October 2016

Most US users access the internet via more than one device with nearly 85% of the adult population simultaneously using two or more screens monthly. eMarketer has curated this Roundup of articles, interviews and trends to help you understand what the digital audience is doing with their multiple devices.

MULTISCREEN USAGE ROUNDUP

presented by

Multiscreen Usage Roundup Copyright ©2016 eMarketer, Inc. All rights reserved. 2

MULTISCREEN USAGE ROUNDUP

Overview

Call it a one-two punch to advertisers and content providers. With Americans’ attention increasingly divided among an ever-expanding array of internet-connected devices, the number of people multitasking while watching television continues to rise, while cord-cutting also accelerates.

This year, 182.9 million Americans will use the internet while watching TV at least once a month, according to eMarketer’s first forecast of simultaneous media usage. That translates to 80.3% of internet users.

Not surprisingly, smartphones are the device of choice for multitaskers. This year, 146.9 million Americans will browse the web or use internet-connected apps on their phone (including chat apps) while they watch TV, representing more than two-thirds of internet users. And 68.0% of US internet users will use an internet-connected smartphone to do so. By 2018, that figure is expected to climb to 79.1%, the same year that 91.6% of internet users will use the web and TV at the same time.

Americans’ TV time is becoming increasingly distracted at a time when cord-cutting is already accelerating. This year, the number of cord-cutters will grow 15.7%, causing the number of pay TV viewers to drop 0.6% from last year. That means this year, the US will lose 1.3 million pay TV viewers.

So what type of content are people consuming on their internet-connected devices while they watch TV? As it turns out, most are looking at content unrelated to the TV program. This year, only 25.5% of simultaneous media users will consume related content online while watching TV.

“The good news for advertisers and content owners is that as addressable, programmatic and cross-device advertising continue to evolve, they’ll provide marketers with better ways to reach desired audiences irrespective of device,” said eMarketer senior analyst Paul Verna.

Another bright spot for advertisers and content providers is that the percentage of simultaneous users consuming related content will increase. There are a number of

reasons for this. The mobile web and apps are making it increasingly easier for viewers to get more information about the show or sporting event they’re watching, such as an actor’s name or stats about their favorite team. Also, the increasing prevalence of social media and messaging apps allows people to connect with others about the TV content.

“Advertisers are beginning to exploit the multitasking phenomenon by encouraging consumers to make a purchase within minutes of seeing a TV commercial,” said eMarketer forecasting analyst Marcus Johnson. “As ads become more targeted, viewers will be more likely to act on them in the moment because of their relevance to the TV program they are watching.”

% of internet users

US Adult Simultaneous Internet & TV User Penetration, by Device, 2014-2018

Adult smartphone internet and TV users

Adult desktop/laptop internet and TV users

Adult tablet internet and TV users

Total

2014

51.7%

50.3%

25.6%

75.6%

2015

60.5%

51.4%

28.7%

80.3%

2016

68.0%

52.1%

30.9%

84.6%

2017

74.1%

52.4%

33.0%

88.3%

2018

79.1%

52.8%

34.6%

91.6%

Note: ages 18+; individuals who use a desktop/laptop or mobile device to go online while watching digital video or traditional TV content on a TV set at least once per monthSource: eMarketer, May 2016210369 www.eMarketer.com

millions and % change

US Adult Pay TV Viewers and Nonviewers, by Type,2014-2019

Pay TV viewers (millions)

Pay TV nonviewers(millions)

—Cord-nevers

—Cord-cutters

Pay TV viewer growth (% change)

Pay TV nonviewer growth(% change)

—Cord-cutters

—Cord-nevers

2014

207.9

37.3

29.5

7.8

-0.1%

8.6%

4.1%

9.8%

2015

207.0

40.7

32.0

8.8

-0.4%

9.3%

13.2%

8.2%

2016

205.7

44.6

34.4

10.2

-0.6%

9.5%

15.7%

7.8%

2017

204.1

48.7

36.7

12.0

-0.8%

9.2%

18.0%

6.6%

2018

202.1

53.4

39.1

14.3

-1.0%

9.6%

19.3%

6.4%

2019

199.6

58.4

41.3

17.0

-1.2%

9.3%

19.1%

5.8%

Note: ages 18+; pay TV viewers are individuals who have access totraditional pay TV services; excludes pure-play online video services (e.g. Hulu, Netflix, YouTube, etc.); pay TV nonviewers are individuals who no longer have access to traditional pay TV services or have never hadaccess to traditional pay TV servicesSource: eMarketer, Dec 2015201124 www.eMarketer.com

