As a follow-up to "Meet the Screens," published last year, which outlines how people engage with different screen devices, BBDO partnered with Collective to commission and analyze data from Nielsen, and looked to best...
How to Utilize Device Dayparts for Greater Reach & Impact
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Device Reach by Daypart
Relationships with Devices
Implementing the Device Daypart
Much progress has been made in recent years about changes to the television
industry. The most striking change of all may not be what’s happening on TV but,
instead, on other screen devices, such as PCs, smartphones and tablets.
Much of how television advertising is bought and sold has remained reassuringly—
and confidently—stable for decades. That confidence is justifiable when television
commands complete dominance in audience reach and wields the emotional power of
video advertising. However, industry conventions such as the daypart—which formerly
offered a shorthand for the availability of the US audience to video ad messages (e.g.,
working people in Prime Time, kids and housewives in Daytime)—require a drastic
revision due to the impact of Internet-enabled screen devices. New complexity has
been layered over the 21st-century media day, as outlined in BBDO and Proximity’s
joint research piece with Microsoft Advertising, “Meet the Screens.” Screens are all
but ubiquitous in everyday life. Advertising reach and frequency opportunities are
no longer defined by TV and traditional TV dayparts, but instead are spread across
multiple devices and are defined by the consumer’s relationships the consumer’s
preferences—even relationships—with each device. Advertisers who follow these
consumer media dynamics closely can gain a competitive edge in engaging their
customer; those who ignore the trends will quickly find themselves in the minority.
As a follow-up to “Meet the Screens,” which outlines how people engage with
different screen devices, BBDO partnered with Collective to commission and
analyze data from Nielsen, and looked to best practices from Collective’s clients.
Key findings include
Audiences who consume media on multiple devices are now vastly in the
majority, numbering 203 million people in the US, outnumbering single-screen
audiences by almost 2.5 to 1. Even in Prime Time, the ratio is 1.5 multi-screen
users for every one user of a single screen.
RELATIONSHIPS WITH DEVICES
The tasks favored on each device are distinct and even suggest
personalities as elaborated on in Meet the Screens. The computer, “The
Sage,” is a life management device; the smartphone, “The Lover,: is a real-
time connector; the tablet, “The Wizard,” is favored for real-time activities.
Some brands are already using the unique characteristics of each device
daypart to boost engagement with consumers—for instance, the CPG
advertiser who used smartphones to reach “connected moms” in the
Morning; or the technology advertiser who mixed Prime Time TV with
online video to boost frequency.
Advertisers may match their creative to the mindset associated with each
screen—for instance, by bringing critical storytelling to the surface of a
tablet ad, so that it intermingles with the leisure experience.
DEVICE BY DAYPART
Different screen devices gain an edge in capturing user attention in each
daypart: smartphones dominate the Morning, TV win in Early Fringe, and
tablets lead in Prime Time.
In the past few years, with consumer adoption of the smartphone and tablet, as
well as the maturation of the online video market, multi-screen users have grown to
outnumber single-screen users. Multi-screen has in effect become the new normal.
But the scale to which this has occurred is surprising. There are now over 203
million people in the United States—71% of the media-using audience— consuming
media on multiple screens. This means multi-screen users outnumber single-screen
users by approximately 2.5:1. The largest group of multi-screen users employ
three screens, combining TV, online (computer) and smartphone—of whom there
are 80.8 million (or 28% of the media-using population). There are almost as many
of these three-screen users as there are members of the largest group of single-
screen users: those who use TV only, of whom there are 81.4 million in the US.
This data may be parsed in numerous ways, but a few additional metrics are
revealing: there are 35 million people who regularly combine tablet and TV use, a
habit that is prominent in Prime Time. Yet TV still massively dominates, as there are
very few (about 3.4 million, or 1% of total) small-screen-only users, meaning those
who use only some combination of online, smartphone or tablet, without TV.
While the combination of devices might cycle throughout the day, the data shows
that multi-device usage dominates throughout. At least 100 million people are using
multiple screens in any given daypart, and during Prime Time—traditionally the time
of television’s greatest influence—there are 169 million users of multiple screens.
This stands in stark contrast to the 112 million who are only engaging with a single
screen in that time period: a ratio of 1.5:1.
