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Multi-Screen Nation
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Multi-Screen Nation

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Some general thoughts, data from a google study and some key solutions that brands and agencies need to deploy to win in the multi-screen world.

Some general thoughts, data from a google study and some key solutions that brands and agencies need to deploy to win in the multi-screen world.

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  • Cross channel consumer behavior has changed and will continue to change the rules of engagement for marketers.
  • If you had to take away one thing from the next 15 minutes, I hope that it would be that consumers like they always have, are going to exploit anything they can. In this case it is digital technology at their finger tips. Context is still in the driver’s seat, if we apply new approaches, everyone wins #messybiz
  • 90% of consumers with multiple devices are sequentially accomplishing tasks over time, almost all within the same 24 hour period.
  • As much as we would hope that TV viewing looks like this.
  • But today, lightweight devices and their connected nature is creating multi-tasking behaviors that we used to only expect in office/work environments. Now multi-tasking has spilled into everyday, non-work environments. Whether if be watching TV or even at the movies.
  • In fact, most consumers (78%) are multi-tasking juggling different actives at the same time. All device combinations index high.
  • Let’s look to non-traditional sources for audience planning. There is a reason why Nielsen bought Arbitron and is working with Twitter on a ‘new metric’, because the current metrics are not helping us win. Marketers need to get comfortable with stepping outside of the Nielsen, Arbitron, and comScore. While these are valid, there are sources that allow us to adjust faster to shifts in consumer needs.
  • Let’s agree that it is ok to non-traditional sources for audience planning. There is a reason why Nielsen bought Arbitron and is working with Twitter on a ‘new metric’, because the current metrics are not helping us win. Marketers need to get comfortable with stepping outside of the Nielsen, Arbitron, and comScore. While these are valid, there are sources that allow us to adjust faster to shifts in consumer needs, including twitter and the world’s largest database of intentions – Google.
  • Context absolutely drives device choices and tablets, smartphones, laptops and even TVs are helping consumers automatically make these decisions seamlessly across devices.
  • Take for example, you are sitting at starbucks across the street and you decide that you have a few minutes and you need make dinner reservations for tomorrow night. On any device, location is already being taken into consideration as you seek to find the perfect place for you and your friends to check out.
  • While your at starbucks, you might have several different devices when you remembered that you needed to make that reservation…but we can assume 1/3 of the time you are picking the device closest to you.
  • Hang that fancy flow chart on a cube wall with that approval signature, because it should and will change the minute we start executing….and that’s ok.
  • Historically digital tactics have been a bolt on, I would suggest that we need to inverse this thinking, it needs to be just as center as the broadcast tactics.
  • Creating and executing plans that are mutli-screen and flexible produce lots of data and even more noise.
  • Multi-channel efforts are only affective if we can jointly harness all the data streams it requires and produces. Brands need to work with their agency partners to give us more access to make better decisions on their behalf
  • In a multi-screen environment, last-click/last touch won’t cut it.
  • Work together to establish new ‘models’ that take into consideration all forms of digital and how collectively they work with off-line media. Too many clients want to push for multi-screen engagement and they are worried about additional investment but it is proven that if you can align on a new model for investment, you might not necessarily need to increase spending to get better results. It all comes back to each media channel playing their unique part in an overall media mix.

Multi-Screen Nation Multi-Screen Nation Presentation Transcript

  • Multi-Screen Nation Implications and solutions formarketers and media professionals
  • Agenda• Multi-faceted challenge• Implications and collective solutions• Q/A
  • Source: Ipsos/Sterling Brands/Google August 2012
  • Source: Ipsos/Sterling Brands/Google August 2012
  • Source: Ipsos/Sterling Brands/Google August 2012
  • Source: Ipsos/Sterling Brands/Google August 2012
  • Implication• Traditional planning resources are not enough
  • Collective Solution• Go beyond pre-packaged research
  • Source: Ipsos/Sterling Brands/Google August 2012
  • Source: Ipsos/Sterling Brands/Google August 2012
  • Implication• Plans and execution need to be fluid
  • Collective Solution• Selective yet inquisitive about partner selections• Budgets need to be fluid, flow to mix that is generating best outcome
  • Implication• Lots of data and a ton of noise
  • Collective Solution• Data enablement
  • Implication• Last-click measurement will not paint the full picture of media performance
  • Collective Solution• Predictive modeling
  • Wrap Up• Go beyond ‘normal’ panning tools• Flexible plans and budgets• Data enablement unlocks value for agency and clients• Predictive/advanced measurement