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.
[Case study] Netflix steals the show with the 13-20 year oldDynvibe
One year after its French launch, Dynvibe has analyzed 30,000 conversations spontaneously posted on social media by French web users on the subject of Netflix. An opportunity to assess the impact of the strategy put in place by the platform and to study the profile of the community of the service’s follower. In May 2014, the world leader of the on-demand video service announced the opening up of its platform to French subscribers. On social media, this news generated an almost immediate buzz and extremely high expectations.
TV 2020 – Five years that will change TV like never beforeChristophe Rufin
Based on Comcast's recent comments that "TV will change more in the next 5 years than it has in the last 50", telcos could rule TV and home entertainement more than ever by 2020. Here’s why. Presented at the Connected TV World Summit, June 2014. #CTVS14
[Case study] Netflix steals the show with the 13-20 year oldDynvibe
One year after its French launch, Dynvibe has analyzed 30,000 conversations spontaneously posted on social media by French web users on the subject of Netflix. An opportunity to assess the impact of the strategy put in place by the platform and to study the profile of the community of the service’s follower. In May 2014, the world leader of the on-demand video service announced the opening up of its platform to French subscribers. On social media, this news generated an almost immediate buzz and extremely high expectations.
TV 2020 – Five years that will change TV like never beforeChristophe Rufin
Based on Comcast's recent comments that "TV will change more in the next 5 years than it has in the last 50", telcos could rule TV and home entertainement more than ever by 2020. Here’s why. Presented at the Connected TV World Summit, June 2014. #CTVS14
Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment where consumers can watch TV from a wide array of devices and access content from countless sources. Led by certain segments of the population, most notably Millennials, consumers have quickly adapted to this new environment and are drastically changing their viewing patterns at an accelerating rate. In this report, we asked more than 1,000 Americans about their TV viewing behaviors to provide context for the shifts in their consumption habits and better understand viewing audiences.
The Future of TV
Présentation donnée dans le cadre du MIC (10/12/2012)
Short overview of future tendances about television with focus on Social TV / Second Screen.
One word to keep in mind : Content
Content is the core & main concept of the future of TV
This TV Trends Report is packed full of facts and figures about the television industry. For more information, visit thinktv.com.au or follow us @Think_TV
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.
A review of research from Australia and around the world confirms that TV advertising is as effective and as relevant today as ever. What’s more, TV continues to deliver the greatest profit to advertisers.
In 2012 CEE is also making the switch to Digital TV transmission. Will we be ready and what can we learn from the West. Presented on InternetCEE conference in Warsaw, October 2008.
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
TV and the Second Screen: A Red Bee Media and Decipher white paperMIP Markets
Descriptif du whitepaper
Over the last decade, television has changed beyond recognition. Significant technological advancements have helped to achieve milestone developments such as multichannel TV and digital broadcast, high definition, 3D, on demand, and most recently, new ways for consumers to watch television content through a multitude of connected devices and screens. The consequences of these changes have impacted how and where audiences can access television content – things which have remained largely static until recently.
The most recent evolutionary shift in television, however, has been different: a shift not in where audiences access content, but a shift in what audiences do while they are watching television, brought about by the arrival and proliferation of connected, ‘second screen’ devices.
Decipher and Red Bee Media investigated this change through a research study conducted among both consumers and media industry experts across the UK. We explored the definitions and dynamics of the second screen landscape, assessed audience demand for synchronised, companion experiences, and revealed the opportunities and challenges afforded by the second screen for content creators, broadcasters, platforms and advertisers.
Viewing Trends: What Do Kids Want? (MIP Jr. 2015)Dubit
For MIP Jr. 2015, Dubit SVP of Global Trends David Kleeman reviewed trends in content themes, brand popularity and video source preferences for various devices. He finished with three of the primary challenges facing content creators and distributors, and recommendations for managing them.
For more information, contact: david.kleeman@dubitlimited.com
To find out more about Dubit Trends: adam.woodgate@dubitlimited.com
Ericsson ConsumerLab, annual TV & Media report 2015 - PresentationEricsson
http://www.ericsson.com/consumberlab
This report looks at the rapidly changing consumer habits and expectations such as the increase of on demand video viewing as well as growing importance of anywhere access.
The TV landscape is changing. New TV and media services are enabling consumers to decide what they want to watch and combine their own pick-and-mix solutions. This disruption puts the empowered user at the center. To remain relevant, service providers need to remain on their toes.
Nouveaux entrants, évolutions, mutations: la TV au futur Sahar Baghery
La télévision est sans conteste le media de la puissance pour tous les genres. Plus il y a de choix, plus les téléspectateurs auront besoin de se retrouver sur des médias ayant une identité éditoriale forte. A l'aube d'un nouveau cycle, les contenus seront les principaux moteurs du changement.
Chiffres clés de l'audiovisuel français : Semestre 1 de 2014 par le CSAPhilippe KHATTOU
Les chiffres clés de l'audiovisuel français (télévision, radio, nouveaux services) - Edition du 1er semestre 2014 par le CSA
=> http://www.csa.fr/Etudes-et-publications/Les-chiffres-cles/Les-chiffres-cles-de-l-audiovisuel-francais-Edition-du-1er-semestre-2014
Advancements in viewing technology and increased competition for eyeballs have resulted in a more fragmented environment where consumers can watch TV from a wide array of devices and access content from countless sources. Led by certain segments of the population, most notably Millennials, consumers have quickly adapted to this new environment and are drastically changing their viewing patterns at an accelerating rate. In this report, we asked more than 1,000 Americans about their TV viewing behaviors to provide context for the shifts in their consumption habits and better understand viewing audiences.
The Future of TV
Présentation donnée dans le cadre du MIC (10/12/2012)
Short overview of future tendances about television with focus on Social TV / Second Screen.
One word to keep in mind : Content
Content is the core & main concept of the future of TV
This TV Trends Report is packed full of facts and figures about the television industry. For more information, visit thinktv.com.au or follow us @Think_TV
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.
A review of research from Australia and around the world confirms that TV advertising is as effective and as relevant today as ever. What’s more, TV continues to deliver the greatest profit to advertisers.
In 2012 CEE is also making the switch to Digital TV transmission. Will we be ready and what can we learn from the West. Presented on InternetCEE conference in Warsaw, October 2008.
