The Millward Brown Ad Reaction study delivers insights on perceptions of advertising, particularly digital formats. AdReaction 2014 explores multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.
10. AdReaction 2014 www.millwardbrown.com/adreaction
SCREEN USAGE DURING THE DAY
10
0%
5%
10%
15%
20%
25%
30%
35%
40%
6am to 9am 9am to 12 noon 12 noon to 3pm 3pm to 6pm 6pm to 9pm 9pm to 12
midnight
12 midnight to
6am
TV Smartphone Laptop Tablet
11. AdReaction 2014 www.millwardbrown.com/adreaction
HIGHEST & LOWEST SCREEN MINUTES BY COUNTRY
11
Highest and Lowest
TV minutes?
Highest and Lowest
Smartphone Minutes?
Highest and Lowest
Laptop Minutes
Highest and Lowest
Overall Minutes?
Indonesia
540
Italy
317
Czech Republic
421
Japan
342
UK
148
Vietnam
69
USA
147
Italy
89
China
161
Kenya
65
Russia
158
Germany
77
Nigeria
193
France
79
Germany
137
Canada
124
12. AdReaction 2014 www.millwardbrown.com/adreaction
PROFILING THE EUROPEAN MARKETS
Screen agnostics
Hungary
Czech Republic
Slovakia
Unconvinced by tablets?
Italy
GermanyFrance
Turkey
Spain France
UKTV dominant
Smartphone = 2nd screen of choice
GermanyTurkey
Smartphone = primary screen
Italy
Laptop/ PC = primary screen
PolandRomania
Russia
13. AdReaction 2014 www.millwardbrown.com/adreaction
IT TAKES 5 HOURS TO CONSUME 7 HOURS OF
SCREEN MEDIA
13
TOTAL MINS: 417
NET MINS: 308
Shifting
65%
(Euro 68%)
Simultaneous
35%
(Euro 32%)
At different points in time At the same time
14. AdReaction 2014 www.millwardbrown.com/adreaction
OVERALL SIMILAR LEVELS OF SIMULTANEOUS
USAGE IN EUROPE
Italy
(25)
Philippines
(47)
Average
(35)
UK
France
Poland
Russia
Hungary
Slovakia
Spain
Czech
Republic
GermanyTurkey
Romania
18. AdReaction 2014 www.millwardbrown.com/adreaction
REASONS FOR SIMULTANEOUS MULTISCREENING
18
20%
25%
27%
28%
39%
42%
Need to get other things
done
Someone else has chosen
what's on TV
Just have TV on for
background noise
TV not interesting enough for
all my attention
To keep up with friends on
social media (not TV related)
To fill time during ad breaks
11%
14%
19%
24%
To follow up on a TV ad
To interact with what's
happening on TV
To discuss what I’m watching
(e.g. via social media)
More information about
what's on TV
Any Stacking Reason
85%
Any Meshing Reason
41%
21. AdReaction 2014 www.millwardbrown.com/adreaction
MILLWARD BROWN EFECTIVENESS LEARNING SHOWS
DIFFERENT CHANNELS HAVE DIFFERENT ROLES
21
Salience
Meaningful Difference
(Message)
Motivation
(Purchase Intent)
TV SmartphoneLaptop Tablet
Impact per person reached
22. 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 OPPPORTUNITY PLOT
– MARKETING APPROACHES
Receptivity-GLOBAL
Noticed - GLOBAL
Micro-video
TV ads
promoting
mobile app
TV ads with
hashtags
TV show and mobile
app sponsorship
Interactive TV ads
25. AdReaction 2014 www.millwardbrown.com/adreaction
BE CONSISTENT
25
The campaign started with PR
around a concert set in the
town of Milligan, NE - bang in
the middle of America.
In the hour after the commercial
ran it generated the largest
increase in website traffic of any
Superbowl advertiser.
Their Superbowl
commercial acted
as an intro to the
half time show - a
celebration of
music and New
York City.
