Marketing in the multiscreen world

AdReaction 2014

BRAZILRESULTS

CONDUCTED IN 30 COUNTRIES AROUND THE WORLD

THE POWER OF FOUR

3

Why do we need to better

understand multiscreen?

How are screens used?

What do people think

of ads on screens?

What should brands do?

WHY DO WE NEED TO BETTER UNDERSTAND MULTISCREEN?

GROWING OWNERSHIP OF SMARTPHONES AND TABLETS IS CREATING A NEW MEDIA LANDSCAPE

5

Global Shipments

725

349 145

238 1,004

315 227

227

2012 2013

TV Smartphone Laptop Tablet

6

Highest and Lowest TV minutes?

Highest and Lowest Smartphone Minutes?

Highest and Lowest Laptop Minutes

Highest and Lowest Overall Minutes?

Indonesia

540 Italy

317

UK

148 Vietnam

69

China

161 Kenya

65

Nigeria

193 France

79

SCREEN MINUTES BY COUNTRY

Brazil (4th)

474

HOW MUCH ARE SCREENS USED? BRAZIL RESULTS

Time Spent Daily on Screens Per Person Global Average: 113 (27%)

Global Average: 108 (26%)

Global Average: 50 (12%)

Global Average: 147 (35%)

TOTAL MINS: 474 BR vs. 417 global

When are devices used during the day?

TV Smartphone

Laptop Tablet

When are devices used during the day?

0%

5%

10%

15%

20%

25%

30%

35%

6am to9am

9am to 12noon

12 noon to3pm

3pm to6pm

6pm to9pm

9pm to 12midnight

12midnightto 6am

TV Smartphone Laptop Tablet

Device Key

RELATED CONTENT

UNRELATED CONTENT

AT THE SAME TIME

AT DIFFERENT POINTS IN TIME

11

ONE DEVICE AT

A TIME

234’

66%

SIMULTANEOUS

119’

34%

354 BR vs. 308 global

How often are screens used simultaneously?

RELATED CONTENT

UNRELATED CONTENT

AT THE SAME TIME

AT DIFFERENT POINTS IN TIME

12

ONE DEVICE AT

A TIME

234’

66% STACKING

76’

22%

MESHING

43’

12%

Is simultaneous use for related content?

354 BR vs. 308 global

Why do people use TV and Digital screens to do RELATED things?

Meshing

Global Average: 24%

Global Average: 19%

Global Average: 14%

Global Average: 11%

Why do people use TV and Digital screens to do DIFFERENT things?

Stacking

Global Average: 42%

Global Average: 39%

Global Average: 28%

Global Average: 27%

Global Average: 25%

Global Average: 20%

How much screen use overlaps with TV?

How often does a task start on TV and continue on another screen?

How often does a task start on a smartphone and continue on another screen?

How often does a task start on a laptop and continue on another screen?

How often does a task start on a tablet and continue on another screen?

WHAT DO PEOPLE THINK OF ADS ON SCREENS?

AdReaction 2014 www.millwardbrown.com/adreaction

UK USA

Argentina

Australia

Brazil

Canada

China

Colombia

France

Germany

India

Indonesia

Italy

Japan

Kenya

Mexico

Nigeria

Phillipines

Russia

Saudi

South Africa

South Korea

Spain

Thailand

Turkey Vietnam

15

25

35

45

55

65

300 350 400 450 500 550

MULTISCREEN OPPORTUNITY PLOT - COUNTRIES

21

Mar

keti

ng

Rec

epti

vity

(a

vera

ge a

cro

ss s

cree

ns)

Scale of Opportunity (minutes across screens)

AdReaction 2014 www.millwardbrown.com/adreaction

28

33

38

17 22 27 32

22

TV ads

with URL TV ads with

Facebook TV ads with

online extras

TV and online show

sponsorship

Sponsored mobile play-along for live

TV event

Sponsored

online TV voting

for TV show

Online ads promoting

TV ad or show - pre

Online ads promoting

TV ad or show - post

MULTISCREEN OPPORTUNITY PLOT MARKETING APPROACHES (GLOBAL)

