2. AdReaction 2014
ADREACTION: 10+ YEARS OF INSIGHTS
2
BRANDS + CONSUMERS
+ SOCIAL MEDIA
2001 2003 2005 2007 2009 2012 2014
ONLINE vs. TRADITIONAL ADVERTISING
TRENDS
MARKETING IN THE
MULTISCREEN WORLD
MARKETING IN THE
MOBILE WORLD
4. AdReaction 2014
Contents
4
Why should we
care about
multiscreen?
How are screens
used?
What do people
think
of ads on
screens?
What should
brands do?
6. AdReaction 2014
GROWING OWNERSHIP OF SMARTPHONES AND
TABLETS IS CREATING A NEW MEDIA LANDSCAPE
6
2012 Global Shipments
2013
725
349
145
238
1,004
227
315 227
TV Smartphone Laptop Tablet
7. AdReaction 2014
SMARTPHONE PENETRATION BY COUNTRY
53
48
47
44
43
42
33
25
18
15
40
Russia
Mexico
Thailand
Argentina
Philippines
Japan
Turkey
Brazil
Vietnam
Indonesia
India
7
81
81
76
75
72
68
65
65
62
85
UK
Australia
Spain
Saudi Arabia
Canada
USA
China
Germany
France
Italy
Source – Google Mobile Planet
10. AdReaction 2014
SCREEN TIME IN
KSA IS HIGHER
THAN THE
GLOBAL
AVERAGE
Device Key
TV Smartphone Laptop Tablet
KSA
7:21
GLOBAL
6:57
Total screen time (hours and minutes)
Roughly how long did you spend yesterday... 10
11. AdReaction 2014 www.millwardbrown.com/adreaction
DAILY SCREEN USAGE – KSA, SMARTPHONE
DRIVES THE DIFFERENCE
11
Global Average: 147 (35%)
TOTAL MINS: 433
99
minutes
(23%)
189
minutes
(44%)
102
minutes
(24%)
43
minutes
(10%)
Global Average: 113 (27%)
Global Average: 108 (26%)
Global Average: 50 (12%)
13. AdReaction 2014
SIGNIFICANT
VARIATION IN
SCREEN TIME
ACROSS
MARKETS
13
Device Key
TV Smartphone Laptop Tablet
Roughly how long did you spend yesterday... 113
109
104
120
99
89
131
78
102
115
132
125
96
127
125
69
132
108
108
115
92
117
143
161
160
99
126
65
102
94
95
68
96
80
181
147
163
159
171
174
170
168
189
127
174
132
162
135
144
167
193
15
50
55
60
95
33
37
31
14
69
43
63
39
=435
= 438
= 427
115
59
110
44
GLOBAL
AMAP
APAC
AFRICA &
SAUDI
Indonesia
Philippines
China
Vietnam
Nigeria
Thailand
Saudi
Saudi
South Africa
Kenya
Australia
India
South Korea
Japan
= 417
=433
14. AdReaction 2014
SCREEN USAGE
DURING THE DAY
In the KSA, smartphones and
laptops dominate daytime
screen usage while TV takes
centre-stage replacing the
laptops in the evenings still
following the peak
consumption of Smartphone
minutes
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
6am to
9am
9am to 12
noon
12 noon to
3pm
3pm to
6pm
6pm to
9pm
9pm to 12
midnight
12
midnight
to 6am
Device Key
TV Smartphone Laptop Tablet
What times of day yesterday were you… 14
15. AdReaction 2014
SCREEN USAGE
DURING THE DAY
VS. GLOBAL
AVERAGE
KSA TV usage is much higher
than global average from 9pm
to midnight.
All screens behave
significantly above global
average specifically during
evening time for
digital/personal screens.
