second screen advertising: correlation between television and digital landscape in italy - imetrics...
DESCRIPTION
"Correlation between Television and Digital Landscape in Italy". The presentation presented by Marco Ziero (MOCA Interactive) during 2014 edition of iMetrics (Moscow, Russia). The topic is the second screen and the goal is to share some insights and best practices about how to get the most out of second screen phenomenon. MOCA presented some opportunities for companies through a research and a case study. The research want to answer the question "Do the brands that invest on TV know that they are talking to potential/acquired customers constantly running into the customer journey?". The case study is about a digital advertising campaign synchronized with television campaign. The key concept of the presentation is the customer journey. The suggestion is that all channels (online and offline) should work together. In the end, three trends: TV sync, audio fingerprinting/watermarking (e.g. Shazam), user account.TRANSCRIPT
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привет
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Correlation between television and digital landscape in Italy
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Correlation between television and
digital landscape in Italy
Correlation between television and digital landscape in Italy
Marco Ziero - MOCA Interactive
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Sardinia
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Famous Italian mall
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Insights+
Best practices
Insights + best practices
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Watch television every day
82%
4hEveryday in front of the TV
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Population
61Mio
Active mobile subscriptions
97Mio
158%Mobile penetration
(European average: 139%)
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Advertising spending (Y-o-Y) + forecast
0
1000
2000
3000
4000
2008 2009 2010 2011 2012 2103 2014 2015 2016 2017
Television Internet
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Second screen
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30Mio of Italian Internet users use at least one device connected while watching the TV
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Let’s focus on behaviour
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Simultaneous (screens are viewed ad
the same time)
25%
Shifting (screens are viewed at different points in time)
75%
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Meshing (related content)
40%Shifting
(screens are viewed at different points in time)
75%Stacking
(unrelated content)
60%
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Why do you mesh?
Interact with what’s happening on TV 8%Discuss what I’m watching (e.g. social media) 16%Find more information about what’s on TV 17%Follow up on a TV ad 11%
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Find and follow up
Discuss and interact
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Experience EnrichmentSocial TV
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Business opportunities for companies
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- create its own mobile app
Social TV
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Social TV
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Social TV
No longer available!
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- create its own mobile app - buy adv in the apps
Social TV
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- create its own mobile app - buy adv in the apps
- follow users in the social networks
Social TV
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- create its own mobile app - buy adv in the apps
- follow users in the social networks
Social TV
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Twitter and TV (Sept. 2014) .
- 2.6Mio tweets; - 240.000 unique authors;
- 128Mio impressions; - 225.000 viewers/day.
Social TV
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Social TVShow On Air TV Audience Twitter Audience Ratio
Le Iene Yes 2.9Mio 827k 28,5%
Report Yes 2.1Mio 398k 18,9%
X-Factor Yes 876k 394k 44,9%
Servizio Pubblico Yes 2.2Mio 329k 14,9%
Che tempo che fa Yes 2.2Mio 195k 8,8%
The Voice of Italy No 3.2Mio 156k 4,8%
Piazza Pulita Yes 1Mio 157k 15,7%
Ballarò Yes 2.5Mio 136k 5%
Amici Yes 4.6Mio 134k 2,9%
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Correlation between television and digital
landscape in Italy
But what about the adv spending
ratio?
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Television is just a piece of the customer journey
Experience enrichment
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When can brands talk to TV
viewers?
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TV spot
Product placement
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TV spot
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Do brands know that, through TV spots, they’re talking to Italian potential/acquired
customers who are constantly running into a customer
journey?
Research
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Correlation between television and digital
landscape in Italy
We saw (a lot of, +1.000) TV spots and
(manually) grabbed some data
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- Industry - Brand
- Awareness (brand or product) - Promotion
Data
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- Web site (homepage, internal web page, dedicated web site, responsive, voice)
- Social network - Mobile (telephone number, mobile app)
- Other (hashtag, Shazam, other social networks, events)
Data
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- Call-to-action - Did I found the same message on Google and on the web site?
Data
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What we found out…
47% TV spots that show a website address (URL)
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What we found out…
7%4%3%
86%
Homepage Internal page Dedicated website Dedicated internal page
What kind of URL?
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What we found out…
14% TV spots that, once the website address is
shown, spell the URL
![Page 42: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/42.jpg)
What we found out…
16% TV spots that show social networks’ icons
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What we found out…
0
25
50
75
100
Regione 1Facebook Twitter Youtube Google+ Pinterest Instagram LinkedInSlideshare Flickr
Which social networks?
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What we found out…
5% TV spots that show a mobile app’s icons
![Page 45: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/45.jpg)
What we found out…
5% TV spots that show a telephone number
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What we found out…
6% TV spots that spell a call-to-action
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What we found out…What kind of call-to-action?
Follow us Continue on Find more
Ask for a quote Download the app
Shop online Donate
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What we found out…
15% TV spots that show a promotional offer
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What we found out…Once the TV spot push me to go to the internet
(URL, CTA or a commercial offer) is the message aligned on Google AdWords?
48% 52%
Yes No
![Page 50: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/50.jpg)
What we found out…Once the TV spot push me to go to the internet (URL, CTA or a commercial offer) is the message aligned onthe
website?
12%
88%
Yes No
![Page 51: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/51.jpg)
What we found out…Once the TV spot push me to go to the internet
(URL, CTA or a commercial offer), is the website responsive?
47% 53%
Yes No
![Page 52: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/52.jpg)
What we found out…Any other details?
Hashtags Shazam
(apparently) User generated content Soundtrack download
Cross-device compability Other social networks (Vine, Spotify)
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What we found out…
![Page 54: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/54.jpg)
What we found out…
![Page 55: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/55.jpg)
What we found out…
![Page 56: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/56.jpg)
What we found out…
![Page 57: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/57.jpg)
Correlation between television and digital
landscape in Italy
How to produce the “perfect” TV spot
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#1
Don’t ask to much to your TV spot: it’s not a performance medium.
