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.
Bespoke games for brands, also known as Advergaming is a powerful way to connect with consumers. Unlike traditional advertising which is passive and one way, a well-executed Advergame engages the consumer deeply. A sound strategy, great creative and an experienced mobile app developer are essential ingredients though.
Communicate AR on your (secondary) packaging:
Differentiation in the shelf through innovative promotions
Added value attracts the consumers attention
Direct communication between the consumer and the brand independent of retail staff
personal, emotional shopping experiences
Interaction persuades consumers to buy
Use the advantages of the beverage can:
Use the beverage can’s surface as a billboard for your promotion
Place a large incentive to attract the consumers attention
Use the space for instructions to increase scan count
We believe in innovating and will continue to explore all areas of New Media including..
POS Projects: Partnering with STI and Toshiba (Experience Tomorrows POS)
Social Media: Creative blog community (Packaging Visions: dosioniar.de)
Ecommerce Projects: Partnering with Breadcrumbs (Shopping at the bus stop)
Crowdsourcing: Partnering with TUM and unseraller.de (The Next Energy)
The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)Graham Brown
Enjoy my latest presentation about how GoPro built its brand to a multi billion dollar business with virtually no money spent on Big Idea advertising. The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)
Download a sample of my latest book here
http://www.grahamdbrown.com/digital-ape-slideshare
Bespoke games for brands, also known as Advergaming is a powerful way to connect with consumers. Unlike traditional advertising which is passive and one way, a well-executed Advergame engages the consumer deeply. A sound strategy, great creative and an experienced mobile app developer are essential ingredients though.
Communicate AR on your (secondary) packaging:
Differentiation in the shelf through innovative promotions
Added value attracts the consumers attention
Direct communication between the consumer and the brand independent of retail staff
personal, emotional shopping experiences
Interaction persuades consumers to buy
Use the advantages of the beverage can:
Use the beverage can’s surface as a billboard for your promotion
Place a large incentive to attract the consumers attention
Use the space for instructions to increase scan count
We believe in innovating and will continue to explore all areas of New Media including..
POS Projects: Partnering with STI and Toshiba (Experience Tomorrows POS)
Social Media: Creative blog community (Packaging Visions: dosioniar.de)
Ecommerce Projects: Partnering with Breadcrumbs (Shopping at the bus stop)
Crowdsourcing: Partnering with TUM and unseraller.de (The Next Energy)
The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)Graham Brown
Enjoy my latest presentation about how GoPro built its brand to a multi billion dollar business with virtually no money spent on Big Idea advertising. The 7 Awesome Ways GoPro Wins in the Sharing Economy (GrahamDBrown)
Download a sample of my latest book here
http://www.grahamdbrown.com/digital-ape-slideshare
This is a presentation I gave at the IAB Luxury Forum. It puts forward the case that luxury brands cannot ignore social media and provides key strategic considerations to maximise campaign effectiveness. Includes 2 social media case studies from Infiniti Europe.
Mobile Marketing - France holds enormous potentialOutbrain
With a growing penetration of 108% in mobile subscriptions it can be argued that France will soon become the ‘crème de la crème’ for mobile marketing expenditure in the not too distant future.
Client - Crayola
Brief : Activation in Canada which need to be portable and use technology like AR/VR for your activation
Objective
To increase brand awarness in Canada
To increase sales by 20% after the activation
Spikes Asia Creativity Festival 2013 - Insights and InspirationsElva Wu
Here're some insights and observations of the Spikes Asia Creativity Festival 2013. I attended the Spikes Asia Young Marketer Academy this year, it was a truly fruitful and inspiring experience which triggered me to organise my thoughts and gather all the amazing stories together in one deck. And crazy enough, I also started a blog - creativecurations.wordpress.com, which is still at the infant stage and looking insanely ugly at the moment, but the whole purpose was to bring these inspirations forward, to explore further, dig deeper and think bigger, writing seems to be the most effective way to do it. So this deck and my blog are completely dedicated to my own learning, but if occasionally someone finds them an interesting read, I'll be over the moon.
When many start exploring mobile marketing, it’s not uncommon for them to believe they need an app. Curt Prins will walk you through what to consider before you invest in what may turn out only to be a vanity app.
Havas sports & entertainment global review 2011 and 2012 predictionsJez Jowett
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by me Jez Jowett, Global Head of Social Media and Digital, also known as @Jezmond with great input from Valeria Herzer (our Global Strategic Planner)
I hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Jez Jowett
Global Digital Director
jez.jowett@havas-se.com
http://www.havas-se.com
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
MONTHLY DIGITAL KNOCKOUTS
FullSIX’s team wants to share with you every month a selection of the most relevant content on digital media created to inspire and spread
Kevin Keating is an accomplished Graphic Designer, Marketing Director and top Real Estate Sales Agent. His experience encompasses the worlds of finance, advertising and real estate. Having worked within Wall Street’s top firms including Morgan Stanley, BNYM, JP Morgan and VOYA (formerly ING), Kevin offers design solutions that are both innovative and strategic.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Valeria Herzer (our Global Strategic Planner) and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Valentina Candeloro
Global Marketing Manager
valentina.candeloro@havas-se.com
Jez Jowett
Global Digital Director
jez.jowett@havas-se.com
Valeria Herzer
Global Strategic Planner
valeria.herzer@havas-se.com
http://www.havas-se.com
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
This is a presentation I gave at the IAB Luxury Forum. It puts forward the case that luxury brands cannot ignore social media and provides key strategic considerations to maximise campaign effectiveness. Includes 2 social media case studies from Infiniti Europe.
Mobile Marketing - France holds enormous potentialOutbrain
With a growing penetration of 108% in mobile subscriptions it can be argued that France will soon become the ‘crème de la crème’ for mobile marketing expenditure in the not too distant future.
