Post on 29-Mar-2015
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MDAS 3 Screens StudyDigital Media –
consumer habits and trends
29 January 2008
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A consumer insight& brand consultancy
that specialises inmedia brands
A background inadvertising
account planning
Based inCentral London,but with global
coverage
A permanentteam of 20
What is Sparkler?
An extended team of experts
from video production to econometrics
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Who we’ve been working with recently
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Objective for the 3 Screens Study
To understand the differing roles and value of video content across all 3 screens – and the opportunities for
advertising within this
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Methodology: qualitative research in five markets
6 x 1.5hr research groups in each market
(extensive media diary pre-tasks)
The bulk of the project involved
research with consumers in markets
selected specifically for being
relatively progressive in terms of
online viewing, but with very different
media marketplaces overall
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Two segments in each market
PROGRESSIVE MAINSTREAM ADVANCEDOwnership and usage of PVR,
Internet, multimedia-enabled
mobile devices
View AV content online more
heavily
View AV content on mobile
devices, and share online/mobile
AV content
Ownership and usage of PVR,
Internet, multimedia-enabled
mobile devices
View AV content online via a PC
(NB: In Spain and Brazil respondents
were not screened for PVR
ownership)
In researching mainstream behaviours we soughta realistic gauge for future global video consumption
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Our Swedish sample
M 40-55Children 13-18
in home
F 18-24 No children in home
Progressive Mainstream M
F
30-40
30-40
Children 5-11 in home
Children 5-11in home
Advanced M
F
25-34
25-34
No children in home
No childrenin home
Gender AgeChildren in home
Screen usage
Project
managemen
t,
recruitment
&
moderation
by GfK
Sverige
Fieldwork
took place in
Stockholm
26-28 Nov
2007
All groups
attended by
Nick Davis
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Presentation headlines
1 HOUSEHOLD DYNAMICSPLAY OUT ON SCREEN
3 THE CHALLENGE OFTHE IN-SCREEN CONTEXT
4 CONTENT AS COMMS
5 TOWARDS A NEW ADVERTISING MODEL
2 CONTEXT, THE GREAT DICTATOR
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1 HOUSEHOLD DYNAMICSPLAY OUT ON SCREEN
3 THE CHALLENGE OFTHE IN-SCREEN CONTEXT
4 CONTENT AS COMMS
5 TOWARDS A NEW ADVERTISING MODEL
2 CONTEXT, THE GREAT DICTATOR
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An initial insight…
Different householdsfeatured differentvideo behaviours
Interpersonal householddynamics were played out
in these 3 screen behaviours
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Viewing habits differed according to household needs
Teen familyhouseholds
Partnerhouseholds
Viewing most pulled apart
Viewing most pulled
together
Young familyhouseholds
NEED
Togetherness& Proximity
NEED
Solitude& Space
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This is reflected in where video is consumed in households
Teen familyhouseholds
Partnerhouseholds
Teens seek solitude/connectedness via useof laptop in bedrooms
Mums use PC in studyas way to get somequality time alone
Young familyhouseholds
Partners watch new USdramas together on
laptop in the bedroom
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Different screens perform different roles at different times
Mums’ behaviour here the most ‘mainstream’example of progressive mainstream behaviour
NEED
Togetherness& Proximity
NEED
Solitude& Space
PCTeens seek
‘connectedness’,web 2.0 immersion
PCMums seek
‘my moment’, useas surrogate screenfor TV programmes
TVMums seek
family bonding &shared experiences
TVTeens seek
time alone, awayfrom familymembers
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1 HOUSEHOLD DYNAMICSPLAY OUT ON SCREEN
3 THE CHALLENGE OFTHE IN-SCREEN CONTEXT
4 CONTENT AS COMMS
5 TOWARDS A NEW ADVERTISING MODEL
2 CONTEXT, THE GREAT DICTATOR
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We sought to understand where primacy lay
