The slides from the ‘Winning with video in a multiscreen world’ webinar presented on BrightTalk on the 1st March 2017. In this webinar Daren Poole and Leila Buckley share the 5 steps to winning with multi-screen video, drawing on learnings from case studies, cognitive neuroscience and extensive research and development work conducted to launch the new Link for Video solution. To watch a recording of the webinar please use this link: https://www.brighttalk.com/webcast/9623/244837
The slides from the ‘Winning with video in a multiscreen world’ webinar presented on BrightTalk on the 1st March 2017. In this webinar Daren Poole and Leila Buckley share the 5 steps to winning with multi-screen video, drawing on learnings from case studies, cognitive neuroscience and extensive research and development work conducted to launch the new Link for Video solution. To watch a recording of the webinar please use this link: https://www.brighttalk.com/webcast/9623/244837
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
United Internet Media – Multi-Screen – A Peak into the Living Room!IAB Europe
An ethnographic study with eye tracking, which investigates the distribution of attention to the various screens in multi-screen situations. In addition, these distributions are presented differentiated for multi-screen-situations with a commercial break or multi-screen-situations with ongoing TV content. Key findings: Overall, the attention is almost equally distributed in multi-screen-situations (TV 49%, digital screens 47%). Role reversal during the commercial break: significantly more intensive use of digital screens (TV 28%, digital screens 67%).
AdReaction : Insights on perceptions of advertising, particularly digital for...Philippe KHATTOU
AdReaction delivers insights on perceptions of advertising, particularly digital formats. AdReaction 2014 explores multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.
United Internet Media – Catch Me If You Can!IAB Europe
A study of the effects of the parallel use of several screens on attention and the consequences for media planning, creation and advertising effectiveness.
Overview slides for the Producers Guild of America New Media Council East event, 'Television Extended: Producing for the Second Screen,' at The New School, Monday, October 6, 2014
Millward Brown European Ad Reaction StudyIAB Europe
The Millward Brown Ad Reaction study delivers insights on perceptions of advertising, particularly digital formats. AdReaction 2014 explores multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.
SCREEN WARS: THE BATTLE FOR EYE SPACE IN A TV-EVERYWHERE WORLDAidelisa Gutierrez
While media fragmentation is happening across all formats, the “Screen Wars” report focuses on video programming, which we define as any type of content, such as TV, cable shows, professional video or user-generated content, that is watched on your TV, PC, mobile phone, tablet or e-reader device. The Nielsen Global Digital Landscape Survey polled 30,000 online respondents in 60 countries to understand how the changing digital landscape is affecting how, where and why we watch video programming. We also examine consumption preferences for video programming, including the devices most commonly used for selected genres and the devices used to view video at home and on the go.
http://www.nielsen.com/us/en/insights/reports/2015/screen-wars-the-battle-for-eye-space-in-a-tv-everywhere-world.html
Reference: Millward Brown | AD Reaction Video | Global Digital Strategist
Millward Brown’s AdReaction Video study explored how, where, and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We have interviewed over 13 500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone or tablet). We also tested 20 Tv ads in 8 countries across TV, digital and mobile platforms.
#ADReaction
United Internet Media – Multi-Screen – A Peak into the Living Room!IAB Europe
An ethnographic study with eye tracking, which investigates the distribution of attention to the various screens in multi-screen situations. In addition, these distributions are presented differentiated for multi-screen-situations with a commercial break or multi-screen-situations with ongoing TV content. Key findings: Overall, the attention is almost equally distributed in multi-screen-situations (TV 49%, digital screens 47%). Role reversal during the commercial break: significantly more intensive use of digital screens (TV 28%, digital screens 67%).
AdReaction : Insights on perceptions of advertising, particularly digital for...Philippe KHATTOU
AdReaction delivers insights on perceptions of advertising, particularly digital formats. AdReaction 2014 explores multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.
United Internet Media – Catch Me If You Can!IAB Europe
A study of the effects of the parallel use of several screens on attention and the consequences for media planning, creation and advertising effectiveness.
Overview slides for the Producers Guild of America New Media Council East event, 'Television Extended: Producing for the Second Screen,' at The New School, Monday, October 6, 2014
Millward Brown European Ad Reaction StudyIAB Europe
The Millward Brown Ad Reaction study delivers insights on perceptions of advertising, particularly digital formats. AdReaction 2014 explores multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.
SCREEN WARS: THE BATTLE FOR EYE SPACE IN A TV-EVERYWHERE WORLDAidelisa Gutierrez
While media fragmentation is happening across all formats, the “Screen Wars” report focuses on video programming, which we define as any type of content, such as TV, cable shows, professional video or user-generated content, that is watched on your TV, PC, mobile phone, tablet or e-reader device. The Nielsen Global Digital Landscape Survey polled 30,000 online respondents in 60 countries to understand how the changing digital landscape is affecting how, where and why we watch video programming. We also examine consumption preferences for video programming, including the devices most commonly used for selected genres and the devices used to view video at home and on the go.
http://www.nielsen.com/us/en/insights/reports/2015/screen-wars-the-battle-for-eye-space-in-a-tv-everywhere-world.html
Presentatie Dap Hartmann (astronoom en universitair hoofddocent innovation management and entrepreneurship aan de TU Delft) tijdens het Skepsis congres 2013.
