1. Multiscreen Response
Marketing
by Greg Marta
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2. Intro
• Smartphone and tablet proliferation
• Changing customer experiences
• The role of television
• Impact on the purchase process
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3. How did we get here?
3

4. Key Dates
12% of page views do not
occur on a PC - 2012
Amazon Google iPad
„94 „96 „10
1975 1980 1985 1990 1995 2000 2005 2010 2015
Apple Web eBay iPhone
„76 „91 „95 „07
Smartphone sales
surpass feature phone
sales - 2011
4

5. Growth
• 1.2 Billion smartphones and
tablets next year globally
• 50% year over year increase
(2012-2013)
• Tablet sales increase 3.5x in
2011
• Smartphones in the U.S.
have gone from 0 to over
120,000 in 5 years in the U.S
• 55% of mobile phones are
smartphones
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6. Access and OS
• The vast majority of
tablet usage is via wifi
• Implications: tablets
are mostly used at
home, smartphones
are frequently used at
home
• Although Android has
the most market
share, iOS has grown
as well
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7. Define “mobile”
• Laptops are the original „mobile‟
• Are tablets really a „mobile‟ device?
• Is the iPad mini still a tablet?
• Surface is laptopy
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8. Demographics
• 45% of adults own a
smartphone
• 66% of 18-29 year olds
own a smartphone
• 14% of adults own a tablet
• 25-34 has highest
adoption rate of 24%
• 75%+ owners have HHI
>$50k
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9. We‟re Here Takeaways
• Multiscreen behavior wasn‟t even possible 5 years ago
• Rapid growth means behavior and expectations will
change
• Smartphones are more widely used by younger users
while tablets tend to be older and wealthier, but don‟t
expect this trend to last
• Device fragmentation between laptops, tablets and
smartphones will shift the marketer from a device
focus to an experience focus
• Tracking online conversions will become more broken
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10. What are we doing?
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11. Always On
• Media
consumption IS
digital
• Multiple and
mobile devices
enable new
behaviors
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12. Usage Patterns
• News is read via
computers when we‟re
at work and tablets at
home
• Device usage on
weekends is similar
although peaks favor
tablets
• Smartphones show
the most stable usage
pattern
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13. Context
• At the office, on the go, at home
• Goal oriented v chill (lean back, lean forward)
• Downtime and killing time = found time
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14. Device Use Cases
• 60% of smartphone use
is at home –
smartphones lead the
way in convenience
• Tablets are primarily
used for entertainment
and rarely leave the
home
• Users are 3x more likely
to watch video on a
tablet than smartphone
• PCs use cases require
more focus and time
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15. Sequential v Simultaneous
• Start a search on a
mobile device while
waiting in line and
email yourself a link
• Watching TV and
placing bets with
your wife on where
you‟re seen that
actor before
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16. Sequential
• Smartphone
• Search (60%)
• Social Networking (66%)
• Shopping Online (65%)
• PC
• Planning a Trip (38%)
• Managing Finances (34%)
• Watching a Video (34%)
• Tablet
• Planning a Trip (15%)
• Shopping Online (11%)
• Watching a Video (11%)
• Smartphones initiate an a purchase during downtime and pick it later
• PC to smartphone is surprising, are users leaving home? Some experiences may be
better on mobile, like travel
• Tablet has the lowest % but there are far fewer tablets than smartphones
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17. Simultaneous Devices
• Smartphones are the most common
simultaneously used device
• TV device results may skew
differently as tablet penetration
increases
• When TV is the primary point of
engagement, viewers are engaged in
lean back AND lean forward
experiences
• Younger males use multiple screens
simultaneously more than the general
population
• 31% of the of the general population
use 3 devices simultaneously
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18. Simultaneous Uses
• Email and social networking may be similar activities – connecting with others
• Email, surfing and social networking are the 3 most common simultaneous use cases
• 22% of simultaneous usage is complimentary
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19. Spontaneous Search
• Smartphones are the
device of convenience –
80% searches are
spontaneous
• Laptop usage is a more
directed experience
• Although laptops have
fewer spontaneous
searches, goal
orientation was identical
between devices
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20. Media Consumption
• The top 5th of internet users consume the most TV and stream the most videos
• They average 7.1 hours per day
• The average for internet users is 5.1 hours of consumption
• The other 80% average 4.6 hours per day
• The top 5th consumes 55% more than the other 80% combined
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21. Usage Takeaways
• The device at hand gets used, experiences must be fluid on mobile
devices
• Conversion tracking is more difficult in a multiscreen world
• The holistic customer experience needs to be taken into account
when devising campaigns, not just immediate response
• When people find something interesting they leverage multiple
devices to dig deeper
• We need better understanding of navigational, research and
shopping searches across devices – this will dictate search
marketing strategy
• Make sure ads are live when television commercials air
• Pay close attention to growth and changes among power users
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22. Is TV DEAD!?
