1

How to Utilize Device Dayparts for Greater Reach & Impact

March 2013

the multiscreen dayparting

playbook

2

3

ContentsIntroductIon

MultIScreen reach

devIce reach by daypart

relatIonShIpS wIth devIceS

IMpleMentIng the devIce daypart

caSe StudIeS

lookIng ahead

5

8

12

14

16

18

23

4

Media is now Accessible

24/7 on 4 Screens

5

Much progress has been made in recent years about changes to the television

industry. the most striking change of all may not be what’s happening on tv but,

instead, on other screen devices, such as pcs, smartphones and tablets.

Much of how television advertising is bought and sold has remained reassuringly—

and confidently—stable for decades. that confidence is justifiable when television

commands complete dominance in audience reach and wields the emotional power of

video advertising. however, industry conventions such as the daypart—which formerly

offered a shorthand for the availability of the uS audience to video ad messages (e.g.,

working people in prime time, kids and housewives in daytime)—require a drastic

revision due to the impact of Internet-enabled screen devices. new complexity has

been layered over the 21st-century media day, as outlined in bbdo and proximity’s

joint research piece with Microsoft advertising, “Meet the Screens.” Screens are all

but ubiquitous in everyday life. advertising reach and frequency opportunities are

no longer defined by tv and traditional tv dayparts, but instead are spread across

multiple devices and are defined by the consumer’s relationships the consumer’s

preferences—even relationships—with each device. advertisers who follow these

consumer media dynamics closely can gain a competitive edge in engaging their

customer; those who ignore the trends will quickly find themselves in the minority.

as a follow-up to “Meet the Screens,” which outlines how people engage with

different screen devices, bbdo partnered with collective to commission and

analyze data from nielsen, and looked to best practices from collective’s clients.

Introduction

6

7

Key findings include

1

2

3

4

5

MULTISCREEN REACH

audiences who consume media on multiple devices are now vastly in the

majority, numbering 203 million people in the uS, outnumbering single-screen

audiences by almost 2.5 to 1. even in prime time, the ratio is 1.5 multi-screen

users for every one user of a single screen.

RELATIONSHIPS WITH DEVICES

the tasks favored on each device are distinct and even suggest

personalities as elaborated on in Meet the Screens. the computer, “the

Sage,” is a life management device; the smartphone, “the lover,: is a real-

time connector; the tablet, “the wizard,” is favored for real-time activities.

CASE STUDIES

Some brands are already using the unique characteristics of each device

daypart to boost engagement with consumers—for instance, the cpg

advertiser who used smartphones to reach “connected moms” in the

Morning; or the technology advertiser who mixed prime time tv with

online video to boost frequency.

IMPLEMENTATION

advertisers may match their creative to the mindset associated with each

screen—for instance, by bringing critical storytelling to the surface of a

tablet ad, so that it intermingles with the leisure experience.

DEVICE BY DAYPART

different screen devices gain an edge in capturing user attention in each

daypart: smartphones dominate the Morning, tv win in early Fringe, and

tablets lead in prime time.

8

In the past few years, with consumer adoption of the smartphone and tablet, as

well as the maturation of the online video market, multi-screen users have grown to

outnumber single-screen users. Multi-screen has in effect become the new normal.

but the scale to which this has occurred is surprising. there are now over 203

million people in the united States—71% of the media-using audience— consuming

media on multiple screens. this means multi-screen users outnumber single-screen

users by approximately 2.5:1. the largest group of multi-screen users employ

three screens, combining tv, online (computer) and smartphone—of whom there

are 80.8 million (or 28% of the media-using population). there are almost as many

of these three-screen users as there are members of the largest group of single-

screen users: those who use tv only, of whom there are 81.4 million in the uS.

this data may be parsed in numerous ways, but a few additional metrics are

revealing: there are 35 million people who regularly combine tablet and tv use, a

habit that is prominent in prime time. yet tv still massively dominates, as there are

very few (about 3.4 million, or 1% of total) small-screen-only users, meaning those

who use only some combination of online, smartphone or tablet, without tv.

while the combination of devices might cycle throughout the day, the data shows

that multi-device usage dominates throughout. at least 100 million people are using

multiple screens in any given daypart, and during prime time—traditionally the time

of television’s greatest influence—there are 169 million users of multiple screens.

this stands in stark contrast to the 112 million who are only engaging with a single

screen in that time period: a ratio of 1.5:1.