Focusing on the four main screens of TVs, smartphones, tablets and laptops, AdReaction 2014 provides readers with an essential guide on the momentum of multiscreen use and the implications for brands
Millward Brown AdReaction Multiscreen 2014 Global ReportKantar
AdReaction delivers insights on perceptions of advertising, particularly digital formats. AdReaction 2014 explores multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.
at Market Research in the Mobile World Europe
23 - 26 September 2014, Belin, Germany
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
Digital Video: Too Much Choice, Too Much Data?MediaPost
How can marketers effectively and efficiently deliver personalized but non-intrusive video advertising to today’s voracious yet guarded digital audience? The consumer has more control, choice and wariness over relentless re-targeting online. And so, brands need to remain relevant through more precise and sophisticated targeting and personalization. Millward Brown will provide guidance on how marketers can walk this fine line of delivering personalized and relevant content to audiences while balancing efficiency and audience boundaries.
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
A deep dive into consumer response to online video advertising in China. Dive Video covers what frequency advertisers should buy at, whether longer ads are better, what device leads to the best response.
Online video viewership in China is rapidly moving into the mobile space – and marketers need to start preparing. OMD Business Intelligence breaks down video viewing habits in China and marketers need to do to catch up.
Presentation from Doug Robinson, CEO of Fresh Digital Group, for Producers Guild of America New Media Council East event, 'Television Extended: Producing for the 2nd Screen,' at The New School, Monday, October 6, 2014
Millward Brown Research: AdReaction: Video Creative in a Digital WorldIAB Europe
AdReaction studies have been conducted since 2001, delivering insights on consumers' perceptions of advertising, particularly digital formats.
AdReaction: Video Creative in a Digital World addresses key questions facing marketers, including:
• How are videos viewed by screen – and for how long?
• What do people think of video ads by screen?
• How can I create ads that consumers won’t skip?
We surveyed, via smartphone or tablet, more than 13,500 16-45 year old multiscreen users across 42 countries. Multiscreen users were defined as people who own, or have access to, a TV and a smartphone and/or a tablet. We also conducted parallel copy testing for 20 ads in eight countries, across TV, online video and mobile video ad formats, interviewing more than 10,000 consumers.
This report summarizes overall global learning. For data by country, please visit www.millwardbrown.com/adreaction
Millward Brown AdReaction: Video Creative in a Digital World Global ReportKantar
Millward Brown's AdReaction Video explores how, where and why multiscreen users in 42 countries are viewing video, and what marketers need to know to create video that is effective across screens. We interviewed over 13,500 multiscreen users (ages 16-45 who own or have access to a TV and a smartphone of tablet). We also tested 20 TV as in 8 countries across TV, digital and mobile platforms.
http://www.millwardbrown.com/adreaction/video/
Similar to AdReaction2014 Presentation Riyadh (20)
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...Kantar
On 24 November 2017, Martin Guerrieria, BrandZ Global Research Director at Kantar Millward Brown, presented the key findings of the first BrandZ UK Top 50 rankings at a client event in London. To access the full UK report, please visit http://www.millwardbrown.com/brandz/top-50-UK-brands
Following the launch of the inaugural BrandZ Top 50 Most Valuable UK Brands, BrandZ experts Peter Walshe and Martin Guerrieria share insights into how the most successful brands are performing and how to build healthy brands that stand the test of time.
The Power of Digital in Brand Building in South AfricaKantar
Do you know digital channels build long term brand loyalty? In this presentation, we share learnings around which digital channels deliver the best ROI and key insights to create breakthrough marketing in a connected world.
A look at the list of the world’s most valuable brands tells the story of how Google, Facebook, Amazon, Tencent and Alibaba built globally successful brands in a period of twenty years or less. Fortune’s list of the top 50 unicorns also shows that tech start-ups are here to stay. So how are these brands born and how have they grown from embryonic ideas to global powerhouses? We shared this presentation at a recent UK event which brought together some of the brightest minds in the industry to discuss the opportunities and challenges of becoming a start-up success story and the role of brand in driving business success.
Future of Tracking: Transforming how we do it not what we doKantar
The slides from ‘Digital Transformation of Tracking’ webinar presented on BrightTalk on 28th February 2017. In this webinar Mark Chamberlain and Alex Taylor discuss how changes in consumer behaviour, increased business pressures and new technologies have created both opportunity and disruption across all industries. Like every other industry, research is in the midst of its own transformation affecting not what we do but how we do things.
