![Page 1: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/1.jpg)
Winning with Mobile in the Multi-screen world
![Page 2: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/2.jpg)
A li%le bit about me
In 140 characters – VP Marke)ng @InMobi; SFBayarea; powerpoint junkie, loves technology, hollywood, bollywood, and everything mobile Twi%er: @shrikantlatkar Linkedin: www.linkedin.com/in/shrikantlatkar
![Page 3: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/3.jpg)
InMobi is in MIT’s top 50 disruptive companies of 2013
![Page 4: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/4.jpg)
Highlights of our consumer media consumption behavior Multi-screen impact on purchase behavior 10 interesting case studies that you can learn from
Key topics covered today
![Page 5: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/5.jpg)
Multi-tasking has now become a way of life with the ever increasing capabilities of smart phones and tablets
![Page 6: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/6.jpg)
Understanding the Media Consumption Behavior
![Page 7: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/7.jpg)
Mobile devices ranks 1st in media consumption
108
93 92
52
37
35
7.0 HOURS OF MEDIA PER DAY
THE AVERAGE MOBILE WEB USER CONSUMES
Using mobile (ex SMS/calls)
Watching TV
Listening to Radio
Online via desktop/laptop
Reading Magazines /Newspapers
Tablet devices
minutes
minutes minutes
minutes
minutes
minutes
Source: InMobi & Decision Fuel, On Device Research, Mobile Media Consumption Research, Wave 2
![Page 8: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/8.jpg)
Mobile has started to impact purchase behaviour
0% 10% 20% 30% 40% 50% 60%
11%
43% 48% 31% 10% 18%
40%
![Page 9: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/9.jpg)
and it continues to grow across all stages of the funnel
Introduced you to something new
Saved you time or money
Helped you find something nearby
Been relevant to who you are/what
you are doing
Influenced your in-store purchase
Influenced you to buy via your mobile
2012
2013 75% 67% 69% 55% 45% 46%
49% 37% 38% 25% 17% 20%
![Page 10: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/10.jpg)
of mobile users are as comfortable with mobile advertising as they are with TV or online advertising
59%
![Page 11: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/11.jpg)
Multi-Screen behavior among global consumers
![Page 12: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/12.jpg)
Mobile devices have become an always-on companion to TV watching
62% of mobile web users engage in mobile activities while watching TV (Wave 2- 2012 Nov)
39% of mobile web users engaged in mobile activities while watching TV (Wave 1-2012 Feb)
![Page 13: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/13.jpg)
Multi-screen behaviour is highest among Gen M
55% 59% 65% 62%
69% 65% 61% 64%
Affluents Young Professionals
Youth Mobile Mothers
Gen M Urban Youth Techies Millennial (20-34)
![Page 14: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/14.jpg)
Mobile web users are mainly engaged in social activities while watching TV
11%
9%
15%
17%
18%
30%
46%
48%
Other
Shopping online
Information:content irrelevant to TV
Information:show running on TV
Information:products seen on TV
Playing games/ listening to music
Text messaging
Social Networking
![Page 15: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/15.jpg)
![Page 16: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/16.jpg)
Impact of multi-screening on ad-engagement and other brand lift metrics
![Page 17: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/17.jpg)
69% Increase in brand recall
72% Increase in purchase intent
Source: Nielsen study
![Page 18: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/18.jpg)
Likelihood of recalling Advertisers on favorite show
![Page 19: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/19.jpg)
Instant action based on what was seen on the TV
![Page 20: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/20.jpg)
10 Ways Marketers are Using the Multi-screen
phenomenon
![Page 21: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/21.jpg)
Idea: 60% of the Super Bowl's 111 million viewers would be using a second screen during the game. Impact: • 3 TV spots viewed by 132m people • 9 million screens/ consumers accessed
Coke bears on FB, Twitter, CokePolarowl.com
• Average time spent by visitors = 28 min each
1. Leveraging the small screen during big live events
![Page 22: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/22.jpg)
2. Incentivizing ad engagement
Idea: Reward app users with a free soda for tagging the drink-maker's new Pepsi MAX spot Impact: 50,000 digital coupons generated for users who tagged the spot
![Page 23: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/23.jpg)
Idea: Viewers who downloaded the iPhone app could use it to “capture” on-screen characters by physically swiping their phone at the ad. Users were encouraged to keep viewing the ad to catch all the characters. Impact: Within 2 weeks of launch, achieved 10,000 app downloads, and over 100,000 hits on YouTube.
