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An early warning system for brands
This document discusses trends in tablet and mobile device usage. It notes that the US tablet market has reached critical mass, with one in four smartphone owners also using a tablet. Tablet users spend more time reading news and long-form videos on their devices. Examples are given of brands like Coke and Chevy creating engaging cross-platform experiences around live events like the Super Bowl to amplify social conversations and drive engagement across devices. The document also discusses how tablets have reinvigorated print by complementing rather than replacing print magazines and newspapers.
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An early warning system for brands
- 1. Contagious / An earlywarning system for brands Paul Kemp-Robertson / Co-founder / Contagious 1
- 2. Meerkatting Humans are two-screenanimals now • Text to go in here 2
- 3. US tablet markethas reached a critical mass One in four smartphone owners also using a tablet / ComScore "Tablets are one of the most rapidly adopted consumer technologies in history and are poised to fundamentally disrupt the way people engage with the digital world both on-the-go and perhaps most notably, in the home," Mark Donovan / ComScore Senior VP of mobile / 3
- 4. US tablet markethas reached a critical mass Multi-platform content consumers 31% of US internet users now use a tablet - up from 12% last year - 74 million tablet users - 64% read news - 31% spend more time reading now (Source: Pew) 4
- 5. Share of tabletvideo viewing grew 90% in the past six months Mobile video share grew 39% 71% of tablet users watch long-form videos that are ten minutes or longer Immersion > Snacking Source: Ooyala’s “Global Video Index” 5
- 6. A Clockwork Orange/ Contextual Content Random House + PopLeaf / iPad Edition 6
- 7. Simplicity is King/ Action-reaction The Fantastic Flying Books of Mr. Morris Lessmore 7
- 8. Band Aid /Magic Vision / 30% x 7 opens Child-friendly Tech / Digital Parenting / Three Parent Families 8
- 9. Coke Polar Bowl/ Digital Engagement / 60% of 100m SB audience using two-screens 9
- 10. The Augmented ContentTrend / Amplifying the social conversation 10
- 11. Coke Polar Bowl/ Results “Tying all the screens together” / Allison Lewis / Coke CMO 32,000 people RSVP'd on Facebook - 15 times the goal 12.5% increase in usage of the @CocaCola Twitter handle during the bears’ control Over 9 million users tuned into the live stream Average session time of 28 minutes 11
- 12. Chevy / Game-TimeApp Hijacking the Super Bowl 12
- 13. Chevy / Game-TimeApp Incentives to engage / 13
- 14. Chevy / Game-TimeApp Real-time quizzes 14
- 15. Chevy / Game-TimeApp Personalised codes / Win the cars in the ads 15
- 16. Chevy / Game-TimeApp Social buzz / Amplified reach 16
- 17. Chevy / Game-TimeApp Better than Madonna 17
- 18. Chevy / Game-TimeApp The oxygen of buzz / Extending the reach and life of the campaign 18
- 19. Tablets reinvigorate print Complementingnot cannibalising 96% of tablet owners have read a printed magazine in the past year. 68% of tablet have read newspapers or magazines on a tablet that they had not previously read in print. Source: PPA 19
- 20. GQ Live /An Industry First September Edition / Augmented Reality Ads & Cover 20
- 21. The Tablet Generation 47apps per day / Hacking Android in five months 21
Editor's Notes
- #3 Dare Digital /Meerkattingbehaviour
- #4 Not the ramblings of an amateur zoologist. Here are some statsTablet use among smartphone owners has more than doubled in the past yearImplications – people consume media in different ways. Challenges and opps.
- #5 31 percent of US internet users now use a tablet in 2012, up from just 12 percent last year. That’s 74 million tablet users –and Black Friday and Xmas hasn’t even happened yet.64% reported using their device to get news and 31% reported spending more time reading.73% of adults who consume news on their tablet read in-depth articles at least sometimes, including 19% who do so dailyIf people use tablets to engage in video, they are more likely to click on video ads.
- #6 31 percent of US internet users now use a tablet in 2012, up from just 12 percent last year. That’s 74 million tablet usersIf people use tablets to engage in video, they are more likely to click on video ads. Banner ads = 1% Tablet ads = 7%)The pyschology of tablets is different
- #7 Random HouseiPad edition of A Clockwork Orange, the Anthony Burgess masterpiece, array of integrated features that take the reader beyond the finished text and into the world of its context and development. Annotated typescript, Glossary of the book’s Nadsat slangVideo, commentary and analysis. Dan Franklin, the digital editor on the project, describes the result as ‘a kind of portable study guide and museum experience.’ That inbuilt, enhanced educational value is one of the major successes of literary apps like this; it democratises access to information that might once only have been accessible to scholars and historians. That said, the presentation of the peripheral content has to be : he aim is to enhance rather than compromise the reader experience.