Multiscreen Audiences are the New Normal
Prime Time Multiscreen Users to
Single-Screen Users Ratio is 1.5:1
THERE ARE 203 MILLION
MULTISCREEN USERS IN
THE UNITED STATES
MONTHLY MEDIA AUDIENCE BY SCREEN USE, BY DAYPART (AUDIENCE IN MILLIONS)
1 SCREEN 2 SCREENS 3 SCREENS 4 SCREENS
THAT IS 71% OF THE
SCREEN USERS BY
10AM - 4:30PM 105.7 99.9 62.2 6.4
168.5 MULTI-SCREEN USERS
6AM - 10AM 122.0
133.8 MULTI-SCREEN USERS
92.0 39.0 2.8
4:30PM - 8PM
172.8 MULTI-SCREEN USERS
107.8 99.9 65.7 7.2
8PM - 11PM
169.2 MULTI-SCREEN USERS
111.9 94.0 65.9 9.3
11PM - 2AM
106.7 MULTI-SCREEN USERS
152.6 84.3 20.5 1.9
Audience by Screen Use
(MONTHLY AUDIENCE IN MILLIONS)
TELEVISION ONLINE TABLET SMARTPHONE
HOW TO READ THIS CHART
This chart illustrates the popularity of different device combinations, organized by the
total number of screens through with a user consumes media within a single month.
MILLION TOTAL 4-SCREEN
83.3 million TOTAL SING
0.2 MM 1.0 MM 0.1 MM
The most prominent screen
combination occurs within the
three-screen universe, with
80.8 million users
opting for the combination of
online, smartphone, and TV.
Reach by device is dominated by television, which finds an audience of between
222 and 275 million across dayparts, peaking in Prime Time. Online reach follows
with a range of 88 to 145 million users, while smartphones are next with a reach
of 41 to 99 million. Tablets, the newcomer, draw an audience of 11 to 29 million.
While the absolute numbers fluctuate, the ranking does not significantly change
throughout the day. What does change is the degree to which audiences favor
different devices, determined on a relative basis.
Each daypart appears to have a relative “winner”: the time when use of that device
peaks compared to other devices. This trend can be easily spotted in the boost
in tablet reach during Prime Time vs. Daytime (29 million vs. 21 million users). The
nuances are revealed in the next chart, which illustrates how the use of each device,
in each daypart, indexes against that device’s daily average. For each daypart, the
device with the highest index is the “Dominant Device Daypart.” This data reveals that a
consumer’s marginal attention gravitates to certain devices over the course of the day—
information useful to a programmer or advertiser seeking to understand when their
content will likely receive an extra boost of attention and engagement on each device.
Device Reach by Daypart
Television Continues to Dominate Reach
TV ONLINE SMARTPHONE TABLET
MONTHLY REACH BY DEVICE BY DAYPART (AUDIENCE IN MILLIONS)
10AM - 4:30PM
6AM - 10AM
6AM - 10AM
4:30PM - 8PM
4:30PM - 8PM
8PM - 11PM
8PM - 11PM
11PM - 2AM
11PM - 2AM
“Dominant Device Dayparts”
Reveal Extra Boosts of Engagement
DEVICE USE INDEXED TO DAILY AVERAGE
10AM - 4:30PM
SMARTPHONE USE “WINS” IN
THE EARLY MORNING DAYPART —
THE MORNING COMMUTE
ONLINE USE DOMINATES DURING
DAYTIME — WHEN WORK-RELATED
SEARCH, & VIDEO ENTERTAINMENT
EARLY FRINGE APPEARS TO BE A
“TRANSITION” DAYPART — IN WHICH
ALL DEVICES ARE USED HEAVILY
SINCE WORK, COMMUTE & LEISURE
BEHAVIORS ARE MINGLED
TABLET USE IS STRONGER DURING
PRIME TIME — AS MULTITASKING
BETWEEN THE TV & THE
LAP-FRIENDLY TABLET SPIKES
TV USE IS HIGHEST DURING PRIME
TIME, BUT IT IS COMPARATIVELY
STRONGEST IN LATE FRINGE — THE
But why are audiences reaching for one device over another? While audiences
watch television in many mindsets—from breathlessly viewing crime drama to
thoughtfully watching news—they do so to accomplish only one task: entertainment.