Device Key
TV Smartphone Laptop Tablet
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
6am to
9am
9am to
12 noon
TV
TV global
12 noon
to 3pm
3pm to
6pm
6pm to
9pm
9pm to
12
midnight
12
midnight
to 6am
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
6am to
9am
9am to
12 noon
Smartphone
Smartphone global
12 noon
to 3pm
3pm to
6pm
6pm to
9pm
9pm to
12
midnight
12
midnight
to 6am
40%
35%
30%
25%
20%
15%
10%
5%
0%
6am to
9am
9am to
12 noon
Laptop-PC
Laptop-PC global
12 noon
to 3pm
3pm to
6pm
6pm to
9pm
9pm to
12
midnight
12
midnight
to 6am
30%
25%
20%
15%
10%
5%
0%
6am to
9am
9am to
12 noon
Tablet
Tablet global
12 noon
to 3pm
3pm to
6pm
6pm to
9pm
9pm to
12
midnight
12
midnight
to 6am
What times of day yesterday were you… 15
17. AdReaction 2014
IT TAKES 6 HOURS
TO CONSUME 7
HOURS OF SCREEN
MEDIA
17
AT THE
SAME TIME
AT DIFFERENT
POINTS IN TIME
SHIFTING
154’
70%
SIMULTANEOUS
66’
30%
Global Average: 199 (65%)
Global Average: 109 (35%)
Simultaneous: At the same time as you were watching TV
yesterday, how much time did you also spend using the Internet
TOTAL MINS: 432 KSA vs. 417 global
NET MINS: 332 KSA vs. 308 global
18. AdReaction 2014
Global Average: 42 (14%)
RELATED
CONTENT
UNRELATED
CONTENT
AT THE
SAME TIME
MESHED SCREEN
TIME IS HIGHER IN
APAC THAN
GLOBAL
18
MESHING
22’
10%
STACKING
44’
20%
Global Average: 67 (22%)
Simultaneous: At the same time as you were watching TV
yesterday, how much time did you also spend using the Internet
Meshing: While you were watching TV and using the Internet
yesterday, how much of the time were you doing something related
to what was happening on TV?
Stacking = Simultaneous minutes minus Meshing minutes
SIMULTANEOUS
66’
30%
21. AdReaction 2014
14%
15%
17%
28%
24%
10%
18%
17%
14%
12%
11%
11%
11%
10%
9%
7%
22%
22%
22%
14%
17%
15%
21%
28%
24%
20%
25%
24%
19%
24%
24%
27%
22%
21%
65%
63%
61%
68%
68%
69%
73%
67%
53%
53%
55%
60%
65%
70%
66%
69%
55%
MULTISCREEN
GLOBAL USAGE VARIES
AMAP
BY COUNTRY
APAC
AFRICA & SAUDI
Thailand
Philippines
South Korea
Indonesia
China
India
Vietnam
Nigeria
Australia
Japan
Saudi
Kenya
South Africa
21
Device Key
MESHING STACKING SHIFTING
Simultaneous: At the same time as you were watching TV
yesterday, how much time did you also spend using the Internet
Meshing: While you were watching TV and using the Internet
yesterday, how much of the time were you doing something related to
what was happening on TV?
Stacking = Simultaneous minutes minus Meshing minutes
Saudi
22. AdReaction 2014
REASONS FOR
SIMULTANEOUS
MULTISCREENING
Ad breaks & social media
communication drives the
highest reasons for stacking
On meshing level, the
interaction on content shows
6% higher than global
average with a significant
interaction with ads vs. global
average
KSA GLOBAL
AVERAGE
43%
43%
36%
29%
25%
25%
21%
13%
25%
25%
To fill time during ad breaks
To keep up with friends on
social media (not TV related)
Someone else has chosen
what's on TV
TV not interesting enough for all
my attention
Just have TV on for background
noise
Need to get other things done
More information about what's
on TV
To discuss what I’m watching
(e.g. via social media)
To interact with what's
happening on TV
To follow up on a TV ad
42%
39%
25%
28%
20%
27%
24%
19%
14%
11%
ANY
STACKING
REASON:
86%
(85% global)
ANY
MESHING
REASON:
46%
(41% global)
Why do you also use a second device (laptop, smartphone, or
tablet) when you are watching TV? 22
24. AdReaction 2014
AD RECEPTIVITY
BY SCREEN
(FAVOURABILITY
AND ATTENTION)
Smartphone receptivity is
higher significantly than global
average, while TV still leads in
line with global averages.
