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…
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 they doing 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
14. Why are they multi-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
24. Smart use of Twitter…
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 to remember…
Small % of multi-screening
is complementary
People respond to real
truths powered by tech
Multi-screening is normal
behaviour to Millennials
26. Give me a shout with questions
Jerry.lloyd-
williams@mediacom.com
@jembojembo