Multiscreen Usage Roundup Copyright ©2016 eMarketer, Inc. All rights reserved. 3

Half of Connected Devices in US Homes Are Mobile

Most internet users have multiple forms of access

Smartphones and tablets account for more than half of internet-connected devices in US households, according to research. That’s in line with an overall trend of dual internet access for the vast majority of users in the country—via both PCs and mobile devices.

In June 2016, comScore released results of its Total Home Panel, which tracked more than 3,600 US households with Wi-Fi routers from December 2015 to March 2016.

According to the data, smartphones make up the largest share (37%) of connected devices in the home. Desktops and laptops followed at 28% of the total.

Meanwhile, other internet-connected devices like DVRs or set-top boxes and Blu-ray players were in the minority at well under 5%.

With the addition of tablets, mobile devices make up 54% of all connected devices in the average US household—nearly twice the share of PCs.

eMarketer estimates also highlight the pervasive role of mobile in US internet access. In February, eMarketer forecast that nearly 216 million Americans would access the internet via mobile devices and desktop or laptop PCs at least monthly this year. That compares with just 18.8 million who will only go online via a PC—a figure that’s been cut nearly in half since as recently as 2014. The trend of dual access is only expected to continue throughout eMarketer’s forecast period.

% of total

Share of Connected Devices* Owned by USHouseholds, Dec 2015-March 2016

Smartphone37%

Desktop/laptop28%

Tablet17%

Streaming device5%

Game console5%

Smart TV3%

Handheld (e.g., iPod touch)2%

DVR/set-top box2%

Internet Blu-ray player1%

Note: *devices that connect to the internet at least once per monthSource: comScore Inc., "Home Sweet Digital Home," July 8, 2016212116 www.eMarketer.com

millionsUS Internet Users, by Device, 2014-2020

2014

32.0

24.6

196.6

253.1

2015

23.2

27.8

208.8

259.7

201618.8

31.1

215.7

265.6

201716.5

34.4

219.7

270.6

201814.2

37.3

223.0

274.5

201911.9

39.6

225.5

277.0

202010.0

41.6

227.7

279.3

Desktop/laptop-only internet usersMobile*-only internet usersDual desktop/laptop and mobile* internet users

Note: individuals of any age who access the internet via desktop/laptopand/or a mobile device (browser or app) at least once per month; *includesfeature phones, smartphones and tabletsSource: eMarketer, Feb 2016204737 www.eMarketer.com

Multiscreen Usage Roundup Copyright ©2016 eMarketer, Inc. All rights reserved. 4

Is TV vs. Digital Video a Close Race?

Television still commands nearly 80% of Americans’ video viewing time

It’s undeniable that Americans are spending more time watching digital video on their computers and smartphones, while spending less watching traditional TV. However, according to eMarketer’s latest forecast on time spent with media, traditional TV still captures the lion’s share of Americans’ video-based attention every day, as well as most video ad dollars.

This year, US adults will spend an average of 4 hours and 5 minutes watching TV each day—a 2.1% drop from last year. The steady decline will continue through 2018, when US adults will spend 3 hours and 55 minutes a day watching TV—dropping below 4 hours for the first time.

Despite the drop, traditional TV still dominates when it comes to time spent with video. Television commands 78.4% of US adults’ time spent watching video. By comparison, this year US adults will spend an average of 1 hour and 8 minutes a day watching digital video—21.6% of time spent with video overall.

Within digital video, growth in time spent will be driven almost solely by mobile. Last year, mobile video overtook desktop. And next year will be the last year of growth for time spent with desktop. After 2017, the average time spent with desktop video among US adults will begin to drop.

Time spent with traditional TV is dropping for every adult age group. Not surprisingly, Americans ages 18 to 24 watch the least TV, and that figure is also dropping the fastest compared with other age groups. This year, Americans 18 to 24 will watch 2 hours and 22 minutes of TV, compared with 6 hours and 3 minutes for those 65 and over.