AdReaction Gen X, Y and Z - Engaging across generationsKantar
A new AdReaction study from Kantar Millward Brown, reveals Gen Z has its own distinct behaviours, attitudes and responses to advertising. The study, AdReaction: Engaging Gen X, Y and Z is the first-ever comprehensive global study of Gen Z, and provides guidance on how marketers can engage more effectively with this increasingly important group.
Who are the world’s most valuable luxury brands? What are the drivers behind their value growth over the past 10 years? How have global luxury consumers’ attitudes, behavior and shopping habits changed? What is happening in the fast-growing new luxury markets? What are the branding-building action points in the future? The presentation will cover the key findings from BrandZ Top 10 Most Valuable Luxury Brands over the past 10 years, reveal the global trends in luxury, uncover the drivers behind the luxury brand’s value growth and the important brand-building implications for the next decade. The insights are drawn from the BrandZ database including information from more than 2 million consumers in 50 country markets.
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsKantar
Check out the slides from the series of BrandZ webinars we held on the 23rd June 2016 presented by Doreen Wang, Head of BrandZ, and Peter Walshe, Global BrandZ Strategy Director. In these webinars Doreen and Peter take you through the key findings from the BrandZ Top 100 Most Valuable Global Brands 2016 (http://www.millwardbrown.com/brandz/top-global-brands/2016) and share lessons for future brand building that we have learnt from looking in detail at over 100,000 brands over the last 11 years. To view a recording of the webinar please click here (http://www.millwardbrown.com/global-navigation/news/news-events/webinars/2016/brandz-global-2016), and if you are interested in finding out more about BrandZ or how these learnings could be applied to your brand please contact your local Millward Brown team.
At this year’s Responsibility Business Week event in the UK on Trusted brands: what behaviours help companies thrive in today's marketplace? Nick Bull, Senior Director at Millward Brown presented new research which shows that the most trusted brands in the global BrandZ Top 100 ranking have grown 170% since 2006 – almost double the rate brands with average levels of trust.
Take a look at his presentation and notes here.
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
The turbulence of the Chinese economy and stock market over the last 12 months continues to make headlines, but what has this meant for brands? Millward Brown's 10 years of the BrandZ Top 100 Most Valuable Global Brands has demonstrated that a strong brand protects the business in hard times, and enables it to recover faster.
Millward Brown and WPP have released the 6th annual BrandZ Top 100 Most Valuable Chinese Brands ranking and report. Learn how Chinese brands weathered the recent economic challenges and what impact this has had on consumer confidence and the growth of local brands.
http://www.millwardbrown.com/brandz/top-chinese-brands/2016
#GettingMediaRight with Millward Brown. Setting the media scene, some thoughts about the future of media and 2016 media predictions by Andrzej.Suski@MillwardBrown.com & South African insights and learnings’ on how to optimize digital video creative and how to maximize media efficiencies through the use of video across multiple screens by Monique.Claassen@MillwardBrown.com
THE UK Stars OF 2015’s Christmas Advertising - InfographicKantar
Millward Brown’s Christmas advertising study explores the performance of 18 of this year’s leading TV ads, testing them with consumer audiences using its AdExpress tool.
Viewers reviewed and scored each on 12 factors proven to drive sales and build a brand: Branding, Involvement, Enjoyment, Made me love the brand, Sets the trends, Persuasion, New and different information, Relevance, Believability, Different from others, Meets my needs.
The 18 ads reviewed are from brands and retailers: Asda, Argos, Boots, Burberry, Cadbury’s, Celebrations, Debenhams, dfs, John Lewis, Lidl, Marks & Spencer, Mulberry, PayPal, Sainsbury’s, Sky Movies, Very, Waitrose and Warburtons.
Advertising plays a vital role in building brands. But even the best advertising, for a well-loved brand, perfectly deployed through media, needs a receptive audience.
Consumer receptivity to advertising is our industries most precious asset – it is our oxygen.
Today I want to convince everyone here that advertising receptivity is at genuine risk and we must, together, take better care of it.
Our behaviours as an advertising industry have been more bad than good and this is turning people off. We are belching out our own version of CO2 and ruining the environment for communications effectiveness.
People are becoming less receptive to advertising and it is our own fault – that’s the inconvenient truth.
How we are driving more brand spend into digital, focusing on the growth of programmatic as an industry through automation and how we can respond to these changes in the market with solutions.
Automation Technologies are key to growth for brands. We need to simplify the media value chain, and declutter the process
Working across a trusted online currency will the drive growth of brand spend online.
How Technology And New Platforms Are Changing Brand CommunicationsKantar
Good ads have 3 key metrics: interaction, communication and persuasion. Personal communication is becoming easier and more popular with the help of technology and Big Data. Problem- solving ads are the important part of brand communication.
Is It The Death Or Rebirth Of Digital Advertising?Kantar
Digital Ad spend has been growing steadily across the globe and in some markets now outpaces TV spend.
With this rise in spend we have also seen a steady increase in the formats and technology available to advertisers.
