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Second Screen Advertising (per Automotive): Migliorare l'Esperienza e l'Investimento tra Digital e Tv

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Presentazione sul Second Screen Advertising tenuta durante Automotive Dealer Day 2015, a Verona, con un focus sulla correlazione tra televisione e panorama digitale per il settore automotive. L'obiettivo della presentazione è stimolare rispetto al fatto che non bisognerebbe più ragionare a silos (per budget) bensì mettersi nei panni dell'utente che, in realtà, percorre la sua customer journey passando, quasi inconsapevolmente, dai canali offline/tradizionali (come la televisione) a quelli digitali. Grazie al racconto di alcuni case study sull'automotive (Nissan, Seat, Hyundai) è stata l'occasione per stimolare dealer, case madri e realtà che ruotano attorno al mondo dell'automotive ad agire, tutti assieme, di concerto.

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Second Screen Advertising (per Automotive): Migliorare l'Esperienza e l'Investimento tra Digital e Tv

  1. 1. Correlazione tra televisione e panorama digitale
  2. 2. Marco Bianchi e Marco Ziero MOCA Interactive
  3. 3. Insights + Best practices Premesse
  4. 4. Persone che guardano la TV ogni giorno 82% 4h10’ Al giorno di fronte la TV
  5. 5. Popolazione 61Mio Abbonamenti mobili attivi 97Mio 158% Penetrazione mobile (media europea: 139%)
  6. 6. Dati di storico (Y-o-Y) e di previsione 0 1000 2000 3000 4000 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 Televisione Internet
  7. 7. Second screen
  8. 8. Il 75% degli utenti internet afferma di utilizzare almeno un altro device connesso mentre guarda la TV
  9. 9. Fatto 100 il tempo che l'utente trascorre davanti ad almeno un device, qual è il suo comportamento in relazione agli altri dispositivi?
  10. 10. Simultaneous (porzione di tempo durante la quale gli schermi sono utilizzati nello stesso istante) 25% Shifting (porzione di tempo durante la quale gli schermi sono utilizzati uno alla volta) 75%
  11. 11. Meshing (contenuti correlati) 40% Stacking (contenuti non correlati) 60% Shifting (porzione di tempo durante la quale gli schermi sono utilizzati uno alla volta) 75%
  12. 12. Ragioni del meshing Interagire con ciò che accade in TV 8% Discutere di quello che si sta vedendo(es. social media) 16% Cercare più informazioni di quello che si sta vedendo 17% Dare seguito ad uno spot TV 11%
  13. 13. Cercare e dare seguito Discutere e interagire
  14. 14. Experience Enrichment Social TV
  15. 15. Quali opportunità per le aziende?
  16. 16. - creare la propria app Social TV
  17. 17. - creare la propria app - comprare spazi pubblicitari nelle app Social TV
  18. 18. - creare la propria app - comprare spazi pubblicitari nelle app - seguire le conversazioni Social TV
  19. 19. - creare la propria app - comprare spazi pubblicitari nelle app - seguire le conversazioni Social TV
  20. 20. Social TV Contenuti TV nei social (2/2015) . - 6.4M di contenuti; - 433M di impression.
  21. 21. Social TV The Voice of Italy (2015) . - 740.000 tweet; - 14.000 utenti unici; - 12.000 di contenuti da Fb; - 1.700 utenti unici.
  22. 22. Social TV Trasmissione On Air TV Audience Twitter Audience Rapporto Le Iene Yes 2.9Mio 827k 28,5% Report Yes 2.1Mio 398k 18,9% X-Factor Yes 876k 394k 44,9% Servizio Pubblico Yes 2.2Mio 329k 14,9% Che tempo che fa Yes 2.2Mio 195k 8,8% The Voice of Italy No 3.2Mio 156k 4,8% Piazza Pulita Yes 1Mio 157k 15,7% Ballarò Yes 2.5Mio 136k 5% Amici Yes 4.6Mio 134k 2,9%
  23. 23. Correlation between television and digital landscape in Italy Qual è il rapporto, invece, tra i due budget?!
  24. 24. La televisione è un pezzo della customer journey Experience enrichment
  25. 25. Quando i brand possono favorire l’experience enrichment?