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
TV and the Second Screen: A Red Bee Media and Decipher white paperMIP Markets
Descriptif du whitepaper
Over the last decade, television has changed beyond recognition. Significant technological advancements have helped to achieve milestone developments such as multichannel TV and digital broadcast, high definition, 3D, on demand, and most recently, new ways for consumers to watch television content through a multitude of connected devices and screens. The consequences of these changes have impacted how and where audiences can access television content – things which have remained largely static until recently.
The most recent evolutionary shift in television, however, has been different: a shift not in where audiences access content, but a shift in what audiences do while they are watching television, brought about by the arrival and proliferation of connected, ‘second screen’ devices.
Decipher and Red Bee Media investigated this change through a research study conducted among both consumers and media industry experts across the UK. We explored the definitions and dynamics of the second screen landscape, assessed audience demand for synchronised, companion experiences, and revealed the opportunities and challenges afforded by the second screen for content creators, broadcasters, platforms and advertisers.
Viewing Trends: What Do Kids Want? (MIP Jr. 2015)Dubit
For MIP Jr. 2015, Dubit SVP of Global Trends David Kleeman reviewed trends in content themes, brand popularity and video source preferences for various devices. He finished with three of the primary challenges facing content creators and distributors, and recommendations for managing them.
For more information, contact: david.kleeman@dubitlimited.com
To find out more about Dubit Trends: adam.woodgate@dubitlimited.com
Ericsson ConsumerLab, annual TV & Media report 2015 - PresentationEricsson
http://www.ericsson.com/consumberlab
This report looks at the rapidly changing consumer habits and expectations such as the increase of on demand video viewing as well as growing importance of anywhere access.
The TV landscape is changing. New TV and media services are enabling consumers to decide what they want to watch and combine their own pick-and-mix solutions. This disruption puts the empowered user at the center. To remain relevant, service providers need to remain on their toes.
Nouveaux entrants, évolutions, mutations: la TV au futur Sahar Baghery
La télévision est sans conteste le media de la puissance pour tous les genres. Plus il y a de choix, plus les téléspectateurs auront besoin de se retrouver sur des médias ayant une identité éditoriale forte. A l'aube d'un nouveau cycle, les contenus seront les principaux moteurs du changement.
Chiffres clés de l'audiovisuel français : Semestre 1 de 2014 par le CSAPhilippe KHATTOU
Les chiffres clés de l'audiovisuel français (télévision, radio, nouveaux services) - Edition du 1er semestre 2014 par le CSA
=> http://www.csa.fr/Etudes-et-publications/Les-chiffres-cles/Les-chiffres-cles-de-l-audiovisuel-francais-Edition-du-1er-semestre-2014
Le Centre national du cinéma et de l’image animée (CNC) a confié à l’institut QualiQuanti la réalisation d’une étude qualitative sur les nouveaux usages induits par le développement des équipements numériques permettant une connexion à internet depuis la télévision. Cette étude analyse également la perception par les consommateurs de l’ensemble des nouveaux services associés à ces téléviseurs connectés.
TV Participative ou Social TV en 2014 - Commission prospective du CSAPhilippe KHATTOU
Cette étude présente les évolutions des équipements et des usages qui caractérisent ce phénomène ainsi qu'un état des lieux de la télévision participative en 2014. Trois points d'attention sont également examinés : l'audience et la monétisation, les évolutions des applications liées à la télévision participative et les données personnelles.
=> http://www.french-socialtv.com/television-participative-ou-social-tv-vue-par-csa-equipements-usages-points-attention/
=> http://www.csa.fr/Etudes-et-publications/Les-etudes/Les-etudes-du-CSA/La-television-participative-ou-television-sociale-en-2014
Equipements, paysage audiovisuel, écrans, usages, audiences, social TV, investissements publicitaires, efficacité, règlementation… Chaque année le SNPTV réactualise les données de référence et sélectionne les études les plus pertinentes concernant la TV et la publicité TV. L’expertise des instituts d’études français et internationaux, des cabinets de conseil, des agences média, des agences de communication, des annonceurs est réunie dans ce guide pour offrir une vision optimale de ce qu’est et sera le marché de la TV & de la Pub TV.
Equipements, paysage audiovisuel, écrans, usages, audiences, social TV, investissements publicitaires, efficacité, réglementation… le SNPTV a sélectionné et intégré dans ce guide des « + de la TV » des études françaises et internationales réalisées par des instituts d’études, des cabinets de conseil, des agences média, des agences de communication, des annonceurs…
via http://snptv.org/actualites/plus-tv.php
Les pratiques culturelles des français et leurs usages numériques par BVA / S...Philippe KHATTOU
Réalisée par Internet auprès de 1297 Français âgés de 18 ans et plus, la vague de décembre du baromètre de l’Innovation s’est intéressée à la question des pratiques
culturelles des Français et de la convergence, aujourd'hui ou à l’avenir, de ces pratiques avec le numérique. De nombreuses questions se posent notamment sur
l’évolutions des modes de consommation des médias : dans quelle mesure le numérique et l’Internet offrent-t-ils des solutions de substitution à la TV, au DVD, au
cinéma ? Dans quelle mesure les Français ont-ils recours à des solutions s’appuyant sur les outils numériques pour regarder des films, des séries, lire des livres, écouter
de la musique ou consulter des journaux ? La transposition numérique de pratiques culturelles in situ (musées, expositions, concerts, conférences) recueillerait-elle d’un
intérêt ?
http://snptv.org/etudes/veille.php?id=903
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
Product Camp Presentation by Samantha Yorke - June 2013IAB Australia
Acting CEO/Director of Regulator Affairs, Samantha Yorke presented at Product Camp Sydney in June 2013 on the topic 'Future Trends in Digital Advertising'. Emerging trends were highlighted, which will have a direct impact on marketing and advertising strategies including Omnichannel, Singularity and Multiscreen Behaviours.
Check us out if you are interested to learn more about emerging trends in digital advertising and how marketers can seize these new engaging opportunities.