But are we as an industry forgetting who is at the heart of all these efforts? Are we in danger of losing consumer interest/ receptivity once and for all?
Insights2020: Driving Customer-Centric Business Growth Kantar
Based on more than 325 in-depth interviews with senior marketing and insights leaders and 10,000+ interviews with practitioners across 60 markets, the Insights2020 initiative examines the drivers of customer-centricity and how being a customer-focused company impacts business performance.
With a robust and global sample, we are able to quantify the financial opportunity for any business and guide organizations on their journeys to customer-centricity. The connection is clear and it is time to elevate insights and analytics to the boardroom.
Millward Brown Saudi Arabia - Marketing2020 - Organizing for GrowthKantar
The Marketing2020 study by Millward Brown Vermeer looks at the opportunities and challenges facing global marketing leaders, and gives answers on how to future-proof marketing organizations, focusing on the role of marketing in delivering the business strategy, the best way to structure the marketing department and how to build capabilities and equip marketers for success.
BrandZ Top 50 Most Valuable Latin American Brands 2015 ReportKantar
Millward Brown and WPP released the 4th annual BrandZ Top 50 Most Valuable Latin American Brands report and ranking on Wednesday, September 23. The report identifies the key forces driving brand growth in six markets in the Latin American region (Argentina, Brazil, Chile, Colombia, Mexico and Peru).
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
2. AdReaction 2014
ADREACTION: 10+ YEARS OF INSIGHTS
2
BRANDS + CONSUMERS
+ SOCIAL MEDIA
2001 2003 2005 2007 2009 2012 2014
ONLINE vs. TRADITIONAL ADVERTISING
TRENDS
MARKETING IN THE
MULTISCREEN WORLD
MARKETING IN THE
MOBILE WORLD
4. AdReaction 2014
Contents
4
Why should we
care about
multiscreen?
How are screens
used?
What do people
think
of ads on
screens?
What should
brands do?
6. AdReaction 2014
GROWING OWNERSHIP OF SMARTPHONES AND
TABLETS IS CREATING A NEW MEDIA LANDSCAPE
6
2012 Global Shipments
2013
725
349
145
238
1,004
227
315 227
TV Smartphone Laptop Tablet
7. AdReaction 2014
SMARTPHONE PENETRATION BY COUNTRY
53
48
47
44
43
42
33
25
18
15
40
Russia
Mexico
Thailand
Argentina
Philippines
Japan
Turkey
Brazil
Vietnam
Indonesia
India
7
81
81
76
75
72
68
65
65
62
85
UK
Australia
Spain
Saudi Arabia
Canada
USA
China
Germany
France
Italy
Source – Google Mobile Planet
10. AdReaction 2014
SCREEN TIME IN
KSA IS HIGHER
THAN THE
GLOBAL
AVERAGE
Device Key
TV Smartphone Laptop Tablet
KSA
7:21
GLOBAL
6:57
Total screen time (hours and minutes)
Roughly how long did you spend yesterday... 10
11. AdReaction 2014 www.millwardbrown.com/adreaction
DAILY SCREEN USAGE – KSA, SMARTPHONE
DRIVES THE DIFFERENCE
11
Global Average: 147 (35%)
TOTAL MINS: 433
99
minutes
(23%)
189
minutes
(44%)
102
minutes
(24%)
43
minutes
(10%)
Global Average: 113 (27%)
Global Average: 108 (26%)
Global Average: 50 (12%)
13. AdReaction 2014
SIGNIFICANT
VARIATION IN
SCREEN TIME
ACROSS
MARKETS
13
Device Key
TV Smartphone Laptop Tablet
Roughly how long did you spend yesterday... 113
109
104
120
99
89
131
78
102
115
132
125
96
127
125
69
132
108
108
115
92
117
143
161
160
99
126
65
102
94
95
68
96
80
181
147
163
159
171
174
170
168
189
127
174
132
162
135
144
167
193
15
50
55
60
95
33
37
31
14
69
43
63
39
=435
= 438
= 427
115
59
110
44
GLOBAL
AMAP
APAC
AFRICA &
SAUDI
Indonesia
Philippines
China
Vietnam
Nigeria
Thailand
Saudi
Saudi
South Africa
Kenya
Australia
India
South Korea
Japan
= 417
=433
14. AdReaction 2014
SCREEN USAGE
DURING THE DAY
In the KSA, smartphones and
laptops dominate daytime
screen usage while TV takes
centre-stage replacing the
laptops in the evenings still
following the peak
consumption of Smartphone
minutes
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
6am to
9am
9am to 12
noon
12 noon to
3pm
3pm to
6pm
6pm to
9pm
9pm to 12
midnight
12
midnight
to 6am
Device Key
TV Smartphone Laptop Tablet
What times of day yesterday were you… 14
15. AdReaction 2014
SCREEN USAGE
DURING THE DAY
VS. GLOBAL
AVERAGE
KSA TV usage is much higher
than global average from 9pm
to midnight.