- #8 Author William Joyce is also an illustrator and animator who's published New Yorker covers, created character designs for Pixar's Dreamworks and Disney. With his cohorts at Moonbot Studios, he created an interactive book-app around the story and a standalone animated film--so you can experience "The Fantastic Flying Books of Mr. Morris Lessmore" however you like.Designing interactive interfaces for kids is no mean feat: When you open up the app, it doesn't waste your time with teaching-screens about how to interact with it--it just smoothly enters the story. Gently animated cues surface in the lush visuals at just the right time, encouraging you to explore the app rather than slavishly plod through it: When a house gets picked up in a tornado, you can use your fingers to swipe and spin it around--but you don't have to. Every page of the app has some delightful feature embedded into it that you have to find for yourself. This is the key to a successful children's book--inviting them to play and explore and be curious, not just jab buttons to activate cheesy visual effects. The Keep things simple and keep the reader engaged. But that’s precisely where some of the early tablet magazines went astray. "I think some of those [children’s] stories are really good," Shine told me, "because the ones for adults overcomplicate everything and they’re really hard to use. The ones for kids, there’s so much focus on getting the kid to turn the page and not just walk away, that it has to be really, really simple and thought out while rewarding them … I thought they do a really good job at giving that action/reaction response to keep you engaged.”That simplicity is essential to the magazine experience, and digital magazines will never succeed if they aren’t just as easy to figure out as their paper predecessors. Interactivity and engagement are important, but they can’t come at the expense of, say, understanding how many stories there are in total, or being able to quickly get back to some sort of table of contents to access them. Shine put the print magazine’s appeal succinctly: "You don’t get lost in a magazine. The magazine doesn’t shut down." Finding ways to push the envelope while maintaining that ease of use, he says, is a "fun, tricky balance."
- #9 Band-Aid collaborated with Disney's The Muppets to create an app that brings to life the characters on its plasters using augmented reality. When pointing an iPhone or iPad at the Band-Aid, an injured child can see the Muppet chacters pop up on the device's screen. By watching Kermit singing, Miss Piggy walk down on a catwalk and Gonzo performing a crazy stunt, the child is distracted from his or her cuts and scratches. The average user opened the app four times, with 30% opening it seven times or more. A recent poll by the Public Broadcasting Service (PBS) in the US suggested that more than 70% of parents happily allow their kids to play on their iPads, with 90% of all interviewees citing ‘educational value’ as the core reason. This has led to young kids being dubbed ‘The Tablet Generation’ in numerous reports, and the devices being described as ‘Electronic Babysitters.’ To promote its Premium Care range of diapers, Procter & Gamble-owned Pampers launched an application in Brazil aimed at entertaining infants and helping mothers bond with their children. The app, designed by F/Nazca Saatchi & Saatchi, São Paulo, has six games to help toddlers develop their cognitive skills.
- #10 Allison Lewis, Coca-Cola's CMO. Lewis claimed that of the 100 million people who will be watching the Super Bowl, Coke estimates at least 60% will be interacting with a second screen while watching the gameThe two bears, each supporting rival teams, will react in real time to events in the game - be it refereeing decisions, scores and even commercials during the breaks. Highlights from their reactions, as well as the spots, will be uploaded to Coca-Cola's YouTube channel during the game, where they can be subsequently shared.
- #11 The bears active on Facebook and Twitter (#gamedaypolarbears) during the game, as manned by a writing team from Wieden+Kennedy, Portland, the creative agency behind the campaign, with social media listening through 360i. Viewers ask the bears questions and share images with them. During the game the polar bears selected their favourite images and share them with the aim of amplifying the social engagement around the event. Framestore, London developed the interactive aspects of the campaign, ensuring that the bears react in real time, thanks to computer graphics generated by live puppetry controlled through an Xbox Kinect rig created by Blitz Games Studios
- #20 People notice ads on mobile devices and may be even more likely to click on them than they are to click on other digital ads. Half of mobile news users (49% of tablet news users and 50% of smartphone news users) sometimes or often notice ads when they are getting news on their mobile device. Following or acting on these ads is less common: Roughly 15% click on ads when getting news on one of the mobile devices and about 7% actually buy something. These figures, however, outpace other digital click-through rates. A recent study by Ad Age finds click-through rates on browser-based display ads to be less than 1%
- #21 Not a gimmick! Check out this industry first! When viewing their printed September issue of GQ through the "GQ Live!" app powered by Aurasma, readers will discover augmented reality content on both covers, in editorial page, and in every advertisement. Advertisements also come to life when viewed elsewhere, even on office buildings! GQ Live! uses groundbreaking image-recognition technology from Aurasma to give readers a completely dynamic and interactive experience through print-to-mobile content extensions. Readers are able to view true renderings of products through 3D modeling, access behind-the-scenes video from photo shoots and runway shows, shop directly from ads, watch musical performances and much more.
- #22 What happens if you give a thousand Motorola Zoom tablet PCs to Ethiopian kids who have never even seen a printed word? Within five months, they'll start teaching themselves English while circumventing the security on your OS to customize settings and activate disabled hardwareNN…"We left the boxes in the village. Closed. Taped shut. No instruction, no human being. I thought, the kids will play with the boxes! Within four minutes, one kid not only opened the box, but found the on/off switch. He'd never seen an on/off switch. He powered it up. Within five days, they were using 47 apps per child per day. Within two weeks, they were singing ABC songs [in English] in the village. And within five months, they had hacked Android. Some idiot in our organization or in the Media Lab had disabled the camera! And they figured out it had a camera, and they hacked Android."