As people’s eyes shift away from TV to digital video, advertisers are following suit. Television still captures the majority of video-based ad dollars, but its share will fall from 39.2% of total media ad spending this year to 36.8% by 2018. Meanwhile, digital video will capture 5.5% of total media spending this year, with that figure jumping to 6.7% by 2018.

% of total

Share of Average Time Spent per Day with Video byUS Adults, TV* vs. Digital**, 2016

TV*78.4%

Digital video**21.6%

Note: ages 18+; time spent with each medium includes all time spent withthat medium, regardless of multitasking; for example, 1 hour ofmultitasking with digital video while watching TV is counted as 1 hour fordigital video and 1 hour for TV; *excludes digital; **includes time spentwatching digital video via game console, connected TV or OTT deviceSource: eMarketer, April 2016208081 www.eMarketer.com

hrs:mins

Average Time Spent per Day with TV* Among US AdultTV Viewers, by Age, 2012-2018

2012 2013 2014 2015 2016 2017 2018

18-24 3:06 2:56 2:42 2:29 2:22 2:15 2:10

25-34 3:40 3:32 3:19 3:07 3:00 2:54 2:49

35-44 4:24 4:18 4:07 3:56 3:49 3:43 3:39

45-54 4:51 4:45 4:36 4:24 4:20 4:14 4:10

55-64 5:36 5:31 5:30 5:19 5:15 5:11 5:06

65+ 6:16 6:17 6:15 6:07 6:03 5:59 5:53

Total 4:44 4:39 4:32 4:23 4:19 4:15 4:11

Note: time spent with each medium includes all time spent with thatmedium, regardless of multitasking; for example, 1 hour of multitasking ondesktop/laptop while watching TV is counted as 1 hour for TV and 1 hourfor desktop/laptop; *excludes digitalSource: eMarketer, April 2016207925 www.eMarketer.com

Multiscreen Usage Roundup Copyright ©2016 eMarketer, Inc. All rights reserved. 5

Media Companies Tap Virtual Reality to Drive Immersive Experiences

Virtual reality appeals to users of all ages

By the end of this year, there will be more than 6 million virtual reality (VR) users worldwide, according to data from Deutsche Bank, and more companies are looking to harness the power of the technology to reach this rapidly growing user base. During this month’s Newfronts and Upfronts presentations, Hulu, Fullscreen and the New York Times unveiled their own upcoming VR efforts.

Last year at its Newfronts presentation, the New York Times announced its first foray into VR. The publisher partnered with production company Vrse to document the work of French artist JR’s large-scale street art installation in New York. This year, the publisher previewed its upcoming VR film , “Seeking Pluto’s Frigid Heart,” where users can experience Pluto.

At its Upfronts presentation, Hulu also announced the company’s venture into VR. Hulu partnered with LiveNation to deliver a VR concert experience to music fans. Users will be able to watch performances from their favorite artists via the Hulu AR app.

Similarly, Fullscreen announced an immersive 360-degree VR experience from Rooster Teeth, a production studio the company acquired last year.

It’s a smart move for media companies to create these virtual experiences, since it’s an area that many users are interested in. October 2015 research from Greenlight VR and Touchstone Research found that users across all generations are highly interested in VR. Indeed, 79% of US Gen Z internet users—defined as those ages 10 to 18—said they are interested in VR. In addition, almost three-quarters (73%) of millennials and 70% of Gen Xers said they were as well. VR even appeals to baby boomers; 64% of them said they were interested in it.

millionsVirtual Reality Users Worldwide, by Device, 2016-2020

2016

3.6

2.9

6.5

2017

5.5

4.2

9.7

2018

9.2

5.4

14.6

2019

13.0

6.5

19.5

2020

16.9

7.5

24.4

Smartphone Desktop

Source: Deutsche Bank, "Virtual Reality," Sep 10, 2015202949 www.eMarketer.com

% of respondents in each group

US Internet Users Who Are Interested in VirtualReality, by Generation, Oct 2015

Gen Z (10-17) 79%

Millennials (18-34) 73%

Gen X (35-50) 70%

Baby boomers (51-69) 64%

Note: n=2,282Source: Greenlight VR, "Virtual Reality Consumer Report October 2015"conducted by Touchstone Research, Nov 6, 2015200944 www.eMarketer.com

