The document discusses marketing in the multiscreen world based on a study conducted in 30 countries. It finds that smartphone and tablet ownership is creating a new media landscape, with people spending significant time on multiple screens each day, often simultaneously. The study examines screen usage patterns and attitudes towards advertising across different devices in Brazil. It finds that Brazilians spend more total time with screens than the global average, and are more receptive to integrated marketing approaches that connect TV advertising to digital platforms. The document provides examples of brands like Magnum and Vivo that have successfully implemented multiscreen campaigns in Brazil through consistency, interactivity and concise messaging.

1. Marketing in the multiscreen world
AdReaction 2014
BRAZILRESULTS

2. CONDUCTED IN 30 COUNTRIES AROUND THE WORLD

3. THE POWER OF FOUR
3
Why do we
need to better
understand
multiscreen?
How are
screens used?
What do people
think
of ads on
screens?
What should
brands do?

4. WHY DO WE NEED TO BETTER
UNDERSTAND MULTISCREEN?

5. GROWING OWNERSHIP OF SMARTPHONES AND TABLETS
IS CREATING A NEW MEDIA LANDSCAPE
5
Global Shipments
725
349
145
238
1,004
315 227
227
2012 2013
TV Smartphone Laptop Tablet

6. 6
Highest and Lowest
TV minutes?
Highest and Lowest
Smartphone Minutes?
Highest and Lowest
Laptop Minutes
Highest and Lowest
Overall Minutes?
Indonesia
540
Italy
317
UK
148
Vietnam
69
China
161
Kenya
65
Nigeria
193
France
79
SCREEN MINUTES BY COUNTRY
Brazil (4th)
474

7. HOW MUCH ARE SCREENS USED?
BRAZIL RESULTS

8. Time Spent Daily on Screens
Per Person Global Average: 113 (27%)
Global Average: 108 (26%)
Global Average: 50 (12%)
Global Average: 147 (35%)
TOTAL MINS: 474 BR vs. 417 global

9. When are devices used during the day?
TV Smartphone
Laptop Tablet

10. When are devices used during the day?
0%
5%
10%
15%
20%
25%
30%
35%
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 Smartphone Laptop Tablet
Device Key

11. RELATED
CONTENT
UNRELATED
CONTENT
AT THE
SAME TIME
AT DIFFERENT
POINTS IN TIME
11
ONE DEVICE AT
A TIME
234’
66%
SIMULTANEOUS
119’
34%
354 BR vs. 308 global
How often are screens used simultaneously?

12. RELATED
CONTENT
UNRELATED
CONTENT
AT THE
SAME TIME
AT DIFFERENT
POINTS IN TIME
12
ONE DEVICE AT
A TIME
234’
66%
STACKING
76’
22%
MESHING
43’
12%
Is simultaneous use for related content?
354 BR vs. 308 global

13. Why do people use TV and Digital screens
to do RELATED things?
Meshing
Global Average: 24%
Global Average: 19%
Global Average: 14%
Global Average: 11%

14. Why do people use TV and Digital screens
to do DIFFERENT things?
Stacking
Global Average: 42%
Global Average: 39%
Global Average: 28%
Global Average: 27%
Global Average: 25%
Global Average: 20%

15. How much screen use
overlaps with TV?

16. How often does a task start on TV
and continue on another screen?

17. How often does a task start on a smartphone
and continue on another screen?

18. How often does a task start on a laptop
and continue on another screen?

19. How often does a task start on a tablet
and continue on another screen?

20. WHAT DO PEOPLE THINK
OF ADS ON SCREENS?

21. AdReaction 2014 www.millwardbrown.com/adreaction
UK
USA
Argentina
Australia
Brazil
Canada
China
Colombia
France
Germany
India
Indonesia
Italy
Japan
Kenya
Mexico
Nigeria
Phillipines
Russia
Saudi
South Africa
South Korea
Spain
Thailand
Turkey
Vietnam
15
25
35
45
55
65
300 350 400 450 500 550
MULTISCREEN OPPORTUNITY PLOT -
COUNTRIES
21
MarketingReceptivity
(averageacrossscreens)
Scale of Opportunity
(minutes across screens)

22. AdReaction 2014 www.millwardbrown.com/adreaction
28
33
38
17 22 27 32
22
TV ads
with URL TV ads with
Facebook
TV ads with
online extras
TV and online show
sponsorship
Sponsored mobile
play-along 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
MULTISCREEN OPPORTUNITY PLOT
MARKETING APPROACHES (GLOBAL)
Receptivity-GLOBAL
Noticed - GLOBAL
Micro-video
TV ads
promoting
mobile app
TV ads with
hashtags
TV show and mobile
app sponsorship
Interactive TV ads

23. AdReaction 2014 www.millwardbrown.com/adreaction
23
MULTISCREEN OPPORTUNITY PLOT
MARKETING APPROACHES (BRASIL)
15
25
35
45
55
18 23 28 33 38 43 48
TV ads with url
TV ads with Facebook
TV ads with hashtags
Interactive TV ads
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
TV ads with
online
extras
Noticed - BR
Receptivity-BR

24. OPPORTUNITIES: BRANDS AND ACTIONS
MENTIONED BY THE RESPONDENTS

26. BE
CONSISTENT
• Magnum launched an
advergame, with digital and TV
efforts, that consumers had to
navegate through diffent internet
pages to hunt chocolates.
• The interesting thing was the
“pleasure hunt” was not only
about Magnum but went to other
brands’ internet pages such as
Samsung, YouTube and the Saab
car. Despite being multi branded
and multi media, Magnum
managed to keep it consistent
throughout the screens, using
each of its specific advantages.
26
The campaign
started with PR
around a concert
set in the town of
Milligan, NE - bang
in the middle of
America
Magnum made a campaign in which
you needed to achieve various levels to
get to the Ice Cream. In TV it was
already beautiful to see, but in the
internet game it had me because it was
super fun to play
Magnum made an
engaging
advergame and
invested on other
media platforms
Having other
brands involved
made the game
more interesting
without taking
focus of Magnum.

27. 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.
• Skol, a beer brand, is promoting
exclusive brand content in the
Twitter of a famous comedy TV
show in Brazil, "Pânico na TV".
The tweets happen
simultaneously to the show
transmition and videos are
posted in the TV show’s twitter
profile with participation of the
show`s characters, enabling
viewers to interact with both
the show and the brand.
The brand was promoted
during the show and
viewers were able to vote
for their favourite episode
on the brand’s website
“When Skol allowed
the viewers of
Pânico na TV in
Band TV to vote for
your favourite
episode through the
brand’s website”
Users could interact
with both the brand
and the TV Show.
The TV Show’s
Twitter profile
promoted the
brand’s contents.
27

28. AdReaction 2014 www.millwardbrown.com/adreaction
BE CONSIDERED
28
Edeka (German supermarket)
ran a cute but “safe” TV ad
featuring their variety of own
brand products
Supergeil has become a huge
viral hit and spawned video
messages to share with
friends, colleagues etc.
The TV ad achieved relatively
few views online
A much riskier, crazier
“Supergeil” (= awesome) ad
ran online – also featuring
their own brand products

29. 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 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.
29
“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

30. Acesse o estudo
completo em:
millwardbrown.com/AdReaction/2014
​Adriana Sousa
Director of Media and Digital Solutions, Latin America
t. +55 11 3069 3625
Adriana.Sousa@millwardbrown.com