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Millward Brown European Ad Reaction Study

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Millward Brown European Ad Reaction Study

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The Millward Brown Ad Reaction study delivers insights on perceptions of advertising, particularly digital formats. AdReaction 2014 explores multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.

The Millward Brown Ad Reaction study delivers insights on perceptions of advertising, particularly digital formats. AdReaction 2014 explores multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.

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Millward Brown European Ad Reaction Study

  1. 1. Making sense of multiscreen AdReaction 2014 Presentation for IAB Europe Making sense of multiscreen in Europe
  2. 2. AdReaction 2014 www.millwardbrown.com/adreaction ADREACTION MULTISCREEN: CONDUCTED IN 35 COUNTRIES AMONG 17,000+ MULTISCREEN USERS 2
  3. 3. AdReaction 2014 www.millwardbrown.com/adreaction INCLUDING 12 EUROPEAN MARKETS 3 UK FRANCE SPAIN ITALY GERMANY RUSSIA HUNGARY POLAND ROMANIASLOVAKIA CZECH REPUBLIC TURKEY
  4. 4. AdReaction 2014 www.millwardbrown.com/adreaction CONTENT 4 Why do we need to better understand multiscreen? How are screens used? What do people think of ads on screens? What should brands do?
  5. 5. AdReaction 2014 www.millwardbrown.com/adreaction PLEASE GO AND HAVE A LOOK… 5 www.millwardbrown.com/adreaction
  6. 6. WHY DO WE NEED TO BETTER UNDERSTAND MULTISCREEN?
  7. 7. AdReaction 2014 www.millwardbrown.com/adreaction SHARE OF SCREEN MINUTES VS. MEDIA SPEND 7 Daily Screen Minutes 27% 12% 26% 35% 66% 29% 4% 12% 29% 60% Global Media Spend 2013 2016 +
  8. 8. AdReaction 2014 www.millwardbrown.com/adreaction SHARE OF SCREEN REGIONAL COMPARISON Daily Screen Minutes 30% 13% 28% 29% 26% 12% 25% 38% EUROPE AMAP
  9. 9. HOW ARE SCREENS USED?
  10. 10. AdReaction 2014 www.millwardbrown.com/adreaction SCREEN USAGE DURING THE DAY 10 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
  11. 11. AdReaction 2014 www.millwardbrown.com/adreaction HIGHEST & LOWEST 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
  12. 12. AdReaction 2014 www.millwardbrown.com/adreaction 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
  13. 13. AdReaction 2014 www.millwardbrown.com/adreaction IT TAKES 5 HOURS TO CONSUME 7 HOURS OF SCREEN MEDIA 13 TOTAL MINS: 417 NET MINS: 308 Shifting 65% (Euro 68%) Simultaneous 35% (Euro 32%) At different points in time At the same time
  14. 14. AdReaction 2014 www.millwardbrown.com/adreaction OVERALL SIMILAR LEVELS OF SIMULTANEOUS USAGE IN EUROPE Italy (25) Philippines (47) Average (35) UK France Poland Russia Hungary Slovakia Spain Czech Republic GermanyTurkey Romania
  15. 15. AdReaction 2014 www.millwardbrown.com/adreaction MULTISCREEN MINUTES BY TYPE 15 TOTAL MINS: 417 NET MINS: 308 Shifting 65% At different points in time Related content Unrelated content Meshing 14% Stacking 22% At the same time
  16. 16. AdReaction 2014 www.millwardbrown.com/adreaction MULTISCREEN MINUTES BY TYPE 16 Related content Unrelated content Meshing 13% Stacking 20% At the same time Italy Romania UK 7% France Spain Germany Turkey 19% UK 24% 15%
  17. 17. AdReaction 2014 www.millwardbrown.com/adreaction REASONS FOR SIMULTANEOUS MULTISCREENING 17
  18. 18. AdReaction 2014 www.millwardbrown.com/adreaction 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%
  19. 19. WHAT DO PEOPLE THINK OF ADS ON SCREENS?
  20. 20. AdReaction 2014 www.millwardbrown.com/adreaction RECEPTIVITY ACROSS SCREENS LOWEST IN EUROPE TV SmartphoneLaptop Tablet AMAP LATAM NA Europe 61% 44% 44% 42% 64% 46% 43% 40% 51% 31% 31% 31% 41% 26% 24% 26%
  21. 21. AdReaction 2014 www.millwardbrown.com/adreaction 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
  22. 22. AdReaction 2014 www.millwardbrown.com/adreaction 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 MULTISCREEN OPPPORTUNITY PLOT – MARKETING APPROACHES Receptivity-GLOBAL Noticed - GLOBAL Micro-video TV ads promoting mobile app TV ads with hashtags TV show and mobile app sponsorship Interactive TV ads
  23. 23. WHAT SHOULD BRANDS DO?
  24. 24. AdReaction 2014 www.millwardbrown.com/adreaction THE MAIN IMPLICATIONS FOR MARKETERS ARE 24 Be Consistent Be Connected Be Considered Be Concise
  25. 25. AdReaction 2014 www.millwardbrown.com/adreaction BE CONSISTENT 25 The campaign started with PR around a concert set in the town of Milligan, NE - bang in the middle of America. In the hour after the commercial ran it generated the largest increase in website traffic of any Superbowl advertiser. Their Superbowl commercial acted as an intro to the half time show - a celebration of music and New York City. Activities continued throughout January including a viral video during the Grammys, and multiple tweets & Vines.
  26. 26. AdReaction 2014 www.millwardbrown.com/adreaction BE CONNECTED 26 “Domino’s were on TV and the app. It made me get one and I love them – it was a good excuse to treat myself!” “I liked that Dominos were on TV and on the X Factor app at the same time. They also had a game too.” “Domino’s adverts on X Factor made me more interested in their products” “Domino’s advertised on TV and on the X Factor app. It’s brilliant when you use the app alongside the show”
  27. 27. AdReaction 2014 www.millwardbrown.com/adreaction BE CONSIDERED 27 Edeka (German supermarket) ran a cute but “safe” TV ad featuring their variety of own brand products Supergeil has become a huge viral hit and spawned video messages to share with friends, colleagues etc. The TV ad achieved relatively few views online A much riskier, crazier “Supergeil” (= awesome) ad ran online – also featuring their own brand products
  28. 28. AdReaction 2014 www.millwardbrown.com/adreaction BE CONCISE 28 “Vivo’s television advertising is super funny, and they have very cool advertisements in the brand’s social networks” Uploads were shared online via Facebook, other social platforms & a dedicated website Vivo (Brazilian telco) promoted its good network connectivity with the “pegabem” hashtag (“it’s wonderful, it`s good`) Their TV commercial encouraged people to share good moments of their lives
  29. 29. AdReaction 2014 www.millwardbrown.com/adreaction MULTISCREEN = MULTIPARTNER 29 Media agencies Facilitate, orchestrate. Be the experts. Creative agencies Ideas with multiscreen legs Media owners Facilitate multiscreen planning activities Brands Increase confidence, experience, competence Research agencies Inform, explain, educate, measure ALL Integrate, partner, connect, collaborate
  30. 30. Making sense of multiscreen AdReaction 2014 Presentation for IAB Europe Making sense of multiscreen in Europe