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23. Nope
• TV still outpaces online and
mobile combined, and it‟s
growing
• Jan 5th, 2011 2.5 TVs per
home
• 31% of homes have 4 or
more TVs
• Magazines and newspapers
have shifted to tablets
(Newsweek) and in part fuel
the growth of online – don‟t
expect the same to happen
with TV
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24. Segments
• The top 20%
watch 7.3 hours
of TV per day
• The top 20%
account for 48%
of TV viewership
• 60% of the
general
population watch
3+ hours per day
of TV
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25. Behavior – Young Men
• Graphics can be
made to be
misleading
• Two thirds of
young males find
information
about products
and services
from TV
• TV drives more
awareness for
young males
than online
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26. Behavior – Toy Shoppers
• TV is rarely used in
toy shopping…
• …Remember, grap
hics can be made
to be misleading
• The buyer isn‟t the
target, the kid is!
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27. Responsiveness
• TV is responsive compared to other offline
channels for toy shoppers
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28. Digital and TV
• TV viewers use tablets for deeper engagement – both with shows
and ads
• Online video subscription services are increasing rapidly among TV
viewers
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29. Integration
• NBC will use Zeebox
so viewers can buy
related products while
they watch TV
• TiVo and PayPal have
teamed up with click-
to-buy TV ad formats
• Smart TVs connect
directly to the internet
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30. TV Takeaways
• TV is a dominant advertising channel
• TV outpaces online for driving awareness
• TV is one of the most effective offline channels at driving
response
• Complement TV media plans with online video and paid
search to extend campaign reach and increase touch points
• Viewers look to the web to engage more deeply with what
they‟re watching – ensure smooth handoffs by optimizing
landing page
• Watch trends for integrated marketing opportunities
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31. How has shopping changed?
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32. Mobile Experience
• The majority of
shoppers use more
than one device to
continue
• Only 7% of toy
shopping that starts on
a mobile device
finishes with a
purchase
• Toy shopping that
starts on a mobile
device is just as likely
to convert at a store as
it is online
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33. Where
• 63% use mobile
devices at
home to shop
for toys
• Laptops, portab
le as they may
be, are
predominantly
used at home
for shopping
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34. Holiday Shopping
• 80% of people will use
multiple devices when
shopping this holiday
• Smartphones and computers
are the most popular combo
• Nearly 10% will use 3 devices
• Laptops close the sale – 65%
of the time
• Tablets convert proportionately
higher than smartphones
(watch tablet growth trends)
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35. Switching
• #1 switch technique is
emailing yourself
• Bookmarks and
shopping carts seem
very different (e.g.
