and… action! on set with digital & video by matt sage

#TrendigitalSF

Growing Audiences Across Multiple

Screens

#TrendigitalSF

OVERVIEW

1.Consumer’s media habits past and current

2.Trends in Video

3.Social TV

4.What does this mean for local businesses?

30 Years Ago: 2,000 Ads Per Day

Today: 5,000 Ads Per Day

#TrendigitalSF

#TrendigitalSF

The Big Question: Are people watching TV?

#TrendigitalSF

National Trend: Which of the following did you use yesterday?Source: Millward Brown Digital 2014

#TrendigitalSF

92%90%

93%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Watched Television

Total Adults 18 - 34 35+

In the past 7 days, have you watched television?

Source: Marshall Marketing 2013

#TrendigitalSF

86%

98%

81%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

110%

Accessed the Internet

Total Adults 18 - 34 35+

In the past 7 days, have you used the internet?

Source: Marshall Marketing 2013

#TrendigitalSF

Typical Mobile Internet Activities While Watching TV

Source: Nielsen/Yahoo

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Activities of Multi-taskers

Total Adults

Local News/Weather/Sports 81%

Research products or services 79%

Facebook 67%

Look up the phone number of a business 65%

Download or view online video 51%

Research health topics/procedures/doctors 46%

Automotive research 46%

Which of the following types of activities have you

used on the Internet...?

Source: Marshall Marketing 2013

#TrendigitalSFSource: ComScore 2014

#TrendigitalSF

Millennials• Teens + 20s + 30s• Hyper-connected digital natives• Extremely high social media consumption• They love sharing information• Millennials can mold opinions of older

generations• Seek more information and share more after

making the purchase• How will their media habits change in the

future?

#TrendigitalSFSource: University of Michigan Study

#TrendigitalSF

Death of TV???

#TrendigitalSF

89% 88%

96%

89%94% 96% 95% 96% 95% 96% 96% 94% 92%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

110%

1998 1999 2000 2001 2002 2003 2004 2005 2006 2008 2010 2012 2013

Watched Television

Source: Marshall Marketing 2013

Have You Watched Television in the Past 7 Days?Demo: Total Adults

#TrendigitalSF

87% 88%

97%

89%93%

96% 95% 96% 97% 97% 97%94% 93%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

110%

1998 1999 2000 2001 2002 2003 2004 2005 2006 2008 2010 2012 2013

Watched Television

Source: Marshall Marketing 2013

Have You Watched Television in the Past 7 Days?Demo: Adults 35+

#TrendigitalSF

91% 89%94%

89%

96% 96% 95% 96%91%

95% 95%92%

90%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

110%

1998 1999 2000 2001 2002 2003 2004 2005 2006 2008 2010 2012 2013

Watched Television

Source: Marshall Marketing 2013

Have You Watched Television in the Past 7 Days?Demo: Adults aged 18-34

#TrendigitalSF

33%

48%

56%

61%

66%

74%78% 79%

82%85% 84%

87%

0%

17%

33%

50%

66%

83%

100%

1999 2000 2001 2002 2003 2004 2005 2006 2008 2010 2012 2013

Yes

Do You Currently Have Access to the Internet?

Source: Marshall Marketing 2013

#TrendigitalSFSource: Marshall Marketing 2013

Do you have a wireless mobile phone or tablet that can

access the internet or run apps?

45%

55%

0%

10%

20%

30%

40%

50%

60%

2012 2013

Yes

#TrendigitalSF

Disruptions in the TV industry

#TrendigitalSF

Why is Video Important?

• Videos increase people’s understanding of your product or service by 74%

• 1/3 of all online activity is spent watching video

• 80% of people remember video ads they watch

• Above all, video whether on TV or online tells a story

Sources: QuickSprout, InSivia, DigitalSherpa 2014

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INTERACTIVE VIDEO

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Social TV and Engagement

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Nielsen TV Ratings Top Ten – Week of 2/2 – 2/8

Twitter Poll Question

#TrendigitalSF

20%

35%

13%

0%

10%

20%

30%

40%

Twitter

Total Adults18 - 34(35 - 44 or 45 - 54 or 55 - 64 or 65+)

Total Adults 35+18-34

Twitter’s Local Reach

Source: Marshall Marketing 2013

What have been the most talked about events on social media?

#TrendigitalSF

65M People on Facebook265M posts, comments, and likes

28.4M TweetsButler interception – 395,000 tpmWe are still better than

the Packers!

#TrendigitalSF

3.2M RTs

#TrendigitalSF

#TrendigitalSF

What Does It All Mean for Local Businesses?

#TrendigitalSF

Reaching Audiences Across Multiple Screens

#TrendigitalSF

THANK YOU!

@mattsagemsage@keloland.com