Multiscreen Usage Roundup Copyright ©2016 eMarketer, Inc. All rights reserved. 6

Millennials Leverage More Screens to Conduct Political Research

42% of millennials used their smartphone to research politics

Most registered voters leverage desktop or laptop PCs when researching a politician or political issue, May 2016 research found. However, millennials are more likely than their older counterparts to use their tablets, connected TVs—and especially their smartphones—to conduct political research.

Tremor Video and Cygnal surveyed 1,500 US registered voters and compared the different devices they use to conduct political research. According to the survey, more total register voters (66%) said they research a politician or political issue via their desktop or laptop than millennials (56%).

But more millennials use other devices like smartphones, tablets and connected TVs to conduct political research, compared to total registered voters. For example, millennials were almost twice as likely as the average to say they used their smartphone to research a politician or political issue.

Additionally, 15% of millennials used a connected TV to conduct political research, which was 50% higher than the rate for all registered voters.

Separate research from Google and Ipsos Connect (formerly Ipsos Media CT) looked at the share of US likely voters who use digital video to learn about political candidates or issues. The study found that more than half of respondents who used digital video to better understand political issues were millennials.

Indeed, almost a quarter of likely voters who used digital video to learn about political candidates were 18- to 24-year-olds. And more than a third were 25- to 34-year-olds.

% of respondents in each group

Devices Used by US Millennial vs. Total RegisteredVoters to Conduct Political Research, May 2016

Desktop/laptop56%

66%

Smartphone42%

22%

Tablet25%

23%

Connected TV15%

10%

Millennials (18-34) Total (18+)

Note: research a politician or political issueSource: Tremor Video, "Target Voter: Millennials" conducted by Cygnal, June23, 2016212594 www.eMarketer.com

% of respondents

Share of US Likely Voters Who Use Digital Video toLearn About Political Candidates/Issues, by Age, Jan 2016

18-2424%

25-3435%

35-4415%

45-5413%

55+13%

Note: n=282Source: Google and Ipsos Connect (formerly Ipsos MediaCT), "ThePresidential Elections on YouTube" as cited by Think with Google, March 24,2016207952 www.eMarketer.com

Multiscreen Usage Roundup Copyright ©2016 eMarketer, Inc. All rights reserved. 7

Sports Fans to Turn to Traditional TV to Watch Rio Olympics

Simultaneous TV, internet user penetration overall continues to grow

Television is likely to remain the top live viewing channel in the US for the upcoming Summer Olympics. According to May 2016 research, the majority of US sports fans said they plan to be glued to the Rio Games via TV this August. But marketers shouldn’t count out other screens when it comes to simultaneous activities.

In late May 2016, Rubicon Project and Penn, Schoen & Berland Associates polled 1,105 US internet users who identified themselves as sports fans and followers of the Olympics.

The vast majority (84%) said they will watch the event live on television. Interestingly, when it came to other digital screens for live viewing, desktop (44%) and mobile (36%) came up short. Respondents preferred to just check the web for results and scores.

But viewers will probably be conducting second-screen activities while watching the Games, too. According to the research, 51% of respondents said they browse the internet on a second screen while watching sports in general, followed closely by email at 47%. Meanwhile, at least a third participated in other second-screen activities, like using social media, checking the news and texting with friends or family. Two in five even said they looked at sports scores while watching sports on TV.

Across the pond, UK internet users also plan on partaking in second-screen activities throughout the Games. In a separate study from RadiumOne, more than half (59%) of respondents said they plan to use a smartphone simultaneously, with tablet closely behind.

Overall–not including just live events–simultaneous viewing is a trend that’s just not going away. This year, roughly 85% of US internet users will use the internet, primarily smartphones (68%), while watching TV, according to eMarketer’s first forecast of simultaneous media usage.

