Transcript digital memories

on our journey with digital memories

behind the scenes

today’s consumer: bad memory & great digital memory

advertising… the new digital opportunity

making digital opportunity an advertiser reality
behind the scenes
behind the scenes
advertising
diary
online
survey
blog
phone
interview
video
diary
focus
groups
bad memory, great digital memory
overloaded memory & remembering challenge
,,
,,
Now I’m trying to remember what I need to remember, which is really bad …
!
volume overload
attention poverty
focus on now
send to future
more...
more…
more…
more…
appointments to keep
things to remember
present needs
postponement
commitments to honour
interruptions
consecutive events
rely on memory aids
communication choice
distractions
juggle ‘now’ importance
use of digital memory
what do we commit to memory alone?
17%
13%
10%
passwords &
accounts
re-occurring
activities/ sports
shopping lists
(non grocery)
8%
6%
5%
birthdays
grocery list
greeting/invite
special occasion
4%
3%
3%
3% 2%
travel info
to do list
event
planning
maps /
directions
Address
post/email
10% ~ 20%
5% ~10%
1%
1%
meeting /
appointment
phone #
contact info
< 5%
youth… a need for memory alone?
32%
16-24s taken
photos of ads
real world
digital / intangible
fast moving / changing
disposable
recorded
world
=
memory
digital memory migrants
paper
traditionalists
digital converts
digital converters
digital migrants
Q12: Thinking now about all the different types of info you need to remember & store in your everyday life, please tick the option that best reflects which
method you use to remember & store the following things most often. Base: UK: All who use electronic and paper based aids as main aids
what we use, the digital divide
250
16-24
50-64
200
150
100
50
0
SNS (ie
facebook,
myspace)
by index
write on
hand
emails sent calendar on reminders/ texts sent to paper post it notes paper noticeboard paper diary
to self from mobile
alerts on
myself
notepad
calendar at at home
same
mobile
home
account
email digital memories: the send to self generation
Transfer info one email to other e.g. home to work
63%
URL web addresses / links to websites I want to remember
56%
information copied from web I want to remember
42%
Send email/texts
to self
52%
to do lists / reminders I need remember
45%
'dump' of info (researching), want to come back to
43%
personal info: logins, passwords, account details, user names, etc
print screen(s) webs sites / info found on web
print screen(s) / copy of advertisement I want to
come back to or share with someone else
Q9: You’ve said that you send emails to yourself. We’re interested in finding out what information these emails may include?
Base: UK: All respondents who send emails to self (n=423)
34%
28%
21%
advertising…
where’s the digital opportunity?
internet time is MAIN media time
print
mobile
radio
12%
55%
TV
mobile main media
have 2+
women 16-34
main
media
= to radio
internet
Q15: And which would you consider to be your main media source – the one that you use the most?
Base: UK: All respondents with at least one primary media source (n=1,069)
consumers’ view on advertising media USP’s
Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of media
Base: UK: All respondents who use each media: Online (n=1080), TV (n=1072), Print (n=927) & Mobile (n=513)
internet ads have a recognised opportunity
Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of media
Base: UK: All respondents who use each media: Online (n=1080), TV (n=1072), Print (n=927) & Mobile (n=513)
TV plugs the storage gap with green button
Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of media
Base: UK: All respondents who use each media: Online (n=1080), TV (n=1072), Print (n=927) & Mobile (n=513)
internet: claim the strength that is yours!
Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of media
Base: UK: All respondents who use each media: Online (n=1080), TV (n=1072), Print (n=927) & Mobile (n=513)
and mobile ads will follow your success!
Q20: Which of the words or phrases below do you think can be associated with advertising on different media? Please tick all that apply for each type of media
Base: UK: All respondents who use each media: Online (n=1080), TV (n=1072), Print (n=927) & Mobile (n=513)
understanding the challenge to our potential
BEFORE
DURING
uninvited
inflexible
AFTER
irretrievable
loss of control
FRUSTRATION
60% want to remember your internet ads
31%
29%
It was funny/
entertaining
busy
at the time
23%
13%
joint decision at work prefer
making needed
own time
Q23: Below are some reasons why people may want to come back to or revisit an ad they have seen on the internet. Have you ever found yourself in any of the following situations?
Base: UK: All respondents (n=1,100)
turn these coping strategies into opportunities
77%
58%
are
have
generally
tried to
find
unsuccessful
an ad again
Q24: Often it can be difficult to relocate or find an online ad that may have caught your attention. Have you used any of the following methods to find the ad message again?
Base: UK: All who have tried at least one method to find an online ad (n=859)
turn these coping strategies into opportunities
% profile of unsuccessful
Q24: Often it can be difficult to relocate or find an online ad that may have caught your attention. Have you used any of the following methods to find the ad message again?
Base: UK: All who have tried at least one method to find an online ad (n=859)
making digital opportunity an
advertiser reality
who champions change?
ads
you
user
media
theory 1: is it creative and technology in ads?
iconography
rolladex icons
right click & interact
49%
feel more positive
if icons used
what we
27%
11%
22%
Send
to
self
14%
43%
cannot control
save for later
19%
AD=HUB
icons
choice
choice
= control where buy?
solution
48%
spokes
more
like
these
19%
20%
we must
Q26: Below are some examples of the functions icons may stand for or represent if
you click on them. Please tick all the functions that might interest you n=1,100)
23%
13%
9%
enable
theory 2: is it media owner?
iconography
rolladex icons
right click & interact
drag and drop?
scrap book?
50%
41%
«
»
under
interested
35s interest
in
inelectronic
electronic
scrapbook
built into media owner sites?
theory 3: the user? Open ID?
May 2009
June 2009
(
January 2008
Who do you trust?
October 2008
who champions change?
ad
and all
of us
user
media
how we’re tackling this
ad format testing: sneak preview…
re-write rules of online success with digital memories
investigate new ad rules & use digital memory
invest in better digital memories: what to remember
(online), or digitally what not to forget (mobile)
phase out old metrics & introduce new success metrics
grow digital memory opportunities across digital media and
support symbiotic relationships between screens
thanks
theory 1:
creative
theory 2:
media owner
«
theory 3: interactivity
choice tied to open ID
»
the ‘seriously’ blurb
 all slides and videos are nickable (seriously) if you credit
them as being from Yahoo!
 source: digital memories, Yahoo! July 2009
digital memories | think differently | make seriously
brilliant things | celebrate

For further information contact:
Laura Chaibi
Head of EU Research and Insights
Yahoo!
Email: [email protected]
Tel: +44 207 131 1466
Mobile: +44 (0)7976 454 503