All screens behave
significantly above global
average specifically during
evening time for
digital/personal screens.
Device Key
TV Smartphone Laptop Tablet
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
6am to
9am
9am to
12 noon
TV
TV global
12 noon
to 3pm
3pm to
6pm
6pm to
9pm
9pm to
12
midnight
12
midnight
to 6am
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
6am to
9am
9am to
12 noon
Smartphone
Smartphone global
12 noon
to 3pm
3pm to
6pm
6pm to
9pm
9pm to
12
midnight
12
midnight
to 6am
40%
35%
30%
25%
20%
15%
10%
5%
0%
6am to
9am
9am to
12 noon
Laptop-PC
Laptop-PC global
12 noon
to 3pm
3pm to
6pm
6pm to
9pm
9pm to
12
midnight
12
midnight
to 6am
30%
25%
20%
15%
10%
5%
0%
6am to
9am
9am to
12 noon
Tablet
Tablet global
12 noon
to 3pm
3pm to
6pm
6pm to
9pm
9pm to
12
midnight
12
midnight
to 6am
What times of day yesterday were you… 15
17. AdReaction 2014
IT TAKES 6 HOURS
TO CONSUME 7
HOURS OF SCREEN
MEDIA
17
AT THE
SAME TIME
AT DIFFERENT
POINTS IN TIME
SHIFTING
154’
70%
SIMULTANEOUS
66’
30%
Global Average: 199 (65%)
Global Average: 109 (35%)
Simultaneous: At the same time as you were watching TV
yesterday, how much time did you also spend using the Internet
TOTAL MINS: 432 KSA vs. 417 global
NET MINS: 332 KSA vs. 308 global
18. AdReaction 2014
Global Average: 42 (14%)
RELATED
CONTENT
UNRELATED
CONTENT
AT THE
SAME TIME
MESHED SCREEN
TIME IS HIGHER IN
APAC THAN
GLOBAL
18
MESHING
22’
10%
STACKING
44’
20%
Global Average: 67 (22%)
Simultaneous: At the same time as you were watching TV
yesterday, how much time did you also spend using the Internet
Meshing: While you were watching TV and using the Internet
yesterday, how much of the time were you doing something related
to what was happening on TV?
Stacking = Simultaneous minutes minus Meshing minutes
SIMULTANEOUS
66’
30%
21. AdReaction 2014
14%
15%
17%
28%
24%
10%
18%
17%
14%
12%
11%
11%
11%
10%
9%
7%
22%
22%
22%
14%
17%
15%
21%
28%
24%
20%
25%
24%
19%
24%
24%
27%
22%
21%
65%
63%
61%
68%
68%
69%
73%
67%
53%
53%
55%
60%
65%
70%
66%
69%
55%
MULTISCREEN
GLOBAL USAGE VARIES
AMAP
BY COUNTRY
APAC
AFRICA & SAUDI
Thailand
Philippines
South Korea
Indonesia
China
India
Vietnam
Nigeria
Australia
Japan
Saudi
Kenya
South Africa
21
Device Key
MESHING STACKING SHIFTING
Simultaneous: At the same time as you were watching TV
yesterday, how much time did you also spend using the Internet
Meshing: While you were watching TV and using the Internet
yesterday, how much of the time were you doing something related to
what was happening on TV?
Stacking = Simultaneous minutes minus Meshing minutes
Saudi
22. AdReaction 2014
REASONS FOR
SIMULTANEOUS
MULTISCREENING
Ad breaks & social media
communication drives the
highest reasons for stacking
On meshing level, the
interaction on content shows
6% higher than global
average with a significant
interaction with ads vs. global
average
KSA GLOBAL
AVERAGE
43%
43%
36%
29%
25%
25%
21%
13%
25%
25%
To fill time during ad breaks
To keep up with friends on
social media (not TV related)
Someone else has chosen
what's on TV
TV not interesting enough for all
my attention
Just have TV on for background
noise
Need to get other things done
More information about what's
on TV
To discuss what I’m watching
(e.g. via social media)
To interact with what's
happening on TV
To follow up on a TV ad
42%
39%
25%
28%
20%
27%
24%
19%
14%
11%
ANY
STACKING
REASON:
86%
(85% global)
ANY
MESHING
REASON:
46%
(41% global)
Why do you also use a second device (laptop, smartphone, or
tablet) when you are watching TV? 22
24. AdReaction 2014
AD RECEPTIVITY
BY SCREEN
(FAVOURABILITY
AND ATTENTION)
Smartphone receptivity is
higher significantly than global
average, while TV still leads in
line with global averages.
Digital ad receptivity is high
across laptops &
smartphones higher than
global averages.
This story applies equally to
both components of
receptivity (i.e. to favourability
and attention)
VERY/
SOMEWHAT
FAVOURABLE %
31
29
40
38
PAY AT LEAST
SOME
ATTENTION %
39
50
46
41
GLOBAL
AVERAGE
41
25
24
23
GLOBAL
AVERAGE
72
52
51
52
BASE: ALL ANSWERING BASE: OWN OR HAVE ACCESS TO DEVICE
How would you characterize your attitude towards each of the
following formats of advertising?