Arguably the greatest change to the 21st-century daypart is that three of the four
devices commonly access the Internet, and therefore may be put to many uses.
Focusing on the smaller devices where media is consumed through the Internet,
BBDO and Collective asked consumers what drives their device choices. We
received a clear answer: 82% of audiences choose the device because it is the best
match for the task at hand. The next most important considerations are: screen size,
web access and web connection speed.
Perhaps more interesting are the different tasks consumers prefer on each
Internet-enabled device. Viewed together, these tasks reveal different personalities
for each device.
Relationships with Devices
Internet Devices Reveal Their Personalities
What Drives Device Choice?
USERS’ PREFERRED TASK, BY DEVICE
The smartphone’s appeal as an internet device
aligns with its relationship to the consumer.
The Lover, a connector, the smartphone is the device
that knows the consumer most intimately, providing
true utility and value It is a real-time portable
connector that never leaves their side, used for quick
responses, social media and on-the go search.
The tablet appears to be the “leisure device,”
The Wizard who never ceases to wow, is used for
shopping, watching online videos and learning about
the world through news and sports content.
The computer is the The Sage, the “life management
device,” used for activities that require focus and
secure connections such as work, managing
personal finances and email. The Sage empowers
the user and is a trusted device.
Chatting/texting with others
Social media search
products & services
Watching online videos
Managing personal finances
THE BEST MATCH FOR THE TASK AT HAND
(E.G. EMAIL, VIDEO, SOCIAL SHARING)
SPEED OF WEB ACCESS ON THE DEVICE
TIME IT TAKES THE DEVICE TO BOOT UP
SCREEN SIZE OF DEVICE
MOBILITY OF THE DEVICE (I.E. EASE
WITH WHICH IT CAN BE MOVED AROUND)
RESOLUTION OF THE DEVICE DISPLAY
HOW EASY IT IS TO ACCESS
THE WEB ON THE DEVICE
WHETHER OR NOT WEBSITE(S) VISITED
IS/ARE OPTIMIZED FOR THE DEVICE
SIZE OF AVAILABLE DATA PLAN
0% 90%80%40% 60%20% 70%30% 50%10%
Implementing the Device Daypart
How can advertisers apply these consumer insights to the way they implement
media? Device dayparting is appropriate when an advertiser wishes to take
advantage of the sophisticated tools of multi-screen advertising—which can target
consumers based on space, time and device choice—to complement their TV
investment and optimize an ad campaign for maximum impact.
How can device dayparting be applied to an advertiser’s advantage? Here are five
simple steps to achieve the greatest impact.
THE BRAND’S REACH GOALS
To maximize reach among audiences who rely less on TV, a multi-screen
approach would be most effective, as it would cast a wider net on multiple
devices. If the advertiser’s goal is frequency and the target is more narrowly
defined (e.g., moms in minivans), by using data, the advertiser can repeat
messaging on multiple devices to the same audience for optimal impact.
THE IMPACT GOAL TO THE DEVICE DAYPART
Brands can use device dayparting and an understanding of the audience’s
mindset during each time of day to further their marketing goals. For instance,
a financial services brand requiring a consumer to make a complex decision
might invest in Daytime/Online, encouraging the audience to digest detailed
content at a time when they’re more likely to be in front of a computer.
CREATIVE MESSAGING TO EACH DEVICE
Different devices invite different engagement behaviors. On a tablet, an
advertiser may wish to bring storytelling to the surface of the ad so that it
intermingles with the leisure experience. On the computer, an advertiser
may wish to point the user to a website where a full range of available brand
information can be explored and acted upon. Smartphones can create a
fertile environment for on-the-go social sharing or location-based research.
TARGETED MEDIA ACROSS DEVICES
A brand’s media distribution should be managed across screens in order to
deliver impressions proportionate to the target’s device daypart preferences.
Using targeting data (e.g., ages 18-49) allows an advertiser to curate the user’s
ad experience and achieve the proven benefits of multi-screen reach and
frequency (see Collective’s paper, “The Multiscreen Advertising Playbook”).
FOR MULTI-SCREEN FOLLOW-THROUGH
With technology and media use becoming more complex, the challenge to
create a smooth, integrated experience for the user grows. For example,
mobile ads should lead to mobile sites and ultimately mobile actions, and
so forth. The consumer experience at the end of the advertising journey is
just as important as the ad creative, placement and timing.