Google: Does your website work for the multi-screen UK consumer?Matt Brocklehurst
In the UK, customers’ buying habits are changing. People now use an average of three devices and with 32% of them making a purchase every month on a smartphone, the UK is now the number one country in Europe for mobile shopping. Now more than ever, consumers use multiple devices to search for, research and buy products while at home, in the office and on the move.
To take advantage of this, your website must work well for users on smartphones, tablets and desktop computers.
This report looks at why a mobile-friendly site is now mandatory and top tips on how to set up or improve your site for all devices.
Mobile Marketing presentation from Magnus Jern, CEO Golden Gekko, at CREA Dig...DMI
The presentation covers the following topics
* Why Mobile - latest stats and trends that you need to know
* Why Mobile First - why mobile is more important than desktop PCs
* Apps vs Web - what technology should you go for?
* How do I create a great mobile service - tips and tricks
As specialist advisers to the marketing communications and technologies industry, we are uniquely positioned to ensure that we are continually on top of key trends in this rapidly evolving landscape.
It’s a great step forward, but mobile-first design is no substitute for genuinely mobile-centric planning. Here’s how to put your brand at the heart of the handset.
Mobile Monday Switzerland #40 - Mindshare presentation on Mobile Advertising ...MobileMonday Switzerland
“Mobile Advertising Insights”
Presentation given by Christian Vuithier, Director Digital at Mindshare AG.
Mobile Monday Switzerland Event #40 on Mobile Context-Driven Marketing, 27th Apr 2015, Zürich.
Similar to AdReaction : Insights on perceptions of advertising, particularly digital formats by Millward Brown 2014 (20)
Cette étude dresse un bilan en termes d’audience, de couverture médiatique, ainsi qu’en termes économique et commercial, de la dernière Coupe du Monde de rugby qui s’est tenue du 18 septembre au 31 octobre 2015 en Angleterre et Pays de Galles.
Après les Jeux Olympiques et la Coupe du Monde de football, la CDM de rugby est le 3ème événement sportif préféré des français : 6 français sur 10 (61 %) avaient prévu de suivre l’événement, avec la télévision comme support privilégié.
Source => http://www.csa.fr/Etudes-et-publications/Les-comptes-rendus-et-les-bilans/Les-comptes-rendus-et-les-bilans-des-televisions-et-des-radios-par-thematiques/Bilan-medias-de-la-Coupe-du-Monde-de-rugby-2015
20 Campagnes Publicitaires "Marques et Social TV" par @French_SocialTVPhilippe KHATTOU
French SocialTV passe en revue 20 campagnes françaises publicitaires “ Marques et Social TV ” (contexte, dispositif mis en place et résultats)
En France uniquement
De 2013 à 2015
Cette étude présente l’évolution des sources de financement des chaînes de télévision sur la période 2004-2013. Elle couvre les financements publics (contribution à l’audiovisuel public et dotations budgétaires de l’Etat), les recettes de la publicité et du parrainage et les recettes d’abonnement dans le cas de la télévision payante. Ce document livre également une analyse de l’audience des chaînes, ainsi que des éléments structurants sur l’offre et la consommation des programmes. Il présente enfin les dépenses de programmes des chaînes, à travers l’évolution des coûts de grilles de programmes et les contributions financières à la production audiovisuelle et cinématographique.
L'économie de la télévision de rattrapage en 2014Philippe KHATTOU
Cette étude propose un panorama du marché de la télévision de rattrapage en France. Elle analyse l’évolution de l’offre, de la consommation et du public et aborde en conclusion la question des recettes générées par les services de télévision de rattrapage.
via http://www.cnc.fr/web/fr/etudes/-/ressources/6592632
Olivier Ezratty est l’auteur du Rapport du CES de Las Vegas, publié à la fin janvier de chaque année depuis
2006.
=> http://www.oezratty.net/wordpress/2015/rapport-ces-2015/
Bilan 2014 de personnalités des médias et de la communication en ligne dans S...Philippe KHATTOU
Pour ce 1er numéro gratuit de l’année, Satellinet a interrogé une quinzaine de personnalités des médias et de la communication en ligne pour faire le bilan de l’année 2014 et présenter leurs axes de développement en 2015.
http://www.satellinet.fr/doc/satellinet/satellinet-226.pdf
What motivates an audience to tune in to a new TV show? At a time when people have more choice than ever but feel like they’ve never had less time, viewers carefully consider a show’s many dimensions before committing. Understanding a show’s plot or storyline is the biggest factor in deciding whether to watch. This study looks at the decision journey of a thousand viewers to help marketers understand how online — and online video in particular — helps build viewers’ confidence in a new show.
=> http://www.thinkwithgoogle.com/research-studies/how-digital-drives-viewers-to-new-tv-shows.html
Investigate the dynamics of TV-related social media usage.
The study measures all television-related contact points that consumers have during the course of a day with respect to primetime television shows.
By the VRE http://www.researchexcellence.com/
Depuis 2010, France Télévisions a engagé sa mutation en plaçant
la révolution numérique au coeur de sa stratégie. Média leader en
numérique, le groupe est à l’écoute des usages du public et ambitionne
d’accompagner l’ensemble de ses partenaires créateurs dans le virage
qui s’opère.
January 2014 was the biggest month ever for BBC iPlayer with over 315 million TV and Radio requests, breaking the 300 million barrier for the first time.
Transmedia en 2014 : rapport de mission au Forum BlancPhilippe KHATTOU
Le présent document vise à présenter quels sont les principaux constats, discussions et études de cas ayant été présentées lors de cette 5e Édition du Forum Blanc. On y parle de l’avenir du transmédia, un résumé des principales présentations et un lot d’études de cas.
Source => http://www.gotoast.ca/blog/2014/03/le-transmedia-en-2014-rapport-de-mission-au-forum-blanc-pdf/
ÉVOLUTION DES MODES DE CONSOMMATION AUDIOVISUELLE A LA RTS (Suisse)Philippe KHATTOU
Bilan 2013 des la RTS:
Évolution de l’utilisation des médias
Utilisation smartphones et tablettes
Multiplication des écrans : les écrans mobiles toujours plus présents
...
How TV drives conversation on Facebook by SecondSyncPhilippe KHATTOU
This white paper presents the initial findings of a major study, using SecondSync’s social listening technology and social TV expertise to analyse total discussion levels on the Facebook platform in the US, UK and Australia.