login) – not clear why
they‟re lumped
together
• 32% do a navigational
search (presumed, no
longer at the category
level)
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36. Search Timing
• Response can be slow
– 39% of toy purchasers
check >5 sites
– 39% of toy purchases
are more than 3 weeks
from buying when they
first search
– More than half are 2
weeks from purchase
• A small minority of
searches convert on
one site or the same
day
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37. Search Behavior
• The average number of searches for non-buyers was 4.3
while toy purchases searched an average of 8.2 time
• As shoppers get closer to purchase they shift from „what‟ to
buy to „where‟ to buy
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38. Shifting Channels
• Amazon is killing retailers
• Search engines may be used prominently less
than in the past – this is bad for Google
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39. In Store Behavior
• Taking product pictures, asking friends about the product and scanning barcodes (presumably for more
information or pricing) are the most common practices
• Females tend to take pictures and share with friends more than man
• Men research product info and pricing more than women
• 37% of U.S. consumers say they have engaged in “showrooming”
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40. In Store Attitudes
• Millennials are the most
responsive age group
to using mobile in
stores
• Millennials have
approximately twice the
engagement of
boomers
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41. Digital Engagement
• Digital engagement
varies by product for
CPG products
• Diapers have high digital
engagement – once
brand preference is
established they become
a commodity
• Skin care products have
lower digital engagement
– they may need to be
experienced in person
• Generally, higher digital
engagement leads to a
higher likelihood of online
purchasing
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42. Barriers and Enablers
Barriers Enablers
Urgency Inspection Stock-up Price
• I‟m thirsty! • Is it fresh? • Continuity • Easy comparison
• I‟m hungry! • Does this size fit • Replenishment • Less overhead
• My plans just me?
changed
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43. Consumer Needs
• Convenience is
relative and
driven by
urgency
• Price/value is
determined by
shipping
charges and
potential
markup
• Choice is based
on the need for
variety and
experience
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44. Shopping Takeaways
• Shoppers hop between devices as well as ecommerce and brick-
and-mortar
• Hammer site visitors with retargeted ads, they‟re thinking of buying
somewhere else and you might not catch them on the next device
• Test landing pages constantly to drive conversion sooner, before
people check out other sites
• In store mobile opportunities need to be aimed at young people and
find inviting ways to engage older audiences
• Get clear on your product or service‟s barriers and enablers to craft
engaging multiscreen experiences that support customer goals
• Use email to engage your existing audience and use behavioral
triggers (e.g. just purchased, has items in the cart, etc.) as much as
possible
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45. Conclusion
1. Tablet and smartphone adoption has been
prolific
2. Multiscreen behavior has fundamentally
changed internet usage and customer
experiences
3. TV usage is growing and advertising needs
to integrate through multiscreen experiences
4. Become a master of your product‟s digital
touch points
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46. Appendix - Sources
The New Multi-Screen World – Google
http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/
AdWeek & Google Infographic
http://www.thinkwithgoogle.com/insights/library/infographics/adweek-google-digital-holidays/
Young Males Digital Path to Purchase – Google
http://www.thinkwithgoogle.com/insights/library/studies/young-males-digital-path-to-purchase/
The Role of Digital in the Toy Shopperʼs Journey
http://www.thinkwithgoogle.com/insights/library/studies/role-of-digital-for-toy-shoppers/
Digital Shopping: What You Need to Consider – Nielsen
http://www.nielsen.com/us/en/insights/reports-downloads/2012/digital-shopping--what-you-need-to-consider.html
Fact Sheet: The U.S. Media Universe – Neilsen
http://blog.nielsen.com/nielsenwire/online_mobile/factsheet-the-u-s-media-universe/
Light TV Viewers in 2012: A Major Shift to Online from TV
http://www.thinkwithgoogle.com/insights/library/videos/light-tv-viewers-video/
http://www.email-marketing-reports.com/wireless-mobile/smartphone-statistics.htm
http://www.gartner.com/it/page.jsp?id=1980115
http://www.datamation.com/news/gartner-smartphone-and-tablet-sales-will-top-1-billion-in-2013.html
http://www.mediapost.com/publications/article/186801/online-retail-spend-soars-15.html#ixzz2Bewv6GL9
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47. Contact
Greg Marta
gmarta@DMWDirect.com
http://www.linkedin.com/in/gregmarta
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