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Multiscreen marketing campaigns. Where creativity meets technology.
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CREATIVITY MEETSTECHNOLOGY INTHE MULTI-SCREEN ERA
Hristo Hristov, CEOAmaliya Abbas, Senior Brand Manager
IAB Forum, Sofia, 11.03.2014
29500000000000000000000
There are now 295 exabytes of data floating around the world – that's 29,500,000,000,000,000,000,000 pieces of information. 315 timesthe number of grains of sand on Earth. While you think this is enormous,it is still less than one per cent of the information that is stored in theDNA of a single human being.
Every day the average person receives the equivalent of around 174newspapers of information. 86 pages-long newspapers. Every daythe average person is exposed to around 5000 marketing messages.
Source: Dr Martin Hilbert, University of Southern California / New York Times
A complete information overload.Information, bombarding us from TVs, computers,laptops, smartphones, tablets, video consoles etc.
TRANSMEDIA STORYTELLING
There are now so many places to experience content,a new way of storytelling is being born - multiplatform storytelling - the technique of telling a single story or
story experience across multiple platforms and formats using current digital technologies.
NOT IF, BUT HOW
So if consumers are using second screens while watching TV, are they using them merely as distractions? Or are they using these second screens to engage more deeply with what they’re watching? The answer is both. But consumers are also using second screens for activities that are directly related to the content they’re viewing, as almost half of tablet owners look up information about what they’re watching.
Therefore the real question is not if, but how do peopleinteract with and move between devices and screens?
73.5% 53.5%
57.7%
USAGE
SMARTPHONESUSAGE
TELEVISIONADS
ONLINEADS
BROWSE WHILEWATCHING TV
58.4%
TRUST
Source: Digitribe Report 2013
SIMULTANEOUS
VS.
SEQUENTIAL
Sequential is when we move from one device to another to complete a single goal: check a website, redeem an offer, book a flight.
Simultaneous is when we engage with multiple devices at the same time.Almost 50% of second screen usage, while watching TV, comes from smartphones compared to 34% from laptops.*
Today’s consumers are ready to connect with your business on every screen — from smartphones and tablets to computers and TVs. That’s a great opportunity, but only if you can give them a great browsingexperience, regardless of what device they’re on. In order to give you their time and attention, today’s busy consumer expects your ad to be an intelligent, engaging and creative one.
*Source: Google
DEFINEDESIGNDELIVER
DEFINEThis stage is about planning for and thinking about the consumer
journey, our goal and how we are going to achieve it, the strategies we are going to use.
DESIGNThis stage is about designing the campaign, the experience, think-
ing about how to position the product and make the consumer relate to it.
DELIVERThis stage is about activation, figuring out the tactical approach and
delivering the consumer experience.
THINKING ABOUTTHE CONSUMER JOURNEY
GAMIFYING TV ADSAPP+TVSMALL SCREEN+TV DURINGLIVE EVENTSINCENTIVIZINGAD ENGAGEMENT
GAMIFYING TV ADSEngage TV viewers by adding multi-screen gaming elements that are fun to play and also tied into contests and prizes. For example, you can create a TV ad, that contains clues and then encourage
viewers to keep viewing the ad in order to find all of them and upload them to the campaign website, scan them with an app etc.
APP + TVUse an app that syncs to a TV show or ad and uses the mobile device to show how to buy in-show
products, or shows products related to the TV content. This offers not only a great and different pur-chase experience but also adds value for viewers.
SMALL SCREEN + TV DURING LIVE EVENTSSports and other major events are a prime opportunity to leverage multi-screen viewing. Sports fans -- the most engaged TV viewers -- can be further engaged through supplemental information, sports statistics and commentaries, or a group viewing experience. Accompanying apps, or ads which provide
this information on mobile devices, can add value.
INCENTIVIZING AD ENGAGEMENTReward TV viewers for watching commercials or multi-screen branded messaging with incentives like freebies and coupons. One option is to allow users to check in to TV shows, movies and even ads in
order to win prizes, bonuses, discounts etc . A great incentive is to provide exclusive content, such as behind-the-scenes and video extras.
Coca-Cola: CokePolarBowl
56,266UNIQUE VISITORSAT FREE2SEE.BGDURING THE TEASERCAMPAIGN
1200 5000FACEBOOKSHARES
VIDEO VIEWSON VBOX
free2see.bg
NOVA: #free2see
S I MU LTAN EOU S
S I MU LTAN EOU S
S EQU EN T I A L
S I MU LTAN EOU S
S I MU LTAN EOU S
S EQU EN T I A L
FOCUS ON THE CONSUMERJOURNEY AND THE CONSUMERWILL REWARD YOU WITH MUCHMORE THAN FOCUS.
