multi screen whitepaper - influencia › data › document › multi-screening-the-who-what … ·...

May 2013

MULTI-SCREENINGTHE WHO, WHAT, AND WHEN FOR MARKETERS

CONTENTS.

Executive Summary

Key Takeaways

Introduction

Reasons for growth 1. Mobile is becoming a hot favorite in the consumers’ media world

2. Increase in multi-screen activity and multi-tasking

3. Growth in mobile advertising and the impact on purchase behaviour

What does Multi-screen mean for marketers?

10 Ways Marketers are using the multi-screen opportunity

What does it take for marketers to succeed in the Multi-screen era?

Conclusion

Appendices

Multi-Screening: The Who, What, and When for Marketers

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EXECUTIVE SUMMARY

Increasingly, TV viewers are engaging with visual content across a variety of devices (such as smartphones and tablets), which act as bridges and encour-age them to view across multiple screens at one time. There are three main reasons for the growth in multi-screen viewing discussed in this whitepaper:

The explosive growth in mobile usage An increase in multi-screen activity and multi-tasking among users The increasing acceptance of mobile advertising and purchasing

Marketers are beginning to leverage activities across multiple screens to push brands: using the small screen during live events for big impact cam-paigns; driving personal engagement with dynamic ads; gamifying ads, and bridging a campaign’s TV and digital elements. There are many more to be discovered. The continuously evolving digital revolution and the reality of increasing multi-tasking among consumers has made it key that marketers develop and maintain a multi-screen strategy, to provide a deeper brand experience that reaches across channels and devices.

KEY TAKEAWAYS1. Multi-screen viewing - the use of a second electronic device (often a smartphone or tablet) by television viewers to connect to a program they're watching - is growing rapidly.

2. There are three main reasons for this explosive growth: Increasing use of mobile devices Increase in dual-screen activity and multi-tasking Growth and increasing comfort levels in mobile advertising

3. Marketers have been paying attention, and are utilizing the activity on multi-screens to push their brands in several ways: by leveraging the small screen during big live events, by incentivizing ad engage ment, by gamifying ads etc

4. In order to succeed in this new era of personalized marketing, marketers must exploit the full potential of the multi-screen viewing experience in four ways: Understanding the audience. Making the multi-screen experience simple and intuitive. Improving the relevance of content. Constantly engaging and re-engaging with the audience.


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INTRODUCTIONGone are the days where the TV commanded the full yet passive attention of the viewers. In the wake of the global mobile tsunami, the TV screen faces new competition– the mobile device. Increasingly, viewers are far more active than their earlier couch potato avatars, multi-tasking on their mobile devices whilst watching television, making TV viewing an interactive and active experience. The simultaneous viewing of two screens — the TV screen and a mobile screen — has given rise to the multi-screen viewing experi-ence.

The multi-screen viewing experience, also referred to as ‘second screen,’ ‘dual screen’ or ‘companion device’ (‘companion apps’ when referring to software applications), is a term that refers to an additional electronic device (e.g. tablet, smartphone) that allows a content consumer to interact with the content they are consuming, engage with the call to action, share content and connect with other fans. Extra data is displayed on a mobile device synchronized with the content being viewed on television. 1

Multi-screen viewing is not activity new trend; it is the digital progression for engaging with TV. In addition, multi-screen viewing behaviors were already popular on desktops and laptops, although mobile adoption has made it a lot easier for people to participate in larger online conversations. Today, multi-screen apps and sites function as bridges, bringing together the pow-erful but increasingly fragmented world of television media, and the fast-growing but still undeveloped digital realm.


