MASTERING THE DIGITAL TV JOURNEYdanskemedier.dk/wp-content/uploads/02-Smartclip.pdf ·...
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COPENHAGEN, 12 TH OF MARCH SEBASTIAN BUSSE DIRECTOR BUSINESS DEVELOPMENT CONNECTED TV www.smartclip.com 3/12/2014 MASTERING THE DIGITAL TV JOURNEY WHAT IS SECOND SCREEN, AND WHAT IS FIRST? UNDERSTANDING THE MOBILE DEVICE FOR TV: CONTEXTUAL, PORTABLE, SOCIAL, PERSONAL. HOW WILL VIEWERS ADAPT TO CTV SETS AND THE 2ND SCREEN?
Transcript of MASTERING THE DIGITAL TV JOURNEYdanskemedier.dk/wp-content/uploads/02-Smartclip.pdf ·...
COPENHAGEN, 12TH OF MARCH
SEBASTIAN BUSSE
DIRECTOR BUSINESS DEVELOPMENT CONNECTED TV
www.smar t c l i p . com3/12 /2014
MASTERING THE DIGITAL TV JOURNEY
WHAT IS SECOND SCREEN, AND WHAT IS FIRST?UNDERSTANDING THE MOBILE DEVICE FOR TV: CONTEXTUAL, PORTABLE, SOCIAL, PERSONAL.
HOW WILL VIEWERS ADAPT TO CTV SETS AND THE 2ND SCREEN?
THE DIGITAL TV JOURNEY – THE „NFL“-CASE
www.smar t c l i p . com3/12 /2014 –2–
HOW USEFUL IS THE DIFFERENTIATION BETWEEN 1ST AND 2ND
SCREEN?
www.smar t c l i p . com3/12 /2014 –3–
WE ARE ALL MULTISCREEN!
USER DEFINES WHAT IS THE FIRST SCREEN
ANY SCREEN CAN BE 1ST SCREEN - BUT THERE IS NO 2ND SCREEN
USAGE OF DEVICES PARALLEL TO LINEAR TV GROWS
www.smar t c l i p . com3/12 /2014 –4–
USER CREATES HIS OWN SCREEN JOURNEY
69,2% 69,4% 61,4%
What device is used while „watching“ TV?
Tomorrow Focus Media „Mobile Effects“, January 2014
Nogrowthin usage
DIFFERENT MOBILE USAGE SCENARIOS DURING CONSUMPTION OF LINEAR TV
www.smar t c l i p . com3/12 /2014 –5–
User distractionContextual: communicationvia Social TV apps
Contextual: Extension ofbroadcast experience
MOBILE
Advertiser driveninteraction with Shazam
MOBILE
TV is running with nouser involvement
User is engaged withother devices
Brands andbroadcasters extend TV experience
Feedback channel fortraditional TV commercial
SAMPLE HEINEKEN – EXTENSION OF BROADCAST EXPERIENCE
www.smar t c l i p . com3/12 /2014 –6–
SHAZAM – DRIVING USER ENGAGEMENT ONTO MOBILE
www.smar t c l i p . com3/12 /2014 –7–
SHAZAM FOR TV BENEFITS & BENCHMARKS
www.smar t c l i p . com3/12/2014 –8–
1MSHAZAMUSERS IN DENMARK
BRAND EXPERIENCE
IMAGE / VIDEO
INTERACTION
STORE LOCATOR
TEST DRIVES
60%+
INTERACTIVE TV ADS
50+CAMPAIGNS
IN 2013
IMPACTINSIGHTS
Ø 30%+INTERACTION RATE
INCREASE OF SALES, E.G.
IN FASHION
EFFECTIVE EXTENSION OF TV CAMPAIGN FROM
LINEAR TO DIGITAL –
WITHOUT BREAK IN MEDIA USAGE
OF TV VIEWERS USE SMARTPHONES WHILE
WATCHING TV
72%+
REACH
WELL-KNOWN
SMARTCLIP MASTERING THE DIGITAL TV JOURNEY
www.smar t c l i p . com3/12 /2014 –9–
MASTERING THE DIGITAL TV JOURNEY WITH SMARTCLIPCASE: ONE CAMPAIGN ALL SCREENS - DEICHMANN GERMANY
www.smar t c l i p . com3/12/2014 –10–
Smart TV Advertising
Linear TV with Shazam
Mobile Video Advertising PC Video Advertising
SMARTCLIP AT A GLANCE – MASTER OF THE DIGITAL TV JOURNEY
www.smar t c l i p . com12/03/2014 –11–
*compared to traditional TV spots alone(Base: smartclip Germany; Sources: Reach: smartclip Smart TV portals & apps November 2013, smartclip Smart TV Ad Effectiveness August 2013, Campaign Bechmarks: smartclip AdServer 2013)
LARGEST SMART TV NETWORK IN EUROPE
600 MILLION IMPRESSIONS AND 15 MILLION UNIQUE DEVICES
Pan European coverage
UNRIVALLED MOBILE VIDEO PORTFOLIO
DRIVER OF INNOVATIVETV AD PRODUCTS, E.G.
LEADER IN MULTISCREEN ADVERTISING
PREMIUM PUBLISHER NETWORK
SUMMARY
www.smar t c l i p . com3/12 /2014 –12–
MASSIVE CHANGE OF USER BEHAVIOUR HAS ALREADY TAKEN PLACEADVERTISERS NEED TO FOLLOW CONSUMER
USER DEFINES 1ST SCREEN THROUGH ENGAGEMENTTHERE IS NO SECOND SCREEN
ADVERTISERS NEED TO CONSIDER THE USER JOURNEY AND SHOULD NOT FOCUS ON ONLY ONE SCREENMULTISCREEN IS THE KEY
VIELEN DANK
www.smar t c l i p . com–13–
Sebastian Busse
Director Business Development Connected TV
3 /12 /2014