This is the first in-depth analysis of Facebook’s social TV data across multiple territories, and the first time Facebook has released social TV analytics to the industry at this scale.
=> http://secondsync.com/
// Analyse en français => http://www.french-socialtv.com/livre-blanc-socialtv-comment-la-tv-genere-des-conversations-sur-facebook/ //
Le 3e et dernier livre blanc de la série 2e écran et télévision est consacré à la production et au déploiement des stratégies de 2e écran et de télé sociale. Une approche pratique est privilégiée dans ce document. Ainsi, il y est entre autre question des coûts reliés aux diverses initiatives pouvant être mises de l’avant, de la diversité des choix technologiques se posant aux producteurs d’initiatives de 2e écran, ainsi que des diverses stratégies et tactiques d’animation d’expériences interactives.
Source : Fonds des médias du Canada => http://www.cmf-fmc.ca/fr/a-propos/recherches-sur-l-industrie/rapports-de-recherche/29/2e-ecran-et-television-production-et-deploiement/
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.
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
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.
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.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
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.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
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.
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 Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
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.
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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.
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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.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
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The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
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In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
2. AdReaction 2014
INTRODUCTION
– Every year, channels change. Every year, Millward Brown helps you learn more about
optimizing your media plans to move with change. This year, we’re making sense of the
multiscreen world for brand building.
– For more than 10 years, AdReaction has delivered insights and findings related to the
opinions and perceptions of advertising, particularly digital formats. AdReaction 2014
dives into multiscreen advertising by studying ads on TV, laptops/PCs, smartphones and
tablets.
– The core underlying principle of AdReaction is that brands should evaluate the
multiscreen landscape by considering both the scale of screens (reach/opportunity to
contact) as well as the receptivity of people to various marketing approaches, both
within and across screens.
– For this year’s study, we administered a 15-question survey, via smartphone or tablet, to
more than 12,000 multiscreen users, ages 16 to 44, across 30 countries. Multiscreen
users were defined as people who own, or have access to, a TV and a smartphone
and/or a tablet.
2
4. AdReaction 2014
SUMMARY OF FINDINGS
– A typical multiscreen user consumes 7 hours of screen media per day during a 5
hour period. In most countries, smartphones are now the primary screen, taking up 2.5
hours of time daily. Smartphones and laptops dominate daytime screen use while TV
takes center stage in the evenings, when tablet use also peaks.
– Just 35% of screen time is simultaneous use of TV and a digital device. Of this, just
14% is meshing (simultaneous use for related content). 22% is stacking (simultaneous
use for unrelated content).
– Therefore, the biggest multiscreen marketing opportunity is shifting (65% of screen
time). Brands can take advantage of shifting by using synergistic multiscreen campaigns.
– TV is generally more of a starting point and digital devices are generally used more
to continue/complete tasks. Multiscreen sequences are most likely to start on TV and
continue on a smartphone. However, all screen sequences are possible.
– Receptivity is higher for TV than for ads on digital screens, but brands cannot rely TV
ads alone. Consumers expect brands to be present on multiple devices and are
impressed by those who find entertaining and useful ways of delivering across screens.
– Different channels play different roles, both in terms of their effectiveness and implied
messaging.
4
5. AdReaction 2014
CONCLUSIONS & IMPLICATIONS
In order to reach and engage a large number of multiscreen users, most global brands will
need to deploy media plans with a far heavier mobile emphasis than they do at present. This
is increasingly the primary way to access many groups of people.
The main principles for success across screens are:
• Be Consistent – Whenever someone engages with you, whatever screen they’re using
and wherever they are, your brand experience and messaging should be uniform.
• Be Connected – Think about second-screen experiences, specifically how your marketing
can interact engagingly between screens and travel seamlessly across screens.
• Be Considered – Some screens are better than others at communicating particular
aspects of your brand’s personality.
• Be Concise – Use mobile-friendly, shareable content that entertains first, informs second.
This report contains examples from marketers around the world who are successfully putting
these principles into practice, as well as the perspectives of industry experts.
5
6. AdReaction 2014
CONTENT
OUTLINE
A comprehensive review of
multiscreen marketing
opportunities
Notes:
1) All data in this report is based among total respondents unless
otherwise specified
2) All figures in this report are global averages across countries
unless otherwise specified 6
HOW MUCH ARE SCREENS USED?
• Time spent
• Use by time of day
HOW ARE SCREENS USED?
• Simultaneous screen use
• Meshing (related content) vs. stacking (unrelated content)
• Reasons for simultaneous multiscreen use
HOW DO SCREENS INTERACT?
• Simultaneous use by device
• Screen shifting sequences
WHAT DO PEOPLE THINK OF MULTISCREEN MARKETING?
• Receptivity and attention to marketing across screens
• Noticeability and receptivity of multiscreen marketing activities
• Screen roles - medium as message and effectiveness learning
HOW DO DIFFERENT PEOPLE MULTISCREEN?
• Useful typologies as you target across screens
WHAT SHOULD BRANDS DO?
• Recommendations brought to life via best-in-class examples
• Reactions and opinions of industry experts
8. AdReaction 2014
DAILY SCREEN
USE (MINUTES)
A typical global multiscreen
user consumes just under 7
hours of screen media daily.
Smartphones are now
comfortably the largest single
screen medium around the
world.
Combined with tablet minutes,
mobile devices now take up
47% of all screen time.
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? 8
113minutes
(27%)
147minutes
(35%)
108minutes
(26%)
50
minutes
(12%)
TOTAL MINS: 417
TV SmartphoneLaptop Tablet
Device Key
9. AdReaction 2014
DAILY SCREEN
USE VS. MEDIA
SPEND
As of 2013 there is still a
significant gap between time
spent on mobile devices and
global mobile media
investment levels.*
It’s no surprise that mobile
spend is forecast to grow
rapidly in the next few years.
If anything, it should be
growing faster than forecast.
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) 9
DAILY
SCREEN
MINUTES
113
27%
108
26%
147
35%
50
12%
GLOBAL
MEDIA
SPEND
2013
2016
66%
60%
29%
29%
4%
12%
TV SmartphoneLaptop Tablet
Device Key
11. AdReaction 2014
SCREEN USE
DURING THE DAY
Smartphones and laptops
dominate daytime screen use,
while TV takes center stage in
the evenings.
