2008 Multiscreen Media Engagement Study

1
2008 MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY
ENGAGEMENT MOVES FROM
THEORY TO PRACTICE
Multiscreen Cross-platform Media &
Advertising Engagement Study
MTV Networks Research
In collaboration with Harris Interactive and MauroNewMedia
ARF Engagement Council Meeting
March 20, 2008

THE POWER OF
MTVN

Linear
Video-On-Demand:
Almost 400 million orders in 2007
Dec ’07: 128% growth vs. Dec ‘06
High Definition:
MHD is the #1 music HD channel
Spike HD launching in 2008

Virtual Worlds
Digital
Online Syndication
Video and Music Culture Archive

Mobile
Linear Mobile Simulcasts
WAP sites

Podbusting
Reinventing our commercial pods
o Scalable Retention Devices
o Branded & Integrated
o Co-Created Advertising

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Nickelodeon • The American Family / Families & Brands • The TruReach Meter • Multiplatform
Engagement – Partnership with Starcom • Mobile Content Study • Environment Research Study • Kids’
Influence Study • Retail Study • Parents Segmentation • “Meet the Parents” • Family Circuits • Advertisers
Attribute Analysis • ParentsConnect Lifebook Initiative • The N • Marketing Television in a Digital Age • The
Millennial Value Study • “What Teens Want” • MTV/MTV2 • Voyager • The Happiness Study • The GenP
Report • Images, Empowerment & Leadership • Integrated Marketing Effectiveness • MTV.com Teen Profile •
Word of Mouse • The Gender Study • MX2: Music Experience • Event Research Spring Break ’08 • Circuits of
Cool: Perspective on Youth & Digital Media • Teen Influencer Study • VMA Media Impact Study • Virtual Worlds
Advertising Model Lab • mtvU • mtvU College Marketplace Study • College Fall Measurement Study • “Half
of Us” • MTV Tr3s • Cooltura Trendsetter Music • Influencer Study • Latino Youth Mini-Ethnographies •
National Ratings Analysis • Authenticity Study • MTVN Corporate • Multiscreen Cross-platform Engagement
Study • Accountability Lab • Digital Media Buyers Study • DVR Drivers Study • Music Views Multiplatform
Project • Casual Gaming • MediaFLO Study • Comedy Central • A Close Look at Humor Today
& Tomorrow • Games and Entertainment Digital Tracker • Men’s Digital Review • Address the Mess
• VH1 • Showstoppers • VH1 Pop Culture Study • Vh1.com Profile Study • MHD Advertiser Perception Study •
MHD Profiling • LOGO • Living Gay • Gay-Targeted Media Impact Study • Spike • State of Men: 2008 •
You’ve Come a Long Way Daddy: A Closer Look at Today’s Fathers • Guy Viewer Preference • Clicking &
Sticking with Guys • Spike/Comedy Multiplatform Male • Men’s State of the Union Redux • Gametrailers User
Profiling • CMT • Heartland Election Year Attitudes • Heartland Technology • Digital Audience Profiling •
TV Land • Boomography • The Chameleon Consumer: Boomers’ Relationship with Brands
ONE VISION: CONTINUOUS INNOVATION

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1. How did we get here?
2. What did we learn?
3. How does it work?
4. How does it apply to advertising?
MULTISCREEN CROSS-PLATFORM MEDIA & ADVERTISING ENGAGEMENT STUDY

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1. How did we get here?

A case study to understand multiscreen cross-platform engagement
Objectives
Are there empirical, scalable, predictable metrics of engagement across
consumer touchpoints, that explain from a consumer-centric point of view why
and how behaviors are what they are?
Further, how does this impact content and advertising reception across
multiple measures of efficacy?
Methodology [Harris Interactive (full study), MauroNewMedia (virtual world)]
In-depth exploratory of engagement (thought leaders, experts, buyers, academics,
partners)
600 cable television viewers
13-24s
Viewers and non-viewers
Virtual world participants
Follow-up recontact recruited to participate in qualitative online chat sessions

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2. What did we learn?

EXECUTIVE SUMMARY
The key engagement-based values gained:
– A repeatable metric for understanding WHY consumers behave the
way they do
– The value of context in advertising effectiveness
– Understanding the value of cross-platform advertising performance
requires consumer-centric perspective by touchpoint
Television ONLY
Television PLUS Online (multiple platforms)
Television PLUS Online PLUS Virtual world

Seekers (discover)
- viewing past episodes
- cast bios, pics
- TV schedule
- info on music artists
- blogs, forums (reading)
Generators (reinterpret)
- talking about show in-person
- IM, texting
- storytelling, reenactments
- avatar creation
- blogs, forums (posting)
vHills
(40%)
…and need multiple outlets to
share what’s worth ‘passing along’
People learn things for the
purpose of ‘passing it on’…
EXECUTIVE SUMMARY: Involvement with Content & Advertising

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3. How does it work?

