Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT


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Marketers have been paying attention, and are utilizing the activity on multi-screens to push their brands in several ways: by leveraging the small screen during big live events, by incentivizing ad engagement, by gamifying ads etc. Find out how to exploit the full potential of the multi-screen viewing experience and succeed in this new era of personalized marketing.

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Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT

  1. 1. Winning with Mobile in the Multi-screen world
  2. 2. A  li%le  bit  about  me    In  140  characters  –      VP  Marke)ng  @InMobi;  SFBayarea;  powerpoint  junkie,  loves  technology,  hollywood,  bollywood,  and  everything  mobile    Twi%er:  @shrikantlatkar    Linkedin:‎    
  3. 3. InMobi is in MIT’s top 50 disruptive companies of 2013
  4. 4. Highlights of our consumermedia consumptionbehaviorMulti-screen impact onpurchase behavior10 interesting case studiesthat you can learn fromKey topicscoveredtoday
  5. 5. Multi-tasking has now become a way of life with the ever increasingcapabilities of smart phones and tablets
  6. 6. Understanding the MediaConsumption Behavior
  7. 7. Mobile devices ranks 1st in media consumption10893925237357.0HOURSOF MEDIA PER DAYTHE AVERAGE MOBILEWEB USER CONSUMESUsing mobile(ex SMS/calls)Watching TVListeningto RadioOnline viadesktop/laptopReadingMagazines /NewspapersTabletdevicesminutesminutesminutesminutesminutesminutesSource: InMobi & Decision Fuel, On Device Research, Mobile Media Consumption Research, Wave 2
  8. 8. Mobile has started to impact purchase behaviour0% 10% 20% 30% 40% 50% 60%11%43% 48%31%10% 18%40%
  9. 9. and it continues to grow across all stages of the funnelIntroduced you tosomething newSaved youtime or moneyHelped you findsomething nearbyBeen relevant towho you are/whatyou are doingInfluenced yourin-store purchaseInfluenced you tobuy via your mobile20122013 75% 67% 69% 55% 45% 46%49% 37% 38% 25% 17% 20%
  10. 10. of mobile users are ascomfortable with mobileadvertising as they arewith TV or onlineadvertising59%
  11. 11. Multi-Screen behavioramong global consumers
  12. 12. Mobile devices have become an always-on companion to TVwatching62%of mobile web usersengage in mobileactivities whilewatching TV (Wave 2-2012 Nov)39%of mobile web usersengaged in mobileactivities whilewatching TV (Wave1-2012 Feb)
  13. 13. Multi-screen behaviour is highest among Gen M55%59%65% 62%69%65%61% 64%Affluents YoungProfessionalsYouth MobileMothersGen M Urban Youth Techies Millennial(20-34)
  14. 14. Mobile web users are mainly engaged in social activitieswhile watching TV11%9%15%17%18%30%46%48%OtherShopping onlineInformation:content irrelevant to TVInformation:show running on TVInformation:products seen on TVPlaying games/ listening to musicText messagingSocial Networking
  15. 15. Impact of multi-screeningon ad-engagement andother brand lift metrics
  16. 16. 69%Increase in brandrecall72%Increase inpurchase intentSource: Nielsen study
  17. 17. Likelihood of recalling Advertisers on favorite show
  18. 18. Instant action based on what was seen on the TV
  19. 19. 10 Ways Marketers areUsing the Multi-screenphenomenon
  20. 20. Idea:60% of the Super Bowls 111 million viewerswould be using a second screen during thegame.Impact:•  3 TV spots viewed by 132m people•  9 million screens/ consumers accessedCoke bears on FB, Twitter,•  Average time spent by visitors = 28 mineach1. Leveraging the small screen during big live events
  21. 21. 2. Incentivizing ad engagementIdea:Reward app users with a free sodafor tagging the drink-makers newPepsi MAX spotImpact:50,000 digital coupons generatedfor users who tagged the spot
  22. 22. Idea:Viewers who downloaded the iPhone appcould use it to “capture” on-screencharacters by physically swiping theirphone at the ad. Users were encouragedto keep viewing the ad to catch all thecharacters.Impact:Within 2 weeks of launch, achieved 10,000app downloads, and over 100,000 hits onYouTube.3. Gamifying TV AdsHonda Jazz - “This Unpredictable Life”
  23. 23. Idea:Enigma bear mascot helping consumers to “revealtheir soft side” Shazaming the TV spot led viewersdirectly to a mobile version of that siteImpact:•  Youtube views: 250,000+•  Site visits: 56,266•  Messages sent: 13,500•  Rich Media impressions: 25 Mn•  New FB fans: 55,000•  Quarterly sales value- 8.8 Mn (highest since 2007)•  Share of Multi-packs: 7.7% (more than double oflast yr)•  Highest volume and value market share4. Bridging a campaign’s TV and digital elementsCornetto Enigma / Shazam for TV
  24. 24. Idea:Lets users “shop your favorite shows.”“Shop Like a Star,” allows app users tochoose from among an actor’s favoriteeBay categories, with purchasesbenefiting the celeb’s favorite charity5. Syncing e-commerce with TV contentWatch with ebay App
  25. 25. Idea:X Factor added a synchronized Xtra Factormobile app that can rate performances,interact with other viewers and accessbonus content such as song lyrics. LiveView and watch episode highlights.6. Sponsoring Second screen extrasVerizon / The X Factor
  26. 26. Idea:To bring interactivity to the SuperBowl game by allowing fans to to playtrivia, participate in polls, and engagewith each other through Twitter.Users could win one of 20 Chevys orother prizes.Impact:700,000 app users interacted in realtime with the commercials and thegame for a chance to win Chevys.
  27. 27. Idea:2011: #SoLongVampires2012: #BraveryWinsImpact:• The #SoLongVampires became #8most popular Super Bowl ad.• 4x increase in mentions during theweek leading up to the Super Bowl• The ad has had 6.4 million viewson YoutubeImpact:The #BraveryWins got just5000 mentions on twitter,but the ad got 8 Mn viewson youtube.8. Spurring social chatter with Hashtags
  28. 28. Idea:A trailer for Prometheus ran in the U.K.and featured the hashtag#areyouseeingthis.These Sunday night viewers had addedincentive to tweet: During the nextcommercial break, a 40-second spotshowcased some of the tweets the first adhad elicited.Impact:•  At one point that evening, the hashtagwas the No. 2 trending topic in the U.K.9. Enabling real-time interactivity
  29. 29. Idea:Red Bull-sponsored backcountry freestylesnowboarding competition was Shazamable whenit aired on NBC in March. Shazam users couldaccess point-of-view footage for severalcompetitors, enabling them to see both the wideview on the big screen and the snowboarder’sown dizzying perspective on a second screen.Impact:•  The numbers were “through the roof,” with thepercentage of viewers who Shazamed theshow in the single digits versus what’stypically decimal places. Video viewership wasaround 130%, meaning users watched morethan one video.10. Creating Trans-media opportunities
  30. 30. 4 must-dos for amarketers to leveragemobile and multi-screen
  31. 31. 1. Know your audience 2. Keep it Simple3. Be Relevant 4. Engage and Re-engageAn integrated mobile strategy for multi-screen
  32. 32. Thank you You can reach me at: shri@inmobi.comShrikant LatkarVP of Global MarketingSan Francisco