What times of day yesterday were you… 11
0%
5%
10%
15%
20%
25%
30%
35%
40%
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
TV SmartphoneLaptop Tablet
Device Key
13. AdReaction 2014
AT THE
SAME TIME
AT DIFFERENT
POINTS IN TIME
MULTISCREEN
MINUTES BY TYPE
Of the total time screens are
being viewed, simultaneous
use with TV is taking place
around a third of the time.
Of their 7 hours screen
consumption, 109 minutes is
simultaneous consumption of
a digital screen while
watching TV.
Hence, a typical global
multiscreen user spends just
over 5 hours (308 minutes)
with screens every day.
Simultaneous: At the same time as you were watching TV
yesterday, how much time did you also spend using the
Internet? 13
SHIFTING
(199 minutes)
65%
SIMUL-
TANEOUS
(109 minutes)
35%
TOTAL MINS: 417
NET MINS: 308
14. AdReaction 2014
RELATED
CONTENT
UNRELATED
CONTENT
AT THE
SAME TIME
AT DIFFERENT
POINTS IN TIME
MULTISCREEN
MINUTES BY TYPE
We can then further break
down the simultaneous
minutes into “meshing”
(where TV and a digital
screen are being used to
consume related content) and
“stacking” (where the content
is unrelated).
Generally, more time is spent
stacking than meshing.
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 14
SHIFTING
(199’)
65% STACKING
(67’)
22%
MESHING
(42’)
14%
TOTAL MINS: 417
NET MINS: 308
16. AdReaction 2014
REASONS FOR
SIMULTANEOUS
MULTISCREENING
Social media stacking is the
multiscreen equivalent of
putting the kettle on. TV is
also often being viewed
partially/ passively. There are
less reasons for people to
mesh; more information is
the main one. These reasons
are fairly universal, with
limited variation by country or
region.
Why do you also use a second device (laptop, smartphone, or
tablet) when you are watching TV? 16
11%
14%
19%
24%
20%
25%
27%
28%
39%
42%
Follow up on a TV ad
Interact with what's happening
on TV
Discuss what I’m watching
(e.g. via social media)
Find more information about
what's on TV
Need to get other things done
Someone else has chosen
what's on TV
Just have TV on for
background noise
TV is not interesting enough
for all my attention
Keep up with friends on social
media (not TV related)
Fill time during ad breaks
GLOBAL
AVERAGE
ANY
STACKING
REASON:
85%
ANY
MESHING
REASON:
41%
17. AdReaction 2014
WHY PEOPLE USE
MULTIPLE SCREENS
There are many reasons for
multiscreening.
Some people will focus mainly
on the TV and fill downtime
(ad breaks etc.) with digital
distractions.
Other people may focus
primarily on a digital device,
and delays on this device will
drive attention to the TV.
Although meshing moments
happen less often, they can
clearly be very stimulating
and involving when they do
occur.
What's your main reason for using multiple screens?
How do they make your life better? 17
“To reduce squabbles when
other family members are
watching a different TV
program from what I
prefer.” Kenya
“It keeps me up to date on
latest trends and gives
me topics to talk about in
my status updates.”
South Africa
“Using multiscreens actually
helps me get things done
simultaneously. I only need
to watch TV for important
scenes.” Korea
“For further information
when I only have
incomplete knowledge
available.” Germany
“I mainly have the TV on
for my son and I go on my
phone.” Australia
“When my phone is loading,
I can watch TV. During TV
ads, I can use my phone. I
take advantage of all the
time.” China
“I enjoy social media
interaction. Tweeting about
a TV programme makes
you more involved.” UK
“I can talk to my friends while watching
TV. I can also fill the down time by
gaining more information on the
program or ad that I am watching.”
Philippines
19. AdReaction 2014
SIMULTANEOUS
AND EXCLUSIVE
USE BY DEVICE
Due to highest overall
viewing, smartphones are
most likely to be used both
simultaneously with TV, and
standalone.
Laptops are proportionately
most likely to be used
exclusively.
Tablets are proportionately
most likely to be used
alongside TV.
19
+ 31 MINS
(29%)
+ 54 MINS
(37%)
+ 24 MINS
(49%)
77 MINS (71%)
93 MINS (63%)
25 MINS (51%)
AT THE
SAME TIME
AT DIFFERENT
POINTS IN TIMETV SmartphoneLaptop Tablet
Device Key
20. AdReaction 2014
GLOBAL AVERAGES TV LAPTOP
SMART-
PHONE
TABLET
NET (ANY START %) 57 28 33 13
NET (ANY CONTINUE %) 25 40 50 25
SEQUENCES OF
SCREEN SHIFTING
(RELATED
CONTENT)
20
In which of the following ways do you sometimes shift the same task
from one device to another at a later time? (By a task, we mean
things like watching a show or video, searching for information,
shopping, planning a trip or social networking)
Globally, TV is the most
common starting point and
digital screens are more
common continuations.
However, many tasks also start
on digital devices, and some
tasks can be continued on TV
(e.g. online ads driving TV show
viewing).
Smartphones are the most
common continuation vehicle in
all countries except Czech
Republic, France, Japan,
Poland, Russia and Slovakia,
where laptops edge out phones.
21. AdReaction 2014
START ON TV LAPTOP SMARTPHONE TABLET
CONTINUE
ON (%)
TV - 11 15 5
LAPTOP
25 - 19 6
SMARTPHONE
37 17 - 6
TABLET 14 9 9 -
SEQUENCES OF
SCREEN SHIFTING
(RELATED
CONTENT)
21
In which of the following ways do you sometimes shift the same task
from one device to another at a later time? (By a task, we mean
things like watching a show or video, searching for information,
shopping, planning a trip or social networking)
The most common individual
sequence is seeing
something on TV and
following up with an activity
on a smartphone. This holds
true in all regions and
countries globally except
China, France, Poland and
Russia, where TV most often
sparks laptop follow up.
Smartphones and laptops
clearly operate as partner
devices for many people.
23. AdReaction 2014
AD RECEPTIVITY
BY SCREEN
(FAVORABILITY
AND ATTENTION)
Overall, TV advertising is the
more well received, while
digital ad receptivity is lower
across devices.
