1
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
ENGAGEMENT MOVES FROM
THEORY TO PRACTICE
Multiscree...
22008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
THE POWER OF
MTVN
32008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
Linear
Video-On-Demand:
Almost 400 million orders in...
42008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
Virtual Worlds
Digital
Online Syndication
Video and ...
52008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
Mobile
Linear Mobile Simulcasts
WAP sites
62008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
Podbusting
Reinventing our commercial pods
o Scalabl...
7
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
Nickelodeon • The American Family / Families & Bran...
8
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
1. How did we get here?
2. What did we learn?
3. Ho...
9
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
1. How did we get here?
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
A case study to understand multiscreen cross-platform...
11
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
2. What did we learn?
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
EXECUTIVE SUMMARY
The key engagement-based values gai...
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
Seekers (discover)
- viewing past episodes
- cast bio...
14
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
3. How does it work?
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
Emotional Connection enables enjoyment of content & a...
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
30
55
75 77
0%
20%
40%
60%
80%
100%
TV only TV + Onli...
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
• Plays good music in the background – 93%
• After I ...
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
…‘not missing out’ and being ‘in the know’
are major ...
19
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
4. How does this apply to
advertising?
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
Putting engagement to work for advertising
ADVERTISIN...
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
Recognition of TV advertising increases with
more scr...
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
Multiple screen advertising recognition has
increment...
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
What’s next?
Socializing our insights
– Partners
– Cr...
24
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
ENGAGEMENT MOVES FROM
THEORY TO PRACTICE
Thank you.
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Engagement Moves from Theory to Practice

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Presentation to the ARF Engagement Council

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Engagement Moves from Theory to Practice

  1. 1. 1 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY ENGAGEMENT MOVES FROM THEORY TO PRACTICE Multiscreen Cross-platform Media & Advertising Engagement Study MTV Networks Research In collaboration with Harris Interactive and MauroNewMedia ARF Engagement Council Meeting March 20, 2008
  2. 2. 22008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY THE POWER OF MTVN
  3. 3. 32008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY Linear Video-On-Demand: Almost 400 million orders in 2007 Dec ’07: 128% growth vs. Dec ‘06 High Definition: MHD is the #1 music HD channel Spike HD launching in 2008
  4. 4. 42008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY Virtual Worlds Digital Online Syndication Video and Music Culture Archive
  5. 5. 52008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY Mobile Linear Mobile Simulcasts WAP sites
  6. 6. 62008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY Podbusting Reinventing our commercial pods o Scalable Retention Devices o Branded & Integrated o Co-Created Advertising
  7. 7. 7 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY Nickelodeon • The American Family / Families & Brands • The TruReach Meter • Multiplatform Engagement – Partnership with Starcom • Mobile Content Study • Environment Research Study • Kids’ Influence Study • Retail Study • Parents Segmentation • “Meet the Parents” • Family Circuits • Advertisers Attribute Analysis • ParentsConnect Lifebook Initiative • The N • Marketing Television in a Digital Age • The Millennial Value Study • “What Teens Want” • MTV/MTV2 • Voyager • The Happiness Study • The GenP Report • Images, Empowerment & Leadership • Integrated Marketing Effectiveness • MTV.com Teen Profile • Word of Mouse • The Gender Study • MX2: Music Experience • Event Research Spring Break ’08 • Circuits of Cool: Perspective on Youth & Digital Media • Teen Influencer Study • VMA Media Impact Study • Virtual Worlds Advertising Model Lab • mtvU • mtvU College Marketplace Study • College Fall Measurement Study • “Half of Us” • MTV Tr3s • Cooltura Trendsetter Music • Influencer Study • Latino Youth Mini-Ethnographies • National Ratings Analysis • Authenticity Study • MTVN Corporate • Multiscreen Cross-platform Engagement Study • Accountability Lab • Digital Media Buyers Study • DVR Drivers Study • Music Views Multiplatform Project • Casual Gaming • MediaFLO Study • Comedy Central • A Close Look at Humor Today & Tomorrow • Games and Entertainment Digital Tracker • Men’s Digital Review • Address the Mess • VH1 • Showstoppers • VH1 Pop Culture Study • Vh1.com Profile Study • MHD Advertiser Perception Study • MHD Profiling • LOGO • Living Gay • Gay-Targeted Media Impact Study • Spike • State of Men: 2008 • You’ve Come a Long Way Daddy: A Closer Look at Today’s Fathers • Guy Viewer Preference • Clicking & Sticking with Guys • Spike/Comedy Multiplatform Male • Men’s State of the Union Redux • Gametrailers User Profiling • CMT • Heartland Election Year Attitudes • Heartland Technology • Digital Audience Profiling • TV Land • Boomography • The Chameleon Consumer: Boomers’ Relationship with Brands ONE VISION: CONTINUOUS INNOVATION
  8. 8. 8 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY 1. How did we get here? 2. What did we learn? 3. How does it work? 4. How does it apply to advertising? MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
  9. 9. 9 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY 1. How did we get here?
