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Storytelling In
A Multiscreen
World
Katherine Eills & Jennifer Baum
Source: Cisco VNI Mobile, 2015
INTERNET TRAFFIC
WILL GROW 4-FOLD
BY 2018
0
1
2
3
4
5
6
7
2013 2018 2023 2028
1.8
?
2.7
?
Sources: Cisco VNI Mobile, 2015 & OTVentures research
Consumers in KSA and...
EVENINGAFTERNOONMID-DAYMORNING
Microsoft Internal, Feb 2015 and Ericsson Consumer Lab TV and Media Report Sept ‘14.
PC Usa...
HAVE STREAMED OR
DOWNLOADED TV SHOWS IN THE
LAST MONTH
AND…
30%
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 ...
FREQUENTLY PICK UP A SECOND
DEVICE DURING COMMERCIAL
BREAKS
74%
Multimoment Advertising
Connecting with people in the
moment that matters the most, on
the device that is most appropriate...
Two or more devices simultaneously
One device at a
time
Content
Grazing
Social
Spiderwebbing
Investigative
Spiderwebbing S...
Simultaneous usage Related content
Exploration
Discovery
INVESTIGATIVE
SPIDERWEBBING
73%
Impactful: Multi-platforms and Multi-Screen
Sequential Task-oriented
Efficiency
Simplicity
SEQUENTIAL
MULTISCREENING
76%
Very cool but does it work?
Yup.
6.5%
8.2%
9.0%
9.3%
11.1%
Brand Activity
Source: Microsoft Internal Data
Creative 1 Creative 2 Creative 3 Creative 4
Eveng...
More connected devices and more usage
Mobile usage especially, is driving multiscreening
More screens means more
moments t...
DT Dubai, Jennifer Baum & Katherine Eills - Microsoft
DT Dubai, Jennifer Baum & Katherine Eills - Microsoft
DT Dubai, Jennifer Baum & Katherine Eills - Microsoft
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DT Dubai, Jennifer Baum & Katherine Eills - Microsoft

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"Storytelling in a Multiscreen world"

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DT Dubai, Jennifer Baum & Katherine Eills - Microsoft

  1. 1. Storytelling In A Multiscreen World Katherine Eills & Jennifer Baum
  2. 2. Source: Cisco VNI Mobile, 2015 INTERNET TRAFFIC WILL GROW 4-FOLD BY 2018
  3. 3. 0 1 2 3 4 5 6 7 2013 2018 2023 2028 1.8 ? 2.7 ? Sources: Cisco VNI Mobile, 2015 & OTVentures research Consumers in KSA and UAE own up to four digital devices…
  4. 4. EVENINGAFTERNOONMID-DAYMORNING Microsoft Internal, Feb 2015 and Ericsson Consumer Lab TV and Media Report Sept ‘14. PC Usage Stands out during daytime work Tablet Usage Peaks in the evening driven by entertainment and media consumption Mobile Usage Peaks in the evening driven by browsing and social 37% of consumers in UAE want to engage with their favorite content on any device…
  5. 5. HAVE STREAMED OR DOWNLOADED TV SHOWS IN THE LAST MONTH AND… 30% GlobalWebIndex, Q4 2014
  6. 6. 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)
  7. 7. FREQUENTLY PICK UP A SECOND DEVICE DURING COMMERCIAL BREAKS 74%
  8. 8. Multimoment Advertising 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 devices.
  9. 9. Two or more devices simultaneously One device at a time Content Grazing Social Spiderwebbing Investigative Spiderwebbing Sequential Types of Multiscreening Behaviors
  10. 10. Simultaneous usage Related content Exploration Discovery INVESTIGATIVE SPIDERWEBBING 73%
  11. 11. Impactful: Multi-platforms and Multi-Screen
  12. 12. Sequential Task-oriented Efficiency Simplicity SEQUENTIAL MULTISCREENING 76%
  13. 13. Very cool but does it work? Yup.
  14. 14. 6.5% 8.2% 9.0% 9.3% 11.1% Brand Activity Source: Microsoft Internal Data Creative 1 Creative 2 Creative 3 Creative 4 Evengreaterengagementwithsequentialsynchronization +27 +38 +44 +72 Likelihood to take action vs. control
  15. 15. More connected devices and more usage Mobile usage especially, is driving multiscreening More screens means more moments to connect with consumers Multimoment Advertising is about synchronizing the content and the experience across screens Summary

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