This story applies equally to
both components of
receptivity: favorability and
attention.
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. 23
23
24
25
41
VERY/
SOMEWHAT
FAVORABLE %
52
51
52
72
PAY AT LEAST
SOME
ATTENTION %
BASE: ALL ANSWERING BASE: OWN OR HAVE ACCESS TO DEVICE
24. AdReaction 2014
MULTISCREEN
OPPORTUNITY
PLOT – SCREENS
Combining receptivity with
screen time shows that TV
remains the largest media
opportunity due to highest
overall receptivity and still
strong minutes.
Collectively, Digital still adds
up to a huge opportunity
(bigger than TV) if low
receptivity challenges can be
overcome.
Scale of opportunity = minutes per device.
Marketing receptivity = average of favorability (very/somewhat
favorable) and attention (pay at least some attention) 24
0%
10%
20%
30%
40%
50%
60%
70%
0 50 100 150
SCALE OF OPPORTUNITY
(MINUTES)
MARKETINGRECEPTIVITY
GLOBAL
AVERAGE
GLOBAL
AVERAGE
GLOBAL
AVERAGE
GLOBAL
AVERAGE
TV SmartphoneLaptop Tablet
Device Key
26. AdReaction 2014
MULTISCREEN
OPPORTUNITY
PLOT – COUNTRIES
Combining receptivity with
screen time shows the
varying screen opportunities
around the world.
Among multiscreen
consumers, overall marketing
potential is highest in Asia,
Africa and Latin America.
Marketers in North America
and Europe face a tougher
challenge.
Scale of opportunity = minutes per device.
Marketing receptivity = average of favorability (very/somewhat
favorable) and attention (pay at least some attention)
Color coding indicates the media with highest minutes in that
country. 26
UK
U.S.
Argentina
Australia
Brazil
Canada
China
Colombia
France
Germany
India
Indonesia
Italy
Japan
Kenya
Mexico
Nigeria
Philippines
Russia
Saudi
South Africa
South Korea
Spain
Thailand
Turkey
Vietnam
Czech Republic
Hungary
Poland
Slovakia
15
25
35
45
55
65
300 350 400 450 500 550
MARKETINGRECEPTIVITY
SCALE OF OPPORTUNITY
(MINUTES)
TV SmartphoneLaptop Tablet
Device Key
27. AdReaction 2014
MULTISCREEN
OPPPORTUNITY
PLOT – MARKETING
APPROACHES
Globally, micro-video is the
most familiar and popular
marketing format. This
suggests that multinational
marketers should invest here
to develop bite-sized content
that can transfer easily across
screens.
TV ads promoting mobile
apps, Facebook pages and
websites are also familiar.
Receptivity is high for TV ads
with interactivity.
Which of the following types of multiscreen advertising have
you ever noticed?
Which types of multiscreen advertising do you feel positive
towards? (data among those ever noticed) 27
28
33
38
17 22 27 32
NOTICED - GLOBAL
RECEPTIVITY-GLOBAL
TV ads
with url
TV ads with Facebook
TV ads
with
hashtags
Interactive TV ads
TV ads with
online extras
TV ads
promoting
mobile app
TV and online show
sponsorship
TV show and mobile
app sponsorship
Sponsored mobile
play along game for
live TV event
Sponsored
online TV voting
for TV show
Online ads promoting
TV ad or show - pre
Online ads promoting
TV ad or show - post
Micro-
video
28. AdReaction 2014
SCREEN ROLES
(MEDIUM AS
MESSAGE)
All screens can achieve all
tasks, but there are slight
differences in implied
messaging by screen.
Globally, we see that TV ads
are most associated with
salience, love and meeting
needs, but digital ads on all
devices help brands be seen
as different.
What do you think a brand is trying to tell you when it
advertises in each of these places? 28
SALIENT
LOVE
MEET NEEDSSETTING TRENDS
DIFFERENT
GLOBAL AVERAGE
TV SmartphoneLaptop Tablet
Device Key
29. AdReaction 2014
EACH DIGITAL DEVICE CAN PLAY MULTIPLE ROLES, BUT
HAS A “SWEET SPOT” FOR MULTISCREEN EXPERIENCES
29
Entertainment Tool
Great for content in transit
Stacking
alternative entertainment
when bored by TV
Meshing
additional video content
(e.g. behind the scenes)
Shifting
extensions of the TV
content experience
Productivity Tool
Faster for lots of content;
Better for online shopping
Stacking
getting work done;
searching
Meshing
detailed digging into
TV content
Shifting
tasks where you need
to be fully engaged
Default Device
“Do it all” device if you don’t
have laptop/tablet with you
Stacking
social check-ins
Meshing
polls; sharing opinions via
social; messaging
Shifting
further digging on the move
Smartphone Laptop Tablet
Source: Firefly MillwardBrown; Consumer qualitative –
U.S. only
30. AdReaction 2014
IMPACT PER
PERSON REACHED
We see variations in media
performance across
campaign objectives. This
implies an opportunity to use
the four screens as a portfolio
delivering a rebalanced mix of
effects.
The observed differences are
most likely due to variation in
media engagement driven by
clutter and degree of “lean-
forwardness.” We believe this
to favor (more consistently)
smartphones and tablets over
laptops and TV.
Source: Qualitative summary of learning from Millward
Brown CrossMedia database (250 studies) and Millward
Brown Marketnorms AdIndex database (1,968 online
campaigns and 317 mobile campaigns through Q4-13) 30
SALIENCE
MEANINGFUL
DIFFERENCE
(MESSAGE)
MOTIVATION
(PURCHASE
INTENT)
TV SmartphoneLaptop Tablet
Device Key
31. AdReaction 2014
ONLINE AND
MOBILE IMPACT
Our MarketNorms® database
reveals clear evidence of
mobile campaigns having
greater brand impact than
online campaigns, on
average. This may partly be
due to a novelty effect, but
the lack of clutter is also likely
playing a role.
Early data indicates that this
applies equally to
smartphones and tablets,
although smartphones seem
particularly strong for lower
funnel metrics.
