sleepstealer index
TRANSCRIPT
SleepStealer Index
! Quantum Physics
! The quantum world exists as a series of probability waves, an infinite number of potential outcomes
! Only when something is observed or measured does the probability wave collapse and a single result is established
! Wave Collapse measures and observes the world in multiple different ways, collapsing the various probability waves and establishing a rich perspective on reality
! This multi-view approach provides the foundation for strategy optimization using research and insights to drive revenue
Copyright 2012 Wave Collapse LLC
! Online survey
! 500 people, 18-65 years old
! All own an iPhone, Android, Windows Phone, or BlackBerry
! Conducted July 2012
Copyright 2012 Wave Collapse LLC
Copyright 2012 Wave Collapse LLC
Evening is a hot time for all media, but what is happening Post-Bedtime?
Copyright 2012 Wave Collapse LLC
Why Do We Care About People Staying Up Later Than They Want?
Activity Keeping
them awake
Engaging Content = Good for
Advertisers
Engaging in an activity on a device Sacrificing sleep to keep doing activity
People’s engagement & pleasure is high which provides perfect context
to present a message in an advertisement
Copyright 2012 Wave Collapse LLC
56%
56% Stayed Up Later Than They Wanted
Last Night
More Likely
to Be…
And Own Nook
Kindle Fire Apple TV
And Half Stay Up Later Than They Want “Almost
Always”
Copyright 2012 Wave Collapse LLC
Average percentage of smartphone owners that are staying up later than
they want using these devices
35% 26%
Copyright 2012 Wave Collapse LLC
Watching a video, movie, or TV show on iPad/tablet 59% Watching a video, movie, or TV show on mobile 55% Playing a game on iPad/tablet 54% Browsing the Internet on iPad/tablet 47% Playing a game on mobile 46% Browsing the Internet on mobile 32%
Tablet and Mobile Activities are as likely to be keeping people awake as
TV & Computer activities
Of those that have done this activity in the past week, the percent that stayed up late last night doing this
Watching a TV show on TV 74% Watching a movie on TV 62% Playing a game on console 51%
Browsing the Internet on computer 64% Playing a game on computer 66% Watching a video, movie, or TV show on computer 51%
Tablet and Mobile are as engaging, if not more so,
than TV & Computer
Advertisers need to take advantage of this
environment
Copyright 2012 Wave Collapse LLC
Relaxed Anxious Tablet
Mobile
Computer
TV
Happy Sad Tablet
Mobile
Computer
TV
Focused Distracted Tablet
Mobile TV
Computer
Distraction is good for Advertisers since it means people are more open to engaging in content
Higher feelings of anxiety mean that advertising messages
may need to be refined for post-bedtime hours
Copyright 2012 Wave Collapse LLC
20%
25%
30%
35%
40%
45%
50%
20% 30% 40% 50% 60% 70% 80%
Rele
vanc
y of
Ads
(T2
B)
Recall of Ads
Recall of Ads & Perceived Relevancy
High Recall/ High Relevancy
High Recall/ Low Relevancy
Low Recall/ Low Relevancy
Low Recall/ High Relevancy
Game on Console
Video on Tablet
Internet on Mobile
Video on Computer
Game on Mobile
TV Show on TV
Internet on Tablet
Movie on TV Internet on
Computer
Game on Computer
Game on Tablet
Video on Mobile
• Recall of ads while doing these activities when they stayed up later than they wanted
• Top2Box Rating of Relevancy of ads they recall seeing
! Tablets and smartphones are gaining on TV & Computer in keeping people engaged and awake
! In less than a couple of years, these devices are rapidly changing the landscape of engagement with content – how soon until people don’t have TVs in their bedrooms or Computers being shut down after dinner?
! Tablet and Mobile activities are as engaging, if not more so, than TV & Computers
! Engaging content means advertisers have a great opportunity to promote their message
! People’s mood as they are being kept awake by Tablets & Smartphones continues to offer advantages to advertisers
! Being a bit more distracted means that they are willing to be pulled into different experiences and engage with content
! More so than they would be at other times of the day when they are more focused
! Advertisers are making an impression in certain contexts
! Ads viewed when browsing the Internet on Mobile or when watching Video on Tablet are both highly recalled and considered highly relevant by people who are staying up later than they want
! Lots of room for improvement in relevancy for other contexts, however. Brands need to consider the message they are using for this day part and tailor it to the environment
Copyright 2012 Wave Collapse LLC
