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I’ve just come out of great session at Google HQ down-under. I’ve been one of the lucky few to see the first study in Australia around the effectiveness of pre-roll and their impact on lowering CPAs.  And I’m not talking CPA as in Cost Per Action, I’m talking the holy grail of Cost Per Acquisition; real buyable things, people who’ve been actively influenced to go and purchase items, expressly because they’ve seen an ad on youtube in the last 30 days.

The study has been conducted in the US a number of times, and we’ve seen broad benchmarks of 5-25% increased probability to purchase after seeing a pre-roll. Interestingly the Australian results are starting to show even higher results of 25-30%^.  As this is the first study, it is impossible for us to conclude higher de-facto effectiveness of pre-rolls in Australia.  But, at the very least we can confirm a positive impact on the consumer journey – another clear win for video!

We also saw that a greater frequency than one proved to be more effective (naturally! who listens the first time around anyway?). But we are yet to see where that tipping point of diminishing returns is; it will be interesting to see if it follows the golden rule of 3 we see across TV.

Speaking of TV, we know that digital is not a silo. We know it amplifies the effect of more tradition medias of  television, print, direct mail, and word of mouth.^^ We also know that the consumer journey is no longer a linear path, but more of a flight map.  Where people jump back and forth between different sources before landing on a purchase decision.  The question is, which sources can we effectively influence?  And, what is the most effective Read More

It seems that every day we get told that there is a digital revolution afoot, and in the advertising industry, the nature of this revolution certainly changes depending on who is trying to sell what to you.

The advertising-hive-mind is now making noise around the idea of bring back one:one value, through fancy digital tools.  So I thought it was time to wriggle free from the shackles of cynicism and take a big-picture look into what ‘value’ revolution might actually be going on in the consumer landscape and the product shifts that may need to accompany it.

Basing this exploration on leading business thinkers, seemed to be a good idea for getting broader perspectives; so I’ve explored a key concept from the erudite Shoshanna Zuboff around how we can create value for consumers in our contemporary space.

The thoughts in the below presentation are based on applying her notes on a broader economic topic to our digital consumer context.

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