits comfortably and passively in your home. However, there are differences around the world, and among age groups, especially in Russia and China where TV grew up as something viewers were wary of, given that it was state-owned.
The PC is like an older sibling…someone to learn from, show off to, and compete with. It’s far more trusted than TV, especially in Eastern countries and among younger consumers because they can control/choose the content on their PCs.
The mobile device is like a “new lover”…the most personal device and something users feel close to. They want it with them at all times. It is a relationship that is just beginning and, as such, cuts across all age groups and geographies because of its “newness.” Tablets are actually something of a mix of the other screens.
Based on findings from this study, we recommend that marketers consider the following:
For mobile messages to be effective, they must recognize the personal nature of this medium. What works on television or other screens will not necessarily work on mobile devices. Messages must be highly relevant, meaningful and useful. They also have to be intimate, surprising, unobtrusive, help the user fit in and belong. For advertisers, the format of the advertising for tablets needs to reflect which ‘hat’ the tablet is wearing.
Advertising on a PC can be especially appropriate to reach younger consumers. However, it needs to be something they can learn from, share and show off. It should teach, challenge, and appeal to the users’ competitiveness (e.g., include a gaming component).
There has never been a better time for television advertising to seize the moment. Whether viewed on a TV screen, PC (in the role of a TV set) or Xbox, audiences are receptive, waiting to be entertained and humoured. TV is a rich, powerful medium and advertisers should continue to be making great ads for it.
These archetypes can make it easier for marketers to understand how best to create and adjust campaigns and messaging to be most relevant to consumers, depending on the device. With this kind of consumer insight across specific screens, marketers are better equipped to find “the next billion consumers” on whatever device they might be watching.
Marc Bresseel – GM Microsoft Advertising Marketing, A&O