Editor's Notes

  • We decided to speak to some of these smartphone and tablet users who also have TVs and to see how they are using these devices alongside other digital screens like laptops and PCs.
    This study was conducted among 16-45 year old multiscreen users (defined as people who own or have access to both a TV AND either a smartphone OR tablet).
    To make sure these were people that actually knew how to use their mobile device rather than just owning one, we conducted our short 15 question surveys via mobile interviews.
    The core underlying principle of AdReaction is that brands should evaluate the multiscreen landscape by considering both the scale of screens (reach/ opportunity to contact) as well as the receptivity of people to various marketing approaches, both within and across screens.

    30 COUNTRIES:
    U.S.
    Argentina
    Australia
    Brazil
    Canada
    China
    Colombia
    Czech
    France
    Germany
    Hungary
    India
    Indonesia
    Italy
    Japan
    Kenya
    Korea
    Mexico
    Nigeria
    Philippines
    Poland
    Russia
    Saudi
    Slovakia
    South Africa
    Spain
    Thailand
    Turkey
    UK
    Vietnam
  • Globally, smartphones are the most viewed screen in 25 of the 35 markets we’ve looked at.
    Of the 10 where mobile is not the primary screen, 9 of those markets are in Europe.
  • This 4th and final chapter provides four recommendations for brand owners.
  • The 4 recommendations are:
    1) Be Consistent – Whenever someone engages with you, whatever screen they’re using and wherever they are, your brand experience and messaging should be uniform. 
    2) Be Connected – Think about second-screen experiences and how your marketing can interact engagingly between screens and travel seamlessly across screens.  The 3rd and 4th recommendations are new
    3) Be Considered – some screens are better than others at delivering on certain objectives and in terms of communicating particular aspects of your brand’s personality. 4) Be Concise - use mobile-friendly, shareable content that entertains first, informs second

    All of these recommendations are easy to make but hard to achieve in practice, so let’s now review each of those in a little more detail with the help of some examples from around the world of marketers successfully putting these principles into practice.
  • The biggest multi-screen opportunity is not simultaneous connections between screens, rather a consistent presence across screens, whenever and wherever someone chooses to engage with your brand.
    Pepsi’s “Get Hyped for Half Time” was a successful month-long multiscreen campaign which started with a concert from country music superstar Lee Brice, and culminated in their sponsorship of the Superbowl half time show with Bruno Mars and the Red Hot Chili Peppers. It generated a greater lift in advertiser web traffic than we saw for any other Superbowl ad.
    The success of this campaign lay in the laser focus for a whole month on the halftime theme – and that was executed across all screens, with a heavy digital and social emphasis.

