the multiscreen explosion

THE MULTISCREEN EXPLOSION

the average number of devices U.S. consumers use daily.

setting the stage

THE LINE BETWEEN ONLINE AND OFFLINE WORLDS IS BLURRING.

Today, nearly everyone uses the internet (90% of the U.S. population), and phones are hubs for instant and endless access to every person, place, and thing imaginable.

Not only are consumers changing their media habits, they’ve increased the amount of devices they have and the amount of time spent on these devices has skyrocketed.

Consumers are using multiple screens better, faster, and smarter, and expect advertisers to keep up with them. They want high quality experiences from the brands they engage with.

Source: eMarketer, December 2015.

442Bmin. 124Bmin.

429Bmin.

mobile out in front

TIME SPENT WITH MOBILE IS OUTPACING TIME SPENT WITH ANY OTHER DIGITAL MEDIUM.

TIM

E SP

ENT

PER

DEV

ICE

The Mobile Mind Shift: People expect that any information they need will be available, on demand, on whatever device they have.

• More than 90% of smartphone users look up information while they are in the middle of another task.

• 80% use phones to decide what products to purchase in-stores.


While younger generations are more likely to watch TV online, all generations are getting in on the action.

Gen Z: 64%Gen Y: 67%Gen X: 55%Younger Boomers: 39%Older Boomers: 35%Golden Gen: 24%

being a couch potato is in

ALL EYES ON DIGITAL.70% of U.S. internet users watch TV, film or video online. 51% of the total population does the same.

44% of consumers have binge watched TV shows. Binge watching is encouraged and has become part of our mainstream vernacular. Even brands are capitalizing on this trend.

Netflix & ChillAmazon Show HoleXfinity Watchathon Week


VIDEO FOR EVERYONE

audience-based buying

CROSS DEVICE TARGETING FOCUSES ON REACHING CONSUMERS ACROSS ALL THEIR SCREENS—DESKTOP, LAPTOP, MOBILE, AND TABLET.

As consumers are increasingly getting content across all devices, brands are eager to run campaigns that will reach them no matter what device they pick up.

Buyers and sellers alike see the value in cross-screen targeting, but it’s still in the nascent stages. Few companies feel satisfied with their cross-device targeting strategies. • 6% agree their current solution provides an adequate single view of their customers.• 43% agree they that have a solution in place, but there are still some gaps in coverage of devices, touchpoints, and data. First-party data helps make cross-device targeting a reality, but brands and consumers both feel anxiety about protecting and giving data.


uncluttered and engaged

CONNECTED TV IS THE MOST RAPIDLY GROWING SCREEN BASED ON TIME SPENT YEAR OVER YEAR, BECAUSE IT OFFERS AN UNCLUTTERED ENVIRONMENT AND ENGAGED AUDIENCE.

It best captures consumers who want to view TV when they want it, where they want it.• 54% report wanting to watch TV shows or movies online because they want to watch on their own schedule.

As consumers are changing the way they are watching, marketers are responding.• Recent reports indicated a 43% growth in ad views YOY and a 50% and 140% YOY growth in authenticated ad views on long-form and live content, respectively.


Top Activities During theShow

DuringCommercials

Checking email 70% 84%

Visiting social media 64% 71%

Texting 32% 43%

General internet searches 29% 37%

Online shopping 26% 28%

THE MAJORITY OF TV TIME STILL OCCURS IN TRADITIONAL CHANNELS.

While connected TV is an extension of traditional linear viewing, 60% of U.S. internet users’ weekly time spent watching TV or video content still occurs on traditional channels, which includes appointment viewing as well as time-shifted and on-demand viewing via pay TV services.

78% of adults access the internet during shows, making digital media the single biggest distraction from the main screen.


TRADITIONAL TV IS ALIVE AND WELL

getting in on the action

AS THE NUMBER OF DEVICES AND TIME SPENT WITH MEDIA INCREASES, A HOLISTIC LOOK AT THE INDUSTRY WILL HELP CAPITALIZE ON THESE BROADSTROKE TRENDS.

To learn how MNI Targeted Media solves against these industry trends, reach out to your Account Executive or Vicki Brakl at [email protected].

I. CROSS-DEVICE TARGETING II. CONNECTED TV III. TV VIEWERSHIP TARGETING

• The practice of identifying and delivering a specific audience, across all of their devices.

• Growth is hinged on finding a unique identifier that ties the individual user across their desktop/laptop, mobile, and tablet.

• TV sets connected to the internet through built-in internet capacity or via another device (e.g. game console, set-top box).

• Growth is driven by tech advancements and digital video streaming services.

• Connects the dots between traditional TV advertising and online advertising. • Allows brands to target online consumers based on their television viewing habits to continue conversations with key audiences.


the multiscreen explosion

Marketing