Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive
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"Correlation between Television and Digital Landscape in Italy". The presentation presented by Marco Ziero (MOCA Interactive) during 2014 edition of iMetrics (Moscow, Russia). The topic is the second screen and the goal is to share some insights and best practices about how to get the most out of second screen phenomenon. MOCA presented some opportunities for companies through a research and a case study. The research want to answer the question "Do the brands that invest on TV know that they are talking to potential/acquired customers constantly running into the customer journey?". The case study is about a digital advertising campaign synchronized with television campaign. The key concept of the presentation is the customer journey. The suggestion is that all channels (online and offline) should work together. In the end, three trends: TV sync, audio fingerprinting/watermarking (e.g. Shazam), user account.
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Second screen advertising: Correlation between Television and Digital Landscape in Italy - iMetrics 2014, Moscow, Russia - Marco Ziero, MOCA Interactive
17. Why do you mesh?
Interact with what’s
happening on TV 0,08
Discuss what I’m watching
(e.g. social media) 0,16
Find more information about
what’s on TV 0,17
Follow up on a TV ad 0,11
24. - create its own mobile app
- buy adv in the apps
Social TV
25. - create its own mobile app
- buy adv in the apps
- follow users in the social
networks
Social TV
26. - create its own mobile app
- buy adv in the apps
- follow users in the social
networks
Social TV
27. Twitter and TV (Sept. 2014)
.
- 2.6Mio tweets;
- 240.000 unique authors;
- 128Mio impressions;
- 225.000 viewers/day.
Social TV
28. Social TV
Show On Air TV Audience Twitter Audience Ratio
Le Iene Yes 2.9Mio 827k 0,285
Report Yes 2.1Mio 398k 0,189
X-Factor Yes 876k 394k 0,449
Servizio Pubblico Yes 2.2Mio 329k 0,149
Che tempo che fa Yes 2.2Mio 195k 0,088
The Voice of Italy No 3.2Mio 156k 0,048
Piazza Pulita Yes 1Mio 157k 0,157
Ballarò Yes 2.5Mio 136k 0,05
Amici Yes 4.6Mio 134k 0,029
34. Do brands know that, through
TV spots, they’re talking to
Italian potential/acquired
customers who are constantly
running into a customer
journey?
Research
37. - Web site(homepage, internal web
page, dedicated web site, responsive, voice)
- Social network
- Mobile(telephone number, mobile app)
- Other(hashtag, Shazam, other social
networks, events)
Data
39. What we found out…
47%
TV spots that show a website address (URL)
40. What we found out…
7%
4%
3%
86%
Homepage Internal page Dedicated website Dedicated internal page
What kind of URL?
41. What we found out…
14%
TV spots that, once the website address is
shown, pronounce the URL
42. What we found out…
16%
TV spots that show social networks’ icons
43. What we found out…
0
25
50
75
100
Regione 1
Facebook Twitter Youtube Google+ Pinterest Instagram LinkedIn
Slideshare Flickr
Which social networks?
44. What we found out…
5%
TV spots that show a mobile app’s icons
45. What we found out…
5%
TV spots that show a telephone number
46. What we found out…
6%
TV spots that pronounce a call-to-action
47. What we found out…
What kind of call-to-action?
Follow us
Continue on
Find more
Ask for a quote
Download the app
Shop online
Donate
48. What we found out…
15%
TV spots that show a promotional offer
49. What we found out…
Once the TV spot push me to go to the internet
(URL, CTA or a commercial offer) is the message aligned on
Google AdWords?
48% 52%
Yes No
50. What we found out…
Once the TV spot push me to go to the internet
(URL, CTA or a commercial offer) is the message aligned on the
website?
12%
88%
Yes No
51. What we found out…
Once the TV spot push me to go to the internet
(URL, CTA or a commercial offer), is the website responsive?
47% 53%
Yes No
52. What we found out…
Any other details?
Hashtags
Shazam
(apparently) User generated content
Soundtrack download
Cross-device compatibility icons
Other social networks icons (Vine, Spotify)
64. #5
Tell the viewers why they should
follow you on the social networks:
call to action!
“Follow me”, often, it’s not enough.
Some best practices
65. #6
If it fits with your company
business, don’t forget the dear old
phone number (great if you can
track incoming calls)
Some best practices
66. #7
Be sure the website looks good
on smartphones and tablets
Some best practices
67. #8
If the TV spot talks about a
promotional offer, be sure you talk
about that offer everywhere
(website, social network, …)
Some best practices
68. #9
Be sure that when people put
some keywords in Yandex (or Google)
related to the TV spot (brand name, product
name, pay off) you’re the first result (paid
and organic)
Some best practices
75. We know that the television invites
the viewer to do something
(looking for further info, follow up)
on the internet afterwards. We
want to be there as well.
Idea
77. Keywords and interests related to:
- those TV shows(and similar)
- anchor man/woman
- special guests + participants
- cuisine and recipes
- brand and products(from product
placement)
Target
82. TV campaigns and digital
campaigns are running
anyway. But they work each on
their own side. We can make
them work together to
improve effectiveness and
people experience.
Keep in mind
88. How?
“Our platform automatically identifies commercials on
TV, in real time and at scale. We use our proprietary
global TV monitoring network
to actually scan the broadcast video for advertisements
as they air on TV. This is a 24/7/365 process. Our state
of the art Automatic
Content Recognition (ACR) technology based
on fingerprinting identifies ads within a few
seconds.”
TV sync
89. Source: Civolution
- A 250% lift in CTR for
Twitter ads that were
synchronized to the airing of
television spots (case study: major
movie launch)
TV sync
90. Source: Civolution
- A 50% increase in CTR
(case study: fast-moving consumer goods brand
during a daytime campaign)
TV sync
101. Account
We’ll be always logged in!
As it happens with the internet right now
Both directions
102. Account
It will be easy to understand if
you watched a TV show and
then serve you ads on the
internet and if you visited a
website and then serve you a
TV spot on TV
105. Accenture: “[…]The sharp rise of
multiscreening is both a threat and an
opportunity[…] passive fruition is over […] For
broadcasters and content providers becomes
essential 'follow' the consumer on all
devices[…]delivering a user experience
optimized from time to time on each device,
but at the same time always consistent
regardless of the device used at the time[…]”
Conclusions