Iab social media council meeting – March 2014
Three topics of interest were discussed at the social media council that we’d like to share with you, these were Realview, Advertising Week Europe 2014, and IC tomorrow.
RealView is a ground breaking piece of research conducted by the Internet Advertising Bureau in association with the research agency Firefish to understand how people really use connected devices. It is the most detailed consumer research the iab has carried out, and the research shows a unique view of the role devices play in our everyday lives, whether we’re in or out of the home. So how did the iab go about conducting the research?
A selected research agency (Firefish) came up with the methodology, which involved 20 participants who wore a fish eye camera for 3 days taking a photo every 5 seconds to understand their device behaviour.
In total there was 600 hours of footage. The same respondents also used a mobile app for two weeks to record the role devices played in the purchases they made, via photos, notes or screen grabs. This was carried out for 2 weeks with 1500 activities logged. There was also a qualitative survey, this included in-depth interviews, and a quantitative survey of 1,400 respondents to scale up the insights to represent the wider UK smart phone audience.
Some of the key findings from the report:
Downtime – 52% of respondents use devices in their downtime.
When things get awkward in conversations or if there’s a lull, 37% of respondents would use their phone.
The results also found that respondents do not only multi screen by using their mobile whilst watching TV. The survey found that 51% used both smart phone and laptop together, and that males were more likely to do this.
Psychologist Dr Simon Hampton gave his thoughts on what the research tells about human behaviour. 1 in 2 said their smart phone is their most personal device. 1 third of people said their smart phone is a lifesaver.
The intimacy ladder was discussed whereby marketing to users on mobile should be like a first date; you need to take it easy. 62% of those surveyed said they are not happy to receive personalised notifications/suggestions before they have purchased anything. It is OK to advertise after they have bought something. Adverts via mobile trigger further actions even after purchase.
For more information about the RealView study, you can follow this link, or watch the short video we have embedded below! It really is an interesting study about how people use devices throughout their day, and how we are able to divide our attention between devices.
The hashtag to take part in conversation about RealView is #omnichannel
The world’s premier gathering of marketing and communications leaders is happening very soon, from the 31st of March to 4th April, London will see 14,000 people attend a weeklong of engaging events focusing on key business drivers that shape and influence the global industry. With a who’s who of the top names in the advertising sector, it’s set to be a week that you do not want to miss.
The iab will be at Advertising Week Europe 2014 hosting two sessions;The first session from iab will be discussing copyright. Major players from the TV Film and advertising world will be going into depth about the threat of online copyright infringement to the UK’s Creative Economy and the impact it may have on brand safety. Federation Against Copyright Theft (FACT) will also be teaming up with the iab to deliver the session. The session will also include the positive contribution of the film and television industries to UK Plc. Particularly highlighting the work of those in the industry, rights holders and the City of London Police. If this session seems like something you may be interested in, it’s happening on Tuesday 1st April at 10am.
The second session from the iab will be presenting the RealView study in a session called Omniscreening, which is on Wednesday 2nd April at 2pm. The session will be delivered with research agency Firefish who helped to conduct the research for RealView and Dr Simon Hampton from The University of East Anglia’s School of Psychology will also be speaking at the event. As well as explaining the research, the session will also feature a ‘live’ experiment to demonstrate the projects key findings!
The final topic of interest was IC tomorrow, which is a digital innovation contest. With the iab being focussed on helping to define the future of digital advertising, being a partner for one of the challenges for IC tomorrow’s Digital Innovation Contest is something that makes complete sense.
Of particular interest to us at the council was the category ‘next generation social media analytics tools’ which is a frequently discussed topic within the industry.
After judging many entrants, it was announced that the winner of this category was http://www.analyticsseo.com. Their product will help to identify return on social that will assist brands and agencies to get a better return on their social media marketing activities. The winner will now develop the tool further.
So that’s the round up from the social media council on Monday. Our next meeting is in May so there will be more to share then.