Q. When it comes to video, is it content or screenthat is the most important consideration for consumers?
A. People’s video needs are not fixed and fluctuatedepending on the viewing context at any given time
PRIMACY IS NOT A ZERO-SUM EQUATION
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Context is a critical part of the video viewing experience
Quality context is equally as important as quality content to a given video viewing occasion, but harder to define and control
Content(where quality
is easily-defined)
Context(where quality is not
so easily defined)
THE VIDEO VIEWINGEXPERIENCE
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Cultural context
Out-of-screen context
At any time there may be up to 3 viewing ‘contexts’ at play
In-screencontext
It is a combination of these contexts that will inform whetherit is screen or content that assumes ‘primacy’ in a given scenario
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Content connects the screens but context divides them
CONTEXT CONTEXT CONTEXT
CONTENT
CONTEXT CONTEXT
CONTEXT CONTEXT CONTEXTCONTEXT CONTEXT
TV Desktop LaptopiPod/PSP
Mobilephone
“The content – good programmes, a decent film, interesting news clips – that’s what is interesting. Where you watch it is more and more uninteresting – it’s
becoming irrelevant”(Male, Sweden)
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Some content is more naturally cross-platform
CONTEXT CONTEXT CONTEXTCONTEXT CONTEXT
CONTEXT CONTEXT CONTEXTCONTEXT CONTEXT
CONTENT TV DesktopMobilephone
LaptopiPod/PSP
CONTENT
NEWS
DRAMA
SPORT
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In future, context may become relatively less definitive
CONTENT LaptopCONTENT
NEWS
DRAMA
SPORT
CONTEXT CONTEXT CONTEXTCONTEXT CONTEXT
CONTEXT CONTEXT CONTEXTCONTEXT CONTEXT
This will perhaps be driven by new viewingbehaviours and narrative forms
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Screen size helps define the context
Private
One viewer
Social
Multiple viewers
Personal
Few viewers
TV PC MobileDevice
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As such, TV has a ‘Sofa Effect’…
TV has evolved to become a space of its own
TV is also a low commitment zone, easy to enter and experience
TV IS THE BENCHMARK FOR VIDEO VIEWING EXPERIENCES
SOFAEFFECT
Familiarity
Comfort,relaxation
Companionship
Hub of the home
Cinematic
Professional content
“TV is like a room that you enter”(Male, Sweden)
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The laptop brings with it ‘Context Anarchy’
ALONEWITH
OTHERS
FIXED LOCATION
ON THE MOVE
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…because of this, laptops can generate a Sofa Effect too
CONTEXTANARCHY
SOFAEFFECT
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1 HOUSEHOLD DYNAMICSPLAY OUT ON SCREEN
3 THE CHALLENGE OFTHE IN-SCREEN CONTEXT
4 CONTENT AS COMMS
5 TOWARDS A NEW ADVERTISING MODEL
2 CONTEXT, THE GREAT DICTATOR
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Video viewing on PC is a proactive and committed act
(TV IS ON)
SELECT VIDEOCONTENT
Viewing of (long-form) video on PC can encompass a number ofsteps that suggest a commitment to view and imply a highlyfocused, and highly valued viewing occasion and experience
(PC IS OFF)
TURN PC ON,LOAD SOFTWARE
(BROWSECHANNELS)
SEARCH FORVIDEO CONTENT
SELECT VIDEOCONTENT
(NO BROWSEOPTION)
PC TV
“When I watch something on the computer it feels like an active
choice”(Male, Sweden)
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However, the value of TV video content is generally higher
TV
PC
Mobile devices
SIZE OF SCREEN
PERCEIVED VALUE
OF CONTENT WATCHED
Typically…First time viewing
Priority quality content
Typically...Occasional viewingMid priority content
Typically…Repeat viewing
Low priority content
The perceived value of video content increases with screensize and screen quality – people seek high quality experiences
HIGH
MEDIUM
LOW
LARGE
MEDIUM
SMALL
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High quality content moving acrossthe screens can change this…
TV
PC
Mobile devices
Typically…First time viewingPriority content
Latest high quality USdrama downloaded
before release on TV
Film viewed on PSP
HIGH
HIGH
HIGH
LARGE
MEDIUM
MEDIUM/ HIGH
SIZE OF SCREEN
PERCEIVED VALUE
OF CONTENT WATCHED
“If there is something special you really want to watch,then you watch it on the Internet” (Female, Sweden)
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TV is thus the screen most likely to assume ‘primacy’
More likely to be screen primacy More likely to be content primacy
TV PC Mobile Device
People are more likely to naturally gravitate towards TV for videowhereas PC and mobile devices’ multi-functionality means
they are more likely to be used to satisfy a specific content need
THE ‘MULTIFUNCTIONALITY EFFECT’
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Multi-functionality can lead to distracted viewing
TVMobileDevice
PC
On PC especially, video has to compete with multiple otherfunctionalities, leading to a more distracted experience overall
THE ‘MULTIFUNCTIONALITY EFFECT’
Video sole function Video primary function Video secondary function