Each time you see each of the following, how much do you
typically pay attention? Base: access to device. 24
25. AdReaction 2014
GLOBAL
AVERAGE
MULTISCREEN
OPPORTUNITY
PLOT - SCREENS
Combining receptivity with
screen time shows that Digital
platform is clearly a big KSA
media opportunity due to
highest overall minutes &
strong receptivity exceeding
TV.
70%
60%
50%
40%
30%
20%
10%
0%
GLOBAL
AVERAGE
GLOBAL
AVERAGE
GLOBAL
AVERAGE
-30 20 70 120 170 220
SCALE OF OPPORTUNITY
(MINUTES)
MARKETING RECEPTIVITY
Device Key
TV Smartphone Laptop Tablet
Scale of opportunity = minutes per device.
Marketing receptivity = average of favorability and attention. 25
26. AdReaction 2014
BRANDS LEADING
THE WAY IN USE
OF MULTIPLE
SCREENS
The key descriptions came in
favour of technology & telecom
industry as described for the
interaction of Samsung campaigns
on Galaxy generation, STC the
leader company of telecom
communication experience online
& Souq.com online
offers/promotions.
Snickers & Al Marai made a good
FMCG case following the TV
campaigns with online campaigns
making a relative positive
experience.
Last came the activation on
targeting Saudi market by Turkish
Airlines
Describe a positive experience you have had with the same
brand across multiple screens. What was the brand, and what
did they do that you liked? 26
28. AdReaction 2014
BE CONSISTENT
28
The campaign started
with PR around a
concert set in the town
of Milligan, NE - bang
in the middle of
America
In the hour after the
commercial ran it
generated the largest
increase in website
traffic of any Superbowl
advertiser.
Their Superbowl
commercial acted as
an intro to the half time
show - a celebration of
music and New York
City
Activities continued
throughout January
including a viral video
during the Grammys,
and multiple tweets &
Vines.
the biggest opportunity is
not simultaneous
connections between
screens, rather a
consistent presence
across screens.
29. AdReaction 2014
BE CONNECTED
New multi-screen
behaviours offer exciting
opportunities for
interactions between
screens
Describe a positive experience you have had with the same
brand across multiple screens. What was the brand, and what
did they do that you liked? 29
30. AdReaction 2014
BE CONSIDERED
30
Edeka (German
supermarket) ran a
cute but “safe” TV ad
featuring their variety of
own brand products
Supergeil has become
a viral hit and spawned
video messages to
share with friends etc.
The TV ad achieved
relatively few views
online
A much riskier
“Supergeil” (=
awesome) ad ran
online – also featuring
their own brand
products
Different screens do imply
certain attributes and can
play specific roles.
Let these starting
assumptions work to your
advantage.
Describe a positive experience you have had with the same brand
across multiple screens. What was the brand, and what did they do
that you liked?
31. AdReaction 2014
BE CONCISE
31
“Vivo’s television
advertising is super
funny, and they have
very cool ads in social
networks”
The pegabem posts
were also curated on a
dedicated campaign
website
Uploads were shared
online via Facebook
(where Vivo has over
2m fans) and other
social platforms
Their TV commercial
encouraged people to
share good moments of
their lives
The best way to travel
across screens is to have
something easy and
portable.
Think carefully about how
to overcome resistance to
ads on digital screens.
Use mobile-friendly,
shareable content that
entertains first, informs
second.
32. AdReaction 2014
Marketing in the multiscreen world
www.millwardbrown.com/adreaction/2014
Any Questions?
Get in touch with Prashant Kolleri
prashant.kolleri@millwardbrown.com
Editor's Notes
After Daren & Rasha’s presentation; which focused more on creative development, we are switching rears to media presentation. Ad reaction is about understanding media habits & consumere receptivity to ads; and this is bridge that connects advertising with consumers.
For more than 10 years, AdReaction has delivered insights and findings related to the opinions and perceptions of advertising, particularly digital formats. We started in the early days of digital advertising helping marketers understand how to better use digital advertising formats and have evolved the study with the evolving digital and media landscape. In 2009 we covered Social Media, 2012 Marketing in the Mobile World and with the continued uptake of mobile devices and increasing time spent with these screens, our 2014 AdReaction study dives into Marketing in the Multiscreen world by studying usage habits and perceptions of ads on TV, laptops/ PCs, smartphones and tablets. The reason we’ve taken this angle is because we believe that mobile screens have genuinely changed the media landscape and it is important to come to terms with the implications for brands – not just with these ‘new’ screens, but the impact on more traditional screens ie. TV and PC.