Rec

epti

vity

- G

LOB

AL

Noticed - GLOBAL

Micro-video

TV ads promoting mobile app

TV ads with hashtags

TV show and mobile

app sponsorship

Interactive TV ads

AdReaction 2014 www.millwardbrown.com/adreaction

23

MULTISCREEN OPPORTUNITY PLOT MARKETING APPROACHES (BRASIL)

15

25

35

45

55

18 23 28 33 38 43 48

TV ads with url

TV ads with Facebook

TV ads with hashtags

Interactive TV ads

TV ads promoting mobile app

TV and online show

sponsorship

TV show and mobile app sponsorship

Sponsored mobile play along game

for live TV event Sponsored online TV

voting for TV show

Online ads promoting

TV ad or show - pre

Online ads

promoting TV ad

or show - post

Micro-video

TV ads with

online

extras

Noticed - BR

Re

ce

ptivity -

BR

OPPORTUNITIES: BRANDS AND ACTIONS MENTIONED BY THE RESPONDENTS

BE CONSISTENT

• Magnum launched an advergame, with digital and TV efforts, that consumers had to navegate through diffent internet pages to hunt chocolates.

• The interesting thing was the

“pleasure hunt” was not only about Magnum but went to other brands’ internet pages such as Samsung, YouTube and the Saab car. Despite being multi branded and multi media, Magnum managed to keep it consistent throughout the screens, using each of its specific advantages.

26

The campaign

started with PR

around a concert

set in the town of

Milligan, NE - bang

in the middle of

America

Magnum made a campaign in which

you needed to achieve various levels to

get to the Ice Cream. In TV it was

already beautiful to see, but in the

internet game it had me because it was

super fun to play

Magnum made an

engaging

advergame and

invested on other

media platforms

Having other

brands involved

made the game

more interesting

without taking

focus of Magnum.

BE CONNECTED

• New multi-screen behaviours offer exciting opportunities for interactions between screens. Although not all brands will be able to achieve this, second screen play-alongs can be highly popular.

• Skol, a beer brand, is promoting exclusive brand content in the Twitter of a famous comedy TV show in Brazil, "Pânico na TV". The tweets happen simultaneously to the show transmition and videos are posted in the TV show’s twitter profile with participation of the show`s characters, enabling viewers to interact with both the show and the brand.

The brand was promoted

during the show and

viewers were able to vote

for their favourite episode

on the brand’s website

“When Skol allowed

the viewers of

Pânico na TV in

Band TV to vote for

your favourite

episode through the

brand’s website”

Users could interact

with both the brand

and the TV Show.

The TV Show’s

Twitter profile

promoted the

brand’s contents.

27

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BE CONSIDERED

28

Edeka (German supermarket) ran a cute but “safe” TV ad

featuring their variety of own brand products

Supergeil has become a huge viral hit and spawned video

messages to share with friends, colleagues etc.

The TV ad achieved relatively

few views online

A much riskier, crazier “Supergeil” (= awesome) ad ran online – also featuring their own brand products

BE CONCISE

• Think carefully about how to overcome resistance to ads on digital screens. Use mobile-friendly, shareable content that entertains first, informs second.

• Vivo, a Brazilian telecom brand, launched a TV and social media campaign to concisely promote its benefit of good network connectivity.

• The brand used the `pega bem` hashtag (which means `it`s wonderful, it`s good`) and asked consumers to post good moments of their lives with this hashtag.

29

“Vivo’s television

advertising is super

funny, and they

have very cool ads

in social networks”

The pegabem posts

were also curated

on a dedicated

campaign website

Uploads were

shared online via

Facebook (where

Vivo has over 2m

fans) and other

social platforms

Their TV

commercial

encouraged people

to share good

moments of their

lives

Acesse o estudo completo em: millwardbrown.com/AdReaction/2014

Adriana Sousa Director of Media and Digital Solutions, Latin America

t. +55 11 3069 3625

Adriana.Sousa@millwardbrown.com