east africa multiscreen marketing 2014
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East Africa Multiscreen Marketing 2014TRANSCRIPT
Marketing in the multiscreen world
AdReaction 2014
Sankara Hotel
20 August 2014
AdReaction 2014
2
why should we care about
multiscreen …
how are screens used …
what do consumers think
of ads on screens …
what should brands do …
AdReaction 2014
10th edition …
conducted in 30 countries around the world
3
sample size: Global: 12,000 Kenya: 350
15 question survey
conducted via smartphone or tablet
target : age 16 - 45 years have access to TV
and a smartphone (or tablet)
AdReaction 2014
4 http://www.youtube.com/watch?v=G7R4uONsWCM
Lance Ulanoff
US tech and social media commentator
Former editor-in-chief of PCMag.com what is multi-screening… click to view
AdReaction 2014
growing ownership of smartphones & tablets is creating a new media landscape
5
global shipments
725
349 145
238
1,004
315 227
227
2012 2013
TV Smartphone Laptop Tablet
AdReaction 2014
smartphone penetration
Source: GMSA, Sub-Saharan Africa
Mobile Economy, 2013
“smartphones made up 67
per cent of devices sold by
leading Kenyan operator
Safaricom in 2013”
source: Human IPO, 2014
smartphones will
increasingly play a central
role in media strategy as
penetration is expected to
deepen among consumers
how much are screens used …
AdReaction 2014
roughly how long did you spend yesterday … 8
TV Smartphone Laptop Tablet
Device Key
total mins: 404 Kenya vs. 417 global
132 minutes
(33%)
174 minutes
(43%)
65 minutes
(16%)
33 minutes
(8%)
global Average: 113 min
global Average:108 min
global Average: 50min
global Average: 147 min
: daily screen usage (minutes)
7 hours window of
opportunity to connect with
Kenyan multi-screen
consumer daily
67% of the opportunity
massively under-utilized as
most brand play mainly on
the TV space
AdReaction 2014 : how screen minutes compare across countries …
roughly how long did you spend yesterday… 9
TV Smartphone Laptop Tablet
Device Key
89
132
69
132
113
85
65
161
117
108
109
79
174
193
181
147
34
14
33
115
110
50
Italy
France
Japan
Canada
Germany
South Korea
India
Mexico
Turkey
Spain
Australia
Kenya
UK
Argentina
Russia
South Africa
Saudi
Thailand
Colombia
Nigeria
USA
Vietnam
Brazil
China
Phillipines
Indonesia
GLOBAL
Kenya
= 417
= 404
= 540
= 317
mainly driven by the
‘personal screens’ (phone &
tablets/PC), emerging
markets out performs the
‘developed world’
closer home, Nigeria & SA
has bigger opportunity
compared to Kenya
AdReaction 2014 : screen usage by day parts
multiple screens offer
an all day opportunity
to connect with
consumers …
what times of day yesterday were you… 10
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
6am to9am
9am to 12noon
12 noon to3pm
3pm to6pm
6pm to9pm
9pm to 12midnight
12midnightto 6am
TV Smartphone Laptop Tablet
Device Key
how are screens used …
AdReaction 2014
AT THE SAME TIME
AT DIFFERENT POINTS IN TIME
: multiscreen minutes by type …
shifting constitutes the
biggest opportunity (5
hours of screen time) for
synergistic multiscreen
campaigns.
12
SHIFTING
200’
66%
SIMULTANEOUS
103’
34%
total mins: 404 kenya vs. 417 global
net mins: 303 kenya vs. 308 global
Global
199’
65%
Global
109’
35%
simultaneous:
at the same time as you were watching TV
yesterday, how much time did you also
spend using the Internet?
(Can be related or unrelated content)
shifting:
consumer interaction with screens at
different points in time (total screen time
less simultaneous screen time)
AdReaction 2014
RELATED CONTENT
UNRELATED CONTENT
AT THE SAME TIME
AT DIFFERENT POINTS IN TIME
… 2 hours spent meshing
& stacking daily
winning consumer attention
& keeping it is critical
meshing: related content
while you were watching TV and using the
Internet yesterday, how much of the time
were you doing something related to what
was happening on TV?
