© MTM London 2010 | Prepared by MTM London. Contact jon.watts@mtmlondon.com; Tel +44 (0) 20 7395 7510

Three screening – facts, fictions and fads

8th November 2010

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© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 2

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Three screens – facts, fictions and fads?

• Setting the scene

• Panel discussion:

− Three screens – what’s happening?

− Implications?

− The future – what next?

• 2015 predictions – facts, fictions or fads?

AGENDA

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 3

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Internet connectivity and IP- connected devices are proliferating in the UK and across Europe WHAT’S HAPPENING?

• Growth of higher-speed broadband …

• … and of wireless/mobile internet connectivity

• Rapid take-up of smartphones …

• … and proliferation of new networked devices: tablets, consoles, TVs

Growing numbers of consumers are consuming across multiple screens

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 4

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Today, 10% of Europeans are regularly using three screens to access and consume content – 55% are 16-34, 55% are maleMULTI-SCREENERS

“1 in 10 (52m) Europeans across the

15 countries surveyed [by the EIAA] watch TV,

use the internet on a PC or laptop and use the internet on a mobile phone or

PDA”

Source:EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 5

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Internet emerges as the ‘must have’ media amongst these multi-screeners with two thirds (66%) claiming they would be lost without it

17%

6%

66%58%

8%4% 1%

35%

12%

31% 28%

3%9%

2%

Watch television(not through

Internet)

Listen to theRadio (not

throughInternet)

Use the Internet(total)

Use the Internet(PC)

Use the Internet(Mobile)

ReadNewspapers

Read Magazines

Multi-Screeners

Non Multi-Screeners

Q5h. Which one of the following types of media would you be lost without?

We found that multi-screeners in Eastern Europe are more likely to feel lost without the internet with 79% claiming they could not be without it compared with only 14% feeling lost without television

EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 6

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29%Watch video

online*

46%

37%37%

Multi-ScreenersNon Multi-Screeners

40%

23%Download

music*

21%Download

video clips/content*

23%Listen to

the radio*25%

Game online*

30%

Q7b. Which of the following types of web activities do you use at least once a month (via PC, laptop, mobile phone or PDA)?

* via PC, laptop, mobile phone or PDA

Multi-screeners are keen online video consumers and their thirst for entertainment does not stop there

EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 7

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TV

INTERNET ON PC

NEWSPAPER

MAGAZINE

68%

34%

29%

AT LEAST ONE OTHER MEDIA: 86%

38%

INTERNET ON

MOBILE

TV

INTERNET ON PC

NEWSPAPER

MAGAZINE

26%

28%

20%2%

INTERNET ON

MOBILE

Multi-Screeners Non Multi-Screeners

86% of multi-screeners use at least one other media whilst they watch TV with 68% using the internet, compared to 26% of

TV watching non multi-screeners

AT LEAST ONE OTHER MEDIA: 69%

European multi-screeners are sophisticated media meshers

EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)

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In the UK, twin-screening and multi-screening appear common …UK MULTI-SCREENING ACTIVITY

Source: Yahoo!, Appetite – The Hunger for Mobile Media (2010)

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Going forwards, three-screen users – and twin-screening behaviours – are likely to become far more common

FOR EXAMPLE: USA TWIN-SCREENING

Source: Source: Nielsen Cross-Platform Homes, March 2010; Simultaneous users are those who simultaneously used the TV and the internet for at least one minute during the month 

71% of people use both TV and internet; more than half use TV

and internet simultaneously

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 10

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For marketers, the growth and development of a three-screen media market could create compelling new opportunities …

• Campaigns can build effectiveness across channels, as consumers respond to messages in one channel

• Ability to engage more deeply and retarget

• New combinations of brand-building, performance and direct response

POTENTIAL OPPORTUNITIES

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… as well as important new challenges

• (Even) greater variation between different groups of consumers?

• Media measurement becomes more challenging?

• Far more data sets to combine and manage?

CHALLENGES

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And in the future … ?

WHAT’S NEXT

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To help us understand what’s happening …

• Tim Hussain – Head of Mobile and Video Advertising, BSkyB

• Alison Fennah – Executive Director, EIAA

• Louisa Wong – Director of Media Platforms, iProspect (Aegis)

• Louise Ainsworth – Managing Director, EMEA, Nielsen

• Laura Chaibi – Director of Research EMEA, Yahoo!

OUR EXPERT PANEL

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1. What’s happening?

2. Opportunities & challenges?

3. The future?

We’ll structure our discussion around three areas …

STRUCTURE OF OUR DISCUSSION

Three screens: facts, fictions

and fads

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What’s happening across the media market today?

1. What’s happening?

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What are the opportunities and challenges for advertisers?

SO WHAT?

2. Opportunities and challenges?

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How will three screening change the media market?

WHAT HAPPENS NEXT?

3. The future?

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Time for some audience participation …

Facts, fictions and fads

Facts Fictions Fads

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The winning lottery numbers in 2015’s first draw are …

Facts, fictions and fads

3 9 21

28 29 42

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The X-Factor will be the UK’s most popular television programme …

Facts, fictions and fads

… in 2015?

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HD ‘technology add-ons’ will allow consumers to project content from most devices onto any wall …

Facts, fictions and fads

… in 2015?

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Panoramic sunglasses that stream video will be common …

Facts, fictions and fads

… in 2015?

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 23

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Games console will become media consoles, powering multiple screens in the house with media services …

Facts, fictions and fads

… in 2015?

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 24

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New flexible screen technologies will emerge and the first epaper newspapers will go on sale …

Facts, fictions and fads

… in 2015?

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 25

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Little screens will continue to amplify big screen success – Susan Boyle moments will be commonplace …

Facts, fictions and fads

… in 2015?

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 26

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Reliable multi-screen media measurement solutions will be readily available in the UK …

Facts, fictions and fads

… in 2015?

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 27

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EU Commission lobbies for the break up of major media corporations …

Facts, fictions and fads

… in 2015?

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 28

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The majority of people in the UK will be able to access internet services through their TV …

Facts, fictions and fads

… in 2015?

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 29

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Anyone under the age of 20 will spend more time consuming online video than linear TV …

Facts, fictions and fads

… in 2015?

© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 30

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Thank you to our panel

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Contact information

Jon.watts@mtmlondon.com

Jon Watts

Co-founder and Director

MTM London

1 Earlham Street

London

WC2H 9LL

United Kingdom

Telephone: +44 (0) 20 7395 7510

www.mtmlondon.com

Laura Chaibi Director of Research and Insights EMEA & GST outreach

Yahoo! 125 Shaftesbury ave, London, WC2H 8AD

 email: lchaibi@yahoo-inc.com direct +44 (0)207 131 1466mobile +44 (0)7976 454 503