Activities
continued
throughout
January including
a viral video
during the
Grammys, and
multiple tweets
& Vines.
26. AdReaction 2014 www.millwardbrown.com/adreaction
BE CONNECTED
26
“Domino’s were on TV
and the app. It made
me get one and I love
them – it was a good
excuse to treat myself!”
“I liked that Dominos were
on TV and on the X Factor
app at the same time. They
also had a game too.”
“Domino’s adverts on X
Factor made me more
interested in their
products”
“Domino’s advertised on TV
and on the X Factor app.
It’s brilliant when you use
the app alongside the
show”
27. AdReaction 2014 www.millwardbrown.com/adreaction
BE CONSIDERED
27
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
28. AdReaction 2014 www.millwardbrown.com/adreaction
BE CONCISE
28
“Vivo’s television advertising
is super funny, and they have
very cool advertisements in
the brand’s social networks”
Uploads were shared online via
Facebook, other social platforms
& a dedicated website
Vivo (Brazilian telco)
promoted its good
network connectivity
with the “pegabem”
hashtag (“it’s
wonderful, it`s good`)
Their TV
commercial
encouraged
people to share
good moments
of their lives
29. AdReaction 2014 www.millwardbrown.com/adreaction
MULTISCREEN = MULTIPARTNER
29
Media
agencies
Facilitate,
orchestrate.
Be the
experts.
Creative
agencies
Ideas with
multiscreen
legs
Media
owners
Facilitate
multiscreen
planning
activities
Brands
Increase
confidence,
experience,
competence
Research
agencies
Inform,
explain,
educate,
measure
ALL
Integrate,
partner,
connect,
collaborate
We decided to speak to some of these smartphone and tablet users who also have TVs and to see how they are using these devices alongside other digital screens like laptops and PCs.
This study was conducted among 16-45 year old multiscreen users (defined as people who own or have access to both a TV AND either a smartphone OR tablet).
To make sure these were people that actually knew how to use their mobile device rather than just owning one, we conducted our short 15 question surveys via mobile interviews.
The core underlying principle of AdReaction is that brands should evaluate the multiscreen landscape by considering both the scale of screens (reach/ opportunity to contact) as well as the receptivity of people to various marketing approaches, both within and across screens.
30 COUNTRIES:
U.S.
Argentina
Australia
Brazil
Canada
China
Colombia
Czech
France
Germany
Hungary
India
Indonesia
Italy
Japan
Kenya
Korea
Mexico
Nigeria
Philippines
Poland
Russia
Saudi
Slovakia
South Africa
Spain
Thailand
Turkey
UK
Vietnam
Globally, smartphones are the most viewed screen in 25 of the 35 markets we’ve looked at.
Of the 10 where mobile is not the primary screen, 9 of those markets are in Europe.
This 4th and final chapter provides four recommendations for brand owners.
The 4 recommendations are:
1) Be Consistent – Whenever someone engages with you, whatever screen they’re using and wherever they are, your brand experience and messaging should be uniform.
2) Be Connected – Think about second-screen experiences and how your marketing can interact engagingly between screens and travel seamlessly across screens. The 3rd and 4th recommendations are new
3) Be Considered – some screens are better than others at delivering on certain objectives and in terms of communicating particular aspects of your brand’s personality. 4) Be Concise - use mobile-friendly, shareable content that entertains first, informs second
All of these recommendations are easy to make but hard to achieve in practice, so let’s now review each of those in a little more detail with the help of some examples from around the world of marketers successfully putting these principles into practice.
The biggest multi-screen opportunity is not simultaneous connections between screens, rather a consistent presence across screens, whenever and wherever someone chooses to engage with your brand.
Pepsi’s “Get Hyped for Half Time” was a successful month-long multiscreen campaign which started with a concert from country music superstar Lee Brice, and culminated in their sponsorship of the Superbowl half time show with Bruno Mars and the Red Hot Chili Peppers. It generated a greater lift in advertiser web traffic than we saw for any other Superbowl ad.
