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Today we’re going to talk about MULTISCREENING - arguably one of the biggest topic or trend in advertising in the past few years and certainly a topic that is core to our DNA
What we’ll do is look at market and industry trends, but most oand foremost consumer trends and how people are spending their time using multiple devices. And of course, the implications for marketers.
We only got 6 minutes to give you some creative fuel
We all know this And we’ll not only have more devices, but we’ll use them more, they’ll generate more traffic. A lot more.
Internet traffic will quadruple from now until 2018. So not only will be use more devices but we’ll also use our devices more. Largely driven by smartphone and PC adoption.
Source: TNS & Google, Consumer Barometer, 2014
More devices per people So just some background to this. This is expected to increase quite a bit. In 2018 the number is expected to be 2.7, and it’s not going to stop there. Looking at mature markets like Australia, they’ll have 6 connected devices per person in 2018, and in Sweden they’ll have 8.9!
We also see a shift in how content is packaged for different forms of consumption, for example changing site designs to become increasingly responsive to smart phone, tablet, or even feature phone user – as well as the need for mobile specific content.
Relevance is going to be increasingly important in the industry going forward and this has huge implications from a [media] planning perspective.” Planners need to consider the kind of content being pushed, the context in which the content will be consumed, and the time of day that the content will be consumed.
UAE residents watch an average of 4.7 hours of video on their smartphone per week at home, compared to 3.1 hours throughout the rest of the world. 5.9 hours of video on their laptop per week at home, compared to 4.7 hours globally.
, and tablet owners were even more immersed in their devices while watching TV
That’s that piece of info that matters to us, marketers. So how do we continue to ensure brands reach audiences?
And contrary to what people think when you say digital advertising and multiscreen, it’s not only about digital screens or skipping TV. Ultimately TV will be digital anyway, right now we’re just in a bridging era and we need to figure out what to do until TV is 100% digital and just another form factor to consume content on. You know how you see little kids go up to the TV and try to swipe.
Different screens are good at different things and connect with consumers in different MOMENTS.
This is where we get in to Multimoment Advertising. Right content, right time, right devices, to the right people.
At Microsoft we have been studying this quite a bit.
And we have identified 4 main TYPES OF MULTISCREENING BEHAVIORS – 3 RELATED TO SIMULTANEOUS USAGE, AND 1 SEQUENTIAL Content grazing which is multi tasking – different context on different devices.
Transition to Katherine who will walk us 2 of these through…
The second one is what we called INVESTIGATIVE SPIDERWEBBING – basically your consuming content on one device, and you look up additional information about that on a second device.
For example, I’m was watching the last season of Homeland last week, and one of the actors, the Pakistani guy, looked really familiar, so while watching the show I looked up more information about him. And he starred in Life of Pi, which is a pretty good movie btw if you haven‘t seen it..
Here’s an opportunity to ENCOURAGE multiscreen behavior by feeding them the content they are looking for
A nice example of a company that plays really well in this space is Beamly
It’s an app and a website that provides information and social chat about TV shows. -you follow shows and celebrities -get information about the shows -chat about the them.
You can watch a TV show and want to look up information about a song they’re playing in the show. I found a really good song by Ben Howard called Oats in the Water that way by watching Walking Dead..
Run video http://vimeo.com/96790833 (password: microsoft)
The 4th and last multiscreening behavior is what we call SEQUENTIAL MULTISCREENING.
You start an activity on one screen and continue it on another. It’s very task-oriented, people want to accomplish things.
FOR EXAMPLE: I receive an email on my phone about a flight deal and when I get home I use my PC to look for more information about this.
THIS IS ABOUT PRODUCTIVITY. So it’s really important that it’s EASY.
With each creative shown to users in sequence across screen. When we look at how many people engaged in brand activity (either going to the website or performing a search) we see a clear correlation (CLICK x2) with the amounts of creative they saw in the sequence.
3. Those exposed to the entire sequence (i.e. saw 1, 2, 3 and 4) were 72% more likely to conduct a brand activity (keyword search or visit the O2 website) vs. those unexposed and 37% more likely than those exposed to solely the first creative.
Frquency & Consistency builds better impact!
6/1/2014 – 7/27/2014, 14 days post-analysis; Exposed n=8,362, Control n= 14,811 Control group: 1) Not exposed 2) Visit the ads location during campaign period 3) Meet delivery conditions 4) Have similar brand behaviors as exposed before campaign
More connected devices. More multi-screening. (so we will see more multiscreening in the next few years) Streaming and multiscreening are changing the TV/Online relationship. More screens. More moments. See that as a huge opportunity. Different screens. Different roles TV & Online. Better Together. Find different combinations and play around with creative. Multiscreening = multidistraction. Help make it more purposeful. (When you do, you can) Be part of the content and part of the conversation.
DT Dubai, Jennifer Baum & Katherine Eills - Microsoft
Katherine Eills & Jennifer Baum
Source: Cisco VNI Mobile, 2015
WILL GROW 4-FOLD
2013 2018 2023 2028
Sources: Cisco VNI Mobile, 2015 & OTVentures research
Consumers in KSA and UAE own up to four digital devices…
Microsoft Internal, Feb 2015 and Ericsson Consumer Lab TV and Media Report Sept ‘14.
Stands out during
Peaks in the evening
driven by entertainment
and media consumption
Peaks in the evening driven
by browsing and social
37% of consumers in UAE
want to engage with their
favorite content on any
HAVE STREAMED OR
DOWNLOADED TV SHOWS IN THE
GlobalWebIndex, Q4 2014
FIND IT HARD TO SPEND EVEN 1
HOUR WATCHING TV OR A MOVIE
WITHOUT USING A SECOND DEVICE47%
And 86% of the UAE’s smartphone owners use their phones while watching TV...“
(Omnicom Media Group)
FREQUENTLY PICK UP A SECOND
DEVICE DURING COMMERCIAL
Connecting with people in the
moment that matters the most, on
the device that is most appropriate,
for that specific message, by
synchronizing the experience across
Two or more devices simultaneously
One device at a
Types of Multiscreening Behaviors
Simultaneous usage Related content
Source: Microsoft Internal Data
Creative 1 Creative 2 Creative 3 Creative 4
Likelihood to take
action vs. control
More connected devices and more usage
Mobile usage especially, is driving multiscreening
More screens means more
moments to connect with
Multimoment Advertising is about
synchronizing the content and the
experience across screens