% of respondents

Second-Screen Activities Conducted SimultaneouslyWhile Watching Sports According to US OlympicsFollowers, May 2016

Browsing the internet 51%

Email 47%

Looking at sports scores 40%

Social media 39%

Checking the news 35%

Texting with friends or family 35%

Note: ages 18+Source: Rubicon Project, "2016 Summer Olympics Consumer Pulse Poll"conducted by Penn, Schoen & Berland Associates (PSB), June 8, 2016211713 www.eMarketer.com

% of respondents

Ways in Which US Olympics Followers Will Follow theOlympics, May 2016

Watch on TV84%

Watch/listen for scores/results on news sites/blogs59%

Watch live online44%

Listen on the radio37%

Watch live on mobile device36%

Note: ages 18+Source: Rubicon Project, "2016 Summer Olympics Consumer Pulse Poll"conducted by Penn, Schoen & Berland Associates (PSB), June 8, 2016211712 www.eMarketer.com

Multiscreen Usage Roundup Copyright ©2016 eMarketer, Inc. All rights reserved. 8

Most Digital Viewers Multitask While Watching Live TV

Commercials are the likely reason

More digital viewers say they multitask while watching live television than other TV and video formats, such as over-the-top (OTT) streaming content and timeshifted TV, according to a September 2015 survey.

The research, from TiVo, polled US digital video viewers ages 18 and older. More than half of respondents (53%) said live television was the TV or video format during which they most likely multitasked.

Additionally, 28% of US digital video viewers said they were most likely to multitask while watching timeshifted TV, and 19% said they would most likely multitask while watching OTT or streamed content, such as Netflix and Hulu.

Commercials are likely the reason why more digital video viewers multitask while watching TV. Netflix doesn’t have commercials, but other streamed content, like Hulu, does. And viewers are frequently turning to other distractions when their show or live event is on commercial break.

A separate August 2014 survey from TiVo looked at the frequency with which US TV viewers multitask during commercials. Only 5% of respondents said they never, or almost never, multitasked during commercial breaks. In contrast, more than half (56%) of US TV viewers said they multitask almost every, or every time, there is a commercial break. And 40% said they multitask sometimes during commercials.

Notably, that multitasking does not all take the form marketers might be most interested in, of TV viewers turning to laptops, tablets or phone to surf the internet, use apps or participate in social media. The most common in the September 2015 TiVo survey was eating, at 76%, followed by sending text messages, at 69%.

% of respondents

TV/Video Format During Which US Internet Users AreMost Likely to Multitask, Sep 2015

Live TV53%Timeshifted TV

28%

OTT/streamed content (e.g., Hulu, Netflix)19%

Note: ages 18+ who viewed video via any device in the past monthSource: TiVo, "2015 Multitasking and Social TV Survey" as cited in pressrelease, Nov 5, 2015200456 www.eMarketer.com

% of respondents

Frequency with Which US TV Viewers MultitaskDuring Commercials, Aug 2014

Every time there'sa commercial break12%

Almost every time there'sa commercial break44%

Sometimes40%

Almost never4%

Never1%

Note: n=856 ages 18+; numbers may not add up to 100% due to roundingSource: TiVo, "Second Annual Social Media & Multitasking," Oct 16, 2014183928 www.eMarketer.com

Multiscreen Usage Roundup Copyright ©2016 eMarketer, Inc. All rights reserved. 9

CMO One-to-One: Ensuring Brands’ Video Ads Are Seen Across Screens as TV, Digital Converge

Melinda McLaughlin

CMO

Extreme Reach

Extreme Reach is an enterprise software company that helps clients leverage video assets across linear TV and digital video. eMarketer’s Patricia Orsini spoke with Melinda McLaughlin, CMO of Extreme Reach, about how the company helps clients make sense of and use technology to ensure their ads reach consumers in the most targeted and efficient way.

eMarketer: You spent 10 years in TV at A+E Networks, and before that on the agency side before transitioning into ad tech. How do those experiences inform your role in the ad tech world?

Melinda McLaughlin: I would say every day it informs where I’ve been since. The agency side was the absolute best training ground, working for Procter & Gamble and Kraft, learning how to help them drive their business at a time when it was all about ideas and strategies and understanding your client deeply.

And then to go to the television side as technology was starting to disrupt and content was going everywhere. It was a massive change jumping from A+E Networks to Tremor Video and now Extreme Reach.