Source: Millward Brown’s MarketNorms database (1,968
online campaigns and 317 mobile campaigns through Q4-13) 31
0.9%
1.2%
2.0%
3.6%
4.5%
3.2%
9.1%
12.5%
2.9%
1.1%
10.9%
11.8%
Purchase Intent
Brand Favorability
Message Association
Ad Awareness
BRAND IMPACT
(DIFFERENCE BETWEEN CONTROL AND EXPOSED GROUPS)
SmartphoneLaptop Tablet
Device Key
34. AdReaction 2014
MULTISCREEN
OPPORTUNITY
PLOT – SEGMENTS
Digital Dynamos and Mega
Multiscreeners are the easiest
people to target across
screens. However, they are
only 14% of all multiscreen
users combined, so most
brands will also need to
engage Couch Chatters and
Phonistas.
Passivists are comfortably the
largest group, but also the
hardest to engage.
Scale of opportunity = minutes per device.
Marketing receptivity = average of favorability (very/somewhat
favorable) and attention (pay at least some attention) 34
38%
39%
40%
41%
42%
43%
44%
45%
46%
47%
48%
0 200 400 600 800 1000
SCALE OF OPPORTUNITY
(MINUTES)
MARKETINGRECEPTIVITY
TV Smartphone Laptop Tablet
Device Key
DIGITAL
DYNAMOS
PHONISTAS
MEGA
MULTISCREENERS
COUCH
CHATTERS
LAPTOPERATI
PASSIVISTS
35. AdReaction 2014
DIGITAL DYNAMOS
Digital Dynamos are
passionate about all of their
digital devices. They can be
reached via all kinds of
digital and interactive
marketing and actively move
across devices to follow up
on what interests them.
Based on respondent-level segmentation analysis.
DEFINED BY:
High use of laptop,
smartphone AND tablet
More positive towards ads,
especially digital
WHO:
Mixed demos
More common in China,
Indonesia, Philippines and
Vietnam
MOTIVATIONS:
They stack because TV is
not interesting
They mesh for more info, to
chat about TV via social and
to follow up on TV ads
TARGET VIA:
Digital ads and all kinds of
interactive multiscreen
marketing approaches
35
36. AdReaction 2014
MEGA
MULTISCREENERS
This group watches a lot of
TV, but are active across all
media. They enjoy engaging
across different media and
finding ways to follow up on
what they have seen on TV.
Based on respondent-level segmentation analysis.
DEFINED BY:
High use of all media,
particularly TV and laptops
Positive towards advertising
but less so on mobile
WHO:
Fewer teenagers
More common in U.S.,
Brazil, Russia and
South Korea
MOTIVATIONS:
They more actively mesh in
multiple ways (for more info
and to engage with and
discuss content via social
media)
TARGET VIA:
All kinds of TV-out
interactive multiscreen
marketing approaches
(e.g., TV ads w/ hashtags,
integrated TV & online
sponsorships)
36
37. AdReaction 2014
COUCH
CHATTERS
Despite high TV use, the TV
is not grabbing all their
attention. This group is
spending time doing other
things while the TV is on,
such as catching up with
friends on social media.
They are more likely to notice
ads with Facebook and
mobile app links.
Based on respondent-level segmentation analysis.
DEFINED BY:
High use of TV and
smartphone
Similarly more positive
towards TV and phone ads
WHO:
More female
More common in
Kenya, Nigeria
U.S., UK and Germany
MOTIVATIONS:
They stack to keep up with
friends and fill time between
ad breaks
TARGET VIA:
TV and phone ads with links
to websites, Facebook and
mobile apps
37
38. AdReaction 2014
PHONISTAS
This group uses smartphones
more than any other media.
This is a younger, more
female group who use their
phones to keep up with
friends socially, but they are
also positive towards brands
that link TV and mobile.
Based on respondent-level segmentation analysis.
DEFINED BY:
High use of smartphones
More positive towards phone
and TV ads; don’t like
laptop/tablet ads
WHO:
Younger females
More common in Kenya,
Nigeria, Saudi Arabia,
Argentina and India
MOTIVATIONS:
They stack to keep up with
friends
They’re not particularly busy
TARGET VIA:
TV ads promoting mobile
apps
Integrated sponsorships of
TV show and app
38
39. AdReaction 2014
LAPTOPERATI
A more male group that
makes the most use of their
laptops/PCs. They are not
receptive to advertising in
general, but may notice ads
more that have links to a
brand’s website, where they
are more likely to share brand
videos with friends.
Based on respondent-level segmentation analysis.
DEFINED BY:
High use of laptop
Dislike all ads, except those
on laptop
WHO:
More men
Most common in Russia, but
also Vietnam, Saudi Arabia,
Brazil and China
MOTIVATIONS:
Often stack because they
don’t find TV particularly
interesting
Occasionally mesh for more
info about TV
TARGET VIA:
Primarily laptop ads, but
also micro-video and
TV ads with web URLs
39
40. AdReaction 2014
PASSIVISTS
This large group have very
low overall screen media use
and are therefore particularly
difficult to target. They are
not digitally minded and are
unlikely to be reached via any
screen other than TV. They
may be easier to target via
offline media (print, outdoor,
radio). A helpful reminder that
screens don’t operate in
isolation.
Based on respondent-level segmentation analysis.
DEFINED BY:
Lowest overall use of all
screen media
Don’t particularly care about
ads at all
WHO:
Over 35, slightly
more men
More common in France,
Italy, Germany and Canada
MOTIVATIONS:
They are very unlikely to
mesh or stack; they rarely
watch TV; and rarely use
multiple devices
TARGET VIA:
Non-screen media
Perhaps TV
NOT multiscreen
approaches
40
42. AdReaction 2014
BE CONSISTENT
42
The campaign started
with PR around a
concert set in the
town of Milligan, NE in
the middle of America.
In the hour after the
commercial ran, it
generated the largest
increase in website
traffic of any Super
Bowl advertiser.
Their Super Bowl
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 multiscreen
opportunity is not
simultaneous connections
between screens, but 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 Super
Bowl’s half time show.
43. AdReaction 2014
BE CONNECTED
New multiscreen behaviors
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.
The Domino’s X Factor app
offers a roadmap for meshing
success.
Not only was the app
genuinely integrated with the
show (users became the 5th
judge on the show), it was
well executed – and you could
even order a pizza directly
from the app!