Multi-Screen Reach

1

9

Multiscreen Audiences are the New Normal

Prime Time Multiscreen Users to Single-Screen Users Ratio is 1.5:1

203there are 203 MIllIon MultIScreen uSerS In the unIted StateS

Monthly MedIa audIence by Screen uSe, by daypart (audIence In MIllIonS)1 Screen 2 ScreenS 3 ScreenS 4 ScreenS

that IS 71% oF the MedIa-uSIng populatIon

MultI-Screen uSerS outnuMber SIngle-Screen uSerS by approXIMately 2.5:1

71% 2.5:1

daytIMe10AM - 4:30PM 105.7 99.9 62.2 6.4

168.5 MULTI-SCREEN USERS

early MornIng6AM - 10AM 122.0

133.8 MULTI-SCREEN USERS92.0 39.0 2.8

early FrInge4:30PM - 8PM

172.8 MULTI-SCREEN USERS107.8 99.9 65.7 7.2

prIMe tIMe8PM - 11PM

169.2 MULTI-SCREEN USERS111.9 94.0 65.9 9.3

late FrInge11PM - 2AM

106.7 MULTI-SCREEN USERS152.6 84.3 20.5 1.9

10

Audience by Screen Use(Monthly audIence In MIllIonS)

TELEVISION ONLINE TABLET SMARTPHONE

HOW TO READ THIS CHARTthis chart illustrates the popularity of different device combinations, organized by the total number of screens through with a user consumes media within a single month.

11

89.6 MILLION TOTA

L 2-

SCREEN

ME

DIA

USE

RS

89.6 MILLION TOTA

L 2-

SCREEN

MED

IA U

SE

RS

95.6 M

ILLION T

OTA

L 3-

SCR

EEN

ME

DIA

USE

RS

18.5 MILLION TOTAL 4-SCREEN MED

IA U

SER

S

83.3 MILLION TOTAL SINGLE

-SCREE

N M

ED

IA U

SER

S

0.9 MM

15.9 MM

2.0 MM

0.2 MM 1.0 MM 0.1 MM

70.5 MM

0.1 MM

81.4 MM

0.9 MM

4ScreenS

The most prominent screen combination occurs within the three-screen universe, with

80.8 million users opting for the combination of online, smartphone, and TV.

80.8 MM

11.4 MM

3.2 MM

0.2 MM

3ScreenS

1Screen

2ScreenS

12

reach by device is dominated by television, which finds an audience of between

222 and 275 million across dayparts, peaking in prime time. online reach follows

with a range of 88 to 145 million users, while smartphones are next with a reach

of 41 to 99 million. tablets, the newcomer, draw an audience of 11 to 29 million.

while the absolute numbers fluctuate, the ranking does not significantly change

throughout the day. what does change is the degree to which audiences favor

different devices, determined on a relative basis.

each daypart appears to have a relative “winner”: the time when use of that device

peaks compared to other devices. this trend can be easily spotted in the boost

in tablet reach during prime time vs. daytime (29 million vs. 21 million users). the

nuances are revealed in the next chart, which illustrates how the use of each device,

in each daypart, indexes against that device’s daily average. For each daypart, the

device with the highest index is the “dominant device daypart.” this data reveals that a

consumer’s marginal attention gravitates to certain devices over the course of the day—

information useful to a programmer or advertiser seeking to understand when their

content will likely receive an extra boost of attention and engagement on each device.

Device Reach by Daypart

2

13

Television Continues to Dominate Reach

tv onlIne SMartphone tabletMonthly reach by devIce by daypart (audIence In MIllIonS)

daytIMe10AM - 4:30PM

early MornIng6AM - 10AM

early MornIng6AM - 10AM

early FrInge4:30PM - 8PM

early FrInge4:30PM - 8PM

prIMe tIMe8PM - 11PM

prIMe tIMe8PM - 11PM

late FrInge11PM - 2AM

late FrInge11PM - 2AM

16.281.3

114.6222.1

252.1144.7

145.2

134.5

249.0

96.2

88.741.3

11.4

29.0

94.423.1

275.1

99.321.6

270.8

“Dominant Device Dayparts”Reveal Extra Boosts of EngagementdevIce uSe IndeXed to daIly average

daytIMe10AM - 4:30PM

SMARTPHONE USE “WINS” IN THE EARLY MORNING DAYPART — THE MORNING COMMUTE

ONLINE USE DOMINATES DURING DAYTIME — WHEN WORK-RELATED SEARCH, & VIDEO ENTERTAINMENT BREAKS, PEAK

EARLY FRINGE APPEARS TO BE A “TRANSITION” DAYPART — IN WHICH ALL DEVICES ARE USED HEAVILY SINCE WORK, COMMUTE & LEISURE BEHAVIORS ARE MINGLED

TABLET USE IS STRONGER DURING PRIME TIME — AS MULTITASKING BETWEEN THE TV & THE LAP-FRIENDLY TABLET SPIKES

TV USE IS HIGHEST DURING PRIME TIME, BUT IT IS COMPARATIVELY STRONGEST IN LATE FRINGE — THE LIE-IN-BED-WITH-THE-TV-ON HOURS

60 6163 85

127 177148 154

109 108107 107

131 101134 112

73 5348 41

14

but why are audiences reaching for one device over another? while audiences

watch television in many mindsets—from breathlessly viewing crime drama to

thoughtfully watching news—they do so to accomplish only one task: entertainment.

arguably the greatest change to the 21st-century daypart is that three of the four

devices commonly access the Internet, and therefore may be put to many uses.