Emotional Connection enables enjoyment of content & advertising
47
76
88
96
0%
20%
40%
60%
80%
100%
TV only TV + Online Seeks TV + Online + vHills TV + Online Generates
N=210 N=136 N=85 N=67
+49 pts (TV)
+20 pts (L)
+8 pts (V)+41 pts (TV)
+12 pts (S)
+29 (TV)
“How do you feel about The Hills?” (5 pt scale)
Engagement with The Hills
Top 2 Box
The Hills thrives beyond any single platform fueled by initial expression of strong Emotional
Connection, growing significantly with each screen experienced
The resulting effect: high-value consumers begin to emerge among those who cross
platforms and make the transition to being a “communicator/giver of information”
EMOTIONAL CONNECTION

30
55
75 77
0%
20%
40%
60%
80%
100%
TV only TV + Online Seeks TV + Online + vHills TV + Online Generates
“I have a connection
with ‘the hills’, its how i
live me life when i have
the money and time to
party, shop, and go
crazy with my friends.”
“I have an addictive relationship
with it...I like talking about it with
my friends.”
The interplay between the consumer, the content and the platform are more positively related as
touchpoint encounters increase when filtered by measuring FIT for The Hills.
The better fit the program is for the consumer’s entertainment needs, the more engaged they
become
N=210 N=136 N=85 N=67
(T2B)
+47 (TV)
+22 pts (S)
+ 2 pts (V)+45 pts (TV)
+20 pts (S)
+25 pts (TV)
”How well does The Hills fit your entertainment needs?” (5 pt scale)
Strong degree of FIT reveals greater degrees of promise and
viewer commitment
Engagement with The Hills
Top 2 Box
FIT
“I'm infatuated with it because
it's almost a guilty pleasure to
watch it! drama, fashion, love,
friendship all in 30 min”

• Plays good music in the background – 93%
• After I watch an episode, I can't wait to find out what happens next – 88%
• Is a show I talk about with my friends – 82%
• Features fashion I love to see – 82%
• Is a show many of my friends also watch – 79%
• Have personal situations/problems that I can relate to – 74%
• I feel like I know these people – 65%
• Visited The Hills webpage watch past episodes – 50%
• Conversation (i.e., in-person or over the phone) – 65%
• Twice as likely to read blog not associated with site vs. SEEKERS
77
TV + Online –
GENERATES
N=67
What are the overall drivers of the GENERATORS?

…‘not missing out’ and being ‘in the know’
are major value drivers
0
10
20
30
40
50
60
70
80
90
Is a show many of my
friends also watch
Is a show I talk about
with my friends
Everyone will be
talking about it, so I
don't want to miss it
Gives me something to
know that other's don’t
TV Only TV + Online Seeks TV + Online + vHills TV + Online Generates
T
”How strongly do you agree or disagree with each of the following statements about The Hills?” (5 pt scale)
Text messaging (SMS) 212075
Conversation
(in-person, by phone)
65561917
Posting on personal
webpage (MySpace,
Facebook)
181444
Instant Messaging (IM) 333174
Commenting on online
content or post about
The Hills
151433
Email 151242
Blog 10933
Primarily verbal communication is
how they connect…
GENERATORS who talk with others value most the ability to
share the benefits of watching

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4. How does this apply to
advertising?

Putting engagement to work for advertising
ADVERTISING RETENTION AND ASSOCIATED VALUE INCREASES as
a user is more engaged and experiences more platforms
Advertising across platforms results in EXPONENTIALLY MORE
INTEREST IN BUYING OR CONSIDERING the product advertised
When comparing the Fit of a brand for themselves, CONSUMERS WHO
ARE INVOLVED IN MORE BEHAVIORS find the advertised brand to be a
BETTER FIT AT TWICE THE LEVELS OF TV ONLY.
This RESULTS IN TWICE THE LEVEL OF INTEREST IN BUYING/
USING/CONSIDERING the advertised brand

Recognition of TV advertising increases with
more screen experiences
The value of TV advertising grows as the connection and experiences with The Hills
across screens happens
78
85 85
0%
20%
40%
60%
80%
100%
TV only Visits MTV.com Participates in vHills
Yes, recognize any TV ad
N=210 N=118
N=85
“Have you seen any of the TV commercials depicted in the screen shots you just viewed?”

Multiple screen advertising recognition has
incremental engagement value
Recognizing advertising across multiple screens (TV ad + banner ad + vHills)
dramatically improves connection, consideration/purchase intent and brand imagery
0
1 0
2 0
3 0
4 0
5 0
6 0
7 0
8 0
9 0
“I’ve never seen anything
like this, but MTV, if
anybody, is the place for
it to be!”
Much more
positive feelings
Cool and Hip
Purchase intent
(top 2 box)
Promotes music events
& supports arts
Recognize TV ad only
Recognize TV + banner ad
Recognize TV + banner ad + vHills stim
7 11
20
47
55
70
65
76
90
43
55
70

What’s next?
Socializing our insights
– Partners
– Creative Development
– Research practitioners
Exploring model further
– Across genres
– Within demo segments
– Along lines of interest
– Upon activation of social media
Benchmarking and listening for more test-and-learn

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ENGAGEMENT MOVES FROM
THEORY TO PRACTICE
Thank you.

2008 Multiscreen Media Engagement Study

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