    How the campaign started, Jan 2: http://www.examiner.com/article/get-hyped-for-halftime-with-pepsi-during-super-bowl-Sunday
    Halftime at the Grammys, Jan 26 http://www.youtube.com/watch?v=WzKRC8Lz6g8
    Pepsi on Twitter: https://twitter.com/pepsi
    Halftime intro video, Jan 31: http://www.youtube.com/watch?v=iISQEwleMuo
    Halftime Vine video: https://vine.co/v/Mz052ehLprz and https://vine.co/v/MzwPWUxXBa6
    The Pepsi Super Bowl Halftime Show, featured Bruno Mars and the Red Hot Chili Peppers: http://www.youtube.com/watch?v=F2i0Bc3f7jk
    Bruno Mars halftime show was the most-watched in television history, with 115.3 million viewers beating both Madonna and Beyoncé.
    Website: http://www.pepsi.com/
  • New multi-screen behaviours offer exciting opportunities for interactions between screens. Although not all brands will be able to achieve this, second screen play-alongs can be highly popular.
    The Domino’s X Factor play-along app offers a roadmap for meshing success.
    Not only was the app genuinely integrated with the show (users became the 5th judge on the show), it was well executed – and you could even order a pizza direct from the app! Participants in our study clearly noticed, remembered and responded very positively to the Domino’s involvement.
  • Considered use of screens for different purposes can take several forms – it can be used for slightly different stages in the path to purchase or for targeting different audiences.
    This campaign for a German supermarket is a fairly radical example of audience segmentation BETWEEN screens.
    Rather than retain a consistent marketing approach, here only the message remains the same (that Edeka have great own brand products).
    The creative approaches are completely different across screens.
    The TV ad is clearly ad aimed at an older more conservative demographic and features cute kids in a supermarket.
    The online and viral elements featuring a 58 year old German electro pop musician called Friedrich Liechtenstein are clearly aimed at a younger more fun-loving audience. Think of it as a German version of Gangnam style with milk baths and that may give you some idea of what the video is like.

    TV ad:https://www.youtube.com/watch?v=a2U6AycV-9Y
    Supergeil video: https://www.youtube.com/watch?v=jxVcgDMBU94
    Supergeil viral messages: http://www.edeka.de/EDEKA/de/edeka_zentrale/unterhaltung/webspecial/supergeil/supergeil_uebersicht.jsp
  • The 4th and final recommendation is to be concise. This is particularly important in a world where attention spans are short and people are flitting from screen to screen.
    Being concise has a few benefits:
    Firstly, we believe it can help overcome resistance to ads on digital screens.
    Secondly, using short, mobile-friendly, shareable content is more likely to travel and be passed on.
    When being concise its important that this content entertains first, informs second. Ideally both of course.
    Vivo, a Brazilian telecom brand, looks to have achieved this trick with their latest campaign.
    They launched a TV and social media campaign to concisely promote its benefit of good network connectivity.
    The brand used the `pega bem` hashtag (which means `it`s wonderful, it`s good`) and asked consumers to post good moments of their lives with this hashtag.
    It’s a fun, entertaining TV ad and the social media response has been really positive.
    TV ad: http://www.youtube.com/watch?v=aRvjBVBZewk
    They have a popular Facebook page: https://www.facebook.com/vivo (over 2 million fans)
    They also created a web page which curates all the various pictures, videos and posts being made using the pagabem hashtag.
  • Finally, our qualitative practice, Firefly, also conducted some industry qualitative interviews alongside this research.
    One key finding to emerge was the idea that achieving multiscreen success is not just a media planning responsibility.
    So if you thought we were just addressing the media agencies and brand owners in the room – think again.
    Without creative ideas with multiscreen legs, even the most sophisticated multiscreen planning will fall flat.
    Without the participation of innovative and proactive media owners, delivering these campaigns can become a nightmare.
    And without further research to add insight, and further integration efforts across multiple partners, we won’t fully realise the potential of the multiscreen landscape.
    And of course this slide isn’t even considering the many, many intermediaries who help make all this collaboration possible.
    We’ll leave you with two quotes from the research that hopefully bring this life:
    “None of us really know what is going on”
    “We all have only partial information.”

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