Digital ad receptivity is high
across laptops &
smartphones higher than
global averages.
This story applies equally to
both components of
receptivity (i.e. to favourability
and attention)
VERY/
SOMEWHAT
FAVOURABLE %
31
29
40
38
PAY AT LEAST
SOME
ATTENTION %
39
50
46
41
GLOBAL
AVERAGE
41
25
24
23
GLOBAL
AVERAGE
72
52
51
52
BASE: ALL ANSWERING BASE: OWN OR HAVE ACCESS TO DEVICE
How would you characterize your attitude towards each of the
following formats of advertising?
Each time you see each of the following, how much do you
typically pay attention? Base: access to device. 24
25. AdReaction 2014
GLOBAL
AVERAGE
MULTISCREEN
OPPORTUNITY
PLOT - SCREENS
Combining receptivity with
screen time shows that Digital
platform is clearly a big KSA
media opportunity due to
highest overall minutes &
strong receptivity exceeding
TV.
70%
60%
50%
40%
30%
20%
10%
0%
GLOBAL
AVERAGE
GLOBAL
AVERAGE
GLOBAL
AVERAGE
-30 20 70 120 170 220
SCALE OF OPPORTUNITY
(MINUTES)
MARKETING RECEPTIVITY
Device Key
TV Smartphone Laptop Tablet
Scale of opportunity = minutes per device.
Marketing receptivity = average of favorability and attention. 25
26. AdReaction 2014
BRANDS LEADING
THE WAY IN USE
OF MULTIPLE
SCREENS
The key descriptions came in
favour of technology & telecom
industry as described for the
interaction of Samsung campaigns
on Galaxy generation, STC the
leader company of telecom
communication experience online
& Souq.com online
offers/promotions.
Snickers & Al Marai made a good
FMCG case following the TV
campaigns with online campaigns
making a relative positive
experience.
Last came the activation on
targeting Saudi market by Turkish
Airlines
Describe a positive experience you have had with the same
brand across multiple screens. What was the brand, and what
did they do that you liked? 26
28. AdReaction 2014
BE CONSISTENT
28
The campaign started
with PR around a
concert set in the town
of Milligan, NE - bang
in the middle of
America
In the hour after the
commercial ran it
generated the largest
increase in website
traffic of any Superbowl
advertiser.
Their Superbowl
commercial acted as
an intro to the half time
show - a celebration of
music and New York
City
Activities continued
throughout January
including a viral video
during the Grammys,
and multiple tweets &
Vines.
the biggest opportunity is
not simultaneous
connections between
screens, rather a
consistent presence
across screens.
29. AdReaction 2014
BE CONNECTED
New multi-screen
behaviours offer exciting
opportunities for
interactions between
screens
Describe a positive experience you have had with the same
brand across multiple screens. What was the brand, and what
did they do that you liked? 29
30. AdReaction 2014
BE CONSIDERED
30
Edeka (German
supermarket) ran a
cute but “safe” TV ad
featuring their variety of
own brand products
Supergeil has become
a viral hit and spawned
video messages to
share with friends etc.
The TV ad achieved
relatively few views
online
A much riskier
“Supergeil” (=
awesome) ad ran
online – also featuring
their own brand
products
Different screens do imply
certain attributes and can
play specific roles.
Let these starting
assumptions work to your
advantage.
Describe a positive experience you have had with the same brand
across multiple screens. What was the brand, and what did they do
that you liked?