  26. 26. Spot TV Product placement
  27. 27. Spot TV
  28. 28. I brand sanno che, attraverso gli spot TV, parlano a clienti potenziali/acquisiti che sono, costantemente, all’interno di una customer journey? Indagine
  29. 29. Correlation between television and digital landscape in Italy Abbiamo analizzato (un sacco di: +1.000) spot TV e ricavato (a mano) dei dati
  30. 30. - Settore - Brand - Awareness(brand o prodotto) - Offerta commerciale Dati
  31. 31. - Sito web(homepage, pagina interna, sito web dedicato, responsive, parlato) - Social network - Mobile(numero telefonico, mobile app) - Altro(hashtag, Shazam, altri social network, eventi) Dati
  32. 32. - Call-to-action - Coerenza su Google (+AdWords) e nel sito web Dati
  33. 33. Cosa è emerso 47% Spot TV che visualizzano un sito web (URL)
  34. 34. Cosa è emerso 7% 4% 3% 86% Homepage Pagina interna Sito web dedicato Pagina interna dedicata Quale URL
  35. 35. Cosa è emerso 14% Spot TV dove la URL è pronunciata
  36. 36. Cosa è emerso 16% Spot TV che visualizzano le icone dei social network
  37. 37. Cosa è emerso 0 25 50 75 100 Regione 1 Facebook Twitter Youtube Google+ Pinterest Instagram LinkedIn Slideshare Flickr Quali social network?
  38. 38. Cosa è emerso 5% Spot TV che visualizzano le icone degli store per scaricare l’app mobile
  39. 39. Cosa è emerso 5% Spot TV che visualizzano un numero di telefono
  40. 40. Cosa è emerso 6% Spot TV che considerano un CTA
  41. 41. Cosa è emerso Che tipo di CTA? Seguici Continua su Approfondisci Chiedi un preventivo Scarica l’app Compra online Dona
  42. 42. Cosa è emerso 15% Spot TV che comunicano un’offerta commerciale
  43. 43. Cosa è emerso Quando lo spot mi invita ad andare online (URL, CTA, offerta commerciale) il messaggio è allineato su Google? 48% 52% Sì No
  44. 44. Cosa è emerso Quando lo spot mi invita ad andare online (URL, CTA, offerta commerciale) il messaggio è coerente nel sito web? 12% 88% Sì No
  45. 45. Cosa è emerso Quando lo spot mi invita ad andare online (URL, CTA, offerta commerciale) il sito è responsive? 47% 53% Sì No
  46. 46. Cosa è emerso Altre informazioni rilevate? Hashtag Shazam (apparentemente) User generated content Scarica la colonna sonora Icone per confermare compatibilità cross-device Altri social network (Vine, Spotify)
  47. 47. Bonus! Per scaricare la versione con i dati aggiornati al 2015 (+benchmark) (quando pronta), lasciate qui la vostra mail http://mocainteractive.com/ newsletter
  48. 48. Correlation between television and digital landscape in Italy Come realizzare lo spot TV “perfetto”
  49. 49. #1 “A ciascuno il suo”. La televisione non è un canale a performance. Alcuni consigli
  50. 50. #2 Indicate il sito web. Meglio: create una URL ad hoc (per il tracciamento). Alcuni consigli
  51. 51. savethechildren.it/tv savethechildren.it/IT/Tool/ECommerce?canale=8 Alcuni consigli URL normale Codice di tracking
  52. 52. #3 Pronunciate l’indirizzo del sito web: durante lo spot lo sguardo va al device mobile Alcuni consigli
  53. 53. #4 Se indicate i social network, non limitatevi ad incollare nello spot le singole icone (a volte non è sufficiente) Alcuni consigli
  54. 54. Alcuni consigli
  55. 55. #5 Spiegate ai telespettatori perché vi dovrebbero seguire nei social. “Seguici”, spesso, non è sufficiente. Alcuni consigli
  56. 56. #6 Se è compatibile con il business dell’azienda, non scordate il caro e vecchio numero di telefono (magari con la possibilità di tracciare le telefonate) Alcuni consigli
  57. 57. #7 Assicuratevi che il sito web sia responsive! Alcuni consigli
  58. 58. #8 Se nello spot TV è menzionata un’offerta commerciale, verificate che questa sia riportata in tutti i vostri asset digitali Alcuni consigli
  59. 59. #9 Se un utente digita su Google parole chiave che hanno a che fare con lo spot (brand, prodotto, pay off) siate sicuri di essere primi (risultati organici ed a pagamento) Alcuni consigli
  60. 60. #10 Create una URL dedicata per pianificare poi delle campagne di remarketing Alcuni consigli
  61. 61. Product placement
  62. 62. Correlation between television and digital landscape in Italy Nostre esperienze
  63. 63. Reality show sulla cucina: Molto Bene Bake Off Trasmissioni
  64. 64. Estendere l’esposizione del brand dalla TV al digital per incrementare il valore del product placement Goal
  65. 65. Sappiamo che la televisione incentiva a compiere azioni (cercare ulteriori info, dare seguito ad uno spot TV) su internet. Il brand voleva essere presente anche in quel momento. Idea
  66. 66. Campagne: Google AdWords (+retargeting) Facebook Ads (a quel tempo l’adv su Twitter costava troppo!) Canali
  67. 67. Parole chiave ed interessi correlati a: - nome trasmissioni(e simili) - conduttore/trice - ospiti e concorrenti - generiche: cucina e ricette - brand e prodotti(dal product placement) Target
  68. 68. Finestra temporale Particolarità Trasmiss. Campagna 1h 3h
  69. 69. Risultati (funnel) per “Molto Bene” 4.1Mio impression 20k clic 11k remktg imp 2Mio audience televisiva
  70. 70. Case study Campagna: video advertising (pre-roll) su desktop in modalità second screen (ovvero in concomitanza con l’on air dello spot in tv dei concorrenti) Meccanismo: viene intercettato l’on air e un segnale accende la campagna che utilizza, come creatività, lo spot video Goal: traffic acquisition Risultati: CTR 4,5%
  71. 71. Case study Note: - è stato fatto un cambio di creatività durante il periodo dell’operazione di comunicazione per garantire l’allineamento con il concept creativo del piano di comunicazione multicanale - call to action alla fine dello spot “Cerca Nissan Pulsar"
  72. 72. Correlation between television and digital landscape in Italy E domani oggi?