  10. 10. 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY A case study to understand multiscreen cross-platform engagement Objectives Are there empirical, scalable, predictable metrics of engagement across consumer touchpoints, that explain from a consumer-centric point of view why and how behaviors are what they are? Further, how does this impact content and advertising reception across multiple measures of efficacy? Methodology [Harris Interactive (full study), MauroNewMedia (virtual world)] In-depth exploratory of engagement (thought leaders, experts, buyers, academics, partners) 600 cable television viewers 13-24s Viewers and non-viewers Virtual world participants Follow-up recontact recruited to participate in qualitative online chat sessions
  11. 11. 11 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY 2. What did we learn?
  12. 12. 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY EXECUTIVE SUMMARY The key engagement-based values gained: – A repeatable metric for understanding WHY consumers behave the way they do – The value of context in advertising effectiveness – Understanding the value of cross-platform advertising performance requires consumer-centric perspective by touchpoint Television ONLY Television PLUS Online (multiple platforms) Television PLUS Online PLUS Virtual world
  13. 13. 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY Seekers (discover) - viewing past episodes - cast bios, pics - TV schedule - info on music artists - blogs, forums (reading) Generators (reinterpret) - talking about show in-person - IM, texting - storytelling, reenactments - avatar creation - blogs, forums (posting) vHills (40%) …and need multiple outlets to share what’s worth ‘passing along’ People learn things for the purpose of ‘passing it on’… EXECUTIVE SUMMARY: Involvement with Content & Advertising
  14. 14. 14 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY 3. How does it work?
  15. 15. 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY Emotional Connection enables enjoyment of content & advertising 47 76 88 96 0% 20% 40% 60% 80% 100% TV only TV + Online Seeks TV + Online + vHills TV + Online Generates N=210 N=136 N=85 N=67 +49 pts (TV) +20 pts (L) +8 pts (V)+41 pts (TV) +12 pts (S) +29 (TV) “How do you feel about The Hills?” (5 pt scale) Engagement with The Hills Top 2 Box The Hills thrives beyond any single platform fueled by initial expression of strong Emotional Connection, growing significantly with each screen experienced The resulting effect: high-value consumers begin to emerge among those who cross platforms and make the transition to being a “communicator/giver of information” EMOTIONAL CONNECTION
  16. 16. 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY 30 55 75 77 0% 20% 40% 60% 80% 100% TV only TV + Online Seeks TV + Online + vHills TV + Online Generates “I have a connection with ‘the hills’, its how i live me life when i have the money and time to party, shop, and go crazy with my friends.” “I have an addictive relationship with it...I like talking about it with my friends.” The interplay between the consumer, the content and the platform are more positively related as touchpoint encounters increase when filtered by measuring FIT for The Hills. The better fit the program is for the consumer’s entertainment needs, the more engaged they become N=210 N=136 N=85 N=67 (T2B) +47 (TV) +22 pts (S) + 2 pts (V)+45 pts (TV) +20 pts (S) +25 pts (TV) ”How well does The Hills fit your entertainment needs?” (5 pt scale) Strong degree of FIT reveals greater degrees of promise and viewer commitment Engagement with The Hills Top 2 Box FIT “I'm infatuated with it because it's almost a guilty pleasure to watch it! drama, fashion, love, friendship all in 30 min”
  17. 17. 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY • Plays good music in the background – 93% • After I watch an episode, I can't wait to find out what happens next – 88% • Is a show I talk about with my friends – 82% • Features fashion I love to see – 82% • Is a show many of my friends also watch – 79% • Have personal situations/problems that I can relate to – 74% • I feel like I know these people – 65% • Visited The Hills webpage watch past episodes – 50% • Conversation (i.e., in-person or over the phone) – 65% • Twice as likely to read blog not associated with site vs. SEEKERS 77 TV + Online – GENERATES N=67 What are the overall drivers of the GENERATORS?