Focusing on the smaller devices where media is consumed through the Internet,

bbdo and collective asked consumers what drives their device choices. we

received a clear answer: 82% of audiences choose the device because it is the best

match for the task at hand. the next most important considerations are: screen size,

web access and web connection speed.

perhaps more interesting are the different tasks consumers prefer on each

Internet-enabled device. viewed together, these tasks reveal different personalities

for each device.

Relationships with Devices

3

15

Internet Devices Reveal Their Personalities

What Drives Device Choice?

uSerS’ preFerred taSk, by devIce

the smartphone’s appeal as an internet device aligns with its relationship to the consumer. the lover, a connector, the smartphone is the device that knows the consumer most intimately, providing true utility and value It is a real-time portable connector that never leaves their side, used for quick responses, social media and on-the go search.

the tablet appears to be the “leisure device,” the wizard who never ceases to wow, is used for shopping, watching online videos and learning about the world through news and sports content.

the computer is the the Sage, the “life management device,” used for activities that require focus and secure connections such as work, managing personal finances and email. the Sage empowers the user and is a trusted device.

SMARTPHONEThe Lover—Real-

Time Connections

Chatting/texting with others

Social media search

TABLETThe Wizard—Leisure

Shopping/looking for products & services

Watching online videos

News/weather/sports

COMPUTERThe Sage—

Life Management

Managing personal finances

Productivity-related tasks

Email

THE BEST MATCH FOR THE TASK AT HAND(E.G. EMAIL, VIDEO, SOCIAL SHARING)

SPEED OF WEB ACCESS ON THE DEVICE

TIME IT TAKES THE DEVICE TO BOOT UP

SCREEN SIZE OF DEVICE

MOBILITY OF THE DEVICE (I.E. EASE WITH WHICH IT CAN BE MOVED AROUND)

RESOLUTION OF THE DEVICE DISPLAY

HOW EASY IT IS TO ACCESS THE WEB ON THE DEVICE

WHETHER OR NOT WEBSITE(S) VISITEDIS/ARE OPTIMIZED FOR THE DEVICE

SIZE OF AVAILABLE DATA PLAN

82%

67%

67%

65%

51%

49%

47%

34%

25%

0% 90%80%40% 60%20% 70%30% 50%10%

16

Implementing the Device Daypart

4how can advertisers apply these consumer insights to the way they implement

media? device dayparting is appropriate when an advertiser wishes to take

advantage of the sophisticated tools of multi-screen advertising—which can target

consumers based on space, time and device choice—to complement their tv

investment and optimize an ad campaign for maximum impact.

how can device dayparting be applied to an advertiser’s advantage? here are five

simple steps to achieve the greatest impact.

17

CLARIFY THE BRAND’S REACH GOALSto maximize reach among audiences who rely less on tv, a multi-screen approach would be most effective, as it would cast a wider net on multiple devices. If the advertiser’s goal is frequency and the target is more narrowly defined (e.g., moms in minivans), by using data, the advertiser can repeat messaging on multiple devices to the same audience for optimal impact.

MATCH THE IMPACT GOAL TO THE DEVICE DAYPARTbrands can use device dayparting and an understanding of the audience’s mindset during each time of day to further their marketing goals. For instance, a financial services brand requiring a consumer to make a complex decision might invest in daytime/online, encouraging the audience to digest detailed content at a time when they’re more likely to be in front of a computer.

ADAPT CREATIVE MESSAGING TO EACH DEVICEdifferent devices invite different engagement behaviors. on a tablet, an advertiser may wish to bring storytelling to the surface of the ad so that it intermingles with the leisure experience. on the computer, an advertiser may wish to point the user to a website where a full range of available brand information can be explored and acted upon. Smartphones can create a fertile environment for on-the-go social sharing or location-based research.

DELIVER TARGETED MEDIA ACROSS DEVICESa brand’s media distribution should be managed across screens in order to deliver impressions proportionate to the target’s device daypart preferences. using targeting data (e.g., ages 18-49) allows an advertiser to curate the user’s ad experience and achieve the proven benefits of multi-screen reach and frequency (see collective’s paper, “the Multiscreen advertising playbook”).

PREPARE FOR MULTI-SCREEN FOLLOW-THROUGHwith technology and media use becoming more complex, the challenge to create a smooth, integrated experience for the user grows. For example, mobile ads should lead to mobile sites and ultimately mobile actions, and so forth. the consumer experience at the end of the advertising journey is just as important as the ad creative, placement and timing.

