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Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive

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"Correlation between Television and Digital Landscape in Italy". The presentation presented by Marco Ziero (MOCA Interactive) during 2014 edition of iMetrics (Moscow, Russia). The topic is the second screen and the goal is to share some insights and best practices about how to get the most out of second screen phenomenon. MOCA presented some opportunities for companies through a research and a case study. The research want to answer the question "Do the brands that invest on TV know that they are talking to potential/acquired customers constantly running into the customer journey?". The case study is about a digital advertising campaign synchronized with television campaign. The key concept of the presentation is the customer journey. The suggestion is that all channels (online and offline) should work together. In the end, three trends: TV sync, audio fingerprinting/watermarking (e.g. Shazam), user account.

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Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive

  1. 1. привет
  2. 2. Correlation between television and digital landscape in Italy
  3. 3. Correlation between television and digital landscape in Italy Correlation between television and digital landscape in Italy Marco Ziero - MOCA Interactive
  4. 4. Sardinia(in 2013, 750k Russian people came to Italy)
  5. 5. Famous Italian mall
  6. 6. Insights + Best practices Insights + best practices
  7. 7. Watch television every day 82% 4h Everyday in front of the TV
  8. 8. Population 61Mio Active mobile subscriptions 97Mio 158% Mobile penetration (European average: 139%)
  9. 9. Advertising spending (Y-o-Y) + forecast 0 1000 2000 3000 4000 2008 2009 2010 2011 2012 2103 2014 2015 2016 2017 Television Internet
  10. 10. Second screen
  11. 11. 30Mio of Italian Internet users use at least one device connected while watching the TV
  12. 12. Let’s focus on behaviour
  13. 13. Simultaneous (screens are viewed ad the same time) 25% Shifting (screens are viewed at different points in time) 75%
  14. 14. Meshing (related content) 40% Shifting (screens are viewed at different points in time) 75% Stacking (unrelated content) 60%
  15. 15. Why do you mesh? Interact with what’s happening on TV 0,08 Discuss what I’m watching (e.g. social media) 0,16 Find more information about what’s on TV 0,17 Follow up on a TV ad 0,11
  16. 16. Find and follow up Discuss and interact
  17. 17. Experience Enrichment Social TV
  18. 18. Business opportunities for companies
  19. 19. - create its own mobile app Social TV
  20. 20. Social TV
  21. 21. Social TV No longer available!
  22. 22. - create its own mobile app - buy adv in the apps Social TV
  23. 23. - create its own mobile app - buy adv in the apps - follow users in the social networks Social TV
  24. 24. - create its own mobile app - buy adv in the apps - follow users in the social networks Social TV
  25. 25. Twitter and TV (Sept. 2014) . - 2.6Mio tweets; - 240.000 unique authors; - 128Mio impressions; - 225.000 viewers/day. Social TV
  26. 26. Social TV Show On Air TV Audience Twitter Audience Ratio Le Iene Yes 2.9Mio 827k 0,285 Report Yes 2.1Mio 398k 0,189 X-Factor Yes 876k 394k 0,449 Servizio Pubblico Yes 2.2Mio 329k 0,149 Che tempo che fa Yes 2.2Mio 195k 0,088 The Voice of Italy No 3.2Mio 156k 0,048 Piazza Pulita Yes 1Mio 157k 0,157 Ballarò Yes 2.5Mio 136k 0,05 Amici Yes 4.6Mio 134k 0,029
  27. 27. Correlation between television and digital landscape in Italy But what about the adv spending ratio?
  28. 28. Television is just a piece of the customer journey Experience enrichment
  29. 29. When can brands talk to TV viewers?