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REASONS FOR GROWTHSocial conversations and content are the main drivers for the growth in multi-screen activity. Mobile phones have become a ubiquitous means for communication as well as for content consumption. Activities like watching an online video or reading the news are increasingly occurring on mobile devices. Mobile usage is rapidly becoming a standard way of life as the number of mobile connections worldwide rises to an ever-increasing high -in fact, it has been predicted that mobile access to the Internet will surpass that of computers within the next three years.2

There are three main reasons for the explosive growth of the multi-screen phenomenon:

1. Mobile is becoming a hot favorite in the consumers’ media world According to a global study conducted by InMobi on mobile media consumption worldwide, mobile ranks first in media consumption among mobile web users, who consume 108 mins, or more than 25%, of the aver-age seven hours of media consumed per day (see Figure 1). Among this rapidly growing group mobile outranks the Internet, TV and traditional media.

What does this mean for brands? Brands now can engage with consumers at the same time from two different channels: TV and mobile. If viewers see the ad on TV, they can use use their smartphone to look up more informa-tion about the brand simultaneously.

Figure 1: Mobile devices rule media consumption

Magazines35 min

Radio52 min

Tablet37 min

Online93 min

Mobile108 min

Television92 min

HOURSOF MEDIA PER

DAY

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2. Increase in multi- screen activity and multi-tasking Our survey showed that globally, 62% of mobile web users indulge in multi-screen activities while viewing TV (see Appendix 1). In addition, the growing proliferation of various mobile devices like smartphones and tablets has resulted in mobile consumers multi-tasking while watching TV. Social media activities rank as the primary activity engaged in while watching TV (see Figure 2). Other activities include leisure activities like playing games or listening to music, searching for information or content, and shopping. Interestingly, there isn’t a big gap between those who look up information about TV programming versus those looking up information about products they saw in TV ads, at 17% and 18% respectively.

Social Networking (e.g. Facebook, Twitter, etc.)

Text messaging/ Instant messaging

Playing games or listening to music

Searching for information about products you see on TV

Searching for information about the show you are watching

Seaching for content not related to what you are watching

Shopping online

Other

48%

46%

30%

18%

17%

15%

9%

11%

Our research showed that Millennials (under 34 year olds) were the most prolific multi-screeners, with 69% indulging in multi-screen behavior (see Figure 3) — closely followed by youth and mobile mothers.

Figure 2: Other activities engaged in while watching TV

Figure 3: Multi-screen behavior across various Audience segments

Affluents Young Professionals

Youth (<18 years old)

Mobile Mothers

Millennials (20-34)

Techies

55% 59% 65% 62% 69% 61%

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In addition, a study by razorfish found that reality shows, news casts, comedy shows, sports events and food shows elicited the most multi-screen time, most probably because these genres provoked the most discussion (see Figure 4).

How can brands leverage the increase in multi-screen activity? They should use this opportunity to delivering interactive content that is relevant – and incentivizing – to the programs being watched in order to capture the imagi-nation, and make the advertising more relevant and personalized. For exam-ple, during the 2013 Super Bowl, the Shazam app recognized the audio from the broadcast and provided game statistics, team information, and a Twitter feed related to the game. 3. Growth in mobile advertising and the impact on purchase behaviour Mobile advertising is witnessing an uptick all over the world, due to several reasons: the falling cost of Internet access as wireless carriers world over compete in price wars, the improving reliability of network service with the roll-out of 3G and 4G,and of course, the explosive adoption of smartphones and devices. Our survey showed that consumers are quite comfortable with mobile advertising, with nearly 59% of the respondents finding mobile ads useful (see Figure 5).

Figure 4: TV shows genres that supported multi-tasking

Figure 5: Comfort levels with mobile advertising are high

More comfortable, I find them to be very useful

Equally comfortable, I'm getting used to seeing them

Less comfortable, I find them intrusive

No opinion, I don't think much about ads on my phone

29%

30%

20%

21%

REALITY NEWS COMEDY SPORTS FOOD

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We also found that mobile is catching up with other forms of media in impacting purchasing behavior, with 40% of our respondents using their mobile device during purchase (see Appendix 2). In addition, mobile can significantly affect the purchasing decision, with up to 75% of our respond-ents learning something new about a purchase via their mobile device (see Figure 6). Multi-screen commerce — the purchase of products shown on TV with a mobile device — could become a lucrative niche. For example, if a viewer likes a product advertised on television, it is easy to act on impulse and purchase it immediately via a mobile device.