The success of this campaign lay in the laser focus for a whole month on the halftime theme – and that was executed across all screens, with a heavy digital and social emphasis.
How the campaign started, Jan 2: http://www.examiner.com/article/get-hyped-for-halftime-with-pepsi-during-super-bowl-Sunday
Halftime at the Grammys, Jan 26 http://www.youtube.com/watch?v=WzKRC8Lz6g8
Pepsi on Twitter: https://twitter.com/pepsi
Halftime intro video, Jan 31: http://www.youtube.com/watch?v=iISQEwleMuo
Halftime Vine video: https://vine.co/v/Mz052ehLprz and https://vine.co/v/MzwPWUxXBa6
The Pepsi Super Bowl Halftime Show, featured Bruno Mars and the Red Hot Chili Peppers: http://www.youtube.com/watch?v=F2i0Bc3f7jk
Bruno Mars halftime show was the most-watched in television history, with 115.3 million viewers beating both Madonna and Beyoncé.
Website: http://www.pepsi.com/
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.
The Domino’s X Factor play-along app offers a roadmap for meshing success.
Not only was the app genuinely integrated with the show (users became the 5th judge on the show), it was well executed – and you could even order a pizza direct from the app! Participants in our study clearly noticed, remembered and responded very positively to the Domino’s involvement.
Considered use of screens for different purposes can take several forms – it can be used for slightly different stages in the path to purchase or for targeting different audiences.
This campaign for a German supermarket is a fairly radical example of audience segmentation BETWEEN screens.
Rather than retain a consistent marketing approach, here only the message remains the same (that Edeka have great own brand products).
The creative approaches are completely different across screens.
The TV ad is clearly ad aimed at an older more conservative demographic and features cute kids in a supermarket.
The online and viral elements featuring a 58 year old German electro pop musician called Friedrich Liechtenstein are clearly aimed at a younger more fun-loving audience. Think of it as a German version of Gangnam style with milk baths and that may give you some idea of what the video is like.
TV ad:https://www.youtube.com/watch?v=a2U6AycV-9Y
Supergeil video: https://www.youtube.com/watch?v=jxVcgDMBU94
Supergeil viral messages: http://www.edeka.de/EDEKA/de/edeka_zentrale/unterhaltung/webspecial/supergeil/supergeil_uebersicht.jsp
The 4th and final recommendation is to be concise. This is particularly important in a world where attention spans are short and people are flitting from screen to screen.
Being concise has a few benefits:
Firstly, we believe it can help overcome resistance to ads on digital screens.
Secondly, using short, mobile-friendly, shareable content is more likely to travel and be passed on.
When being concise its important that this content entertains first, informs second. Ideally both of course.
Vivo, a Brazilian telecom brand, looks to have achieved this trick with their latest campaign.
They 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.
It’s a fun, entertaining TV ad and the social media response has been really positive.
TV ad: http://www.youtube.com/watch?v=aRvjBVBZewk
They have a popular Facebook page: https://www.facebook.com/vivo (over 2 million fans)
They also created a web page which curates all the various pictures, videos and posts being made using the pagabem hashtag.
Finally, our qualitative practice, Firefly, also conducted some industry qualitative interviews alongside this research.
One key finding to emerge was the idea that achieving multiscreen success is not just a media planning responsibility.
So if you thought we were just addressing the media agencies and brand owners in the room – think again.
Without creative ideas with multiscreen legs, even the most sophisticated multiscreen planning will fall flat.
Without the participation of innovative and proactive media owners, delivering these campaigns can become a nightmare.
And without further research to add insight, and further integration efforts across multiple partners, we won’t fully realise the potential of the multiscreen landscape.
And of course this slide isn’t even considering the many, many intermediaries who help make all this collaboration possible.
We’ll leave you with two quotes from the research that hopefully bring this life:
“None of us really know what is going on”
“We all have only partial information.”