  18. 18. 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY …‘not missing out’ and being ‘in the know’ are major value drivers 0 10 20 30 40 50 60 70 80 90 Is a show many of my friends also watch Is a show I talk about with my friends Everyone will be talking about it, so I don't want to miss it Gives me something to know that other's don’t TV Only TV + Online Seeks TV + Online + vHills TV + Online Generates T ”How strongly do you agree or disagree with each of the following statements about The Hills?” (5 pt scale) Text messaging (SMS) 212075 Conversation (in-person, by phone) 65561917 Posting on personal webpage (MySpace, Facebook) 181444 Instant Messaging (IM) 333174 Commenting on online content or post about The Hills 151433 Email 151242 Blog 10933 Primarily verbal communication is how they connect… GENERATORS who talk with others value most the ability to share the benefits of watching
  19. 19. 19 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY 4. How does this apply to advertising?
  20. 20. 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY Putting engagement to work for advertising ADVERTISING RETENTION AND ASSOCIATED VALUE INCREASES as a user is more engaged and experiences more platforms Advertising across platforms results in EXPONENTIALLY MORE INTEREST IN BUYING OR CONSIDERING the product advertised When comparing the Fit of a brand for themselves, CONSUMERS WHO ARE INVOLVED IN MORE BEHAVIORS find the advertised brand to be a BETTER FIT AT TWICE THE LEVELS OF TV ONLY. This RESULTS IN TWICE THE LEVEL OF INTEREST IN BUYING/ USING/CONSIDERING the advertised brand
  21. 21. 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY Recognition of TV advertising increases with more screen experiences The value of TV advertising grows as the connection and experiences with The Hills across screens happens 78 85 85 0% 20% 40% 60% 80% 100% TV only Visits MTV.com Participates in vHills Yes, recognize any TV ad N=210 N=118 N=85 “Have you seen any of the TV commercials depicted in the screen shots you just viewed?”
  22. 22. 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY Multiple screen advertising recognition has incremental engagement value Recognizing advertising across multiple screens (TV ad + banner ad + vHills) dramatically improves connection, consideration/purchase intent and brand imagery 0 1 0 2 0 3 0 4 0 5 0 6 0 7 0 8 0 9 0 “I’ve never seen anything like this, but MTV, if anybody, is the place for it to be!” Much more positive feelings Cool and Hip Purchase intent (top 2 box) Promotes music events & supports arts Recognize TV ad only Recognize TV + banner ad Recognize TV + banner ad + vHills stim 7 11 20 47 55 70 65 76 90 43 55 70
  23. 23. 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY What’s next? Socializing our insights – Partners – Creative Development – Research practitioners Exploring model further – Across genres – Within demo segments – Along lines of interest – Upon activation of social media Benchmarking and listening for more test-and-learn
  24. 24. 24 2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY ENGAGEMENT MOVES FROM THEORY TO PRACTICE Thank you.

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