But if you think about it, it all comes back to the discipline of brand-building advertising, reaching people where it affects them. Yes, it’s now in the capsule of massively complicated technology and all this other disruption that’s going on. But I constantly remind myself and my team that we have to get back to where we’re delivering meaningful messages to the right people at the right time. In the end, the fundamental goals are the same, and the power of content remains paramount.

eMarketer: Is it difficult for a company like Extreme Reach to work with clients whose digital video ads are often repurposed TV ads?

McLaughlin: For that fundamental base of reach and frequency, which is an essential element of any big brand marketer’s plan, why wouldn’t you use the TV ad that you spent months and months and millions of dollars perfecting? You need and you want to leverage that across every screen while you layer onto it interesting things you do with integrated brand marketing or native advertising. But let’s not forget the base.

“Why wouldn’t you use the TV ad that you spent months and months and millions of dollars perfecting? You need to leverage that across every screen.”

There is no reason that we shouldn’t be leveraging creative across all its destinations now, including TV. The more we don’t make a distinction between TV and digital video, the more we can help marketers and agencies who are facing enormous disruption—and stop forcing the paradigms of the [TV] set on the wall into the square pegs of digital infrastructure.

eMarketer: What does Extreme Reach do to help brands make sense of and use the technology?

McLaughlin: It’s still an industry with enormous inefficiency in many parts of the advertising life cycle. We’re helping our clients through a lot of managed service, showing them just how easy it is to get on the keyboard and make it happen in milliseconds.

eMarketer: As TV and digital converge, what are your clients depending on Extreme Reach to do?

McLaughlin: We connect their teams that are not used to coming together because the systems and the processes are different. I’ll give you an example: The minute that a TV ad is produced, it’s immediately ingested by our cloud platform, sitting there ready to be deployed. A broadcast

Multiscreen Usage Roundup Copyright ©2016 eMarketer, Inc. All rights reserved. 10

traffic person sees that it has just been ingested, and then creates traffic instructions. We know in our technology exactly where that ad is going to go because we are connected to every TV station in the country. And it’s all seamless, as you would expect.

“Our clients expect us to find the friction in the operation and suggest ways to remove that friction.”

If you jump to the video side, that same advertiser is completely disconnected from the process I just described. At the digital agency they have sent possibly 60 emails back and forth with about five entities over three weeks to get a creative asset transcoded to work on every screen, which is like hundreds and hundreds of versions. It’s the same exact ad they ran on TV—it just went through a completely disconnected process.

So we have connected those teams, and we have saved a digital ad-ops person weeks of manual work. Our clients expect us to find the friction in the operation and suggest ways to remove that friction.

eMarketer: In terms of measuring the success of these operations, what are you able to give clients?

McLaughlin: For our digital clients, we can in one platform

tell them where their video ads are running and give them deep video analytics. We show clients if there are viewability issues or bot issues. They are able to see it across all their buys.

We’ll continue to push the envelope in terms of innovative ways to converge television and video measurement. But before we even get there, there is work to be done on converging the creative process and workflow so that we are leveraging the efficiency that technology can bring.

eMarketer: As TV and video converge, do you think one will dominate?

McLaughlin: Even how we define TV and video—what is it anymore? The form and the function are decoupled from the device that delivers it. I don’t think one wins over the other. I think that winning marketing strategies will use the power of sight, sound and motion in all these new ways and [acknowledge] that they are, in a sense, co-dependent.

You will see a continued recalibration of the way dollars are spent buying linear television as it exists today vs. buying over-the-top [OTT], connected television, video—all the things that probably get rolled up into digital video spend projections. I think you’re absolutely going to see previously spent TV dollars move into digital video. But I don’t think it’s a good world ahead if one wins over another.

Mobile Content Helped Super Bowl Viewers Remember Squarespace’s TV Commercial

Amory Wooden

Director, Brand Marketing

Squarespace

TV commercials often feature calls to action such as hashtags and URLs that encourage viewers to access more content on their mobile devices. As this tactic becomes the standard, some marketers are stepping up their efforts. Website-building company Squarespace sponsored a live second-screen experience for Super Bowl 50

with comedians Keegan-Michael Key and Jordan Peele of Comedy Central’s “Key & Peele,” which tied in with its TV commercial. Amory Wooden, director of brand marketing at Squarespace, spoke with eMarketer’s Tricia Carr about the importance of mobile in this TV campaign and how the company measured success.

eMarketer: Where did mobile come into play when Squarespace was planning its Super Bowl campaign?