Mobile Moms for CPG
A Fortune 100 brand in the food category reinvented a flagship product and was
looking for ways to increase favorable opinion among women 25-49 with young
kids. Wishing to take advantage of the “real-time connections” qualities of the
mobile screen, the client aimed to make the “connected mom” aware of the product
by emphasizing mobile advertising at a time when she was likely connecting with
friends over her mobile device.
The client chose to segment campaign delivery by “Dominant Device Daypart.” The
campaign targeted Connected Moms on smartphones from 6am-9am when Moms
were active on that device. The mobile media was supplemented throughout the day
via online video and banner delivery, with an emphasis on tablets during the Early
Fringe and Prime Time dayparts. Collective monitored the engagement habits of a
device-dayparted campaign vs. control groups in an attitudinal test and monitored
THIS BRAND LINKED THEIR AUDIENCE
(“CONNECTED MOMS”) TO THE DEVICE
THAT FIT THAT AUDIENCE BEST.
The combined mobile + online video campaign
generated a 22% lift in favorability
BRAND FAVORABILITY FOR DEVICE-DAYPARTED MOBILE AND ONLINE VIDEO CAMPAIGN
Smartphone units for the device-dayparted
campaign generated interaction rates
48% higher than the industry norm
INTERACTION RATE FOR DEVICE-DAYPARTED MOBILE AND ONLINE VIDEO CAMPAIGN
Prime Time Awards Shows
and Online Video
A technology company was trying to emphasize the connection between its product
and the entertainment industry by advertising on two major televised awards shows.
While overall awareness of the product was high, the retention of key attributes for
the brand was poor. The client wished to take advantage of multi-screen frequency to
drive home its attribute-specific message by reinforcing the TV campaign with digital.
Collective created a target group of viewers who had watched the awards shows in
the past. The brand wished to take advantage of the large audience of more than
181 million people, who consumes media on both TV and the Internet to drive home
the key attribute messaging. In the two weeks following the live Prime Time event,
Collective delivered the brand’s online video ads to the awards show audience.
THIS BRAND TOOK ADVANTAGE OF THE
LARGE TV + ONLINE AUDIENCE TO DRIVE
HOME A MESSAGE WHICH HAD ELUDED
AUDIENCES IN THE PAST.
The brand’s suspicions about the poor recall of key
attributes was confirmed by a low baseline awareness
The targeting successfully aligned the TV and digital
audiences, achieving 80% overlap
AWARENESS OF KEY PRODUCT ATTRIBUTES: TV AND ONLINE VIDEO WATCHERS
OVERLAPPING TV AND ONLINE AUDIENCES THROUGH TARGETING
ONLINE + TV
TV ADS ONLY
& TV ADS
ONLINE ADS ONLY
The choreographed use of multiple screens to tell a story is still in its infancy.
Looking ahead, Collective sees several trends in technology and advertising that will
affect how these tools develop.
Second-Screen Ad Experiences
While the second-screen experience is already widely embraced by content
providers (television networks and the app developers who support them),
Collective sees greater opportunity in second-screen experiences for advertising.
Using technologies such as audio fingerprinting (automatic content recognition
or ACR), advertisers can create synchronized ad experiences between devices,
amounting to a multi-device ad “takeover.” These synchronizations can use data
(rather than the use of any particular app) to make the consumer experience
passive, and therefore more scalable.
Ad Sequencing Across Devices
Research from Nielsen IAG and others shows that multi-screen ad exposure creates
a better result. Testing the many elements in this phenomenon—frequency, the timing
between exposures, etc.—allows advertisers to truly optimize the experience. Do TV
ads followed by online ads work best? Or do synched tablet and TV create the best
result? Multi-screen data and ad delivery can find the most powerful combination.
Sequenced Ad Narratives
The logical extension of an ad-sequencing capability is to use creative versioning
to form narratives. For instance, by following big, emotional TV ads with action-
oriented digital ads, the advertiser has the opportunity to drive their consumer down
the purchase funnel in the course of a single campaign, or tell a true multi-screen
story that invites the consumer—in a controlled way—to delve deeper into a storyline
or product content.