Mobile in multiscreen campaigns - Millward Brown

September 23-26, 2014
Ramada Hotel Berlin-Alexanderplatz
Organized by
#MRMW

Title Sponsor Gold Sponsors
Silver Sponsors
Premier Sponsor Bag Sponsor Workshop Sponsors
MRMW Berlin Sept. 23-26, 2014 #MRMW

Association & Media Partners
Event App PartnerNetworking Reception PartnerExhibitor
MRMW Berlin Sept. 23-26, 2014 #MRMW

Making sense
of multiscreen
AdReaction 2014
MRMW Berlin, September 25, 2014
Duncan Southgate
Mobile: the sleeping
giant in multiscreen
campaigns

AdReaction 2014 www.millwardbrown.com/adreaction
TODAY’S SESSION
2
How mobiles are used in the
multiscreen mix
How mobile opens up new
multiscreen marketing opportunities
Lessons learned from this huge
mobile research study

OVER A DECADE OF ADREACTION INSIGHTS
SOCIAL
DEEP DIVE
2001
2003
2005
2007
2009
• 35 countries
• Quant plus qual
• Online deliverable
• First time conducted
exclusively on mobile
2014
ONLINE VS. TRADITIONAL
TRENDS MULTISCREEN
2012
MOBILE
DEEP DIVE
US US US, UK
18
countries
7
countries
7
countries

ADREACTION MULTISCREEN: CONDUCTED IN 35
COUNTRIES AMONG 17,000+ MULTISCREEN USERS
4

INCLUDING 12 EUROPEAN MARKETS
5
UK
FRANCE
SPAIN
ITALY
GERMANY RUSSIA
HUNGARY
POLAND
ROMANIASLOVAKIA
CZECH REPUBLIC
TURKEY

SO WHAT DID WE LEARN?
6

PLEASE HAVE A LOOK…
7
www.millwardbrown.com/adreaction
Shortlist: Online data visualisation

HOW MOBILES ARE USED
IN THE MULTISCREEN MIX

SHARE OF SCREEN MINUTES VS. MEDIA SPEND
9
Global 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

SCREEN MINUTES BY COUNTRY
11
Highest and Lowest
TV minutes?
Highest and Lowest
Smartphone Minutes?
Highest and Lowest
Laptop Minutes
Highest and Lowest
Overall Minutes?
Indonesia
540
Italy
317
Czech Republic
421
Japan
342
UK
148
Vietnam
69
USA
147
Italy
89
China
161
Kenya
65
Russia
158
Germany
77
Nigeria
193
France
79
Germany
137
Canada
124

PROFILING THE EUROPEAN MARKETS
Screen agnostics
Hungary
Czech Republic
Slovakia
Unconvinced by tablets?
Italy
GermanyFrance
Turkey
Spain France
UKTV dominant
Smartphone = 2nd screen of choice
GermanyTurkey
Smartphone = primary screen
Italy
Laptop/ PC = primary screen
PolandRomania
Russia

SCREEN USAGE DURING THE DAY
13
0%
5%
10%
15%
20%
25%
30%
35%
40%
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
TV Smartphone Laptop Tablet

IT TAKES 5 HOURS TO CONSUME 7 HOURS OF
SCREEN MEDIA
14
TOTAL MINS: 417
NET MINS: 308
Shifting
65%
(Euro 68%)
Simultaneous
35%
(Euro 32%)
At different points in time At the same time

REASONS FOR SIMULTANEOUS MULTISCREENING
18
20%
25%
27%
28%
39%
42%
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
11%
14%
19%
24%
To follow up on a TV ad
To interact with what's
happening on TV
To discuss what I’m watching
(e.g. via social media)
More information about
what's on TV
Any Stacking Reason
85%
Any Meshing Reason
41%

HOW MOBILE OPENS UP NEW
MARKETING OPPORTUNITIES

MOBILE MARKETING RECEPTIVITY TRAILS TV,
BUT NOW ALMOST LEVEL WITH ONLINE
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
21
Salience
Meaningful Difference
(Message)
Motivation
(Purchase Intent)
TV SmartphoneLaptop Tablet
Impact per person reached

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
MOBILES HAVE CREATED A NEW SET OF
MULTISCREEN MARKETING OPPPORTUNITIES
Receptivity-GLOBAL
Noticed - GLOBAL
Micro-video
TV ads
promoting
mobile app
TV ads with
hashtags
TV show & mobile
app sponsorship
Interactive TV ads

METHOD DECISION
24
or

SAMPLE DECISION: FOR US, HOMOGENEITY
TRUMPED REPRESENTIVITY. ODD ONE OUT?
25

SAMPLING APPROACH – WILL IT BLEND?
26

SURVEY LENGTH – KEEPING IT TIGHT & LIGHT
27

SURVEY CONTENT – WHAT DIDN’T MAKE THE CUT
28
Games consoles and
outdoor digital screens
Usage by location
Simultaneous usage
of digital devices
Classification, classification,
classification

STARTPOINT WAS A CLEAR VISION OF INTENDED
OUTPUTS AND DELIVERABLE APPROACH
29

HOW THE FINAL SITE LOOKS
30

WRAP UP
31
Change is good
Go native to properly understand
today’s mobile consumers
ONLY put in what
you NEED to get out

Mobile in multiscreen campaigns - Millward Brown

Recommended

Recommended

More Related Content

What's hot

What's hot (6)

Similar to Mobile in multiscreen campaigns - Millward Brown

Similar to Mobile in multiscreen campaigns - Millward Brown (20)

More from Merlien Institute

More from Merlien Institute (20)

Recently uploaded

Recently uploaded (20)

Mobile in multiscreen campaigns - Millward Brown