31. AdReaction 2014
BE CONCISE
31
“Vivo’s television
advertising is super
funny, and they have
very cool ads in social
networks”
The pegabem posts
were also curated on a
dedicated campaign
website
Uploads were shared
online via Facebook
(where Vivo has over
2m fans) and other
social platforms
Their TV commercial
encouraged people to
share good moments of
their lives
The best way to travel
across screens is to have
something easy and
portable.
Think carefully about how
to overcome resistance to
ads on digital screens.
Use mobile-friendly,
shareable content that
entertains first, informs
second.
32. AdReaction 2014
Marketing in the multiscreen world
www.millwardbrown.com/adreaction/2014
Any Questions?
Get in touch with Prashant Kolleri
prashant.kolleri@millwardbrown.com
Notes de l'éditeur
After Daren & Rasha’s presentation; which focused more on creative development, we are switching rears to media presentation. Ad reaction is about understanding media habits & consumere receptivity to ads; and this is bridge that connects advertising with consumers.
For more than 10 years, AdReaction has delivered insights and findings related to the opinions and perceptions of advertising, particularly digital formats. We started in the early days of digital advertising helping marketers understand how to better use digital advertising formats and have evolved the study with the evolving digital and media landscape. In 2009 we covered Social Media, 2012 Marketing in the Mobile World and with the continued uptake of mobile devices and increasing time spent with these screens, our 2014 AdReaction study dives into Marketing in the Multiscreen world by studying usage habits and perceptions of ads on TV, laptops/ PCs, smartphones and tablets. The reason we’ve taken this angle is because we believe that mobile screens have genuinely changed the media landscape and it is important to come to terms with the implications for brands – not just with these ‘new’ screens, but the impact on more traditional screens ie. TV and PC.
This year’s study was conducted in 30 studies around the world amongst 18-45 year old multiscreen users. Multiscreen users were defined as people who own or have access to both a TV AND either a smartphone OR tablet – they may or may not have had access to a PC or laptop. In order to ensure we were speaking to true smartphone users we conducted the survey via mobile interviews using a short, 15 question survey.
Presentation in power of 4 –
Why multiscreen is an important topic right now
Users usage of 4 screens – TV – Laptop/PC – Smartphone – Tablet
Receptivity to ads across those screens
Some early guidelines for effective multiscreen strategies
4 reasons to visit our stand next door.
So to outline what we will cover over the next 30 minutes or so, we’ll start by taking a look at the daily screen usage behaviour of multiscreen users. How much time is spent with screens in total and across each screen. We’ll then explore how these screens are used ie. together or on their own and why. We’ll finish by exploring what consumers think of current multiscreen marketing and leave you with some implications that will hopefully assist your own marketing efforts in the multiscreen world.
Global shipments – how device landscape is changing;
Decline in TVs and Laptop shipments but massive growth is Smartphone and Tablet shipments
Over 1bn mobile phone shipments last year means we’re faced with a rapidly evolving media landscape.
World where smartphone are common-place , but still some big and important where smart-phone consumers are still a niche; but still represent a large number of people.
Our survey covers only smart-phone usage as we wanted a homogenous and comparable sample across markets, and with decreasing costs of devices and data, smartphone penetration will be growing considerably in low-penetration markets, so in some markets these results are more future-facing
Ok. So lets start by exploring how screens are being used in a bit more detail….
Smartphones are now comfortably the largest single screen medium in the world.
Taken together, mobile devices take up 47% of all screen time.
A typical consumer consumes just under 7 hours of screen media daily
Going back to scale and receptivity; then we can consider this the scale of opportunity. Looking a screen time, along with reach – allows us to understand the potential window of opportunity for us to connect with our audience
Roughly how long did you spend yesterday…watching television (not online)/ Using the Internet on a laptop or PC/ on a smartphone/ on a tablet.
In KSA we see higher screen time amongst multiscreen users. Spending 7 hrs 21minutes per day compared to their global counterparts 6 hours 57 minutes.
