Tài liệu The Multiscreen Dayparting Playbook ppt

1 How to Utilize Device Dayparts for Greater Reach & Impact March 2013 the multiscreen dayparting playbook 2 For more information contact: FREDERICK STALLINGS DIRECTOR | MOBILE COLLECTIVE 99 PARK AVENUE | 5TH FLOOR NEW YORK, NY 10016 T: 646.998.6076 E: FSTALLINGS@COLLECTIVE.COM SIMON BOND CHIEF MARKETING OFFICER BBDO AND PROXIMITY WORLDWIDE 1285 AVENUE OF THE AMERICAS NEW YORK, NY 10019 T: 212.459.5878 E: SIMON.BOND@BBDO.COM 3 Contents INTRODUCTION MULTISCREEN REACH DEVICE REACH BY DAYPART RELATIONSHIPS WITH DEVICES IMPLEMENTING THE DEVICE DAYPART CASE STUDIES LOOKING AHEAD 5 8 12 14 16 18 23 4 Media is now Accessible 24/7 on 4 Screens 5 Much progress has been made in recent years about changes to the television industry. The most striking change of all may not be what’s happening on TV but, instead, on other screen devices, such as PCs, smartphones and tablets. Much of how television advertising is bought and sold has remained reassuringly— and confidently—stable for decades. That confidence is justifiable when television commands complete dominance in audience reach and wields the emotional power of video advertising. However, industry conventions such as the daypart—which formerly offered a shorthand for the availability of the US audience to video ad messages (e.g., working people in Prime Time, kids and housewives in Daytime)—require a drastic revision due to the impact of Internet-enabled screen devices. New complexity has been layered over the 21st-century media day, as outlined in BBDO and Proximity’s joint research piece with Microsoft Advertising, “Meet the Screens.” Screens are all but ubiquitous in everyday life. Advertising reach and frequency opportunities are no longer defined by TV and traditional TV dayparts, but instead are spread across multiple devices and are defined by the consumer’s relationships the consumer’s preferences—even relationships—with each device. Advertisers who follow these consumer media dynamics closely can gain a competitive edge in engaging their customer; those who ignore the trends will quickly find themselves in the minority. As a follow-up to “Meet the Screens,” which outlines how people engage with different screen devices, BBDO partnered with Collective to commission and analyze data from Nielsen, and looked to best practices from Collective’s clients. Introduction 6 7 Key findings include 1 2 3 4 5 MULTISCREEN REACH Audiences who consume media on multiple devices are now vastly in the majority, numbering 203 million people in the US, outnumbering single-screen audiences by almost 2.5 to 1. Even in Prime Time, the ratio is 1.5 multi-screen users for every one user of a single screen. RELATIONSHIPS WITH DEVICES The tasks favored on each device are distinct and even suggest personalities as elaborated on in Meet the Screens. The computer, “The Sage,” is a life management device; the smartphone, “The Lover,: is a real- time connector; the tablet, “The Wizard,” is favored for real-time activities. CASE STUDIES Some brands are already using the unique characteristics of each device daypart to boost engagement with consumers—for instance, the CPG advertiser who used smartphones to reach “connected moms” in the Morning; or the technology advertiser who mixed Prime Time TV with online video to boost frequency. IMPLEMENTATION Advertisers may match their creative to the mindset associated with each screen—for instance, by bringing critical storytelling to the surface of a tablet ad, so that it intermingles with the leisure experience. DEVICE BY DAYPART Different screen devices gain an edge in capturing user attention in each daypart: smartphones dominate the Morning, TV win in Early Fringe, and tablets lead in Prime Time. 8 In the past few years, with consumer adoption of the smartphone and tablet, as well as the maturation of the online video market, multi-screen users have grown to outnumber single-screen users. Multi-screen has in effect become the new normal. But the scale to which this has occurred is surprising. There are now over 203 million people in the United States—71% of the media-using audience— consuming media on multiple screens. This means multi-screen users outnumber single-screen users by approximately 2.5:1. The largest group of multi-screen users employ three screens, combining TV, online (computer) and smartphone—of whom there are 80.8 million (or 28% of the media-using population). There are almost as many of these three-screen users as there are members of the largest group of single- screen users: those who use TV only, of whom there are 81.4 million in the US. This data may be parsed in numerous ways, but a few additional metrics are revealing: there are 35 million people who regularly combine tablet and TV use, a habit that is prominent in Prime Time. Yet TV still massively dominates, as there are very few (about 3.4 million, or 1% of total) small-screen-only users, meaning those who use only some combination of online, smartphone or tablet, without TV. While the combination of devices might cycle throughout the day, the data shows that multi-device usage dominates throughout. At least 100 million people are using multiple screens in any given daypart, and during Prime Time—traditionally the time of television’s greatest influence—there are 169 million users of multiple screens. This stands in stark contrast to the 112 million who are only engaging with a single screen in that time period: a ratio of 1.5:1. Multi-Screen Reach 1 9 Multiscreen Audiences are the New Normal Prime Time Multiscreen Users to Single-Screen Users Ratio is 1.5:1 203 THERE ARE 203 MILLION MULTISCREEN USERS IN THE UNITED STATES MONTHLY MEDIA AUDIENCE BY SCREEN USE, BY DAYPART (AUDIENCE IN MILLIONS) 1 SCREEN 2 SCREENS 3 SCREENS 4 SCREENS THAT IS 71% OF THE MEDIA-USING POPULATION MULTI-SCREEN USERS OUTNUMBER SINGLE- SCREEN USERS BY APPROXIMATELY 2.5:1 71% 2.5:1 DAYTIME 10 AM - 4:30 PM 105.7 99.9 62.2 6.4 168.5 MULTI-SCREEN USERS EARLY MORNING 6 AM - 10 AM 122.0 133.8 MULTI-SCREEN USERS 92.0 39.0 2.8 EARLY FR ING E 4:30 PM - 8 PM 172.8 MULTI-SCREEN USERS 107. 