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Dual screening presentation.media com.260213 (2)
This document discusses multi-screening, which is using another mobile internet device like a smartphone or tablet at the same time as television viewing. It notes that around 75% of TV viewers now multi-screen, and looks at who is multi-screening, what activities they are engaging in on secondary devices, and why they are multi-screening. Both opportunities and threats of multi-screening for brands and advertisers are considered. Examples are provided of how some brands have successfully used multi-screening strategies, such as Volkswagen's use of targeted tweets around a Mad Men episode that increased engagement. The document concludes that multi-screening is now normal behavior for many viewers, especially millennials, and that successful strategies will respond to viewers'
Dual screening presentation.media com.260213 (2)
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- 3. Everyone like TV? +1hr 47 mins over five years 91:9 36bn mins on iPlayer
- 4. Everyone got atablet/smartphone? 58% smartphone penetration 1 in 5 households owns a tablet
- 5. Everyone like socialising? Twitteris as big as Facebook 5m+ gamers connected in the UK
- 6. For this session,let’s agree what multi- screening is… …the use of another wireless, mobile internet device at the same time as television viewing…
- 7. Multi-screening, aka… Social TVDual-screening
- 8. Let’s have ago at multi-screening…
- 10. Let’s put multi-screeningin perspective Who? Why? What?
- 11. Who is multi-screening? c75%of all TV viewers use other devices 30% of 45-59-year-olds engage in social TV each week 22% use complementary screen 54% of sports fans use a second screen
- 12. What are theydoing when multi-screening? 60% are emailing 27% of tablet users look up info on products in ads c50% of 16-24-year-olds use email/FB to talk about what they’re watching 16% of sports fans place bets
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- 14. Why are theymulti-screening? Gossiping: 20% are VOIP Commenting: 20% actively connect with the show’s social community Taking part: 189k play along to Million Pound Drop Advertising: 17% go online because of an ad
- 15. Obviously, they’re talkingout loud about what they’re watching too…
- 16. So what doeseveryone think? Opportunity Threat
- 17. What does thismean for planning?
- 18. What do weneed to make multi-screening happen for us?
- 19. There are toomany players to watch
- 20. Let’s focus ontwo established brands
- 21. Zeebox is yourTV sidekick
- 22. Shazam brings TVto life on a second screen
- 23. Some great examplesof brands using multi- screening…
- 24. Smart use ofTwitter… Insight, strategy, & idea The season launch of Madmen provided a platform for Volkswagen to tap into the strength of feeling towards its heritage. The ad breaks were filled with original adverts from the 1960s to maintain the Madmen style throughout the transmission. The execution Madmen viewers are socially active, and 3x as likely to be Tweeting along during transmission. We took advantage of this by buying highly targeted promoted tweets, directing viewers to Volkswagen’s Madmen competition. The results The campaign drove a 5% engagement rate on Twitter (equivalent to c2.5% of the TV viewing audience), and increased visibility of Volkswagen owned social media platforms by up to 5x. Consumer sentiment toward the brand was overwhelmingly positive
- 25. Three things toremember… Small % of multi-screening is complementary People respond to real truths powered by tech Multi-screening is normal behaviour to Millennials
- 26. Give me ashout with questions Jerry.lloyd- williams@mediacom.com @jembojembo