“The Domino’s logo
was on TV and the
app. It made me get
one and I love them –
it was a good excuse
to treat myself!”
“I liked that Domino’s
was on TV and on the
X Factor app at the
same time. They also
had a game too.”
“Domino’s adverts
on X Factor made
me more interested
in their products.”
“Domino’s
advertised on TV
and on the X Factor
app. It’s brilliant
when you use the
app alongside the
show.”
43
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?
44. AdReaction 2014
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.
Edeka, a German
supermarket, used two very
different creative approaches
to promote the variety of their
own-brand products. The TV
ad features children in a
supermarket and is clearly
aimed at a more conservative,
family-focused demographic.
The wacky online and viral
elements are targeted at a
younger, more fun-loving
audience.
44
Edeka ran a cute, but
“safe,” TV ad
featuring the variety
of their own-brand
products.
Supergeil has
become a viral hit
and spawned
further digital
elements.
The TV ad achieved
relatively few views
online.
A much riskier, but
memorable,
“Supergeil” ad ran
online – also
featuring their own-
brand products.
45. AdReaction 2014
BE CONCISE
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 #pegabem
(which means “it`s wonderful,
it`s good”) and asked
consumers to post good
moments of their lives with
this hashtag.
45
“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 with Vivo’s 2
million Facebook fans
and on other social
platforms.
Their TV
commercial
encouraged people
to share good
moments of their
lives.
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?
46. AdReaction 2014
MULTISCREEN =
MULTIPARTNER
Millward Brown’s qualitative
practice Firefly Millward
Brown conducted interviews
with industry experts
alongside this research. One
key finding to emerge was the
idea that achieving
multiscreen success is not
just a media planning
responsibility.
“There are no experts yet, everyone
is learning.”
“We all have only partial
information.”
“Experiences should be accumulated
and communicated throughout
organizations urgently.”
“None of us really know what is
going on. Is the opportunity about
new targeting approaches, or is it a
new event hijacking opportunity?”
46
MEDIA
OWNERS
Facilitate
multiscreen
planning activities
BRANDS
Increase
confidence,
experience and
competence
MEDIA
AGENCIES
Facilitate,
orchestrate and be
the experts
CREATIVE
AGENCIES
Create ideas with
multiscreen
legs
RESEARCH
AGENCIES
Inform, explain,
educate and
measure
ALL
Integrate, partner,
connect and
collaborate
47. AdReaction 2014
INDUSTRY EXPERTS
REACT
When exposed to the findings
from this study, much of the
data made intuitive sense and
affirmed existing opinions
about the growing importance
of mobile and the need for
sensitivity when marketing on
mobile devices.
Yet the results also contained
some surprises. Even though
meshing minutes are lower
than shifting minutes, some
experts still find meshing the
most interesting area. They
hypothesized that meshing
minutes are likely increasing.
Source: Firefly Millward Brown; Qualitative interviews with
industry experts in U.S., UK, France, Hungary, Italy and
Turkey. Interviews included agency planners and
advertisers.
“Even though it’s the lowest number of
minutes, the meshing figure is surprisingly
high. That’s the most interesting area. The
dialogue between screens is rich in
possibility.”
“This is good,
relevant and timely
information.”
“I’m not surprised that
mobile ad favorability is
lower. This is why we
have developed specific
mobile approaches.”
“It’s not surprising that smartphone
minutes are higher than TV minutes
among smartphone users. That’s the
new daily reality.”
“It makes sense that TV ad
receptivity is higher. It’s surprising
that mobile receptivity now
matches that of laptops given how
personal the device is.”
“It’s good news that the bigger media opportunity
is non-simultaneous “shifted” time across multiple
devices because this should result in more
integrated campaigns using different channels.”
47
48. AdReaction 2014
THE VIEWS OF
INDUSTRY EXPERTS
Some experts view multiscreen
proactively and are trying to
capitalize on the opportunity to
amplify experiences between
brands and consumers.
Others view it more defensively
and worry that multiscreen
could potentially result in a
“lack of attention” for traditional
approaches.
Those in the middle are not yet
sure if it presents opportunity
or threat, but are investigating
curiously and adjusting their
approaches accordingly.
All agreed that multiscreen
behaviors are impacting how
they approach their media mix.
“There’s no funnel any more. It’s not linear, people like
to bounce around. All of these screens are putting
things in front of you that can trigger purchases instead
of cueing up the purchase cycle. Brands have got to
get out there or they won’t be noticed.”
“Multiscreening is simply how people are living their lives.
Integrated marketing campaigns across Mobile-Internet-
TV will make a real difference in terms of how they touch
people, generating a deeper impact and creating
word-of-mouth effects.”
“Don’t make it hard for consumers to ‘follow’
what you’re presenting. Make each part of
the experience stand on its own. Each of the
parts has to tell the whole story.”
“People are so used to being
broadcasted at with TV, the
interaction experience doesn’t
come naturally to them. Make it
easy for them to take part.”
“Shifted multiscreen behavior is the
phenomenon that can most easily be
used for daily media planning since it
can be planned in advance.”
Source: Firefly Millward Brown; Qualitative interviews with
industry experts in U.S., UK, France, Hungary, Italy and
Turkey. Interviews included agency planners and
advertisers. 48
51. AdReaction 2014
SAMPLE
REPRESENTIVITY BY
COUNTRY
By conducting AdReaction
2014 among 16-44 year-old
multiscreen consumers (people
who own or have access to
both a TV AND either a
smartphone OR tablet), we
have deliberately spoken to an
advanced sub-group of the
overall population.
This smartphone penetration
data from Google helps put our
audience in context. Among
18-44 year olds, smartphone
penetration is higher in the UK
than every other market.
Hence a relatively
“mainstream” UK sample is
being compared with a more
niche sample from other
countries.
Source: Google Our Mobile Planet, 2013.
Penetration among Total Population 51
15
18
25
33
40
42
43
44
47
47
48
53
62
65
65
68
72
75
76
81
81
85
India
Indonesia
Vietnam
Brazil
Turkey
Japan
Philippines
Argentina
South Africa
Thailand
Mexico
Russia
Italy
France
Germany
China
U.S.
Canada
Saudi Arabia
Spain
Australia
UK
%