3. Gamifying TV Ads
Honda Jazz - “This Unpredictable Life”
![Page 24: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/24.jpg)
Idea: Enigma bear mascot helping consumers to “reveal their soft side” Shazaming the TV spot led viewers directly to a mobile version of that site Impact: • Youtube views: 250,000+ • Site visits: 56,266 • Messages sent: 13,500 • Rich Media impressions: 25 Mn • New FB fans: 55,000 • Quarterly sales value- 8.8 Mn (highest since 2007) • Share of Multi-packs: 7.7% (more than double of
last yr) • Highest volume and value market share
4. Bridging a campaign’s TV and digital elements
Cornetto Enigma / Shazam for TV
![Page 25: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/25.jpg)
Idea: Lets users “shop your favorite shows.” “Shop Like a Star,” allows app users to choose from among an actor’s favorite eBay categories, with purchases benefiting the celeb’s favorite charity
5. Syncing e-commerce with TV content
Watch with ebay App
![Page 26: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/26.jpg)
Idea: X Factor added a synchronized Xtra Factor mobile app that can rate performances, interact with other viewers and access bonus content such as song lyrics. Live View and watch episode highlights.
6. Sponsoring Second screen extras
Verizon / The X Factor
![Page 27: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/27.jpg)
Idea: To bring interactivity to the Super Bowl game by allowing fans to to play trivia, participate in polls, and engage with each other through Twitter. Users could win one of 20 Chevys or other prizes. Impact: 700,000 app users interacted in real time with the commercials and the game for a chance to win Chevys.
![Page 28: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/28.jpg)
Idea: 2011: #SoLongVampires
2012: #BraveryWins
Impact: • The #SoLongVampires became #8 most popular Super Bowl ad.
• 4x increase in mentions during the week leading up to the Super Bowl
• The ad has had 6.4 million views on Youtube
Impact: The #BraveryWins got just 5000 mentions on twitter, but the ad got 8 Mn views on youtube.
8. Spurring social chatter with Hashtags
![Page 29: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/29.jpg)
Idea: A trailer for Prometheus ran in the U.K. and featured the hashtag #areyouseeingthis. These Sunday night viewers had added incentive to tweet: During the next commercial break, a 40-second spot showcased some of the tweets the first ad had elicited. Impact: • At one point that evening, the hashtag
was the No. 2 trending topic in the U.K.
9. Enabling real-time interactivity
![Page 30: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/30.jpg)
Idea: Red Bull-sponsored backcountry freestyle snowboarding competition was Shazamable when it aired on NBC in March. Shazam users could access point-of-view footage for several competitors, enabling them to see both the wide view on the big screen and the snowboarder’s own dizzying perspective on a second screen. Impact: • The numbers were “through the roof,” with the
percentage of viewers who Shazamed the show in the single digits versus what’s typically decimal places. Video viewership was around 130%, meaning users watched more than one video.
10. Creating Trans-media opportunities
![Page 31: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/31.jpg)
4 must-dos for a marketers to leverage
mobile and multi-screen
![Page 32: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/32.jpg)
1. Know your audience 2. Keep it Simple
3. Be Relevant 4. Engage and Re-engage
An integrated mobile strategy for multi-screen
![Page 33: Multi-Screening - The Who, What, and When for Marketers 6-11-13 10am PDT](https://reader033.vdocuments.us/reader033/viewer/2022042813/54be03844a7959fc2c8b4586/html5/thumbnails/33.jpg)
Thank you You can reach me at: [email protected]
Shrikant Latkar
VP of Global Marketing
San Francisco