  73. 73. (1) TV Sync
  74. 74. Today Problema: time window
  75. 75. E’ facile sapere quando una trasmissione è iniziata. Per lo spot televisivo è più complesso. TV sync
  76. 76. Come? “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
  77. 77. Sorgente: Civolution - Aumento del 250% per il CTR per annunci su Twitter sincronizzati con la messa in onda dello spot TV (case study: lancio di un film) TV sync
  78. 78. Sorgente: Civolution - Aumento del 50% nel CTR (case study: azienda di prodotti B2C con campagna TV attiva) TV sync
  79. 79. TV sync
  80. 80. Strategia: allineati owned e paid media, creatività mobile linkate allo spot televisivo Visite: +50% Bounce rate: -50% (grazie al prodotto di Wywy SiteSync) Conversioni (download brochure, visita al configuratore, visita al dealer): dallo 0,7% al 3,3% TV sync
  81. 81. Particolarità #1: per ciascuno spot veniva sincronizzata una landing page diversa (passando sempre per una creatività mobile) #storytelling Particolarità #2: se l’accesso al sito web avveniva entro 180 secondi dalla visualizzazione dello spot, succedeva un reindirizzamento verso una pagina con i contenuti riferiti allo spot per evitare che l’utente, dalla homepage, debba ricercare e ritrovare quello appena visto in tv TV sync
  82. 82. TV sync
  83. 83. Caratteristica: utenti inviati direttamente ad una pagina web correlata ai contenuti appena fruiti in televisione; nel caso specifico configuratore o dealer Conversion rate: passata da un 3% ad un 7% TV sync
  84. 84. TV sync
  85. 85. Parola chiave: nello stesso momento
  86. 86. (2) Fingerprint
  87. 87. Fingerprint
  88. 88. - 25Mio utenti - 1Mio nuovi utenti ogni mese - 8Mio utenti attivi su base mensile Fingerprint
  89. 89. - 1Mio tag dalla TV negli ultimi 12 mesi - 1’46” spesi sulla pagina dei risultati di Shazam Fingerprint
  90. 90. Fingerprint
  91. 91. - TV sync - Finger print - Account Today (3) Account utente
  92. 92. Account TV on demand Solo il 47% dei telespettatori U.S. guarda live TV
  93. 93. Account Saremo sempre loggati! Come succede oggi su internet Entrambi i sensi
  94. 94. Account Sarà facile capire se ho guardato una trasmissione per suggerire della pubblicità online. E viceversa: dall’online alla televisione tramite uno spot TV.
  95. 95. (4) Google Ranking Factor
  96. 96. Google Ranking Factor Google ha depositato un brevetto che ci fa intendere che le nostre abitudini televisive potrebbero diventare un fattore per la personalizzazione dei risultati di ricerca
  97. 97. Conclusioni
  98. 98. Nota da tenere a mente
  99. 99. Correlation between television and digital landscape in Italy - Seguire - Contesto - Coerenza Per riassumere
  100. 100. Le campagne pubblicitarie in TV e sul digital esistono comunque. Ma lavorano in maniera separata. Farle lavorare assieme può favorire l’efficacia di entrambe e l’esperienza utente. Tenere a mente
  101. 101. Grazie!
  102. 102. www.mocainteractive.com contact@mocainteractive.com @mocainteractive
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