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Out-of-screen context
On PC, the biggest distractions are within the screen
In-screencontext
PC distraction levels far
higher due to multiple internal
functionalities of the screen
TV and PC feature similar
distraction levels in terms
of the environmental
context
For laptops the ‘multi-functionality’ effect of the in-screencontext can often sit alongside external distractions too
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1 HOUSEHOLD DYNAMICSPLAY OUT ON SCREEN
3 THE CHALLENGE OFTHE IN-SCREEN CONTEXT
4 CONTENT AS COMMS
5 TOWARDS A NEW ADVERTISING MODEL
2 CONTEXT, THE GREAT DICTATOR
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People predominantly share video content in two ways
Sharing content
Both are social, but in different ways
PCTV
Sharing contentviewing
experiences
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With ‘Networked Sociability’, content becomes comms
Networked Sociability
Content as comms
PCTV
Sociability
Content as content
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This has implications for the user and the content itself
Networked Sociability
Content as comms
PC
USER
Gains a sense of ‘connectedness’ to others and a feeling that they are to some degree the producer of the content they are sharing
CONTENT
Immediate, in that it can be shared at a specific moment in
time, yet also gains a potentially greater lifespan in that it can be
stored for later reference
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Within this type of behaviour, UGC varies in its value
Communicator
Creator
Content
UGC
LEVEL 3: sense of networked sociability
through content delivered as commsby a trusted and personal source LEVEL 2: sense of ‘connectedness’
andaffinity with those who created the
content
LEVEL 1: some value may be derived though low quality production a
feature
VALUE
The ideal UGC value here suggests clear opportunities for networked professional content
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In laptop usage, we saw a ‘Communion Device’ for video
This comes from the combination of ‘Context Anarchy’ and ‘NetworkedSociability’ together with notions of personalisation and control
Any context
Any context
Any context
Any context
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1 HOUSEHOLD DYNAMICSPLAY OUT ON SCREEN
3 THE CHALLENGE OFTHE IN-SCREEN CONTEXT
4 CONTENT AS COMMS
5 TOWARDS A NEW ADVERTISING MODEL
2 CONTEXT, THE GREAT DICTATOR
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Cultural context
Out-of-screen context
The big challenges for online ads are in-screen
In-screencontext
A number of defining idiosyncrasies of the in-screen context on PClead to low tolerance of advertising on this screen (especially laptop)
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Expectations of platform control also impact on tolerance
In the highly active platform context of PC where control mechanism are abundant, advertising adds an uncontrollable element
It could even be seen that advertising contradicts the medium
USER CONTROL
AD TOLERANCE
Lower(more push)
Higher(more pull)
Higher Lower
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The world of online video demands a different approach
Long-form ‘lean back’ content
Passive, with pushed content
Mass media/shared screen
Simple in-screen context(with established advertising breaks)
Strategy: DISRUPTION
Mixture of short- and long-form content
Active, content pushed and pulled
Personal screen
Complex in-screen context(no established advertising breaks)
?
LaptopTV
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Integration is more appropriate online
Advertising needs to complement its
environment – which is increasingly
personalised, user-controlled,
interactive and complex, with
various types of video
content viewed in different ways
The aim should be to be relevant,
in the most appropriate manner
Mixture of short- and long-form content
Active, content pushed and pulled
Personal screen
Complex in-screen context(no established advertising breaks)
Laptop
Strategy: INTEGRATION
“On the computer it’s all about your interests so advertising has to be relevant” (Female, Sweden)
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Ads could become ever more subtle and ‘woven in’
DISRUPTION
Eg Traditional ‘spots’
INTEGRATION
Eg Ad-funded Content
Indirect valueto end user
Advertising createdas a self-consciousstandalone ‘piece’
Direct valueto end user
Advertising createdto blend in to its
environment
Target bydemographic
Target byjourney
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Some early thoughts on how value can be added
Mixture of short- and long-form content
Active, content pushed and pulled
Personal screen
Complex in-screen context(no established advertising breaks)
Laptop
ADAPTABLE FORMS
CONTROLLABLE(WITHIN NETWORKS)
INTEGRATED; RELEVANTTO VIEWER JOURNEY
SIMPLER NARRATIVES;OPTIMISED SEGMENTATION
AND TARGETING
ONLINEADS
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Contact Details
58-60 Berners Street
London
W1T 3NQ
t: +44 00 20 707 99 555
e: nick@sparkler.co.uk