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15.00 multiscreening russia 2014 microsoft advertising v3 - tom

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TV or not TV: exploring multiscreen advertising opportunities.

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15.00 multiscreening russia 2014 microsoft advertising v3 - tom

  1. 1. TV or not TV: Exploring Multiscreen Advertising Opportunities Россия 2014
  2. 2. 1,200,000,000 1,000,000,000 800,000,000 600,000,000 400,000,000 200,000,000 - PC Smartphones Smart TVs Tablets Wearables 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
  3. 3. CONNECTED DEVICES PER PERSON, ON AVERAGE, IN RUSSIA 2.4
  4. 4. 420 minutes total daily across devices 98 minutes (TV) 98 minutes (mobile) 158 minutes (laptop) 66 minutes (tablet)
  5. 5. OF RUSSIANS GO ONLINE WHILE WATCHING TV 65%
  6. 6. Devices used while watching TV 57% 39% 2011 2012 2013 2014 24% 5% 53% 44% 27% 9% 46% 46% 27% 18% 40% 41% 29% 20% Desktop PC Laptop PC Mobile Phone Tablet
  7. 7. SMARTPHONE 34% PENETRATION AS THIS INCREASES, WE WILL SEE EVEN MORE MULTISCREENING
  8. 8. OF RUSSIANS STREAM CONTENT ON THEIR PC 43% 52% 43% 42% 40% 35% 31% 29% China Russia Turkey India Sweden South Korea Great Britain
  9. 9. Multiscreening Streaming
  10. 10. So what does this mean for TV? And for online?
  11. 11. OPPORTUNITIES
  12. 12. How TV and Online Increase Campaign Indicators 3.6 1.4 2.0 5.8 1.9 1.1 Aided Brand Awareness Recommendation Intent Purchase Intent Online TV
  13. 13. 161 Format Effectiveness – Impact On Brand Awareness 153 118 94 87 73 Preroll Screening Wideboard Triple Billboard Double Billboard Half Page
  14. 14. Online is the 2nd most efficient medium (RROI) Cinema €2.64 Online €1.43 Outdoor €1.40 Radio €1.39 Print €1.32 TV €1.26 Average ROI 8% 6% 9% 11% 8% 59% FMCG cases that used online within the media mix % media mix
  15. 15. Better Together When combined, brand awareness with increases as much 13 compared to to as using television % using alone
  16. 16. Adding online increases RROI of all media No Online Online RROI (Euros) 2.64 1.54 1.34 1.39 1.40 0.93 1.32 1.14 1.26 TV Print Outdoor Radio Cinema 0.74
  17. 17. Multiscreening Behavior | Advertising Opportunities
  18. 18. 70% IS TWO OR MORE DEVICES 30% IS ONE DEVICE AT A TIME SIMULTANEOUSLY
  19. 19. Types of Multiscreening Behaviors Content Grazing Investigative Social Spiderwebbing Spiderwebbing Sequential TWO OR MORE DEVICES AT THE SAME TIME ONE DEVICE AT A TIME Two or more devices simultaneously One device at a time
  20. 20. 47% GRAZING Simultaneous usage Unrelated content Multi-tasking Killing time CONTENT
  21. 21. Beyond the Rack Quick and easy access to shopping content 22
  22. 22. INVESTIGATIVE 62%SPIDERWEBBING Simultaneous usage Related content Exploring discovery
  23. 23. SOCIAL 66%SPIDERWEBBING Social spiderwebbing Related content Connecting belonging
  24. 24. Real time football data and social chat.
  25. 25. Sequential Task-oriented Simplicity + efficiency important SEQUENTIAL 74%MULTISCREENING
  26. 26. The single biggest driver of likelihood to buy and recommend is simplicity
  27. 27. SUMMARY MULTISCREENING & ADVERTISING
  28. 28. SUMMARY More screens = more moments. Be wherever and whenever the consumers want to engage It’s TV and online, not TV or online - play around with proportions and formats Encourage multiscreen behavior and capitalize on the advertising opportunity it represents Harness the best of each screen. Ensure that you utilize the engagement capabilities of digital media (that traditional media are incapable of): watch a video, click, scroll, comment, hover, search, swipe… Connect with consumers in unified, meaningful, and effective ways. It isn’t about what a platform CAN do, it’s about what consumers NEED it to do. This means understanding why people are using each of their screens and providing content that helps them more easily achieve their end goal – whether that’s having fun, gathering information, connecting with others, or making a purchase.
  29. 29. Thank you | tharkest@microsoft.com| @thomarkestaal

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