Multiscreen Usage Roundup Copyright ©2016 eMarketer, Inc. All rights reserved. 11

Amory Wooden: The primary engagement experience during the Super Bowl is, of course, the TV. But we knew that the majority of our customers and our target audience rely heavily on mobile. We knew that people had their mobile device in hand and used it during the Super Bowl—what a great way to serve up this additional experience to them.

eMarketer: This was Squarespace’s third Super Bowl campaign. How did you approach this year differently than previous years?

Wooden: What excited us about this idea was that [the experience we created] was something larger than the TV commercial. We want to increase our marketing technology spend, but we don’t look at it as a predetermined percentage.

When we designed the live-stream microsite, we knew there would be mobile traffic. We tailored the design to ensure that the mobile experience was outstanding.

eMarketer: What other digital efforts complemented the TV commercial and second-screen experience?

Wooden: Our goal was to raise awareness of the second-screen experience during the week leading up to the Super Bowl, because we knew it would be harder to get people the day of. The biggest initiative that we did from an advertising standpoint was with Instagram.

“What excited us about this idea was that [the experience we created] was something larger than the TV commercial.”

We know that our target audience is on Instagram, and we worked on specific content that we thought they would engage with. The numbers were incredible—our three sponsored posts on Instagram gained more than 200,000 “likes.”

Another thing that we did beyond traditional advertising in the week leading up to the game was sponsored content with Gawker and other publications. People perceived that as actual editorial content, even though it said “sponsored” at the top.

We saw comments that said, “This is a sponsored post, but I don’t mind because the content is so great.” It was interesting to see those blurred lines between advertising and content. Even if it is a sponsored post, if it’s great content people will gravitate toward it.

eMarketer: How much traffic to the second-screen experience came via mobile devices?

Wooden: Because our execution was geared toward mobile, 60% of visits to the live-stream site were via mobile. We were pleased that this mobile-first advertising approach we took delivered such high mobile frequency to the site, which spoke to our original plan for this to be an experience people would take in on mobile.

eMarketer: How did you measure the ROI [return on investment] of the Super Bowl campaign?

Wooden: When we do something like the Super Bowl, we keep a lot of different metrics in mind as we’re working on it. We looked at public relations efforts, social conversations, hits from an advertising perspective and of course visits to the microsite.

But there was another thing that was important to us for the Super Bowl. We knew people weren’t going to build a site on Super Bowl Sunday. Building websites is important, and if it’s for your business or your personal brand, it’s something you want to take time with. Our goal was to create an experience that was memorable, outstanding and exciting and spoke to who we are as a brand. When people do go to build that website, they’ll think back to Squarespace.

2016 Email Marketing Metrics Benchmark Study

IBM Marketing Cloud

Download Today!

To build a world-class marketing program, it’s crucial to compare yourself to the best performers. Discover how you measure up across 25 open, click-through, list churn and mobile metrics – broken out by industry and geography – and get related tips.

Coverage of a Digital WorldeMarketer data and insights address how consumers spend time and money, and what marketers are doing to reach them in today’s digital world. Get a deeper look at eMarketer coverage, including our reports, benchmarks and forecasts, and charts.

eMarketer Corporate Subscriptions: The Fastest Path to InsightAll eMarketer research is available to our clients via an annual corporate subscription. The subscription provides clients with access to all eMarketer analyst reports, signature charts, interviews, case studies, webinars and more. See for yourself how easy it is to � nd the intelligence you need. Learn more about subscription options.

Con� dence in the NumbersOur unique approach of analyzing data from multiple research sources provides our customers with the most de� nitive answers available about the marketplace. Learn why.

Schedule a personalized demonstration or request a quote today. Go to eMarketer.com, call 212-763-6010, or email sales@emarketer.com.

The leading research � rm for marketing in a digital world.