Use emotions and try to leave a sign in viewers’ mind.
Some best practices
![Page 59: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/59.jpg)
#2
Show the website address. Better: create a dedicated URL
(for tracking).
Some best practices
![Page 60: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/60.jpg)
savethechildren.it/tv
savethechildren.it/IT/Tool/ECommerce?canale=8
Some best practices
Regular URL
Tracking code
![Page 61: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/61.jpg)
#3
Spell the website address: during ad breaks people lower the eyes
to mobile devices
Some best practices
![Page 62: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/62.jpg)
#4
If you show social networks’ icons, help the viewers finding you on those social networks (icons
are not enough!)
Some best practices
![Page 63: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/63.jpg)
Some best practices
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#5
Tell the viewers why they should follow you on the social networks:
call to action! “Follow me”, often, it’s not enough.
Some best practices
![Page 65: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/65.jpg)
#6
If it fits with your brand/company, don’t forget the dear old phone number (great if you can track
incoming calls)
Some best practices
![Page 66: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/66.jpg)
#7
Be sure the website looks good on smartphones and tablets
Some best practices
![Page 67: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/67.jpg)
#8
If the TV spot talks about a promotional offer, be sure you talk
about that offer everywhere (website, social network, …)
Some best practices
![Page 68: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/68.jpg)
#9
Be sure that when people put some keywords in Yandex (or Google)
related to the TV spot (brand name, product
name, pay off) you’re the first result (paid and organic)
Some best practices
![Page 69: Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive](https://reader034.vdocument.in/reader034/viewer/2022051818/5495b23dac79590e2e8b4f41/html5/thumbnails/69.jpg)
#10
Create a dedicated URL to go through with retargeting
campaigns
Some best practices
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Product placement
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Correlation between television and digital
landscape in Italy
Here we collected some experiences
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Reality cooking shows: Molto Bene
Bake Off
TV shows
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Extend brand exposure from television to digital landscape to increase
product placement value
Goal
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We know that the television invites the viewer to do something
(looking for further info, follow up) on the internet afterwards. We want to be there as well.
Idea
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Advertising campaigns: Google AdWords (+retargeting)
Facebook Ads (at that time, to advertise on Twitter was too expensive)
Channels
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Keywords and interests related to:
- those TV shows (and similar) - anchor man/woman
- special guests + participants - cuisine and recipes
- brand and products (from product placement)
Target
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Time window
Particularity
Show
Campaigns
1h 3h
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Results (funnel) for “Molto Bene”
Note: “BakeOff” is still running
4.1Mio impressions
20k clicks
11k remktg imp
850k viewers
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Keep in mind
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TV campaigns and digital campaigns are running
anyway. But they work each on their own side. We can make
them work together to improve effectiveness and
people experience.
Keep in mind
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Correlation between television and digital
landscape in Italy
What about tomorrow today?
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(1) TV Sync
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Today
Issue: time window
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It’s easy to know when a TV show is running. It’s not the same for TV spots.
TV sync
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TV sync
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How? “Our platform automatically identifies commercials on TV, in real time and at scale. We use our proprietary
global TV monitoring network to actually scan the broadcast video for advertisements as they air on TV. This is a 24/7/365 process. Our state
of the art Automatic Content Recognition (ACR) technology based
on fingerprinting identifies ads within a few seconds.”
TV sync
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Source: Civolution
- A 250% lift in CTR for Twitter ads that were
synchronized to the airing of television spots (case study: major
movie launch)
TV sync
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Source: Civolution
- Increase of 1.9m unique users reached in real-time
(case study: mobile operator)
TV sync
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Source: Civolution
- A 50% increase in CTR (case study: fast-moving consumer goods brand
during a daytime campaign)
TV sync
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Keyword: simultaneously
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(2) Fingerprint
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Fingerprint
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Fingerprint
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Fingerprint
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- 25Mio users - 1Mio new users every
month - 8Mio monthly active users
Fingerprint
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- 1Mio tags from TV in the last 12 months
- 1’46” spent on Shazam result page
Fingerprint
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Fingerprint
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- TV sync - Finger print
- Account
Today
(3) Users account
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AccountTV on demandOnly 47% of U.S. viewers still watch live TV
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Account
We’ll be always logged in! As it happens with the internet right now
Both directions
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AccountIt will be easy to understand if
you watched a TV show and then serve you ads on the internet and if you visited a
website and then serve you a TV spot on TV
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Conclusions
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Accenture: “[…]The sharp rise of multiscreening is both a threat and an
opportunity[…] passive fruition is over […] For broadcasters and content providers becomes
essential 'follow' the consumer on all devices[…]delivering a user experience
optimized from time to time on each device, but at the same time always consistent
regardless of the device used at the time[…]”
Conclusions
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Correlation between television and digital
landscape in Italy
- Do follow - Right context - Consistency
Giveaway
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Now you know!
I got Avinash’s permission. In 4’. :)
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- http://www.engage.it/tecnologia/nielsen-twitter-tv-ratings-debutta-in-italia-a-settembre-26-milioni-di-tweet-su-programmi-tv/20187/
- http://www.primaonline.it/wp-content/uploads/2013/09/Executive-Summary.pdf
- http://www.slideshare.net/rudymazaky/2014-digital-landscape-overview-by-wearesocialsg
- http://www.topitalianstyle.com/litalia-cambiera-la-politica-di-rilascio-dei-visti-ai-russi/
- http://www.millwardbrown.com/adreaction/2014/ - Twitter Inc - Civolution
- Mobvious for Shazam
Sources