Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics...
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Correlation between television and digital landscape in Italy
Correlation between television and
digital landscape in Italy
Correlation between television and digital landscape in Italy
Marco Ziero - MOCA Interactive
Sardinia
Famous Italian mall
Insights+
Best practices
Insights + best practices
Watch television every day
82%
4hEveryday in front of the TV
Population
61Mio
Active mobile subscriptions
97Mio
158%Mobile penetration
(European average: 139%)
Advertising spending (Y-o-Y) + forecast
0
1000
2000
3000
4000
2008 2009 2010 2011 2012 2103 2014 2015 2016 2017
Television Internet
Second screen
30Mio of Italian Internet users use at least one device connected while watching the TV
Let’s focus on behaviour
Simultaneous (screens are viewed ad
the same time)
25%
Shifting (screens are viewed at different points in time)
75%
Meshing (related content)
40%Shifting
(screens are viewed at different points in time)
75%Stacking
(unrelated content)
60%
Why do you mesh?
Interact with what’s happening on TV 8%Discuss what I’m watching (e.g. social media) 16%Find more information about what’s on TV 17%Follow up on a TV ad 11%
Find and follow up
Discuss and interact
Experience EnrichmentSocial TV
Business opportunities for companies
- create its own mobile app
Social TV
Social TV
Social TV
No longer available!
- create its own mobile app - buy adv in the apps
Social TV
- create its own mobile app - buy adv in the apps
- follow users in the social networks
Social TV
- create its own mobile app - buy adv in the apps
- follow users in the social networks
Social TV
Twitter and TV (Sept. 2014) .
- 2.6Mio tweets; - 240.000 unique authors;
- 128Mio impressions; - 225.000 viewers/day.
Social TV
Social TVShow On Air TV Audience Twitter Audience Ratio
Le Iene Yes 2.9Mio 827k 28,5%
Report Yes 2.1Mio 398k 18,9%
X-Factor Yes 876k 394k 44,9%
Servizio Pubblico Yes 2.2Mio 329k 14,9%
Che tempo che fa Yes 2.2Mio 195k 8,8%
The Voice of Italy No 3.2Mio 156k 4,8%
Piazza Pulita Yes 1Mio 157k 15,7%
Ballarò Yes 2.5Mio 136k 5%
Amici Yes 4.6Mio 134k 2,9%
Correlation between television and digital
landscape in Italy
But what about the adv spending
ratio?
Television is just a piece of the customer journey
Experience enrichment
When can brands talk to TV
viewers?
TV spot
Product placement
TV spot
Do brands know that, through TV spots, they’re talking to Italian potential/acquired
customers who are constantly running into a customer
journey?
Research
Correlation between television and digital
landscape in Italy
We saw (a lot of, +1.000) TV spots and
(manually) grabbed some data
- Industry - Brand
- Awareness (brand or product) - Promotion
Data
- Web site (homepage, internal web page, dedicated web site, responsive, voice)
- Social network - Mobile (telephone number, mobile app)
- Other (hashtag, Shazam, other social networks, events)
Data
- Call-to-action - Did I found the same message on Google and on the web site?
Data
What we found out…
47% TV spots that show a website address (URL)
What we found out…
7%4%3%
86%
Homepage Internal page Dedicated website Dedicated internal page
What kind of URL?
What we found out…
14% TV spots that, once the website address is
shown, spell the URL
What we found out…
16% TV spots that show social networks’ icons
What we found out…
0
25
50
75
100
Regione 1Facebook Twitter Youtube Google+ Pinterest Instagram LinkedInSlideshare Flickr
Which social networks?
What we found out…
5% TV spots that show a mobile app’s icons
What we found out…
5% TV spots that show a telephone number
What we found out…
6% TV spots that spell a call-to-action
What we found out…What kind of call-to-action?
Follow us Continue on Find more
Ask for a quote Download the app
Shop online Donate
What we found out…
15% TV spots that show a promotional offer
What we found out…Once the TV spot push me to go to the internet
(URL, CTA or a commercial offer) is the message aligned on Google AdWords?
48% 52%
Yes No
What we found out…Once the TV spot push me to go to the internet (URL, CTA or a commercial offer) is the message aligned onthe
website?
12%
88%
Yes No
What we found out…Once the TV spot push me to go to the internet
(URL, CTA or a commercial offer), is the website responsive?
47% 53%
Yes No
What we found out…Any other details?
Hashtags Shazam
(apparently) User generated content Soundtrack download
Cross-device compability Other social networks (Vine, Spotify)
What we found out…
What we found out…
What we found out…
What we found out…
Correlation between television and digital
landscape in Italy
How to produce the “perfect” TV spot
#1
Don’t ask to much to your TV spot: it’s not a performance medium.
Use emotions and try to leave a sign in viewers’ mind.
Some best practices
#2
Show the website address. Better: create a dedicated URL
(for tracking).
