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Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW
Making sense of multiscreen
AdReaction 2014
MRMW Berlin, September 25, 2014
Duncan Southgate
Mobile: the sleeping
giant in multiscreen
campaigns
AdReaction 2014 www.millwardbrown.com/adreaction
TODAY’S SESSION
2
How mobiles are used in the multiscreen mix
How mobile opens up new multiscreen marketing opportunities
Lessons learned from this huge mobile research study
AdReaction 2014 www.millwardbrown.com/adreaction
OVER A DECADE OF ADREACTION INSIGHTS
SOCIAL DEEP DIVE
20
01
20
03
20
05
20
07
20
09
• 35 countries
• Quant plus qual
• Online deliverable
• First time conducted
exclusively on mobile
20
14
ONLINE VS. TRADITIONAL TRENDS MULTISCREEN
20
12
MOBILE DEEP DIVE
US US US, UK 18
countries
7
countries
7
countries
AdReaction 2014 www.millwardbrown.com/adreaction
ADREACTION MULTISCREEN: CONDUCTED IN 35 COUNTRIES AMONG 17,000+ MULTISCREEN USERS
4
AdReaction 2014 www.millwardbrown.com/adreaction
INCLUDING 12 EUROPEAN MARKETS
5
UK
FRANCE
SPAIN
ITALY
GERMANY RUSSIA
HUNGARY
POLAND
ROMANIA SLOVAKIA
CZECH REPUBLIC
TURKEY
AdReaction 2014 www.millwardbrown.com/adreaction
PLEASE HAVE A LOOK…
7
www.millwardbrown.com/adreaction
Shortlist: Online data visualisation
AdReaction 2014 www.millwardbrown.com/adreaction
SHARE OF SCREEN MINUTES VS. MEDIA SPEND
9
Global Daily Screen Minutes
27%
12% 26%
35% 66%
29%
4% 12%
29%
60%
Global Media Spend
2013 2016
+
AdReaction 2014 www.millwardbrown.com/adreaction
SHARE OF SCREEN REGIONAL COMPARISON
Daily Screen Minutes
30%
13% 28%
29% 26%
12%
25%
38%
EUROPE AMAP
AdReaction 2014 www.millwardbrown.com/adreaction
SCREEN MINUTES BY COUNTRY
11
Highest and Lowest
TV minutes? Highest and Lowest
Smartphone Minutes?
Highest and Lowest
Laptop Minutes
Highest and Lowest
Overall Minutes?
Indonesia
540
Italy
317
Czech Republic
421
Japan
342
UK
148
Vietnam
69 USA
147
Italy
89
China
161 Kenya
65
Russia
158 Germany
77
Nigeria
193 France
79
Germany
137
Canada
124
AdReaction 2014 www.millwardbrown.com/adreaction
PROFILING THE EUROPEAN MARKETS
Screen agnostics Hungary
Czech Republic
Slovakia
Unconvinced by tablets? Italy
Germany France
Turkey
Spain France
UK TV dominant
Smartphone = 2nd screen of choice
Germany Turkey Smartphone = primary screen
Italy
Laptop/ PC = primary screen Poland Romania
Russia
AdReaction 2014 www.millwardbrown.com/adreaction
SCREEN USAGE DURING THE DAY
13
0%
5%
10%
15%
20%
25%
30%
35%
40%
6am to 9am 9am to 12 noon 12 noon to 3pm 3pm to 6pm 6pm to 9pm 9pm to 12midnight
12 midnight to6am
TV Smartphone Laptop Tablet
AdReaction 2014 www.millwardbrown.com/adreaction
IT TAKES 5 HOURS TO CONSUME 7 HOURS OF SCREEN MEDIA
14
TOTAL MINS: 417
NET MINS: 308
Shifting
65%
(Euro 68%)
Simultaneous
35%
(Euro 32%)
At different points in time At the same time
AdReaction 2014 www.millwardbrown.com/adreaction
REASONS FOR SIMULTANEOUS MULTISCREENING
18
20%
25%
27%
28%
39%
42%
Need to get other thingsdone
Someone else has chosenwhat's on TV
Just have TV on forbackground noise
TV not interesting enough forall my attention
To keep up with friends onsocial media (not TV related)
To fill time during ad breaks
11%
14%
19%
24%
To follow up on a TV ad
To interact with what'shappening on TV
To discuss what I’m watching (e.g. via social media)
More information aboutwhat's on TV
Any Stacking Reason
85%
Any Meshing Reason
41%
AdReaction 2014 www.millwardbrown.com/adreaction
MOBILE MARKETING RECEPTIVITY TRAILS TV, BUT NOW ALMOST LEVEL WITH ONLINE
TV Smartphone Laptop Tablet
AMAP
LATAM
NA
EUROPE
61% 44% 44% 42%
64% 46% 43% 40%
51% 31% 31% 31%
41% 26% 24% 26%
AdReaction 2014 www.millwardbrown.com/adreaction
MILLWARD BROWN EFECTIVENESS LEARNING SHOWS DIFFERENT CHANNELS HAVE DIFFERENT ROLES
21
Salience
Meaningful Difference (Message)
Motivation (Purchase Intent)
TV Smartphone Laptop Tablet
Impact per person reached
AdReaction 2014 www.millwardbrown.com/adreaction
28
33
38
17 22 27 32
22
TV ads with URL
TV ads with Facebook
TV ads with
online extras
TV and online show
sponsorship
Sponsored mobile
play-along for live
TV event
Sponsored
online TV voting
for TV show
Online ads promoting
TV ad or show - pre
Online ads promoting
TV ad or show - post
MOBILES HAVE CREATED A NEW SET OF MULTISCREEN MARKETING OPPPORTUNITIES
Receptivity -
GLO
BA
L
Noticed - GLOBAL
Micro-video
TV ads
promoting
mobile app
TV ads with
hashtags
TV show & mobile
app sponsorship
Interactive TV ads
AdReaction 2014 www.millwardbrown.com/adreaction
SAMPLE DECISION: FOR US, HOMOGENEITY TRUMPED REPRESENTIVITY. ODD ONE OUT?
25
AdReaction 2014 www.millwardbrown.com/adreaction
SURVEY CONTENT – WHAT DIDN’T MAKE THE CUT
28
Games consoles and outdoor digital screens
Usage by location
Simultaneous usage of digital devices
Classification, classification, classification
AdReaction 2014 www.millwardbrown.com/adreaction
STARTPOINT WAS A CLEAR VISION OF INTENDED OUTPUTS AND DELIVERABLE APPROACH
29
AdReaction 2014 www.millwardbrown.com/adreaction
WRAP UP
31
Change is good
Go native to properly understand today’s mobile consumers
ONLY put in what you NEED to get out
Making sense of multiscreen
AdReaction 2014
MRMW Berlin, September 25, 2014
Duncan Southgate
Mobile: the sleeping
giant in multiscreen
campaigns
Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW
Association & Media Partners
Event App Partner
Networking Reception Partner Exhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW