Marketing in the multiscreen world
AdReaction 2014
BRAZILRESULTS
CONDUCTED IN 30 COUNTRIES AROUND THE WORLD
THE POWER OF FOUR
3
Why do we need to better
understand multiscreen?
How are screens used?
What do people think
of ads on screens?
What should brands do?
WHY DO WE NEED TO BETTER UNDERSTAND MULTISCREEN?
GROWING OWNERSHIP OF SMARTPHONES AND TABLETS IS CREATING A NEW MEDIA LANDSCAPE
5
Global Shipments
725
349 145
238 1,004
315 227
227
2012 2013
TV Smartphone Laptop Tablet
6
Highest and Lowest TV minutes?
Highest and Lowest Smartphone Minutes?
Highest and Lowest Laptop Minutes
Highest and Lowest Overall Minutes?
Indonesia
540 Italy
317
UK
148 Vietnam
69
China
161 Kenya
65
Nigeria
193 France
79
SCREEN MINUTES BY COUNTRY
Brazil (4th)
474
HOW MUCH ARE SCREENS USED? BRAZIL RESULTS
Time Spent Daily on Screens Per Person Global Average: 113 (27%)
Global Average: 108 (26%)
Global Average: 50 (12%)
Global Average: 147 (35%)
TOTAL MINS: 474 BR vs. 417 global
When are devices used during the day?
TV Smartphone
Laptop Tablet
When are devices used during the day?
0%
5%
10%
15%
20%
25%
30%
35%
6am to9am
9am to 12noon
12 noon to3pm
3pm to6pm
6pm to9pm
9pm to 12midnight
12midnightto 6am
TV Smartphone Laptop Tablet
Device Key
RELATED CONTENT
UNRELATED CONTENT
AT THE SAME TIME
AT DIFFERENT POINTS IN TIME
11
ONE DEVICE AT
A TIME
234’
66%
SIMULTANEOUS
119’
34%
354 BR vs. 308 global
How often are screens used simultaneously?
RELATED CONTENT
UNRELATED CONTENT
AT THE SAME TIME
AT DIFFERENT POINTS IN TIME
12
ONE DEVICE AT
A TIME
234’
66% STACKING
76’
22%
MESHING
43’
12%
Is simultaneous use for related content?
354 BR vs. 308 global
Why do people use TV and Digital screens to do RELATED things?
Meshing
Global Average: 24%
Global Average: 19%
Global Average: 14%
Global Average: 11%
Why do people use TV and Digital screens to do DIFFERENT things?
Stacking
Global Average: 42%
Global Average: 39%
Global Average: 28%
Global Average: 27%
Global Average: 25%
Global Average: 20%
How much screen use overlaps with TV?
How often does a task start on TV and continue on another screen?
How often does a task start on a smartphone and continue on another screen?
How often does a task start on a laptop and continue on another screen?
How often does a task start on a tablet and continue on another screen?
WHAT DO PEOPLE THINK OF ADS ON SCREENS?
AdReaction 2014 www.millwardbrown.com/adreaction
UK USA
Argentina
Australia
Brazil
Canada
China
Colombia
France
Germany
India
Indonesia
Italy
Japan
Kenya
Mexico
Nigeria
Phillipines
Russia
Saudi
South Africa
South Korea
Spain
Thailand
Turkey Vietnam
15
25
35
45
55
65
300 350 400 450 500 550
MULTISCREEN OPPORTUNITY PLOT - COUNTRIES
21
Mar
keti
ng
Rec
epti
vity
(a
vera
ge a
cro
ss s
cree
ns)
Scale of Opportunity (minutes across screens)
AdReaction 2014 www.millwardbrown.com/adreaction
28
33
38
17 22 27 32
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 OPPORTUNITY PLOT MARKETING APPROACHES (GLOBAL)
Rec
epti
vity
- G
LOB
AL
Noticed - GLOBAL
Micro-video
TV ads promoting mobile app
TV ads with hashtags
TV show and mobile
app sponsorship
Interactive TV ads
AdReaction 2014 www.millwardbrown.com/adreaction
23
MULTISCREEN OPPORTUNITY PLOT MARKETING APPROACHES (BRASIL)
15
25
35
45
55
18 23 28 33 38 43 48
TV ads with url
TV ads with Facebook
TV ads with hashtags
Interactive TV ads
TV ads promoting mobile app
TV and online show
sponsorship
TV show and mobile app sponsorship
Sponsored mobile play along game
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
Micro-video
TV ads with
online
extras
Noticed - BR
Re
ce
ptivity -
BR
OPPORTUNITIES: BRANDS AND ACTIONS MENTIONED BY THE RESPONDENTS
BE CONSISTENT
• Magnum launched an advergame, with digital and TV efforts, that consumers had to navegate through diffent internet pages to hunt chocolates.
• The interesting thing was the
“pleasure hunt” was not only about Magnum but went to other brands’ internet pages such as Samsung, YouTube and the Saab car. Despite being multi branded and multi media, Magnum managed to keep it consistent throughout the screens, using each of its specific advantages.
26
The campaign
started with PR
around a concert
set in the town of
Milligan, NE - bang
in the middle of
America
Magnum made a campaign in which
you needed to achieve various levels to
get to the Ice Cream. In TV it was
already beautiful to see, but in the
internet game it had me because it was
super fun to play
Magnum made an
engaging
advergame and
invested on other
media platforms
Having other
brands involved
made the game
more interesting
without taking
focus of Magnum.
BE CONNECTED
• New multi-screen behaviours offer exciting opportunities for interactions between screens. Although not all brands will be able to achieve this, second screen play-alongs can be highly popular.
• Skol, a beer brand, is promoting exclusive brand content in the Twitter of a famous comedy TV show in Brazil, "Pânico na TV". The tweets happen simultaneously to the show transmition and videos are posted in the TV show’s twitter profile with participation of the show`s characters, enabling viewers to interact with both the show and the brand.
The brand was promoted
during the show and
viewers were able to vote
for their favourite episode
on the brand’s website
“When Skol allowed
the viewers of
Pânico na TV in
Band TV to vote for
your favourite
episode through the
brand’s website”
Users could interact
with both the brand
and the TV Show.
The TV Show’s
Twitter profile
promoted the
brand’s contents.
27
AdReaction 2014 www.millwardbrown.com/adreaction
BE CONSIDERED
28
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
BE CONCISE
• Think carefully about how to overcome resistance to ads on digital screens. Use mobile-friendly, shareable content that entertains first, informs second.
• Vivo, a Brazilian telecom brand, launched a TV and social media campaign to concisely promote its benefit of good network connectivity.
• The brand used the `pega bem` hashtag (which means `it`s wonderful, it`s good`) and asked consumers to post good moments of their lives with this hashtag.
29
“Vivo’s television
advertising is super
funny, and they
have very cool ads
in social networks”
The pegabem posts
were also curated
on a dedicated
campaign website
Uploads were
shared online via
Facebook (where
Vivo has over 2m
fans) and other
social platforms
Their TV
commercial
encouraged people
to share good
moments of their
lives
Acesse o estudo completo em: millwardbrown.com/AdReaction/2014
Adriana Sousa Director of Media and Digital Solutions, Latin America
t. +55 11 3069 3625
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