18

Mobile Moms for CPG

CASE STUDY

CAMPAIGN OBJECTIVE

a Fortune 100 brand in the food category reinvented a flagship product and was

looking for ways to increase favorable opinion among women 25-49 with young

kids. wishing to take advantage of the “real-time connections” qualities of the

mobile screen, the client aimed to make the “connected mom” aware of the product

by emphasizing mobile advertising at a time when she was likely connecting with

friends over her mobile device.

CAMPAIGN APPROACH

the client chose to segment campaign delivery by “dominant device daypart.” the

campaign targeted connected Moms on smartphones from 6am-9am when Moms

were active on that device. the mobile media was supplemented throughout the day

via online video and banner delivery, with an emphasis on tablets during the early

Fringe and prime time dayparts. collective monitored the engagement habits of a

device-dayparted campaign vs. control groups in an attitudinal test and monitored

interaction rates.

19

THIS BRAND LINKED THEIR AUDIENCE (“CONNECTED MOMS”) TO THE DEVICE THAT FIT THAT AUDIENCE BEST.

The combined mobile + online video campaign generated a 22% lift in favorability

brand FavorabIlIty For devIce-dayparted MobIle and onlIne vIdeo caMpaIgn

CONTROL

EXPOSED

41%

50%

Smartphone units for the device-dayparted campaign generated interaction rates 48% higher than the industry norm

InteractIon rate For devIce-dayparted MobIle and onlIne vIdeo caMpaIgn

INDUSTRY NORM

DEVICE-DAYPARTED

0.86%

1.27%

22%LIFT

48%HIGHER

20

Prime Time Awards Showsand Online Video

CASE STUDY

CAMPAIGN OBJECTIVE

a technology company was trying to emphasize the connection between its product

and the entertainment industry by advertising on two major televised awards shows.

while overall awareness of the product was high, the retention of key attributes for

the brand was poor. the client wished to take advantage of multi-screen frequency to

drive home its attribute-specific message by reinforcing the tv campaign with digital.

CAMPAIGN APPROACH

collective created a target group of viewers who had watched the awards shows in

the past. the brand wished to take advantage of the large audience of more than

181 million people, who consumes media on both tv and the Internet to drive home

the key attribute messaging. In the two weeks following the live prime time event,

collective delivered the brand’s online video ads to the awards show audience.

21

THIS BRAND TOOK ADVANTAGE OF THE LARGE TV + ONLINE AUDIENCE TO DRIVE HOME A MESSAGE WHICH HAD ELUDED AUDIENCES IN THE PAST.

The brand’s suspicions about the poor recall of key attributes was confirmed by a low baseline awareness

The targeting successfully aligned the TV and digital audiences, achieving 80% overlap

awareneSS oF key product attrIbuteS: tv and onlIne vIdeo watcherS

overlappIng tv and onlIne audIenceS through targetIng

BASELINE

ONLINE ONLY

TV ONLY

ONLINE + TV

pr

od

uc

t a

tt

rIb

ut

e

35%

24%

10%

6%

4.8xLIFT

eXpoSed toTV ADS ONLY

80%eXpoSed to

BOTH ONLINE & TV ADS

eXpoSed toONLINE ADS ONLY

22

23

Looking Aheadthe choreographed use of multiple screens to tell a story is still in its infancy.

looking ahead, collective sees several trends in technology and advertising that will

affect how these tools develop.

SECOND-SCREEN AD ExPERIENCES

while the second-screen experience is already widely embraced by content

providers (television networks and the app developers who support them),

collective sees greater opportunity in second-screen experiences for advertising.

using technologies such as audio fingerprinting (automatic content recognition

or acr), advertisers can create synchronized ad experiences between devices,

amounting to a multi-device ad “takeover.” these synchronizations can use data

(rather than the use of any particular app) to make the consumer experience

passive, and therefore more scalable.

AD SEqUENCING ACROSS DEVICES

research from nielsen Iag and others shows that multi-screen ad exposure creates

a better result. testing the many elements in this phenomenon—frequency, the timing

between exposures, etc.—allows advertisers to truly optimize the experience. do tv

ads followed by online ads work best? or do synched tablet and tv create the best

result? Multi-screen data and ad delivery can find the most powerful combination.

SEqUENCED AD NARRATIVES

the logical extension of an ad-sequencing capability is to use creative versioning

to form narratives. For instance, by following big, emotional tv ads with action-

oriented digital ads, the advertiser has the opportunity to drive their consumer down

the purchase funnel in the course of a single campaign, or tell a true multi-screen

story that invites the consumer—in a controlled way—to delve deeper into a storyline

or product content.

24

WWW.BBDO.COMWWW.PROXIMITYWORLD.COMWWW.DIGITALLABBLOG.COM

WRITTEN BY JUSTIN EVANS

FREDERICK STALLINGS

EDITED BYGRACE CHANG