8 99.9 65.7 7. 2 PRIME TIME 8 PM - 11 PM 169.2 MULTI-SCREEN USERS 111.9 94.0 65.9 9.3 LATE FRINGE 11 PM - 2 AM 106.7 MULTI-SCREEN USERS 152.6 84.3 20.5 1.9 10 Audience by Screen Use (MONTHLY AUDIENCE IN MILLIONS) TELEVISION ONLINE TABLET SMARTPHONE HOW TO READ THIS CHART This chart illustrates the popularity of different device combinations, organized by the total number of screens through with a user consumes media within a single month. [...]... who had watched the awards shows in the past The brand wished to take advantage of the large audience of more than 181 million people, who consumes media on both TV and the Internet to drive home the key attribute messaging In the two weeks following the live Prime Time event, Collective delivered the brand’s online video ads to the awards show audience 20 THIS BRAND TOOK ADVANTAGE OF THE LARGE TV +... videos News/weather/sports The computer is the The Sage, the “life management device,” used for activities that require focus and secure connections such as work, managing personal finances and email The Sage empowers the user and is a trusted device COMPUTER The Sage— Life Management Managing personal finances Productivity-related tasks Email What Drives Device Choice? THE BEST MATCH FOR THE TASK AT... interesting are the different tasks consumers prefer on each Internet-enabled device Viewed together, these tasks reveal different personalities for each device 14 Internet Devices Reveal Their Personalities USERS’ PREFERRED TASK, BY DEVICE The smartphone’s appeal as an internet device aligns with its relationship to the consumer The Lover, a connector, the smartphone is the device that knows the consumer... that three of the four devices commonly access the Internet, and therefore may be put to many uses Focusing on the smaller devices where media is consumed through the Internet, BBDO and Collective asked consumers what drives their device choices We received a clear answer: 82% of audiences choose the device because it is the best match for the task at hand The next most important considerations are: screen... IT IS TO ACCESS THE WEB ON THE DEVICE 67% 65% SPEED OF WEB ACCESS ON THE DEVICE MOBILITY OF THE DEVICE (I.E EASE WITH WHICH IT CAN BE MOVED AROUND) 51% WHETHER OR NOT WEBSITE(S) VISITED IS/ARE OPTIMIZED FOR THE DEVICE 49% 47% TIME IT TAKES THE DEVICE TO BOOT UP RESOLUTION OF THE DEVICE DISPLAY SIZE OF AVAILABLE DATA PLAN 0% 34% 25% 10% 20% 30% 40% 50% 60% 70% 80% 90% 15 4 Implementing the Device Daypart... connector that never leaves their side, used for quick responses, social media and on -the go search SMARTPHONE The Lover—RealTime Connections Chatting/texting with others Social media search The tablet appears to be the “leisure device,” The Wizard who never ceases to wow, is used for shopping, watching online videos and learning about the world through news and sports content TABLET The Wizard—Leisure Shopping/looking... optimal impact MATCH THE IMPACT GOAL TO THE DEVICE DAYPART Brands can use device dayparting and an understanding of the audience’s mindset during each time of day to further their marketing goals For instance, a financial services brand requiring a consumer to make a complex decision might invest in Daytime/Online, encouraging the audience to digest detailed content at a time when they’re more likely... amounting to a multi-device ad “takeover.” These synchronizations can use data (rather than the use of any particular app) to make the consumer experience passive, and therefore more scalable Ad Sequencing Across Devices Research from Nielsen IAG and others shows that multi-screen ad exposure creates a better result Testing the many elements in this phenomenon—frequency, the timing between exposures, etc.—allows... How can advertisers apply these consumer insights to the way they implement media? Device dayparting is appropriate when an advertiser wishes to take advantage of the sophisticated tools of multi-screen advertising—which can target consumers based on space, time and device choice—to complement their TV investment and optimize an ad campaign for maximum impact How can device dayparting be applied to... LATE FRINGE — THE LIE-IN-BED-WITH -THE- TV-ON HOURS 13 3 Relationships with Devices But why are audiences reaching for one device over another? While audiences watch television in many mindsets—from breathlessly viewing crime drama to thoughtfully watching news—they do so to accomplish only one task: entertainment Arguably the greatest change to the 21st-century daypart is that three of the four devices . in Meet the Screens. The computer, The Sage,” is a life management device; the smartphone, The Lover,: is a real- time connector; the tablet, The Wizard,”. competitive edge in engaging their customer; those who ignore the trends will quickly find themselves in the minority. As a follow-up to “Meet the Screens,” which