stacking : unrelated content
simultaneous minutes minus meshing min 13
SHIFTING
200’
66% STACKING
74’
25%
total mins: 404 Kenya vs. 417 global
net mins: 303 Kenya vs. 308 global
MESHING
29’
9%
Global (199’)
65%
Global (67’)
22%
Global (42’)
14%
: multiscreen minutes by type …
AdReaction 2014
… similar trends globally,
where meshing & stacking
takes up a third of screen
time
14
7%
9%
28%
14%
25%
29%
14%
22%
66%
75%
53%
65%
South Africa
UK
France
Kenya
Argentina
Saudi
Italy
Canada
Japan
Spain
Australia
Nigeria
Vietnam
Brazil
USA
Russia
Mexico
India
Germany
Colombia
China
Indonesia
Turkey
South Korea
Phillipines
Thailand
GLOBAL
Kenya
MESHING STACKING SHIFTING
Usage Key
simultaneous: At the same time as you
were watching TV yesterday, how much
time did you also spend using the Internet?
meshing: related content
While you were watching TV and using the
Internet yesterday, how much of the time
were you doing something related to what
was happening on TV?
stacking : unrelated content
Simultaneous minutes minus meshing min
: multiscreen minutes by type …
AdReaction 2014
social media stacking is the
multiscreen equivalent of
putting the kettle on.
leveraging on meshing …
providing consumers with
avenues to interact / follow
up / connect / go viral…
with content / ad (#tags,
facebook, website etc)
why do you also use a second device (laptop, smartphone, or tablet) when you are watching TV? 15
14%
22%
31%
41%
18%
17%
17%
29%
32%
51%
To follow up on a TV ad
To interact with what'shappening on TV
To discuss what I’m watching (e.g. via social media)
More information aboutwhat's on TV
TV not interesting enough forall my attention
Need to get other things done
Just have TV on forbackground noise
Someone else has chosenwhat's on TV
To fill time during ad breaks
To keep up with friends onsocial media (not TV related)
ANY
STACKING
REASON:
80%
(85% global)
ANY
MESHING
REASON:
60%
(41% global)
Kenya Global
: reasons for simultaneous multi-screening …
how do screens interact …
AdReaction 2014 : simultaneous and exclusive usage by device
Kenyan consumers are likely
to use smartphones much
more exclusively than other
screens …
17
TV Smartphone Laptop Tablet
Device Key
+ 19 MINS
(29%)
+ 67 MINS
(38%)
+ 17 MINS
(52%)
46 MINS (71%)
108 MINS (62%)
16 MINS (48%)
Global Average: 77 (71%)
Global Average: 31 (29%)
Global Average: 93 (63%)
Global Average: 25 (51%)
Global Average: 24 (49%)
Global Average: 54 (37%) AT THE
SAME TIME
AT DIFFERENT POINTS IN TIME
AdReaction 2014
START ON TV LAPTOP SMARTPHONE TABLET
CONTINUE
ON (%)
TV - 6 26 3
LAPTOP 18 - 17 4
SMARTPHONE 49 13 - 3
TABLET 8 7 7 -
sequences of screen shifting (related content)
multiscreen sequences are
most likely to start on TV and
proceed to a smartphone
… but many other
behaviours happen too.
TV generally seem more of a
trigger / start-point and digital
devices are generally used
more to continue/ complete
tasks.
18
In which of the following ways do you
sometimes shift the same task from one
device to another at a later time?
(By a task, we mean things like
watching a show or video, searching for
information, shopping, planning a trip or
social networking)
what do consumers think of multiscreen marketing …
AdReaction 2014
ad receptivity by screen (favourability & attention)
Kenyans more receptive
and attentive across screens
than their global
counterparts.
TV still the most preferred
screen, but smartphone is
emerging as a strong
contender to favorability and
attention.
FAVOURABILITY
how would you characterize your
attitude towards each of the following
formats of advertising?
ATTENTION
each time you see each of the following,
how much do you typically pay
attention? 20
43
56
46
68
VERY/ SOMEWHAT
FAVOURABLE %
75
78
70
94
PAY AT LEAST SOME
ATTENTION %
41
25
24
23
GLOBAL AVERAGE
72
52
51
52
GLOBAL AVERAGE
base: all answering base: own or have access to device
AdReaction 2014
30%
83%
56%
17%
65%
39%
16%
67%
67%
38%
19%
59%
37%
France
Slovakia
Czech…
Poland
Russia
Australia
Germany
Hungary
South Africa
Italy
UK
USA
Canada
Spain
Japan
Turkey
Vietnam
China
Argentina
Indonesia
South Korea
Colombia
India
Mexico
Brazil
Saudi
Thailand
Phillipines
Kenya
Nigeria
Globalhow receptivity compares across countries
Nigerians and Kenyans are
most positive to ads
generally … opportunity for
marketers to leverage.
