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September 21st 2010
BMMA Presentation
David Merzel, Country Manager Entertainment & Devices
Ervan Pouliquen, General Manager Consumer & Online
01 Lifestyles are evolving
and becoming more
and more digital
02 Regardless of where
and when, we can
always be connected
03 PCs and TVs are
becoming one and the
same
04 There are now generations
that didn’t know life before
the internet
The Situation
Pre-PC Era(1980)
PC Era(1995)
Internet Era(2000)
Consumer Era
(Today+)
Consumer (R)evolution
Connected
Informed
Choice
Personalized
Anywhere,
Anytime
50
45
40
35
30
25
20
15
10
MIL
LIO
NS
OF
US
ER
SRadio
38 yearsTV13
years
Internet
4 years
iPod3 years
Facebook: 100M
9 months
5
Seismic Shift calling for New Marketing
Passive Engaged>
Interrupt Relevant>
Mass Targeted>
Broadcast Interactive>
30 Seconds Extended time>
Advertiser Control Consumer Control>
Publisher Timetable My Timetable>
Single platform Multiple Media Platforms>
The Marketer’s Dilemma
How do you manage:
• The changing media landscape?
• Evolving consumer needs and behaviour?
• Measuring success?
• Fragmenting audiences?
• Breaking through the clutter?
9
10
The Rise of Media Multi-taskers
• 2 out of 3 European internet users
use the internet whilst watching TV
• Men and women equally are
media multi-taskers
• More people are surfing the internet
during TV commercial breaks
• The number of media multi-taskerswill increase as netbook and laptop
penetration grows
• TV and internet can converge perfectly
offering much deeper engagement
Used in combination can increase
purchasing intent by up to 50%
SOURCE: MEET EUROPE’S MEDIA MULTI-TASKERS
“THE RISE OF SIMULTANEOUS TV AND INTERNET CONSUMPTION ACROSS EUROPE”
Europe's multi-taskers
Source: Media meshing - UK, FR, DE, ES, IT, DK, BE
• Usage of the Internet whilst also watching TV is now very much a mainstream
activity
What are they doing whilst watching TV?
Source: Media meshing - UK, FR, DE, ES, IT, DK, BE
Seamless Multiscreen Experiences
Multi-Screen brand building for ‘Avatar’
65%: One Screen
73%: Two Screens
88%: Three Screens
Expressed
interest in seeing
Avatar
58%: One Screen
68%: Two Screens
88%: Three Screens
Engaged with
the brand
67%: One Screen
76%: Two Screens
81%: Three Screens
Liked the
campaign
15%: One Screen
23%: Two Screens
44%: Three Screens
Saw the
movie
Continuing the partnership
Online video ads increase the efficacy of TV spots
Source: Nielsen IAG, P13+, Premium Online Video Measurement 2007-09 for Personal Care products
64%
47% 47%
19%
44%
26%
17%13%
General Recall Brand Recall Message Recall Likeability
Online Video+TV
Online Video+TV exposed TV exposed
Create the most
targeted campaigns
Targeting is more important than ever
We offer technologies to target the right audiences
at the right time, in the right place
Right audience, right time, right place
Driving engagement
Online ads are more than banner. They can be very
immersive as long as you choose the right
technology, creative and context
Communication Information Entertainment
Surfing Transactions Creation
People don’t just surf the web, they are fulfilling fundamental needs
Context Matters
Source: Context Matters
UK, FR, DE, NO, CA, BR
Co
mp
lete
ly F
oc
us
ed
Dis
trac
ted
Information
Communication
Creation
Transaction
Entertainment
Surfing
Users are most attentive when info seeking or doing Transactions; conversely
they’re most distracted when Surfing, Creating or being Entertained online
Context Matters
Source: Context Matters
UK, FR, DE, NO, CA, BR
Offline
Online
Conclusion
Your audience is online - more than TV
They are using Microsoft properties – 94% reach
Our insights tell you who they are – our technology
allows us to target them
You choose who you want to speak to – Targeting is key
And Microsoft Advertising can help you start the
conversation – from increasingTV ROI through online
to multi-screen engagement campaigns
01
02
03
04
05
80 million usersin Europe per month
Bing
17 millionEuropean pro’s per month
Office Online
Premium inventory from
300 of the Web’stop publishers
Microsoft Media Network
90+partnerships with mobile carriers in
48 markets
Over
19.4 million Unique Usersevery month
Microsoft Mobile Media Microsoft Gaming Media
Xbox LIVE36 millionactive users who have spent15 billion hours interactive worldwide
Massive (in game ads)Over 5.5 milliongamers playing 59+ titles in Europe
121 million usersin Europe per month
WL Hotmail
No.1messenger service
113 million usersin Europe per month
WL Messenger WL Sharing
73million usersin Europe per month
No.1 email service
167 million usersin Europe per month
Source comScore Q4/09 – European Monthly Average/ comScore M:Metrics, average ending December/Microsoft Internal
MSNNo.1 Portal
Over
119 million usersin Europe per month
A Unique Portfolio of Media Assets
Thank you for your time
N’hésitez pas à nous contacter:
• David Merzel, [email protected] , cell: 0477 451490
• Ervan Pouliquen, [email protected], cell: 0475 630463
The End
