Making sense of multiscreen
AdReaction 2014
Presentation for IAB Europe
Making sense of multiscreen in Europe
2
AdReaction 2014 www.millwardbrown.com/adreaction
ADREACTION MULTISCREEN: CONDUCTED IN 35 COUNTRIES AMONG 17,000+ MULTISCREEN USERS
3
AdReaction 2014 www.millwardbrown.com/adreaction
INCLUDING 12 EUROPEAN MARKETS
UK
FRANCE
SPAIN
ITALY
GERMANY RUSSIA
HUNGARY
POLAND
ROMANIASLOVAKIA
CZECH REPUBLIC
TURKEY
AdReaction 2014 www.millwardbrown.com/adreaction
CONTENT
4
Why do we need to better
understandmultiscreen?
How are screens used?
What do people think
of ads on screens?
What should brands do?
5
AdReaction 2014 www.millwardbrown.com/adreaction
PLEASE GO AND HAVE A LOOK…
www.millwardbrown.com/adreaction
WHY DO WE NEED TO BETTER UNDERSTAND MULTISCREEN?
AdReaction 2014 www.millwardbrown.com/adreaction
SHARE OF SCREEN MINUTES VS. MEDIA SPEND
7
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
HOW ARE SCREENS USED?
AdReaction 2014 www.millwardbrown.com/adreaction
SCREEN USAGE DURING THE DAY
10
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
0%
5%
10%
15%
20%
25%
30%
35%
40%
TV Smartphone Laptop Tablet
AdReaction 2014 www.millwardbrown.com/adreaction
HIGHEST & LOWEST SCREEN MINUTES BY COUNTRY
11
Highest and LowestTV minutes?
Highest and LowestSmartphone Minutes?
Highest and LowestLaptop Minutes
Highest and LowestOverall Minutes?
Indonesia
540Italy
317
Czech Republic
421
Japan
342
UK
148
Vietnam
69USA
147
Italy
89
China
161Kenya
65
Russia
158Germany
77
Nigeria
193France
79Germany
137
Canada
124
AdReaction 2014 www.millwardbrown.com/adreaction
PROFILING THE EUROPEAN MARKETS
Screen agnosticsHungary
Czech Republic
Slovakia
Unconvinced by tablets?Italy
GermanyFranceTurkey
Spain FranceUKTV dominant
Smartphone = 2nd screen of choice
GermanyTurkeySmartphone = primary screen Italy
Laptop/ PC = primary screenPolandRomania
Russia
AdReaction 2014 www.millwardbrown.com/adreaction
IT TAKES 5 HOURS TO CONSUME 7 HOURS OF SCREEN MEDIA
13
TOTAL MINS: 417NET 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
OVERALL SIMILAR LEVELS OF SIMULTANEOUS USAGE IN EUROPE
Italy(25)
Philippines(47)
Average(35)
UK
France
Poland
Russia
Hungary
Slovakia
Spain
Czech Republic
GermanyTurkey
Romania
AdReaction 2014 www.millwardbrown.com/adreaction
MULTISCREEN MINUTES BY TYPE
15
TOTAL MINS: 417NET MINS: 308
Shifting
65%
At different points in time
Related content
Unrelatedcontent
Meshing
14%
Stacking
22%
At the same time
AdReaction 2014 www.millwardbrown.com/adreaction
MULTISCREEN MINUTES BY TYPE
16
Related content
Unrelatedcontent
Meshing
13%
Stacking
20%
At the same time
ItalyRomania
UK 7%
France
Spain
Germany
Turkey 19%
UK
24%
15%
AdReaction 2014 www.millwardbrown.com/adreaction
REASONS FOR SIMULTANEOUS MULTISCREENING
17
AdReaction 2014 www.millwardbrown.com/adreaction
REASONS FOR SIMULTANEOUS MULTISCREENING
18
Need to get other things done
Someone else has chosen what's on TV
Just have TV on for background noise
TV not interesting enough for all my attention
To keep up with friends on social media (not TV related)
To fill time during ad breaks
20%
25%
27%
28%
39%
42%
To follow up on a TV ad
To discuss what I’m
watching (e.g. via social
media)
0.11
0.14
0.19
0.24
Any Stacking Reason
85%
Any Meshing Reason
41%
WHAT DO PEOPLE THINK OF ADS ON SCREENS?
AdReaction 2014 www.millwardbrown.com/adreaction
RECEPTIVITY ACROSS SCREENS LOWEST IN EUROPE
TV SmartphoneLaptop 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 SmartphoneLaptop Tablet
Impact per person reached
AdReaction 2014 www.millwardbrown.com/adreaction
17 22 27 3228
33
38
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
MULTISCREEN OPPPORTUNITY PLOT – MARKETING APPROACHES
Rec
eptiv
ity -
GLO
BA
L
Noticed - GLOBAL
Micro-video
TV ads promoting mobile app
TV ads with hashtags
TV show and mobile app sponsorship
Interactive TV ads
WHAT SHOULD BRANDS DO?
24
AdReaction 2014 www.millwardbrown.com/adreaction
THE MAIN IMPLICATIONS FOR MARKETERS ARE
Be Consistent
BeConnected
Be Considered
Be Concise
AdReaction 2014 www.millwardbrown.com/adreaction
BE CONSISTENT
25
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.
AdReaction 2014 www.millwardbrown.com/adreaction
BE CONNECTED
26
“Domino’s were on TV and the app. It made me get one and I love them – it was a good
excuse to treat myself!”
“I liked that Dominos were on TV and on the X Factor app at the same time. They
also had a game too.”
“Domino’s adverts on X Factor made me more
interested in their products”
“Domino’s advertised on TV and on the X Factor app. It’s brilliant when you use
the app alongside the show”
AdReaction 2014 www.millwardbrown.com/adreaction
BE CONSIDERED
27
Edeka (German supermarket) ran a cute but “safe” TV ad featuring their
variety of own brand products
Supergeil has become a huge viral hit and spawned video messages to share
with friends, colleagues etc.
The TV ad achieved relatively few views online
A much riskier, crazier “Supergeil” (= awesome) ad ran online – also featuring their own brand products
AdReaction 2014 www.millwardbrown.com/adreaction
BE CONCISE
28
“Vivo’s television advertising is super funny, and they have very cool advertisements in the brand’s social networks”
Uploads were shared online via Facebook, other social platforms
& a dedicated website
Vivo (Brazilian telco) promoted its good
network connectivity with the “pegabem”
hashtag (“it’s wonderful, it`s good`)
Their TV commercial encouraged
people to share good moments
of their lives
29
AdReaction 2014 www.millwardbrown.com/adreaction
MULTISCREEN = MULTIPARTNER
Media agencies
Facilitate, orchestrate.
Be the experts.
Creative agencies
Ideas with multiscreen
legs
Media owners
Facilitate multiscreen
planning activities
Brands
Increase confidence, experience, competence
Research agencies
Inform, explain, educate, measure
ALL
Integrate, partner, connect,
collaborate
Making sense of multiscreen
AdReaction 2014
Presentation for IAB Europe
Making sense of multiscreen in Europe