Millward Brown European Ad Reaction Study

Making sense of multiscreen

AdReaction 2014

Presentation for IAB Europe

Making sense of multiscreen in Europe

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AdReaction 2014 www.millwardbrown.com/adreaction

ADREACTION MULTISCREEN: CONDUCTED IN 35 COUNTRIES AMONG 17,000+ MULTISCREEN USERS

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INCLUDING 12 EUROPEAN MARKETS

UK

FRANCE

SPAIN

ITALY

GERMANY RUSSIA

HUNGARY

POLAND

ROMANIASLOVAKIA

CZECH REPUBLIC

TURKEY


CONTENT

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Why do we need to better

understandmultiscreen?

How are screens used?

What do people think

of ads on screens?

What should brands do?

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PLEASE GO AND HAVE A LOOK…

www.millwardbrown.com/adreaction

WHY DO WE NEED TO BETTER UNDERSTAND MULTISCREEN?


SHARE OF SCREEN MINUTES VS. MEDIA SPEND

7

Daily Screen Minutes

27%

12%26%

35% 66%

29%

4%12%

29%

60%

Global Media Spend

2013 2016

+


SHARE OF SCREEN REGIONAL COMPARISON

Daily Screen Minutes

30%

13%28%

29%26%

12%25%

38%

EUROPE AMAP

HOW ARE SCREENS USED?


SCREEN USAGE DURING THE DAY

10

6am to 9am 9am to 12 noon 12 noon to 3pm 3pm to 6pm 6pm to 9pm 9pm to 12 midnight

12 midnight to 6am

0%

5%

10%

15%

20%

25%

30%

35%

40%

TV Smartphone Laptop Tablet


HIGHEST & LOWEST SCREEN MINUTES BY COUNTRY

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Highest and LowestTV minutes?

Highest and LowestSmartphone Minutes?

Highest and LowestLaptop Minutes

Highest and LowestOverall Minutes?

Indonesia

540Italy

317

Czech Republic

421

Japan

342

UK

148

Vietnam

69USA

147

Italy

89

China

161Kenya

65

Russia

158Germany

77

Nigeria

193France

79Germany

137

Canada

124


PROFILING THE EUROPEAN MARKETS

Screen agnosticsHungary

Czech Republic

Slovakia

Unconvinced by tablets?Italy

GermanyFranceTurkey

Spain FranceUKTV dominant

Smartphone = 2nd screen of choice

GermanyTurkeySmartphone = primary screen Italy

Laptop/ PC = primary screenPolandRomania

Russia


IT TAKES 5 HOURS TO CONSUME 7 HOURS OF SCREEN MEDIA

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TOTAL MINS: 417NET MINS: 308

Shifting

65%

(Euro 68%)

Simultaneous

35%

(Euro 32%)

At different points in time At the same time


OVERALL SIMILAR LEVELS OF SIMULTANEOUS USAGE IN EUROPE

Italy(25)

Philippines(47)

Average(35)

UK

France

Poland

Russia

Hungary

Slovakia

Spain

Czech Republic

GermanyTurkey

Romania


MULTISCREEN MINUTES BY TYPE

15

TOTAL MINS: 417NET MINS: 308

Shifting

65%

At different points in time

Related content

Unrelatedcontent

Meshing

14%

Stacking

22%

At the same time


MULTISCREEN MINUTES BY TYPE

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Related content

Unrelatedcontent

Meshing

13%

Stacking

20%

At the same time

ItalyRomania

UK 7%

France

Spain

Germany

Turkey 19%

UK

24%

15%


REASONS FOR SIMULTANEOUS MULTISCREENING

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REASONS FOR SIMULTANEOUS MULTISCREENING

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Need to get other things done

Someone else has chosen what's on TV

Just have TV on for background noise

TV not interesting enough for all my attention

To keep up with friends on social media (not TV related)

To fill time during ad breaks

20%

25%

27%

28%

39%

42%

To follow up on a TV ad

To discuss what I’m

watching (e.g. via social

media)

0.11

0.14

0.19

0.24

Any Stacking Reason

85%

Any Meshing Reason

41%

WHAT DO PEOPLE THINK OF ADS ON SCREENS?


