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

Print

€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 | tharkest@microsoft.com| @thomarkestaal