Brands can utilize the increasing comfort levels with mobile purchasing to monetize the multi-screen experience. Take the example of the retail giant Target, who created a Grammys Live app during Grammys telecast in Febru-ary 2013. One of the features of the app included banners connecting users with the retailer’s music store, creating “one of the first instances where an on-air sponsor not only echoed their on-air creative on an app, but also fully closed the loop with an m-commerce sale,” as MediaPost noted.

Figure 6: The influence of mobile on consumer purchase behavior

75%

67%

45%

46%

69% / 55%

Introduced you to something new.

Provided you with better options.

Helped you find something nearby.Caused you to reconsider a product.

Influenced your in-store purchase.

Influenced you to buy via your mobile.

Awareness

Favorable opinion

Consideration

Shopping

Sale

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WHAT DOES MULTI-SCREEN MEAN FOR MARKETERS? The growing trend of multi-screen viewing provides a valuable opportunity for marketers to connect with television viewers through online content. TV viewers are already using mobile devices while they watch programs on the big screen, and they seem to be looking for ways to augment the experience through their tablets and smartphones. Mobile marketers must recognize that the multi-screen phenomenon is an additional channel through which to interact with viewers — however they choose to access content. Market-ers can therefore leverage this interest by creating targeted, specific content related to the television shows people are watching, creating deeper and wider engagement. Marketers are clearly showing their acknowledgement of the growth in the multi-channel experience and are racing to sign deals in this area. Recently, Twitter forged closer ties with the marketing world with the announcement of a major new deal with Publicis media unit Starcom MediaVest Group. The two companies will pool their resources on a number of analytics projects over the course of multiple years, and make a push to connect traditional media buys like TV commercials and glossy ad pages in magazines with chat-ter on social media across the Web.

Twitter, the online social networking service, is persuading TV advertisers to include hashtags in ads and promotional spots to facilitate social conversa-tions. As an ad platform in its own right, it is trying to convince advertisers to run simultaneous paid "Promoted Tweets" and "Promoted Trends" on Twit-ter to complement TV-based campaigns. Given that it is the only platform that allows TV advertisers to respond so nimbly to events in real-time and on a large scale, it was no wonder that Oreo chose Twitter for its celebrated, "you can still dunk in the dark," promoted tweet during the 20 minutes when the stadium lights went out at the Super Bowl 2013, delaying the game.

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10 WAYS MARKETERS ARE USING THE MULTI-SCREEN OPPORTUNITYMarketers are recognizing the golden marketing opportunities provided by multi-screen viewing as consumers increasingly multi-task with their smart-phone or tablet while watching TV, especially during live events or telecasts. Here are ten examples3 of multi-screen engagement that have been observed: 1. Leveraging the small screen during big live events: Big annual events like the Super Bowl or the recently held Olympics in London are prime opportunities to leverage multi-screen viewing, and some brands have exploited these well. Take the example of the ‘Polar Bowl’ that Coca-Cola created for the Super Bowl, where two Coke brand bears reacted to the game, the halftime show and the commercials in near-real time. The bears also commented via @CocaCola on Twitter. The experiment was a resounding success, with 9 million consumers across various platforms checking in on what the polar bears were up to. In another example, CBS viewers were also able to watch the game on the CBS website on their tablet and access camera angles that were not available on TV. 2. Incentivizing ad engagement: Brands are rewarding TV viewers for watching commercials or multi--screen branded messaging, with incentives like freebies, coupons etc. GetGlue allows its users to check in to TV shows, movies, music and books to earn rewards such as merchandise and gift certificates from GetGlue partners FOX, HBO, Warner Bros., Universal Pictures and Sony Pictures. 3. Gamifying TV ads: Marketers can actively engage with their viewers by adding multi-screen gaming elements that are not only fun to play but are also tied into contests and prizes. For example, in Britain, PepsiCo’s Walkers Potato chips brand ran a “What’s That Flavour?” campaign, where viewers with the TvTak content-recognition app could “Point & Win” (viewing the ad either on TV or YouTube) to get exclusive clues about the three new mystery flavors, and a chance to win £50,000 . 4. Bridging a campaign’s TV and digital elements: Marketers can use multi--screen apps like Shazam to quickly link consumers with a campaign’s online elements and provide simple ways to share their enthusiasm via social media. For example, the Progressive Insurance TV app featuring popular brand spokeswoman “Flo” took Shazam users to a custom mobile landing page, where they could call for a car insurance quote or download custom wallpaper for their mobile device and a Flo-isms app.