22
Global 43%
68%
66%
56%
53%
52%
52%
50%
49%
49%
47%
43%
42%
42%
42%
41%
38%
37%
37%
35%
34%
34%
33%
29%
29%
29%
25%
24%
23%
23%
22%
Marketing receptivity =
Average of favorability (very/somewhat
favorable) and attention (pay at least some
attention)
TV Smartphone Laptop Tablet
Device Key
AdReaction 2014
why do you like watching TV advertisements … (August, 2014)
(ABC1)
(C2D)
… Kenyan consumers watch ads for all kinds of reasons
AdReaction 2014
35
45
55
65
18 23 28 33 38 43 48
multiscreen opportunity – marketing approaches
TV ads promoting web URLs and
Facebook pages are most familiar.
receptivity is strongest for micro-
video and TV ads promoting web
URLs. Generally, “entertainment” is
more appealing than “more
information”.
the lack of a single familiar and
popular approach means that
Kenyan marketers will likely need to
experiment with multiple ways of
connecting across screens.
24
noticed - kenya
rece
pti
vit
y -
Ken
ya
TV ads with url
TV ads
with FB
TV ads with
hashtags
Interactive TV ads
TV ads with
online extras
TV ads promoting
mobile app
TV &online show
spon
TV show and mobile
app sponsorship
Sponsored
mobile play
along game
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
Micro-video
RECEPTIVITY: Which of the following types of multiscreen advertising have you ever noticed?
NOTICED: Which types of multiscreen advertising do you feel positive towards? (data among
those ever noticed)
what should brands do …
AdReaction 2014
26
be connected
be consistent
be considered
be concise
AdReaction 2014
be connected
EABL’ s Guinness MVIP is a
fantasy football challenge that
sought to give consumers
deeper and richer football
experience.
• TV was used to generate
awareness of the
campaign
• audience were then given
directions – from the TVC
– on how to participate
using their mobile phones
27
started with Football
manager Roberto Di
Matteo launching the
campaign. Campaign
was a mobile fantasy
football league.
TVC directed
participants to the
WAP portal where
consumers
registered and
participated.
TVC was rolled out
to build awareness
and generate
interest among
potential
participants.
describe a positive experience you have had with the
same brand across multiple screens. What was the
brand, and what did they do that you liked?
AdReaction 2014
be concise
Safaricom launched a TV and
social media campaign to
promote its data offering as
well as fun/cool positioning.
• consumers were requested
to share interesting videos
using Whatsapp.
• #safaricomyoutubechalleng
e was used to generate
buzz in the social media
28
Youtube challenge
launched by Safaricom
to drive data uptake as
well as enhance
association with fun.
#safaricomyoutubechallen
ge hashtag was also used
to direct conversation on
video would later be
uploaded to Safaricom
Youtube channel as
well as aired on TV.
campaign encouraged people
to share interesting personal
videos using Whatsapp.
AdReaction 2014
be considered
all screens can achieve all
brand-building tasks, but
different screens do imply
certain attributes and can play
specific roles. let these
starting assumptions work to
your advantage.
Edeka, a German
supermarket, used two very
different creative approaches
to promote the variety of their
own-brand products.
• the TV ad features children in
a supermarket and is clearly
aimed at a more conservative,
family-focused demographic.
• the wacky online and viral
elements are targeted at a
younger, more fun-loving
audience. 29
Edeka ran a cute, but
“safe,” TV ad
featuring the variety
of their own-brand
products.
Supergeil has
become a viral hit
and spawned
further digital
elements.
The TV ad achieved
relatively few views
online.
A much riskier, but
memorable,
“Supergeil” ad ran
online – also
featuring their own-
brand products.
AdReaction 2014
be consistent …'dumb ways to die’
the biggest multiscreen
opportunity is not
simultaneous connections
between screens, but
rather, a consistent
presence across
screens, whenever and
wherever someone
chooses to engage with
your brand.
• dumb ways to die
simplicity inter-twined with
humor, charm/wit worked
very well.
• the campaign run across
channels (online, radio
and print ads, and
gaming).
• culminating in a great
integrated campaign.
AdReaction 2014
be consistent …'dumb ways to die’
the biggest multiscreen
opportunity is not
simultaneous connections
between screens, but
rather, a consistent
presence across
screens, whenever and
wherever someone
chooses to engage with
your brand.
• dumb ways to die
simplicity inter-twined with
humor, charm/wit worked
very well.
• the campaign run across
channels (online, radio
and print ads, and
gaming).
• culminating in a great
integrated campaign.
click to view
AdReaction 2014
Marketing in the multiscreen world
AdReaction 2014
thank you …
To find out more contact:
Chris Karumba
Millward Brown East Africa