  30. 30. TV spotProduct placement
  31. 31. TV spot
  32. 32. Do brands know that, through TV spots, they’re talking to Italian potential/acquired customers who are constantly running into a customer journey? Research
  33. 33. Correlation between television and digital landscape in Italy We saw (a lot of, +1.000) TV spots and (manually) grabbed some data
  34. 34. - Industry - Brand - Awareness(brand or product) - Promotion Data
  35. 35. - Web site(homepage, internal web page, dedicated web site, responsive, voice) - Social network - Mobile(telephone number, mobile app) - Other(hashtag, Shazam, other social networks, events) Data
  36. 36. - Call-to-action - Did I found the same message on Google and on the web site? Data
  37. 37. What we found out… 47% TV spots that show a website address (URL)
  38. 38. What we found out… 7% 4% 3% 86% Homepage Internal page Dedicated website Dedicated internal page What kind of URL?
  39. 39. What we found out… 14% TV spots that, once the website address is shown, pronounce the URL
  40. 40. What we found out… 16% TV spots that show social networks’ icons
  41. 41. What we found out… 0 25 50 75 100 Regione 1 Facebook Twitter Youtube Google+ Pinterest Instagram LinkedIn Slideshare Flickr Which social networks?
  42. 42. What we found out… 5% TV spots that show a mobile app’s icons
  43. 43. What we found out… 5% TV spots that show a telephone number
  44. 44. What we found out… 6% TV spots that pronounce a call-to-action
  45. 45. What we found out… What kind of call-to-action? Follow us Continue on Find more Ask for a quote Download the app Shop online Donate
  46. 46. What we found out… 15% TV spots that show a promotional offer
  47. 47. What we found out… Once the TV spot push me to go to the internet (URL, CTA or a commercial offer) is the message aligned on Google AdWords? 48% 52% Yes No
  48. 48. What we found out… Once the TV spot push me to go to the internet (URL, CTA or a commercial offer) is the message aligned on the website? 12% 88% Yes No
  49. 49. What we found out… Once the TV spot push me to go to the internet (URL, CTA or a commercial offer), is the website responsive? 47% 53% Yes No
  50. 50. What we found out… Any other details? Hashtags Shazam (apparently) User generated content Soundtrack download Cross-device compatibility icons Other social networks icons (Vine, Spotify)
  51. 51. What we found out…
  52. 52. What we found out…
  53. 53. What we found out…
  54. 54. What we found out…
  55. 55. Correlation between television and digital landscape in Italy How to produce the “perfect” TV spot
  56. 56. #1 Don’t ask to much to your TV spot: it’s not a performance channel. Use emotions and try to leave a sign in viewers’ mind. Some best practices
  57. 57. #2 Show the website address. Better: create a dedicated URL (for tracking). Some best practices
  58. 58. savethechildren.it/tv savethechildren.it/IT/Tool/ECommerce?canale=8 Some best practices Regular URL Tracking code
  59. 59. #3 Pronounce the website address: during ad breaks people lower the eyes to their mobile devices Some best practices
  60. 60. #4 If you show social networks’ icons, help the viewers finding you on those social networks (icons are not enough!) Some best practices
  61. 61. Some best practices
  62. 62. #5 Tell the viewers why they should follow you on the social networks: call to action! “Follow me”, often, it’s not enough. Some best practices
  63. 63. #6 If it fits with your company business, don’t forget the dear old phone number (great if you can track incoming calls) Some best practices
  64. 64. #7 Be sure the website looks good on smartphones and tablets Some best practices
  65. 65. #8 If the TV spot talks about a promotional offer, be sure you talk about that offer everywhere (website, social network, …) Some best practices
  66. 66. #9 Be sure that when people put some keywords in Yandex (or Google) related to the TV spot (brand name, product name, pay off) you’re the first result (paid and organic) Some best practices
  67. 67. #10 Create a dedicated URL to go through with retargeting campaigns Some best practices
  68. 68. Product placement
  69. 69. Correlation between television and digital landscape in Italy Here we collected some experiences
  70. 70. Reality cooking shows: Molto Bene Bake Off TV shows
  71. 71. Extend brand exposure from television to digital landscape to increase product placement value Goal
  72. 72. We know that the television invites the viewer to do something (looking for further info, follow up) on the internet afterwards. We want to be there as well. Idea
  73. 73. Advertising campaigns: Google AdWords (+retargeting) Facebook Ads (at that time, to advertise on Twitter was too expensive) Channels
  74. 74. Keywords and interests related to: - those TV shows(and similar) - anchor man/woman - special guests + participants - cuisine and recipes - brand and products(from product placement) Target
  75. 75. Time window Particularity Show Campaigns 1h 3h
  76. 76. Results (funnel) for “Molto Bene” Note: “BakeOff” is still running 4.1Mio impressions 20k clicks 11k remktg imp 2Mio TV viewers
  77. 77. Keep in mind
  78. 78. TV campaigns and digital campaigns are running anyway. But they work each on their own side. We can make them work together to improve effectiveness and people experience. Keep in mind
  79. 79. Correlation between television and digital landscape in Italy What about tomorrow today?
