In November 2015 and February 2016 TNS UK hosted seminars to reveal exclusive insights from our latest Connected Life study* and explore key digital marketing trends.

Topics covered at the events include:

  • Understanding today's connected consumer
  • Brand building and the importance of emotive brand positioning across touchpoints
  • Programmatic planning before programmatic buying.

Attendees heard from expert speakers from TNS and Xaxis:

  • Sunando Das, Head of Data Science and Marketing Analytics, TNS UK
  • Will Goodhand, Director of Innovation, TNS UK
  • Sarah Mitson, Global Director, Shopper, TNS
  • Caspar Schlickum, CEO, Xaxis EMEA
  • Phil Sutcliffe, Director of Offer and Innovation, TNS UK
  • Joe Webb, Connected Consumer Director, TNS
  • Duncan Stewart, Director, TNS Scotland

Here are the key takeaways from the events:

Device repertoires aren’t growing

The average number of connected devices accessed by each user in the UK is 3.3. However we are seeing shifts within them. The fastest growing device in the UK (in YoY ownership terms) is the phablet.


Effectively targeting consumer segments

UK consumers vary significantly in terms of digital influence and social engagement. Brands need to ensure they tailor their strategy to different segment profiles to effectively engage consumers.


Mobile-centricity is growing

This year, for the first time, the majority of the world is now mobile-centric.

In the USA, the average number of sessions (unlocking phones and completing a task before locking again) per day is 83. This increases to 120 sessions per day for young people.

This is creating new opportunities for brands to take advantage of micro marketing moments.


Social media is not just growing, it’s fragmenting

Facebook still dominates the space, but newer platforms are growing fastest.  Line, WhatsApp and Snapchat are all incremental platforms.  While they may not offer the reach Facebook can, they do allow marketers to tailor content to the most advanced social users.


TV isn’t dead; binge-watching is on the rise!

While traditional TV viewing may be on the decline, there are now so many ways we can access TV and video content that we actually consume more than we ever did before. We just consume it in different ways.


Threat of ad blocking is overhyped

Connected Life 2015 data revealed that consumers are actually more open than not to the data exchange economy, providing it adds value.  Most consumers do want targeted content; it’s not the intrusion that’s the issue, it’s the lack of relevance. Effective targeting is crucial.


Digital activity proliferates

Usage across a wide range of digital activities has increased this year, from gaming to content creation to instant messaging. This provides more opportunities for brands to reach consumers.


eCommerce has key role to play

eCommerce is now important across almost every category, from consumer goods to flights to financial services. The growth of mobile-centricity has also meant that mobile eCommerce has doubled since last year.


Touchpoint alignment around a strong personality drives irresistibility

It’s critical that all touchpoints align to create a unified story and present a common brand personality and purpose.

At TNS we use a brand personality framework as a touchpoint lens to inform all touchpoint activity to help drive alignment for brands.


Effective programmatic buying requires strategic planning and insight

The current programmatic buying model has flaws. Re-targeting can mean reaching the right people but too late, after they have made a purchase decision and demographic proxies can be too broad and risk spamming people with potentially negative implications for brand equity.

Using multiple data sources, we help brands target not only behaviours, but attitudes, moments and