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5. Syncing e-commerce with TV content: Although home shopping networks have synced commerce with TV viewing, an app that syncs to a TV spot and uses the mobile screen to surface infor-mation on how to buy in-show products, or brings up products related to the TV content, can offer an easy route to purchase. 6. Sponsoring multi-screen extras: Brands can create novel multi-screen experiences for fans, by either part-nering with existing tools like Shazam or piggybacking off custom TV show apps. For example, the Y Factor show that airs on Fox, created a synchro-nized Xtra Factor mobile app that allows fans to rate performances, interact with other viewers and access bonus content. 7. Spurring social chatter with hash tags: An increasingly common practice is to add hashtags to ads, extending the ad beyond a single channel. A study by Accenture found that 18% of the U.S. consumers surveyed had noticed a hashtag in an ad and that 7% had then searched for the hashtag on Twitter. 8. Enabling real-time interactivity: While still in its infancy, the idea of letting viewers influence the content of the TV episode, its ending, etc is intriguing. 9. Creating trans-media opportunities: Transmedia—the practice of arcing story worlds over various platforms, with each thread tailored to the platform it lives on—is becoming a bigger buzzword with the proliferation of multi-screens. These can serve as a key entry point for consumers seeking deep engagement, with different chan-nels communicating different things. 10. Giving sports fans a game of their own: Sports fans, who are far more engaged with the TV compared to other, more passive viewers of other genres, can be further engaged through supple-mental information, sports statistics and commentaries, or a group viewing experience.

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WHAT DOES IT TAKE FOR MARKETERS TO SUCCEED IN THE MULTI-SCREEN ERA?It is not enough to merely jump on the multi-screen bandwagon; it is important to ensure that consumers engage with you via this channel, and via the content you provide and your engagement strategy. According to Ashley Eckel,4 Director of Marketing for StarStar mobile company, the strategy should be based on the following four pillars:

1. KNOW YOUR AUDIENCE: Instead of following the herd and spreading yourself thin by targeting too many channels, it is important to find out on which channels your targeted audience is most active, and encourage engagement on them. For example, instead of wasting time on Facebook where your audience engagement may be abysmally low, create great hash tag-based content on your more active Twitter account instead. Remember that it is easier to reinforce behaviors rather than to force new ones.

2. MAKE IT SIMPLE:

It is best to keep the engagement strategy uncomplicated and simple. This is especially true for the multi-screen envi-ronment, where distractions are plentiful and continuous. Instead of resorting to QR codes or involuted directions, keep the call-to-action simple, with simple web addresses, short and snappy phone numbers, short text messages etc. Always remember to shorten the distance between your consumer and your brand.

3. BE RELEVANT:

While most marketers understand the need for relevant content, pinpointing what exactly relevance is has usually been the problem, due to the wide range of customer profiles and their variety of needs. Happily, it is much easier to provide relevant content in the case of the multi-screen viewing, as the TV content is very specific and pre-determined. Market-ers will be able to provide customized offers and content depending on the type of device, geography, time or day of the week, new vs returning visitor, etc. The marketing message can be fine-tuned to the exact episode on the TV screen, making it highly relevant to the consumers and increasing engagement.

