MULTI-SCREENING: THREAT
OR OPPORTUNITY?
QUICK CHECK…
Everyone like TV?
+ 1hr 47 mins over
five years
91:9
36bn
mins on
iPlayer
Everyone got a tablet/smartphone?
58% smartphone
penetration
1 in 5 households
owns a tablet
Everyone like socialising?
Twitter is as big as
Facebook
5m+ gamers
connected in the UK
For this session, let’s agree what multi-
screening is…
…the use of another
wireless, mobile internet device
at the same t...
Multi-screening, aka…
Social TV Dual-screening
Let’s have a go at multi-screening…
Let’s put multi-screening in perspective
Who?
Why?
What?
Who is multi-screening?
c75% of all TV
viewers use other
devices
30% of 45-59-year-olds
engage in social TV
each week
22% ...
What are they doing when multi-screening?
60% are emailing
27% of tablet users
look up info on
products in ads
c50% of 16-...
Getcha mobiles arrt…
Why are they multi-screening?
Gossiping: 20% are
VOIP
Commenting: 20% actively
connect with the show’s
social community
Ta...
Obviously, they’re talking out loud about
what they’re watching too…
So what does everyone think?
Opportunity Threat
What does this mean for planning?
What do we need to make multi-screening
happen for us?
There are too many players to watch
Let’s focus on two established brands
Zeebox is your TV sidekick
Shazam brings TV to life on a second screen
Some great examples of brands using multi-
screening…
Smart use of Twitter…
Insight, strategy, & idea
The season launch of Madmen
provided a platform for
Volkswagen to tap into...
Three things to remember…
Small % of multi-screening
is complementary
People respond to real
truths powered by tech
Multi-...
Give me a shout with questions
Jerry.lloyd-
williams@mediacom.com
@jembojembo
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a quick look at how multiscreen behaviours are affecting planning decisions

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Dual screening presentation.media com.260213 (2)

  1. 1. MULTI-SCREENING: THREAT OR OPPORTUNITY?
  2. 2. QUICK CHECK…
  3. 3. Everyone like TV? + 1hr 47 mins over five years 91:9 36bn mins on iPlayer
  4. 4. Everyone got a tablet/smartphone? 58% smartphone penetration 1 in 5 households owns a tablet
  5. 5. Everyone like socialising? Twitter is as big as Facebook 5m+ gamers connected in the UK
  6. 6. For this session, let’s agree what multi- screening is… …the use of another wireless, mobile internet device at the same time as television viewing…
  7. 7. Multi-screening, aka… Social TV Dual-screening
  8. 8. Let’s have a go at multi-screening…
  9. 9. Let’s put multi-screening in perspective Who? Why? What?
  10. 10. Who is multi-screening? c75% of all TV viewers use other devices 30% of 45-59-year-olds engage in social TV each week 22% use complementary screen 54% of sports fans use a second screen
  11. 11. What are they doing when multi-screening? 60% are emailing 27% of tablet users look up info on products in ads c50% of 16-24-year-olds use email/FB to talk about what they’re watching 16% of sports fans place bets
  12. 12. Getcha mobiles arrt…
  13. 13. Why are they multi-screening? Gossiping: 20% are VOIP Commenting: 20% actively connect with the show’s social community Taking part: 189k play along to Million Pound Drop Advertising: 17% go online because of an ad
  14. 14. Obviously, they’re talking out loud about what they’re watching too…
  15. 15. So what does everyone think? Opportunity Threat
  16. 16. What does this mean for planning?
  17. 17. What do we need to make multi-screening happen for us?
  18. 18. There are too many players to watch
  19. 19. Let’s focus on two established brands
  20. 20. Zeebox is your TV sidekick
  21. 21. Shazam brings TV to life on a second screen
  22. 22. Some great examples of brands using multi- screening…
  23. 23. Smart use of Twitter… Insight, strategy, & idea The season launch of Madmen provided a platform for Volkswagen to tap into the strength of feeling towards its heritage. The ad breaks were filled with original adverts from the 1960s to maintain the Madmen style throughout the transmission. The execution Madmen viewers are socially active, and 3x as likely to be Tweeting along during transmission. We took advantage of this by buying highly targeted promoted tweets, directing viewers to Volkswagen’s Madmen competition. The results The campaign drove a 5% engagement rate on Twitter (equivalent to c2.5% of the TV viewing audience), and increased visibility of Volkswagen owned social media platforms by up to 5x. Consumer sentiment toward the brand was overwhelmingly positive
  24. 24. Three things to remember… Small % of multi-screening is complementary People respond to real truths powered by tech Multi-screening is normal behaviour to Millennials
  25. 25. Give me a shout with questions Jerry.lloyd- williams@mediacom.com @jembojembo

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