This year’s study was conducted in 30 studies around the world amongst 18-45 year old multiscreen users. Multiscreen users were defined as people who own or have access to both a TV AND either a smartphone OR tablet – they may or may not have had access to a PC or laptop. In order to ensure we were speaking to true smartphone users we conducted the survey via mobile interviews using a short, 15 question survey.
Presentation in power of 4 –
Why multiscreen is an important topic right now
Users usage of 4 screens – TV – Laptop/PC – Smartphone – Tablet
Receptivity to ads across those screens
Some early guidelines for effective multiscreen strategies
4 reasons to visit our stand next door.
So to outline what we will cover over the next 30 minutes or so, we’ll start by taking a look at the daily screen usage behaviour of multiscreen users. How much time is spent with screens in total and across each screen. We’ll then explore how these screens are used ie. together or on their own and why. We’ll finish by exploring what consumers think of current multiscreen marketing and leave you with some implications that will hopefully assist your own marketing efforts in the multiscreen world.
Global shipments – how device landscape is changing;
Decline in TVs and Laptop shipments but massive growth is Smartphone and Tablet shipments
Over 1bn mobile phone shipments last year means we’re faced with a rapidly evolving media landscape.
World where smartphone are common-place , but still some big and important where smart-phone consumers are still a niche; but still represent a large number of people.
Our survey covers only smart-phone usage as we wanted a homogenous and comparable sample across markets, and with decreasing costs of devices and data, smartphone penetration will be growing considerably in low-penetration markets, so in some markets these results are more future-facing
Ok. So lets start by exploring how screens are being used in a bit more detail….
Smartphones are now comfortably the largest single screen medium in the world.
Taken together, mobile devices take up 47% of all screen time.
A typical consumer consumes just under 7 hours of screen media daily
Going back to scale and receptivity; then we can consider this the scale of opportunity. Looking a screen time, along with reach – allows us to understand the potential window of opportunity for us to connect with our audience
Roughly how long did you spend yesterday…watching television (not online)/ Using the Internet on a laptop or PC/ on a smartphone/ on a tablet.
In KSA we see higher screen time amongst multiscreen users. Spending 7 hrs 21minutes per day compared to their global counterparts 6 hours 57 minutes.
The importance of Smartphone is clearly highlighted in KSA - where screen time is substantial!
A typical consumer consumes over 7 hours of screen media daily
Going back to scale and receptivity; then we can consider this the scale of opportunity. Looking a screen time, along with reach – allows us to understand the potential window of opportunity for us to connect with our audience
Roughly how long did you spend yesterday…watching television (not online)/ Using the Internet on a laptop or PC/ on a smartphone/ on a tablet.
Perhaps the most overwhelming reason to explore the multiscreen landscape in detail is that as of 2013 there is still a significant gap between time spent using the internet on mobile devices and global mobile media investment levels*.
The chart of the left shows the percentage of time multiscreen consumers spend with each screen. On a global level, mobile devices take up 47% of this audience’s viewing time, but just 4% of media spend – highlighted by the 2013 chart on the right. Even the projected 12% of screen spend in 2016 will still be way lower than the time spent online.
It is no surprise that mobile spend is forecast to grow rapidly in the next few years.
Roughly how long did you spend yesterday…watching television (not online)/ Using the Internet on a laptop or PC/ on a smartphone/ on a tablet.
*Source: ZenithOptimedia Advertising Expenditure Forecasts December 2013 (repercentaged within screen media)
Within AMAP we see some significant variation in screen minutes by country. Indonesia and Philippines lead the APAC region for total screen minutes – both with almost 9 hours spent across screens, all other countries have less than 8 hours.
Japan has the least time spent across screens but still more than 5 and a half hours per day is being spent with a screen
We’ll now take a look at how people are using their screens
It is worth noting, that although there is just over 7 hours of screen time consumed per day, it only takes people around 6 hours to consume it. This is because KSA multi screeners are spending time with multiple screens at a time.
70% of KSA screen viewing is in isolation – we call this Shifting, where people are using a variety of screens throughout the day for various different functions – however the remaining 30% of screen time is spent with more than one screen. This percentage is higher in lower for KSA in comparison to the Global average (35%)
Thailand, Philippines, South Korea and Indonesia all have 45% or greater of screen time spent with multiple screens
Vietnam, China and India have the lowest levels of simultaneous screen use amongst AMAP markets
We can then break this simultaneous usage of screens into 2 categories. The first is when consumers are using 2 screens at the same time for related content. For example, viewing a TV show and using the Smartphone to do some live voting. Meshing allows for more engagement instantly. The second, we call Stacking, where consumers are using 2 screens at the same time, but the content is not related. Eg. The TV is on, but I am using social media on my Smartphone to chat to friends about plans for the weekend.
Consumers in AMAP markets are slightly more likely to mesh their screen usage time than their Global counterparts with 15% of screen time in AMAP spent with multiple screens on related content – compared to 14% Globally.
The remainder of simultaneous screentime is spent with unrelated content – we’ll dig into some of the reasons for this is in a couple of slides
Not surprisingly, we again see some interesting differences across APAC countries.