4. ENGAGE AND RE-ENGAGE:

It is not enough to merely engage one-off with the consumers on their multiple screens; since TV content changes constantly, it is also important to follow up with new and relevant content week-on-week to re-engage with your consumers. This may be done by utilizing tactics such as special offers after a number of check-ins, consistently updat-ing the mobile/tablet apps, etc — to ensure your consumers come back to you again and again.

There is no doubt that the multi-screen phenomenon can be a game-changer for marketing, mobile and brand teams, if they can make it work for their audience, by making the content relevant and easily accessible.


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CONCLUSION The continuously evolving digital revolution and the reality of increasing multi-tasking among consumers has made it imperative that marketers develop and maintain a multi-screen strategy to provide a deeper brand experience that reaches across channels and devices. All signs point to mobile technology contributing to the evolving ways in which people interact with the television viewing experience, both in terms of programming and ads. People want ads and information that are relevant for the context they are in. It important to build on this interaction in order to drive engagement — both from the perspective of the app as well as that of the show or brand. We believe the multi-screen opportunity enables marketers to extend a 30-second advertisement into two-three minutes or even longer engage-ment time with a brand, giving people more information and a more personal interaction. It’s time that marketers and agencies work with their media partners to stay in tune with the multi-screeners’ rapidly-evolving media behavior to ensure they are meeting – and even exceeding – expecta-tions for how they want to engage and learn about brands, products, and services.


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APPENDICES

GLOBAL

SOUTH AFRICA

NEW ZEALAND

FRANCE

GERMANY

UK

US

KENYA

AUSTRALIA

JAPAN

INDIA

SINGAPORE

NIGERIA

CHINA

KOREA

62%

73%

70%

69%

69%

68%

67%

66%

64%

63%

58%

56%

54%

54%

50%

Appendix 1: Multi-screen activity, by country

00 10 20 30 40 50

48%TV

43%Online/Laptop

40%Mobile18%In store

advertisements

11%Bill-Board

10%Radio

31%Magazines orNewspapers

Appendix 2: The mobile media format significantly influences purchase decisions

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References i http://www.infomaniabuzz.com/2013/03/second-screen-or-multi-screen.html

ii http://blogs.forrester.com/susan_huynh/12-0221mobile_internet_ users_will_soon_surpass_pc_internet_users_globally

iii http://www.jwtintelligence.com/wp-content/uploads/2012/05 /TV_5-8.pdf

iv http://www.cmswire.com/cms/customer-experience/four-ways-to-grasp-the-potential-of-the-second-screen-020196.php

About Mobile Media Consumption Study: To better understand changing media consumption usage and behaviors across the world, InMobi conducted a research study among over 15,000 mobile web users in 14 markets, including: China, India, Japan, Korea, Singa-pore, Australia, New Zealand, UK, US, France, Germany, Kenya, Nigeria, South Africa.

InMobi recruited respondents via its global mobile ad network between August and November 2012, and used Decision Fuel’s and On Device Research’s mobile web platforms to collect a representative sample, includ-ing a full range of Smart-phone & feature phone users. The sample was weighted according to available mobile web demographics.

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ABOUT INMOBI InMobi has been recognized by MIT Technology Review as one of 50 Disrup-tive Companies of 2013. InMobi platforms enable the world’s leading brands, developers, and publishers to engage global consumers. InMobi builds mobile-first technology platforms that leverage advances in big-data, user behaviour, and cloud-based architectures to simplify advertising. Agen-cies and advertisers leverage InMobi platforms to create HTML5 rich media ads and engage 691M consumers across 165 countries. Developers and premium publishers use InMobi platforms to acquire and monetise their mobile apps and their mobile websites across the globe. With offices in multiple continents, InMobi provides global reach with local service and support. InMobi is venture-backed by investors including: SoftBank, Kleiner Perkins Caufield & Byers and Sherpalo Ventures.

Developers can start monetizing instantaneously by downloading our SDK – www.inmobi.com/SDK

To learn more, please visit www.inmobi.com, follow us on Twitter @InMobi, or discover the latest mobile insights at www.inmobi.com/insights/.

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