Some best practices
savethechildren.it/tv
savethechildren.it/IT/Tool/ECommerce?canale=8
Some best practices
Regular URL
Tracking code
#3
Spell the website address: during ad breaks people lower the eyes
to mobile devices
Some best practices
#4
If you show social networks’ icons, help the viewers finding you on those social networks (icons
are not enough!)
Some best practices
Some best practices
#5
Tell the viewers why they should follow you on the social networks:
call to action! “Follow me”, often, it’s not enough.
Some best practices
#6
If it fits with your brand/company, don’t forget the dear old phone number (great if you can track
incoming calls)
Some best practices
#7
Be sure the website looks good on smartphones and tablets
Some best practices
#8
If the TV spot talks about a promotional offer, be sure you talk
about that offer everywhere (website, social network, …)
Some best practices
#9
Be sure that when people put some keywords in Yandex (or Google)
related to the TV spot (brand name, product
name, pay off) you’re the first result (paid and organic)
Some best practices
#10
Create a dedicated URL to go through with retargeting
campaigns
Some best practices
Product placement
Correlation between television and digital
landscape in Italy
Here we collected some experiences
Reality cooking shows: Molto Bene
Bake Off
TV shows
Extend brand exposure from television to digital landscape to increase
product placement value
Goal
We know that the television invites the viewer to do something
(looking for further info, follow up) on the internet afterwards. We want to be there as well.
Idea
Advertising campaigns: Google AdWords (+retargeting)
Facebook Ads (at that time, to advertise on Twitter was too expensive)
Channels
Keywords and interests related to:
- those TV shows (and similar) - anchor man/woman
- special guests + participants - cuisine and recipes
- brand and products (from product placement)
Target
Time window
Particularity
Show
Campaigns
1h 3h
Results (funnel) for “Molto Bene”
Note: “BakeOff” is still running
4.1Mio impressions
20k clicks
11k remktg imp
850k viewers
Keep in mind
TV campaigns and digital campaigns are running
anyway. But they work each on their own side. We can make
them work together to improve effectiveness and
people experience.
Keep in mind
Correlation between television and digital
landscape in Italy
What about tomorrow today?
(1) TV Sync
Today
Issue: time window
It’s easy to know when a TV show is running. It’s not the same for TV spots.
TV sync
TV sync
How? “Our platform automatically identifies commercials on TV, in real time and at scale. We use our proprietary
global TV monitoring network to actually scan the broadcast video for advertisements as they air on TV. This is a 24/7/365 process. Our state
of the art Automatic Content Recognition (ACR) technology based
on fingerprinting identifies ads within a few seconds.”
TV sync
Source: Civolution
- A 250% lift in CTR for Twitter ads that were
synchronized to the airing of television spots (case study: major
movie launch)
TV sync
Source: Civolution
- Increase of 1.9m unique users reached in real-time
(case study: mobile operator)
TV sync
Source: Civolution
- A 50% increase in CTR (case study: fast-moving consumer goods brand
during a daytime campaign)
TV sync
Keyword: simultaneously
(2) Fingerprint
Fingerprint
Fingerprint
Fingerprint
- 25Mio users - 1Mio new users every
month - 8Mio monthly active users
Fingerprint
- 1Mio tags from TV in the last 12 months
- 1’46” spent on Shazam result page
Fingerprint
Fingerprint
- TV sync - Finger print
- Account
Today
(3) Users account
AccountTV on demandOnly 47% of U.S. viewers still watch live TV
Account
We’ll be always logged in! As it happens with the internet right now
Both directions
AccountIt will be easy to understand if
you watched a TV show and then serve you ads on the internet and if you visited a
website and then serve you a TV spot on TV
Conclusions
Accenture: “[…]The sharp rise of multiscreening is both a threat and an
opportunity[…] passive fruition is over […] For broadcasters and content providers becomes
essential 'follow' the consumer on all devices[…]delivering a user experience
optimized from time to time on each device, but at the same time always consistent
regardless of the device used at the time[…]”
Conclusions
Correlation between television and digital
landscape in Italy
- Do follow - Right context - Consistency
Giveaway
Now you know!
I got Avinash’s permission. In 4’. :)
спасибо[email protected]
@marcoziero @mocainteractive
- http://www.engage.it/tecnologia/nielsen-twitter-tv-ratings-debutta-in-italia-a-settembre-26-milioni-di-tweet-su-programmi-tv/20187/
- http://www.primaonline.it/wp-content/uploads/2013/09/Executive-Summary.pdf
- http://www.slideshare.net/rudymazaky/2014-digital-landscape-overview-by-wearesocialsg
- http://www.topitalianstyle.com/litalia-cambiera-la-politica-di-rilascio-dei-visti-ai-russi/
- http://www.millwardbrown.com/adreaction/2014/ - Twitter Inc - Civolution
- Mobvious for Shazam
Sources