mobile in multiscreen campaigns - millward brown

September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW

Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors

MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor


Making sense of multiscreen

AdReaction 2014

MRMW Berlin, September 25, 2014

Duncan Southgate

Mobile: the sleeping

giant in multiscreen

campaigns

AdReaction 2014 www.millwardbrown.com/adreaction

TODAY’S SESSION

2

How mobiles are used in the multiscreen mix

How mobile opens up new multiscreen marketing opportunities

Lessons learned from this huge mobile research study


OVER A DECADE OF ADREACTION INSIGHTS

SOCIAL DEEP DIVE

20

01

20

03

20

05

20

07

20

09

• 35 countries

• Quant plus qual

• Online deliverable

• First time conducted

exclusively on mobile

20

14

ONLINE VS. TRADITIONAL TRENDS MULTISCREEN

20

12

MOBILE DEEP DIVE

US US US, UK 18

countries

7

countries

7

countries


ADREACTION MULTISCREEN: CONDUCTED IN 35 COUNTRIES AMONG 17,000+ MULTISCREEN USERS

4


INCLUDING 12 EUROPEAN MARKETS

5

UK

FRANCE

SPAIN

ITALY

GERMANY RUSSIA

HUNGARY

POLAND

ROMANIA SLOVAKIA

CZECH REPUBLIC

TURKEY


SO WHAT DID WE LEARN?

6


PLEASE HAVE A LOOK…

7

www.millwardbrown.com/adreaction

Shortlist: Online data visualisation

HOW MOBILES ARE USED IN THE MULTISCREEN MIX


SHARE OF SCREEN MINUTES VS. MEDIA SPEND

9

Global Daily Screen Minutes

27%

12% 26%

35% 66%

29%

4% 12%

29%

60%

Global Media Spend

2013 2016

+


SHARE OF SCREEN REGIONAL COMPARISON

Daily Screen Minutes

30%

13% 28%

29% 26%

12%

25%

38%

EUROPE AMAP


SCREEN MINUTES BY COUNTRY

11

Highest and Lowest

TV minutes? Highest and Lowest

Smartphone Minutes?

Highest and Lowest

Laptop Minutes

Highest and Lowest

Overall Minutes?

Indonesia

540

Italy

317

Czech Republic

421

Japan

342

UK

148

Vietnam

69 USA

147

Italy

89

China

161 Kenya

65

Russia

158 Germany

77

Nigeria

193 France

79

Germany

137

Canada

124


PROFILING THE EUROPEAN MARKETS

Screen agnostics Hungary

Czech Republic

Slovakia

Unconvinced by tablets? Italy

Germany France

Turkey

Spain France

UK TV dominant

Smartphone = 2nd screen of choice

Germany Turkey Smartphone = primary screen

Italy

Laptop/ PC = primary screen Poland Romania

Russia


SCREEN USAGE DURING THE DAY

13

0%

5%

10%

15%

20%

25%

30%

35%

40%

6am to 9am 9am to 12 noon 12 noon to 3pm 3pm to 6pm 6pm to 9pm 9pm to 12midnight

12 midnight to6am

TV Smartphone Laptop Tablet


IT TAKES 5 HOURS TO CONSUME 7 HOURS OF SCREEN MEDIA

14

TOTAL MINS: 417

NET MINS: 308

Shifting

65%

(Euro 68%)

Simultaneous

35%

(Euro 32%)

At different points in time At the same time


REASONS FOR SIMULTANEOUS MULTISCREENING

18

20%

25%

27%

28%

39%

42%

Need to get other thingsdone

Someone else has chosenwhat's on TV

Just have TV on forbackground noise

TV not interesting enough forall my attention

To keep up with friends onsocial media (not TV related)

To fill time during ad breaks

11%

14%

19%

24%

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

Any Stacking Reason

85%

Any Meshing Reason

41%

HOW MOBILE OPENS UP NEW MARKETING OPPORTUNITIES


MOBILE MARKETING RECEPTIVITY TRAILS TV, BUT NOW ALMOST LEVEL WITH ONLINE


AMAP

LATAM

NA

EUROPE

61% 44% 44% 42%

64% 46% 43% 40%

51% 31% 31% 31%

41% 26% 24% 26%


MILLWARD BROWN EFECTIVENESS LEARNING SHOWS DIFFERENT CHANNELS HAVE DIFFERENT ROLES

21

Salience

Meaningful Difference (Message)

Motivation (Purchase Intent)


Impact per person reached


28

33

38

17 22 27 32

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

MOBILES HAVE CREATED A NEW SET OF MULTISCREEN MARKETING OPPPORTUNITIES

Receptivity -

GLO

BA

L

Noticed - GLOBAL

Micro-video

TV ads

promoting

mobile app

TV ads with

hashtags

TV show & mobile

app sponsorship

Interactive TV ads

RESEARCH LESSONS LEARNED


METHOD DECISION

24

or


SAMPLE DECISION: FOR US, HOMOGENEITY TRUMPED REPRESENTIVITY. ODD ONE OUT?

25


SAMPLING APPROACH – WILL IT BLEND?

26


SURVEY LENGTH – KEEPING IT TIGHT & LIGHT

27


SURVEY CONTENT – WHAT DIDN’T MAKE THE CUT

28

Games consoles and outdoor digital screens

Usage by location

Simultaneous usage of digital devices

Classification, classification, classification


STARTPOINT WAS A CLEAR VISION OF INTENDED OUTPUTS AND DELIVERABLE APPROACH

29


HOW THE FINAL SITE LOOKS

30


WRAP UP

31

Change is good

Go native to properly understand today’s mobile consumers

ONLY put in what you NEED to get out

Making sense of multiscreen

AdReaction 2014

MRMW Berlin, September 25, 2014

Duncan Southgate

Mobile: the sleeping

giant in multiscreen

campaigns

Title Sponsor Gold Sponsors

Silver Sponsors

Premier Sponsor Bag Sponsor Workshop Sponsors


Association & Media Partners

Event App Partner

Networking Reception Partner Exhibitor


September 23-26, 2014 Ramada Hotel Berlin-Alexanderplatz

Organized by

#MRMW

mobile in multiscreen campaigns - millward brown

Business

adreaction multiscreen

share of screen minutes

screen usage

global daily screen

hours of screen media

lowest smartphone minutes

multiscreen mix

lowest laptop minutes