Ad Research Foundation: Monetizing Second Screen with Holistic Viewer Insightmay 2014


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Monetizing Second Screen with
Holistic Viewer Insight

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Ad Research Foundation: Monetizing Second Screen with Holistic Viewer Insightmay 2014

  1. 1. @The_ARF #ARFAM2014 @The_ARF #ARFAM2014 Monetizing Second Screen with Holistic Viewer Insight Bill Harvey Co-Founder and Strategic Advisor TiVo Research @billharveymedia David Poltrack Chief Research Officer CBS Corporation
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  5. 5. @The_ARF #ARFAM2014 Agenda •Second screen usage is rampant •What are its effects? •How can the industry benefit the most from this phenomenon?
  6. 6. @The_ARF #ARFAM2014 Mobiletasking – any use of second screen while TV viewing Total = 472,109 Occurrences among approximately 10,000 national U.S. households representative of homes with tablets and/or smartphones approximate increase in Mobiletasking during ad pods versus program content across genres. Mobiletasking lower during program Source: Symphony Advanced Media Average Minute Basis
  7. 7. @The_ARF #ARFAM2014 17% 13% 8% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% Non Mobile Taskers Mobile Taskers Twitter users % Tune Away During Ad Pod Source: Symphony Advanced Media Mobiletasking Especially Tweeting Make Shows Stickier One or more times during show
  8. 8. @The_ARF #ARFAM2014 N = Control 5538, Exposed 3714, No Mobiletasking 2611, Mobiletasking 1103, Socialtasking 490, Gametasking 170, Facebook 143 Ad Recognition – Cross Brand Norm Q. After viewing the commercial, do you recall seeing it on television in the last two weeks? Having another person watching with you (even by device) makes TV more effective. Wakshlag also found that sync app with program + ad increased recall even higher. % Who Recall Ad % Lift Vs. Control Control Exposed No Mobiletasking Any Mobiletasking Any Socialtasking Any Gametasking Corroborates Ipsos/Innerscope biometric/eye tracking study 2012 (Wakshlag) Which found that watching TV together (even distantly) +30% Engagement Socialtasking increases ad recall Source: Symphony Advanced Media
  9. 9. @The_ARF #ARFAM2014 Week of 3/31/2014 Identify advertising opportunities in highly social/mobile programs to aid ad recall through the use of SymphonyAM’s passive Socialtasking Ranker. Actionable – especially in Programmatic Buying Presenters to work with brands in ROI studies to calibrate weighting of social and other new metrics related to higher ROI in media buying 0% 20% 40% 60% Socialtasking Penetration 35% Socialtasking Norm How I Met Your Mother NCIS Unforgettable Hawaii Five-O Survivor NCIS: Los Angeles 60 Minutes Friends With Better Lives Intelligence Criminal Minds Source: Symphony Advanced Media
  10. 10. @The_ARF #ARFAM2014 Where brand and program likers heavily overlapped, consider program/ad sync app Show Top Brand Affinity How I Met Your Mother Hyundai USA NCIS Ziploc Unforgettable Popchips Hawaii Five-0 King’s Hawaiian Bread Survivor Betty Crocker NCIS: Los Angeles Ziploc 60 Minutes Ford Friends with Better Lives Milky Way Intelligence Thomas’ Bread Criminal Minds Betty Crocker Source: Affinity Answers, week ending 5/7/14 How do you know which programs are worth the extra effort of a sync app?
  11. 11. @The_ARF #ARFAM2014 Programmatic Vision: ROI Calibrated Weights on the CPM (TRA already calibrated) Source: TiVo Research; SymphonyAM; AffinityAnswers Recommendation: In selecting media, create a compound weight for all factors known or suspected to predict ROI lift As illustrated below with actual data – factors must be orthogonal or multiple regression weighting applied PROGRAM BRAND PURCHASE INDEX SOCIAL INDEX AFFINITY INDEX ROI VALUE WEIGHT How I Met Your Mother Hyundai 119.0 131.4 114.3 179 NCIS Ziploc 108.1 121.4 238.0 312 Survivor Betty Crocker 112.9 117.1 142.7 189 AVERAGE 277 X% lift in TRA TTI metric0.7X lift in ROI
  12. 12. @The_ARF #ARFAM2014 Second Screen Industry Recommendations •Use ROI Calibrated Value Weighting in media selection •Purchaser density, socialtasking, affinity •Continue research to optimize weights for max ROI lift •Maximize benefit to advertiser by crossover content •Social on both screens simultaneously •Offers on both screens simultaneously •Increase involvement with program •Side notes about places, cars, weapons, apparel in scene, music, history on second screen •Thoughts going through characters’ heads on second screen •Creatives must rule to optimize immersion in storyline