TV or not TV: Exploring Multiscreen Advertising Opportunities
Россия 2014
-
200,000,000
400,000,000
600,000,000
800,000,000
1,000,000,000
1,200,000,000
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
PC
SmartphonesTablets
Wearables
Smart TVs
CONNECTED DEVICESPER PERSON, ON AVERAGE, IN RUSSIA2.4
420 minutes total daily across devices
98 minutes (TV)
158 minutes (laptop) 66 minutes (tablet)
98 minutes (mobile)
OF RUSSIANS GO ONLINE WHILE WATCHING TV65%
Devices used while watching TV
57%
39%
24%
5%
53%
44%
27%
9%
46% 46%
27%
18%
40% 41%
29%
20%
Desktop PC Laptop PC Mobile Phone Tablet
2011 2012 2013 2014
SMARTPHONEPENETRATION34%AS THIS INCREASES, WE WILL SEE EVEN MORE
MULTISCREENING
OF RUSSIANS STREAM CONTENT ON THEIR PC
52%
43% 42%40%
35%31%
29%
China Russia Turkey India Sweden South Korea Great Britain
43%
Multiscreening Streaming
So what does this mean for TV? And for online?
OPPORTUNITIES
3.6
1.4
2.0
5.8
1.9
1.1
Aided Brand Awareness Recommendation Intent Purchase Intent
Online TV
How TV and Online Increase Campaign Indicators
161 153
118
94 87
73
Preroll Screening Wideboard Triple Billboard Double
Billboard
Half Page
Format Effectiveness – Impact On Brand Awareness
Cinema
€2.64
Online
€1.43
Outdoor
€1.40
Radio
€1.39
€1.32
TV
€1.26
Average
ROI
8% 6% 9% 11% 8% 59%
FMCG cases that used online within the media mix
%
media
mix
Online is the 2nd most efficient medium (RROI)
with as much as
Better TogetherWhen combined, brand awareness increases
to using television alone
compared to using
13%
Adding online increases RROI of all media
No Online Online
RR
OI (E
uro
s)
TV Print Outdoor Radio Cinema
2.64
1.54
1.391.341.40
0.93
1.32
1.141.26
0.74
Multiscreening Behavior | Advertising Opportunities
IS TWO OR MORE DEVICES
70%
IS ONE DEVICE
30%AT A TIME
SIMULTANEOUSLY
Types of Multiscreening Behaviors
Content Grazing
Social Spiderwebbing
Investigative Spiderwebbing Sequential
TWO OR MORE DEVICES AT THE SAME TIME ONE DEVICE AT A TIME
Two or more devices simultaneously One device at a time
Simultaneous usage Unrelated contentMulti-taskingKilling time
CONTENT GRAZING47%
Beyond the Rack Quick and easy access to shopping content
2222
Simultaneous usage Related content Exploring discovery
INVESTIGATIVESPIDERWEBBING62%
Social spiderwebbing Related content Connecting belonging
SOCIALSPIDERWEBBING66%
Real time football data
and social chat.
Sequential Task-orientedSimplicity + efficiency
important
SEQUENTIALMULTISCREENING74%
The single biggest
driver of likelihood to
buy and recommend
is simplicity
SUMMARYMULTISCREENING & ADVERTISING
More screens = more moments. Be wherever and whenever the consumers want
to engage
It’s TV and online, not TV or online - play around with proportions and formats
Encourage multiscreen behavior and capitalize on the advertising opportunity it
represents
Harness the best of each screen. Ensure that you utilize the engagement
capabilities of digital media (that traditional media are incapable of): watch a
video, click, scroll, comment, hover, search, swipe…
Connect with consumers in unified, meaningful, and effective ways. It isn’t about
what a platform CAN do, it’s about what consumers NEED it to do. This means
understanding why people are using each of their screens and providing content
that helps them more easily achieve their end goal – whether that’s having fun,
gathering information, connecting with others, or making a purchase.
SUMMARY
Thank you | [email protected]| @thomarkestaal