  80. 80. (1) TV Sync
  81. 81. Today Issue: time window
  82. 82. It’s easy to know when a TV show is running. It’s not the same for TV spots. TV sync
  83. 83. TV sync
  84. 84. How? “Our platform automatically identifies commercials on TV, in real time and at scale. We use our proprietary global TV monitoring network to actually scan the broadcast video for advertisements as they air on TV. This is a 24/7/365 process. Our state of the art Automatic Content Recognition (ACR) technology based on fingerprinting identifies ads within a few seconds.” TV sync
  85. 85. Source: Civolution - A 250% lift in CTR for Twitter ads that were synchronized to the airing of television spots (case study: major movie launch) TV sync
  86. 86. Source: Civolution - A 50% increase in CTR (case study: fast-moving consumer goods brand during a daytime campaign) TV sync
  87. 87. Keyword: simultaneously
  88. 88. (2) Fingerprint
  89. 89. Fingerprint
  90. 90. Fingerprint
  91. 91. Fingerprint
  92. 92. - 25Mio users - 1Mio new users every month - 8Mio monthly active users Fingerprint
  93. 93. - 1Mio tags from TV in the last 12 months - 1’46” spent on Shazam result page Fingerprint
  94. 94. Fingerprint
  95. 95. - TV sync - Finger print - Account Today (3) Users account
  96. 96. Account TV on demand Only 47% of U.S. viewers still watch live TV
  97. 97. Account We’ll be always logged in! As it happens with the internet right now Both directions
  98. 98. Account It will be easy to understand if you watched a TV show and then serve you ads on the internet and if you visited a website and then serve you a TV spot on TV
  99. 99. Conclusions
  100. 100. Accenture: “[…]The sharp rise of multiscreening is both a threat and an opportunity[…] passive fruition is over […] For broadcasters and content providers becomes essential 'follow' the consumer on all devices[…]delivering a user experience optimized from time to time on each device, but at the same time always consistent regardless of the device used at the time[…]” Conclusions
  101. 101. Correlation between television and digital landscape in Italy - Do follow - Right context - Consistency Giveaway
  102. 102. Now you know!
  103. 103. DO YOU WANT TO STAY UPDATED ON OUR PRESENTATIONS? If we don’t earn your confidence you can unsuscribe, it’s free :) SIGN ME UP FOR THE NEWSLETTER
  104. 104. спасибо marco.ziero@mocainteractive.com @marcoziero @mocainteractive
  105. 105. - http://www.engage.it/tecnologia/nielsen-twitter-tv-ratings-debutta- in-italia-a-settembre-26-milioni-di-tweet-su-programmi-tv/20187/ - http://www.primaonline.it/wp-content/uploads/2013/09/ Executive-Summary.pdf - http://www.slideshare.net/rudymazaky/2014-digital-landscape- overview-by-wearesocialsg - http://www.topitalianstyle.com/litalia-cambiera-la-politica-di- rilascio-dei-visti-ai-russi/ - http://www.millwardbrown.com/adreaction/2014/ - Twitter Inc - Civolution - Mobvious for Shazam Sources

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