Client - Crayola
Brief : Activation in Canada which need to be portable and use technology like AR/VR for your activation
Objective
To increase brand awarness in Canada
To increase sales by 20% after the activation
Spikes Asia Creativity Festival 2013 - Insights and InspirationsElva Wu
Here're some insights and observations of the Spikes Asia Creativity Festival 2013. I attended the Spikes Asia Young Marketer Academy this year, it was a truly fruitful and inspiring experience which triggered me to organise my thoughts and gather all the amazing stories together in one deck. And crazy enough, I also started a blog - creativecurations.wordpress.com, which is still at the infant stage and looking insanely ugly at the moment, but the whole purpose was to bring these inspirations forward, to explore further, dig deeper and think bigger, writing seems to be the most effective way to do it. So this deck and my blog are completely dedicated to my own learning, but if occasionally someone finds them an interesting read, I'll be over the moon.
When many start exploring mobile marketing, it’s not uncommon for them to believe they need an app. Curt Prins will walk you through what to consider before you invest in what may turn out only to be a vanity app.
Havas sports & entertainment global review 2011 and 2012 predictionsJez Jowett
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by me Jez Jowett, Global Head of Social Media and Digital, also known as @Jezmond with great input from Valeria Herzer (our Global Strategic Planner)
I hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Jez Jowett
Global Digital Director
jez.jowett@havas-se.com
http://www.havas-se.com
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
MONTHLY DIGITAL KNOCKOUTS
FullSIX’s team wants to share with you every month a selection of the most relevant content on digital media created to inspire and spread
Kevin Keating is an accomplished Graphic Designer, Marketing Director and top Real Estate Sales Agent. His experience encompasses the worlds of finance, advertising and real estate. Having worked within Wall Street’s top firms including Morgan Stanley, BNYM, JP Morgan and VOYA (formerly ING), Kevin offers design solutions that are both innovative and strategic.
A review of 2011 looking at all best case studies in social media, PR, experiential, branded content, guerrilla marketing, street marketing, brand activation, advertiser funded programming.
Many of these campaigns were created by Havas Sports & Entertainment agencies across our network (from our 30 offices in 20 countries). Many of these campaigns were created by other marketing agencies which we recognize as having produced work that we find inspiring and innovative. We encourage and recognize great ideas from anywhere, and anyone.
This document also contains some of our predictions for 2012 across PR and branded content, live and experiential marketing, digital and social media. These predictions were compiled by Valeria Herzer (our Global Strategic Planner) and Jez Jowett, our Global Head of Social Media and Digital, also known as @Jezmond.
We hope you find our review of 2011 and predictions for 2012 inspiring and thought provoking. We hope you enjoy the ideas and opportunities they might prompt you to think. If you would like to be inspired face to face then please contact:
Valentina Candeloro
Global Marketing Manager
valentina.candeloro@havas-se.com
Jez Jowett
Global Digital Director
jez.jowett@havas-se.com
Valeria Herzer
Global Strategic Planner
valeria.herzer@havas-se.com
http://www.havas-se.com
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se_
We wish you all very Happy Holidays and a wonderful 2012 and look forward to featuring your campaigns next year.
Why Puppet? Why now? Can you get by without using any config management? You probably think don't have time, or that your project is too small. What can using Puppet really add? How can you justify investing time up front? Maybe you can just do it later?
Getting started with config management can often seem like a big project, especially if you only manage a few systems or have a small team. This talk will examine why you should use Puppet from the beginning. It will examine what you can do with Puppet that couldn't do otherwise, how much time it will save and why it's especially important if you think your project has even the smallest chance of scaling in the future.
Presented by David Mytton at Puppet Camp London 2015-04-13
Each new generation usually has more features and refinements while typically being physically smaller and lighter than its predecessor, while usually (but not always) retaining the older model's price tag
Intervento durante il workshop "Smart Working e nuove modalità di lavoro" tenuto al Salone della CSR e Innovazione Sociale. La presentazione riprende alcuni elementi tratti dall'ebook "The Smart Working Book" focalizzando l'attenzione sull'importanza della fiducia nei rapporti professionali e sulla cultura aziendale come aspetti determinanti per l'attivazione di progetti smart working.
Focusing on the four main screens of TVs, smartphones, tablets and laptops, AdReaction 2014 provides readers with an essential guide on the momentum of multiscreen use and the implications for brands
AdReaction : Insights on perceptions of advertising, particularly digital for...Philippe KHATTOU
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.
Millward Brown AdReaction Multiscreen 2014 Global ReportKantar
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.
The 3 musketeers in the era of convergenceThinkDigital
This keynote was delivered by Adda Kirkili, Thinkdigital's Regional Head of Business Development, at IAB Serbia's Forum and focuses, among others, on the emergence of Media Convergence, the challenges and opportunities that come with it for advertisers, whereas it offers 7+1 tips for the era of multichannel advertising.
at Market Research in the Mobile World Europe
23 - 26 September 2014, Belin, Germany
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.
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
The top media trends that consumers don’t even know aboutKantar
This presentation focuses on the Top media trends consumers don’t even know about. The purpose of this presentation is to move a step back from what we as marketers speak about, about the newest shiny thing and the big buzz word of the year – and see what this actually looks like from the perspective of the consumer.
And why does this matter? Because how consumers feel about or perceive marketing trends and advertising will impact how they feel about your brand and therefore the long-term financial success of your company.
Similar to Millward brownadreaction estudomultitelas BR 2014 (20)
Presentación de Adsmovil
Si quiere más información puede descargar el informe completo de Gaming en Latam en:
https://adsmovil.com/mobile-gaming-latam-2019/
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
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
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%
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
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