Thailand, Philippines, South Korea and Indonesia are the most likely countries to participate in multiple screening.
So why are mulitscreeners Meshing their content in AMAP?
The main reason is to find out more info around what is on the TV with 27% of AMAP multiscreeners meshing for this reason. 21% are discussing what they’re watching on social media – Thailand is the stand out market here where more than 40% of respondents have discussed TV on Social media while watching. Also, good news for advertisers is that 12% of consumers are multi screening to follow up on a TV ad – India the standout market here with 18%. Opportunities for marketers to take advantage of meshing behaviour to add value to consumers over and above the ad on an individual device.
However, Stacking is the main reason people are using multiple screens. Non TV related social media and filling in time during ad breaks are the main reasons for Stacking of multi screen time.
Important for advertisers is the fact that with multiple screens available it is critical to grab consumers attention regardless of the screen/device they are viewing.
APAC consumers have similar levels of acceptance for advertising compared to Global. TV still has the strongest acceptance levels, however we’ve seen acceptance of advertising on digital devices increase over the years through our AdReaction studies
APAC consumers take more notice of digital advertising compared to global with Laptop, Smartphone and Tablet all showing above global average response amongst those who own each device.
So what does all this mean for advertisers?
First, keep in mind that where your brand is present can form part of the message. AMAP consumers feel that brands advertising on smartphones are more likely to be seen as different and setting the trends than other screens.
On top of this we have constructed 4 key rules to keep in mind for brands in the multiscreen environment.
1. Be Consistent – the biggest multiscreen opportunity is not simultaneous connections between screens, rather a consistent presence across screens, whenever and wherever someone chooses to engage with your brand.
Pepsi’s “Get Hyped for Half Time” was a successful month-long multiscreen campaign which culminated in their sponsorship of the Superbowl half time show. The campaign started with PR around a concert set in the middle of America – all focused around a music theme and the idea of owning half time. Activities continued throughout January including half time at the Grammy’s, viral video, mulitple tweets and Vines. The Superbowl commercial acted as an intro to the half time show – a celebration of music and New York City. In the hour after the commercial it generated the largest increase in website traffic of any Superbowl advertiser.
The second rule is Be Connected
New multi-screen behaviours offer exciting opportunities for interactions between screens. Although not all brands will be able to achieve this, second screen play-alongs can be highly popular.
Kia was a lead sponsor of the Australian Open tennis in Australia. They combined sponsorship of the event with TV ads which integrated a mobile app to increase the link with both the event and brand across multiple screens. Consumers were invited to download an app that allowed you to return the serve of the worlds fastest tennis player. TV ads were then aired which highlighted the cars, but then enabled you to interact and return a live serve on your mobile phone. Points were awarded based on your skill level. The integration was extended through live sites and competitions throughout the Australian Open event.
The benefit of this approach is that the campaign utilised additional functionality provided by mobile devices to increase engagement amongst those who chose to download the app.
3. Be Considered - All screens can achieve all brand-building tasks, but different screens do imply certain attributes and can play specific roles. Let these starting assumptions work to your advantage.
We just saw how Kia used the added functionality of mobile to integrate with their TV ads, but it doesn’t have to be interactivity that provides the link.
Edeka, a German supermarket used two very different creative approaches across screens to promote their variety of own brand products. The TV ad features children in a supermarket and is clearly aimed at a more conservative, family-focussed demographic.
However, online the company chose to target a different audience in a very different way. They created the ‘Supergeil’ (means awesome) ad with a very different tone and feel which generated lots of attention and viral exposure, creating a different personality for their brand amongst a new audience.
The online and viral elements featuring a 58 year old German electro pop musician called Friedrich Liechtenstein are clearly aimed at a younger more fun-loving audience. Think of it as a German version of Gangnam style with milk baths and that may give you some idea of what the video is like.
Finally, Be Concise – the best way to travel across screens is to have something easy and portable.
Think carefully about how to overcome resistance to ads on digital screens. Use mobile-friendly, shareable content that entertains first, informs second.
Vivo, a Brazilian telecom brand, launched a TV and social media campaign to concisely promote its benefit of good network connectivity.
The brand used the `pega bem` hashtag (which means `it`s wonderful, it`s good`) and asked consumers to post good moments of their lives with this hashtag. The act of posting not only associated the ‘wonderful’ moments with Vivo, but uploading content also meant consumers were experiencing the promised benefit of network connectivity.
So in closing, reality is that multiscreen marketing has not only added to consumers media consumption hours and number of devices, it has changed our consumption habits and attention to existing media channels. In many cases – enhancing the potential for brand experience and engagement. Keeping the 4 C’s in mind will help brands get the most out of this environment.
Finally, check out the online delivery tool at www.millwardbrown.com/adreaction/2014 for more country specific detail and/or contact your Millward Brown team and request a presentation for your team.
Thankyou and any questions?????