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Multimoment Advertising (Bela Papp - Microsoft)

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"Multimoment Advertising" the presentation of Bela Papp - Managing Director, CEE MEA Microsoft Advertising, Thinkdigital at Breakfast with Microsoft, an event that took place in Semiramis Hotel, Kifisia, on Wednesday 4/11/2015.

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Multimoment Advertising (Bela Papp - Microsoft)

  1. 1. MULTIMOMENT ADVERTISING OR “CAPTURING THE ATTENTION OF A GOLDFISH”
  2. 2. 0 2 4 6 8 10 12 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2.1 4.9 8.7 A LOT MORE 10.3 5.8 3.2 Source: Cisco CNI, 2015
  3. 3. TV: 125 MINUTES Source: Millward Brown Adrection 2014 LAPTOP: 102 MINUTES TABLET: 37 MINUTES MOBILE: 132 MINUTES 40% SIMULTANEOUS AND WE USE THEM
  4. 4. IN FACT…OUR ATTENTION SPAN IS NOW LESS THAN THAT OF A GOLDFISH www.MicrosoftAttentionSpans.com
  5. 5. HOW DO YOU CAPTURE THE ATTENTION OF A GOLDFISH? (HINT: DON’T KNOCK ON THE BOWL…)
  6. 6. 2010: Meet the Screens 2013: Multiscreen Pathways 2015: Multimoment Advertising
  7. 7. 1 FOCUS ON WHAT CONSUMERS NEED FROM A SCREEN
  8. 8. Microsoft Internal, Feb 2015. DIFFERENT MOMENTS DIFFERENT NEEDS Early Morning Late Morning Midday Afternoon Evening Late Night Wee Hour PC Browsing Peaks twice during the day - once around midday and again in the evening Gaming console Peaks in the evening driven by relaxation and distraction Mobile Peaks in the late night driven by social needs Tablet Usage Peaks in the late night to relax and take your mind off serious things
  9. 9. Microsoft Internal, Feb 2015. Outlaw Jester Lover Caregiver Everyman Innocent Ruler Sage Wizard Hero Creator Explorer 2015 FREEDOM ORDER EGO SOCIAL The tablet should provide visual content that inspires The gaming console should appeal to our sense of fun & competition Mobile advertising has to be personal and helpful on some level Tell emotional stories and build your brand through TV PC ads need to provide richness and engage DIFFERENT SCREENS DIFFERENT NEEDS
  10. 10. 2 LET THE LOW ATTENTION SPAN WORK TO YOUR ADVANTAGE
  11. 11. Multimoment Advertising Connecting with people in the moment that matters the most, on the device that is most appropriate for that specific message, by synchronising the experience across devices.
  12. 12. Two or more devices simultaneously One device at a time Content Grazing Social Spiderwebbing Investigative Spiderwebbing Sequential THE 4 MULTISCREEN PATHWAYS
  13. 13. Simultaneous usage Unrelated content Distraction Multi-tasking CONTENT GRAZING 46%
  14. 14. The need: DISTRACTION OR MULTITASKING You want to: “LURE THEM IN” Through: PERSONALIZED, CONTEXUALIZED CONTENT and/or UTILITY CONTENT GRAZING MARKETER IMPLICATIONS
  15. 15. Simultaneous usage Related content Exploration Discovery INVESTIGATIVE SPIDERWEBBING 59%
  16. 16. The need: 2nd SCREEN CONTENT EXPLORATION You want to: ALIGN YOUR BRAND/MESSAGE TO THE RIGHT SCREEN (BOTH?) And make it even stronger by: SPONSOR/BUILD THE APP/ PLATFORM WHERE THE CONTENT SITS By: CREATING CONTENT THAT ENCOURAGES MULTISCREENING INVESTIGATIVE SPIDERWEBBING MARKETER IMPLICATIONS
  17. 17. Game of Thrones Enhanced Digital Experience
  18. 18. Change to State of Origin/9Jumpin example
  19. 19. Simultaneous usage Related content Connection Belonging SOCIAL SPIDERWEBBING 67%
  20. 20. You want to: ALIGN YOUR BRAND/MESSAGE TO THE RIGHT SCREEN (BOTH?) And: FACILITATING THE CONVERSATION By: CREATING CONTENT THAT PEOPLE WANT TO SHARE AND DISCUSS The need: CONNECT AROUND CONTENT SOCIAL SPIDERWEBBING MARKETER IMPLICATIONS
  21. 21. Sequential Task-oriented Efficiency Simplicity SEQUENTIAL MULTISCREENING 71% .
  22. 22. You want to: JOIN TH JOURNEY – BE A VALUED PARTNER By: MAPPING YOUR CONTENT TO EACH STEP IN THE JOURNEY And: BUILD A LOGICAL SEQUENTIAL STORY SEQUENTIAL MULTISCREENING The need: EFFICIENCY AND SIMPLICITY MARKETER IMPLICATIONS
  23. 23. TO CAPTURE THE ATTENTION OF THE GOLDFISH FOCUS ON WHAT CONSUMERS NEED FROM A SCREEN/DEVICE RATHER THAN ITS CAPABILITIES THERE ARE INDIRECT WAYS OF CONNECTING THE SCREENS BUT THE FUTURE IS IN MULTIMOMENT ADVERTISING - SYNCHRONISING THE EXPERIENCE ACROSS SCREENS USING PERSONAL IDENTIFICATION THE 4 PATHWAYS OF MULTISCREEN BEHAVIOUR IS A CONSUMER-INSIGHTS BASED CREATIVE FRAMEWORK FOR HOW TO CONNECT ACROSS SCREENS SUMMARISING… ARCHETYPES PROVIDES GUIDANCE ON HOW YOUR BRAND/MESSAGE FITS THE SCREEN/PLATFORM/TALENT/PROGRAM
  24. 24. MAKING IT HAPPEN HOW DATA IS ENABLING MULTIMOMENT ADVERTISING
  25. 25. 59% 71%46% 67%CONTENT GRAZING INVESTIGATIVE SPIDERWEBBING SOCIAL SPIDERWEBBING SEQUENTIAL MULTI-SCREENING
  26. 26. Personalise brand stories Connect with people in moments that matter the most Throughout their multi- screen journey Understand motivations behind multi-screen behaviours Take a holistic view Deliver a synchronised advertising experience
  27. 27. Shift from device targeting to multi-screen targeting Consider the relationships that people have with their devices
  28. 28. BOOK NOW holidays X
  29. 29. BOOK NOW BOOK NOW
  30. 30. WHAT’S NEXT?
  31. 31. THANK YOU

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