RECEPTIVITY ACROSS SCREENS LOWEST IN EUROPE

TV SmartphoneLaptop Tablet

AMAP

LATAM

NA

Europe

61% 44% 44% 42%

64% 46% 43% 40%

51% 31% 31% 31%

41% 26% 24% 26%


MILLWARD BROWN EFECTIVENESS LEARNING SHOWS DIFFERENT CHANNELS HAVE DIFFERENT ROLES

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Salience

Meaningful Difference (Message)

Motivation (Purchase Intent)

TV SmartphoneLaptop Tablet

Impact per person reached


17 22 27 3228

33

38

22

TV ads with URL

TV ads with Facebook

TV ads with online extras

TV and online show sponsorship

Sponsored mobile play-along for live

TV event

Sponsored online TV voting

for TV show

Online ads promoting TV ad or show - pre

Online ads promoting TV ad or show - post

MULTISCREEN OPPPORTUNITY PLOT – MARKETING APPROACHES

Rec

eptiv

ity -

GLO

BA

L

Noticed - GLOBAL

Micro-video

TV ads promoting mobile app

TV ads with hashtags

TV show and mobile app sponsorship

Interactive TV ads

WHAT SHOULD BRANDS DO?

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THE MAIN IMPLICATIONS FOR MARKETERS ARE

Be Consistent

BeConnected

Be Considered

Be Concise


BE CONSISTENT

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The campaign started with PR around a concert set in the

town of Milligan, NE - bang in the middle of America.

In the hour after the commercial ran it generated the largest

increase in website traffic of any Superbowl advertiser.

Their Superbowl commercial acted as an intro to the half time show - a

celebration of music and New

York City.

Activities continued throughout

January including a viral video during the

Grammys, and multiple tweets

& Vines.

http://www.youtube.com/watch?v=iISQEwleMuo


BE CONNECTED

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“Domino’s were on TV and the app. It made me get one and I love them – it was a good

excuse to treat myself!”

“I liked that Dominos were on TV and on the X Factor app at the same time. They

also had a game too.”

“Domino’s adverts on X Factor made me more

interested in their products”

“Domino’s advertised on TV and on the X Factor app. It’s brilliant when you use

the app alongside the show”


BE CONSIDERED

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Edeka (German supermarket) ran a cute but “safe” TV ad featuring their

variety of own brand products

Supergeil has become a huge viral hit and spawned video messages to share

with friends, colleagues etc.

The TV ad achieved relatively few views online

A much riskier, crazier “Supergeil” (= awesome) ad ran online – also featuring their own brand products

https://www.youtube.com/watch?v=jxVcgDMBU94

https://www.youtube.com/watch?v=a2U6AycV-9Y


BE CONCISE

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“Vivo’s television advertising is super funny, and they have very cool advertisements in the brand’s social networks”

Uploads were shared online via Facebook, other social platforms

& a dedicated website

Vivo (Brazilian telco) promoted its good

network connectivity with the “pegabem”

hashtag (“it’s wonderful, it`s good`)

Their TV commercial encouraged

people to share good moments

of their lives

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MULTISCREEN = MULTIPARTNER

Media agencies

Facilitate, orchestrate.

Be the experts.

Creative agencies

Ideas with multiscreen

legs

Media owners

Facilitate multiscreen

planning activities

Brands

Increase confidence, experience, competence

Research agencies

Inform, explain, educate, measure

ALL

Integrate, partner, connect,

collaborate

Making sense of multiscreen

AdReaction 2014

Presentation for IAB Europe

Making sense of multiscreen in Europe

Millward Brown European Ad Reaction Study

Marketing

Transcript of Millward Brown European Ad Reaction Study