The importance of Smartphone is clearly highlighted in KSA - where screen time is substantial!
A typical consumer consumes over 7 hours of screen media daily
Going back to scale and receptivity; then we can consider this the scale of opportunity. Looking a screen time, along with reach – allows us to understand the potential window of opportunity for us to connect with our audience
Roughly how long did you spend yesterday…watching television (not online)/ Using the Internet on a laptop or PC/ on a smartphone/ on a tablet.
Perhaps the most overwhelming reason to explore the multiscreen landscape in detail is that as of 2013 there is still a significant gap between time spent using the internet on mobile devices and global mobile media investment levels*.
The chart of the left shows the percentage of time multiscreen consumers spend with each screen. On a global level, mobile devices take up 47% of this audience’s viewing time, but just 4% of media spend – highlighted by the 2013 chart on the right. Even the projected 12% of screen spend in 2016 will still be way lower than the time spent online.
It is no surprise that mobile spend is forecast to grow rapidly in the next few years.
Roughly how long did you spend yesterday…watching television (not online)/ Using the Internet on a laptop or PC/ on a smartphone/ on a tablet.
*Source: ZenithOptimedia Advertising Expenditure Forecasts December 2013 (repercentaged within screen media)
Within AMAP we see some significant variation in screen minutes by country. Indonesia and Philippines lead the APAC region for total screen minutes – both with almost 9 hours spent across screens, all other countries have less than 8 hours.
Japan has the least time spent across screens but still more than 5 and a half hours per day is being spent with a screen
We’ll now take a look at how people are using their screens
It is worth noting, that although there is just over 7 hours of screen time consumed per day, it only takes people around 6 hours to consume it. This is because KSA multi screeners are spending time with multiple screens at a time.
70% of KSA screen viewing is in isolation – we call this Shifting, where people are using a variety of screens throughout the day for various different functions – however the remaining 30% of screen time is spent with more than one screen. This percentage is higher in lower for KSA in comparison to the Global average (35%)
Thailand, Philippines, South Korea and Indonesia all have 45% or greater of screen time spent with multiple screens
Vietnam, China and India have the lowest levels of simultaneous screen use amongst AMAP markets
We can then break this simultaneous usage of screens into 2 categories. The first is when consumers are using 2 screens at the same time for related content. For example, viewing a TV show and using the Smartphone to do some live voting. Meshing allows for more engagement instantly. The second, we call Stacking, where consumers are using 2 screens at the same time, but the content is not related. Eg. The TV is on, but I am using social media on my Smartphone to chat to friends about plans for the weekend.
Consumers in AMAP markets are slightly more likely to mesh their screen usage time than their Global counterparts with 15% of screen time in AMAP spent with multiple screens on related content – compared to 14% Globally.
The remainder of simultaneous screentime is spent with unrelated content – we’ll dig into some of the reasons for this is in a couple of slides
Not surprisingly, we again see some interesting differences across APAC countries.
Thailand, Philippines, South Korea and Indonesia are the most likely countries to participate in multiple screening.
So why are mulitscreeners Meshing their content in AMAP?
The main reason is to find out more info around what is on the TV with 27% of AMAP multiscreeners meshing for this reason. 21% are discussing what they’re watching on social media – Thailand is the stand out market here where more than 40% of respondents have discussed TV on Social media while watching. Also, good news for advertisers is that 12% of consumers are multi screening to follow up on a TV ad – India the standout market here with 18%. Opportunities for marketers to take advantage of meshing behaviour to add value to consumers over and above the ad on an individual device.
However, Stacking is the main reason people are using multiple screens. Non TV related social media and filling in time during ad breaks are the main reasons for Stacking of multi screen time.
Important for advertisers is the fact that with multiple screens available it is critical to grab consumers attention regardless of the screen/device they are viewing.
