Deaveraging the connected consumer TNS 2016 Social media

De-averaging the connected consumer © TNS 2016

Social media… Blah blah… Need © TNS 2016 Purchase 2

The real challenge is not to keep up with the fastest adopters, but to plan for sheer diversity Weekly digital activities - Global % Information seeking News/Sport Stream music/radio Emails Mobile gaming Entertainment IM Watch videos Social Blogging Communication Blogs/forums Social Younger (16 -24 years) Older (55 -65 years) SOURCE: Connected Life © TNS 2016 3

But how do you prioritise? 16 -24 years old Flight buyers 79% 55 -65 years old Flight buyers Share of media time online (%) 38% Proportion with high income (%) 26% 38% Source: Connected Life © TNS 2016 4

This isn’t just about differences between age groups. The ‘average’ always hides diversity Hours per day – 16 -24 s [Norway] 1 hr Least connected (10%) 3 hrs Average score 14 hrs Most connected (1%) Source: Connected Life © TNS 2016 5

Four opportunities to focus on instead New ways to segment © TNS 2016 New ways to target consumers New touchpoint priorities New way to target moments 6

There is a smarter way to target High Leaders Observers 18% Digital influence 37% Low 18% Connectors Functionals Low Source: Connected Life © TNS 2016 28% Social engagement High

They can be found in different places Share of time spent on devices and media among segments [NORWAY} Functionals F Connectors C Observers O Leaders L Share of time on devices (%) 57% 63% 69% 73% Share of time on media (%) 43% 37% 31% 27% Media Devices Source: Connected Life © TNS 2016 8

And react very differently to brand content “I like what I am seeing with ads on snapchat. . . and same with Instagram. I even find myself following brands pages or snap feeds just because I am a fan of how they use the medium. ” (Mexico) Source: Connected Life © TNS 2016 9

Four opportunities to focus on instead New ways to segment © TNS 2016 New ways to target consumers New touchpoint priorities New way to target moments 10

Programmatic is problematic © TNS 2016

The majority are not ‘influenced’ by their journey 51% Source: Connected Life © TNS 2016 Choose the brand of product they buy before they even start researching

It’s a marketplace © TNS 2016 13

What if you could instead advertise just to those who were already pre-disposed to your brand? © TNS 2016 34

We’ve started doing this for brands, and using lookalike modelling to buy media against those consumer groups Internet behaviour Ad Ad Look-alike model Purchase behaviour © TNS 2016 Ad Ad 35

Targeting higher up the funnel © TNS 2016 36

HOTEL +38% +500% Consideration Sales (vs. behavioural targeting) Source: TNS case study © TNS 2016 37

Four opportunities to focus on instead New ways to segment © TNS 2016 New ways to target consumers New touchpoint priorities New way to target moments 18

Do fewer things better 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 19% 81% Top 10 touchpoints Source: TNS case study © TNS 2016 Other 33 touchpoints Shelf presence in supermarkets POS Promotion stands in supermarkets TV ads Print ads Family and friends recommendation Coffee used in gastronomy Supermarket flyers Billboard ads Product usage

And make them count – every touchpoint is becoming multi-modal 47% Brand Building Connecting with brands on Facebook Source: Connected Life © TNS 2016 23% Converting Using social in P 2 P 34% Servicing Seek service solutions via social

Conversion can happen anywhere © TNS 2016

Social is the next service channel Relationship strength 80 53 Received a response Did not receive a response Source: Connected Life © TNS 2016 Source: Connected Life 2015 - Banking

Four opportunities to focus on instead New ways to segment © TNS 2016 New ways to target consumers New touchpoint priorities New way to target moments 23

Device use is constant throughout the day Reach of devices and media throughout the day – Norway % Mobile TV 45 4 9 33 37 In bed when I wake up Early morning 8 7 9 16 27 30 34 34 31 29 Late morning During lunch Early afternoon Late afternoon Early evening 6 16 13 During dinner 31 32 Late evening In bed before I go to sleep Source: Connected Life © TNS 2016 24

Brand equity is not 10 Situational Equity 8 6 4 2 0 Early morning (6 am-9 am) © TNS 2016 Midday (12 am – 2 pm) Mid afternoon (7 pm – 9 pm) Evening (7 pm – 9 pm) Late night (After 11 pm) 8

Starbucks already know this © TNS 2016 9

Four opportunities to focus on instead New ways to segment New ways to target consumers De-average your consumer Understand their mindset © TNS 2016 New touchpoint priorities New way to target moments Identify the right Align them against touchpoints brand moments 27

Just one example from Nivea in Brazil © TNS 2016 28