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Thursday, March 27, 2014
According to
results from the AdReaction Report, Marketing in a Multi-screen World,
from Millward Brown, a typical multiscreen user consumes 7 hours of screen
media per day during a 5 hour period. In most countries, smartphones are now
the primary screen, taking up 2.5 hours of time daily. Smartphones and
laptops dominate daytime screen use while TV takes center stage in the
evenings, when tablet use also peaks.
For US
respondents:
· 45% of daily
smartphone time is spent simultaneously with TV
· 37% of daily
laptop time is spent with TV
· 55% of daily
tablet time is spent simultaneously with TV
The study,
15-question survey administered via smartphone or tablet, to more than 12,000
multiscreen users, ages 16 to 44, across 30 countries. Multiscreen users were
defined as people who own, or have access to, a TV and a smartphone and/or a
tablet.
Some experts view
multiscreen proactively and are trying to capitalize on the opportunity to
amplify experiences between brands and consumers, says the report. Others
view it more defensively and worry that multiscreen could potentially result
in a “lack of attention” for traditional approaches Those in the middle are
not yet sure if it presents opportunity or threat, but are investigating
curiously and adjusting their approaches accordingly. All agreed that
multiscreen behaviors are impacting how they approach their media mix.
· “There’s no
funnel any more. It’s not linear, people like to bounce around. All of these
screens are putting things in front of you that can trigger purchases instead
of cueing up the purchase cycle. Brands have got to get out there or they
won’t be noticed.”
· “Multiscreening
is simply how people are living their lives. Integrated marketing campaigns
across Mobile-Internet-TV will make a real difference in terms of how they
touch people, generating a deeper impact and creating word-of-mouth effects.”
· “Don’t make it
hard for consumers to ‘follow’ what you’re presenting. Make each part of the
experience stand on its own. Each of the parts has to tell the whole story.”
· “People are so
used to being broadcasted at with TV, the interaction experience doesn’t come
naturally to them. Make it easy for them to take part.”
· “Shifted
multiscreen behavior is the phenomenon that can most easily be used for daily
media planning since it can be planned in advance.”
Source: Firefly
Millward Brown; Qualitative interviews with industry experts
In summary, the
detailed study found that just 35% of screen time is simultaneous use of TV
and a digital device. Of this, just 14% is meshing (simultaneous
use for related content), and 22% is stacking (simultaneous
use for unrelated content). Therefore, says the report, the biggest
multiscreen marketing opportunity is shifting (65% of screen time). Brands
can take advantage of shifting by using synergistic multiscreen campaigns.
TV is generally
more of a starting point and digital devices are generally used more to
continue/complete tasks. Multiscreen sequences are most likely to start on TV
and continue on a smartphone. However, all screen sequences are possible.
Receptivity is higher for TV than for ads on digital screens, says the
report, but brands cannot rely TV ads alone. Consumers expect brands to be
present on multiple devices and are impressed by those who find entertaining
and useful ways of delivering across screens.
For a typical
global multiscreen user smartphones are now comfortably the largest single
screen medium around the world. Combined with tablet minutes, mobile devices
now take up 47% of all screen time. Asked, “Roughly how long did you spend
yesterday…watching television (not online); Using the Internet on a laptop or
PC; on a smartphone; on a tablet?” the results showed:
As of 2013 there
is still a significant gap between time spent on mobile devices and global
mobile media investment levels (ZenithOptimedia). It’s no surprise, says the
report, that mobile spend is forecast to grow rapidly in the next few years,
and faster than forecast.
Asked “Roughly
how long did you spend yesterday…watching television (not online)/ Using the
Internet on a laptop or PC/ on a smartphone/ on a tablet?” the study
shows:
Overall screen
minutes vary significantly by country, from 9 hours in Indonesia to just over
5 hours in Italy. US…444 Minutes, 7.4 hours. Smartphones are now the most
viewed medium in all countries except UK, France and Spain (where TV leads),
and Hungary, Poland, Russia, & Slovakia (where laptops lead).
Of the total time
screens are being viewed, simultaneous use with TV is taking place around a
third of the time. Of their 7 hours screen consumption, 109 minutes is
simultaneous consumption of a digital screen while watching TV. Hence, a
typical global multiscreen user spends just over 5 hours (308 minutes) with
screens every day.
And, breaking
down the simultaneous minutes into “meshing” (where TV and a digital
screen are being used to consume related content), and “stacking”
(where the content is unrelated), more time is spent stacking than meshing.
When asked: At
the same time as you were watching TV yesterday, how much time did you also
spend using the Internet? And, while you were watching TV and using the
Internet yesterday, how much of the time were you doing something related to
what was happening on TV?, the study found:
Social media
stacking is the multiscreen equivalent of putting the kettle on. TV is also
often being viewed partially/ passively. There are less reasons for people to
mesh; more information is the main one. These reasons are fairly universal,
with limited variation by country or region, says the report.
Due to highest
overall viewing, smartphones are most likely to be used both simultaneously
with TV, and stand alone. Laptops are proportionately most likely to be used
exclusively. Tablets are proportionately most likely to be used alongside TV,
says the report:
At the same time
· TV+Laptop
31” (29%)
· TV+smartphone
54” (37%)
· TV+Tablet
24” (49%)
At different
points in time
· Laptop
77” (71%)
· Smartphone
93” (63%)
· Tablet
25” (51%)
The report
concludes by suggesting that, in order to reach and engage a large number of
multiscreen users, most global brands will need to deploy media plans with a
far heavier mobile emphasis than they do at present. This is increasingly the
primary way to access many groups of people. The main principles for success
across screens are to be:
· Consistent – Whenever
someone engages with you, whatever screen they’re using and wherever they
are, your brand experience and messaging should be uniform
· Connected – Think about
second-screen experiences, specifically how your marketing can interact
engagingly between screens and travel seamlessly across screens
· Considered – Some screens
are better than others at communicating particular aspects of your brand’s
personality
· Concise – Use
mobile-friendly, shareable content that entertains first, informs second
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Thursday, March 27, 2014
It's A Multi-Screened World
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