APAC consumers have similar levels of acceptance for advertising compared to Global. TV still has the strongest acceptance levels, however we’ve seen acceptance of advertising on digital devices increase over the years through our AdReaction studies
APAC consumers take more notice of digital advertising compared to global with Laptop, Smartphone and Tablet all showing above global average response amongst those who own each device.
So what does all this mean for advertisers?
First, keep in mind that where your brand is present can form part of the message. AMAP consumers feel that brands advertising on smartphones are more likely to be seen as different and setting the trends than other screens.
On top of this we have constructed 4 key rules to keep in mind for brands in the multiscreen environment.
1. Be Consistent – the biggest multiscreen opportunity is not simultaneous connections between screens, rather a consistent presence across screens, whenever and wherever someone chooses to engage with your brand.
Pepsi’s “Get Hyped for Half Time” was a successful month-long multiscreen campaign which culminated in their sponsorship of the Superbowl half time show. The campaign started with PR around a concert set in the middle of America – all focused around a music theme and the idea of owning half time. Activities continued throughout January including half time at the Grammy’s, viral video, mulitple tweets and Vines. The Superbowl commercial acted as an intro to the half time show – a celebration of music and New York City. In the hour after the commercial it generated the largest increase in website traffic of any Superbowl advertiser.
The second rule is Be Connected
New multi-screen behaviours offer exciting opportunities for interactions between screens. Although not all brands will be able to achieve this, second screen play-alongs can be highly popular.
Kia was a lead sponsor of the Australian Open tennis in Australia. They combined sponsorship of the event with TV ads which integrated a mobile app to increase the link with both the event and brand across multiple screens. Consumers were invited to download an app that allowed you to return the serve of the worlds fastest tennis player. TV ads were then aired which highlighted the cars, but then enabled you to interact and return a live serve on your mobile phone. Points were awarded based on your skill level. The integration was extended through live sites and competitions throughout the Australian Open event.
The benefit of this approach is that the campaign utilised additional functionality provided by mobile devices to increase engagement amongst those who chose to download the app.
3. Be Considered - All screens can achieve all brand-building tasks, but different screens do imply certain attributes and can play specific roles. Let these starting assumptions work to your advantage.
We just saw how Kia used the added functionality of mobile to integrate with their TV ads, but it doesn’t have to be interactivity that provides the link.
Edeka, a German supermarket used two very different creative approaches across screens to promote their variety of own brand products. The TV ad features children in a supermarket and is clearly aimed at a more conservative, family-focussed demographic.
However, online the company chose to target a different audience in a very different way. They created the ‘Supergeil’ (means awesome) ad with a very different tone and feel which generated lots of attention and viral exposure, creating a different personality for their brand amongst a new audience.
The online and viral elements featuring a 58 year old German electro pop musician called Friedrich Liechtenstein are clearly aimed at a younger more fun-loving audience. Think of it as a German version of Gangnam style with milk baths and that may give you some idea of what the video is like.
Finally, Be Concise – the best way to travel across screens is to have something easy and portable.
Think carefully about how to overcome resistance to ads on digital screens. Use mobile-friendly, shareable content that entertains first, informs second.
Vivo, a Brazilian telecom brand, launched a TV and social media campaign to concisely promote its benefit of good network connectivity.
The brand used the `pega bem` hashtag (which means `it`s wonderful, it`s good`) and asked consumers to post good moments of their lives with this hashtag. The act of posting not only associated the ‘wonderful’ moments with Vivo, but uploading content also meant consumers were experiencing the promised benefit of network connectivity.
So in closing, reality is that multiscreen marketing has not only added to consumers media consumption hours and number of devices, it has changed our consumption habits and attention to existing media channels. In many cases – enhancing the potential for brand experience and engagement. Keeping the 4 C’s in mind will help brands get the most out of this environment.
Finally, check out the online delivery tool at www.millwardbrown.com/adreaction/2014 for more country specific detail and/or contact your Millward Brown team and request a presentation for your team.
Thankyou and any questions?????
