dual screening presentation.media com.260213 (2)
DESCRIPTION
a quick look at how multiscreen behaviours are affecting planning decisionsTRANSCRIPT
MULTI-SCREENING: THREAT OR OPPORTUNITY?
QUICK CHECK…
Everyone like TV?
+ 1hr 47 mins over five years
91:936bn mins on
iPlayer
Everyone got a tablet/smartphone?
58% smartphone penetration
1 in 5 households owns a tablet
Everyone like socialising?
Twitter is as big as Facebook
5m+ gamers connected in the
UK
For this session, let’s agree what multi-screening is…
…the use of another wireless, mobile internet device at the
same time as television viewing…
Multi-screening, aka…
Social TVDual-
screening
Let’s have a go at multi-screening…
Let’s put multi-screening in perspective
Who?
Why?
What?
Who is multi-screening?
c75% of all TV viewers use
other devices
30% of 45-59-year-olds engage in social TV each
week
22% use complementary
screen
54% of sports fans use a
second screen
What are they doing when multi-screening?
60% are emailing
27% of tablet users look up
info on products in ads
c50% of 16-24-year-olds use email/FB to
talk about what they’re watching
16% of sports fans place bets
Getcha mobiles arrt…
Why are they multi-screening?
Gossiping: 20% are VOIP
Commenting: 20% actively connect with
the show’s social community
Taking part: 189k play along to Million Pound
Drop
Advertising: 17% go online
because of an ad
Obviously, they’re talking out loud about what they’re watching too…
So what does everyone think?
Opportunity Threat
What does this mean for planning?
What do we need to make multi-screening happen for us?
There are too many players to watch
Let’s focus on two established brands
Shazam brings TV to life on a second screen
Smart use of Twitter…
Insight, strategy, & ideaThe season launch of Madmen provided a platform for Volkswagen to tap into the strength of feeling towards its heritage. The ad breaks were filled with original adverts from the 1960s to maintain the Madmen style throughout the transmission.
The executionMadmen viewers are socially active, and 3x as likely to be Tweeting along during transmission. We took advantage of this by buying highly targeted promoted tweets, directing viewers to Volkswagen’s Madmen competition.
The resultsThe campaign drove a 5% engagement rate on Twitter (equivalent to c2.5% of the TV viewing audience), and increased visibility of Volkswagen owned social media platforms by up to 5x. Consumer sentiment toward the brand was overwhelmingly positive
Three things to remember…
Small % of multi-screening is
complementary
People respond to real truths powered by tech
Multi-screening is normal behaviour to
Millennials
Give me a shout with questions
@jembojembo