Tài liệu The Multiscreen Dayparting Playbook ppt

ContentsIntroductIon MultIScreen reach devIce reach by daypart relatIonShIpS wIth devIceS IMpleMentIng the devIce daypart... CASE STUDIES Some brands are already using the unique charact

How to Utilize Device Dayparts for Greater Reach & Impact

the multiscreen

dayparting

playbook

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Contents

IntroductIon

MultIScreen reach

devIce reach by daypart

relatIonShIpS wIth devIceS

IMpleMentIng the devIce daypart

Media is now

Accessible

24/7

on 4 Screens

Much progress has been made in recent years about changes to the television

industry the most striking change of all may not be what’s happening on tv but,

instead, on other screen devices, such as pcs, smartphones and tablets

Much of how television advertising is bought and sold has remained reassuringly—

and confidently—stable for decades that confidence is justifiable when television

commands complete dominance in audience reach and wields the emotional power of video advertising however, industry conventions such as the daypart—which formerly

offered a shorthand for the availability of the uS audience to video ad messages (e.g.,

working people in prime time, kids and housewives in daytime)—require a drastic

revision due to the impact of Internet-enabled screen devices new complexity has

been layered over the 21st-century media day, as outlined in bbdo and proximity’s

joint research piece with Microsoft advertising, “Meet the Screens.” Screens are all

but ubiquitous in everyday life advertising reach and frequency opportunities are

no longer defined by tv and traditional tv dayparts, but instead are spread across

multiple devices and are defined by the consumer’s relationships the consumer’s

preferences—even relationships—with each device advertisers who follow these

consumer media dynamics closely can gain a competitive edge in engaging their

customer; those who ignore the trends will quickly find themselves in the minority

as a follow-up to “Meet the Screens,” which outlines how people engage with

different screen devices, bbdo partnered with collective to commission and

analyze data from nielsen, and looked to best practices from collective’s clients

Introduction

Key findings include

audiences who consume media on multiple devices are now vastly in the

majority, numbering 203 million people in the uS, outnumbering single-screen

audiences by almost 2.5 to 1 even in prime time, the ratio is 1.5 multi-screen

users for every one user of a single screen

RELATIONSHIPS WITH DEVICES

the tasks favored on each device are distinct and even suggest

personalities as elaborated on in Meet the Screens the computer, “the

Sage,” is a life management device; the smartphone, “the lover,: is a

real-time connector; the tablet, “the wizard,” is favored for real-real-time activities

CASE STUDIES

Some brands are already using the unique characteristics of each device

daypart to boost engagement with consumers—for instance, the cpg

advertiser who used smartphones to reach “connected moms” in the

Morning; or the technology advertiser who mixed prime time tv with

online video to boost frequency

IMPLEMENTATION

advertisers may match their creative to the mindset associated with each

screen—for instance, by bringing critical storytelling to the surface of a

tablet ad, so that it intermingles with the leisure experience

DEVICE BY DAYPART

different screen devices gain an edge in capturing user attention in each

daypart: smartphones dominate the Morning, tv win in early Fringe, and

tablets lead in prime time

In the past few years, with consumer adoption of the smartphone and tablet, as well as the maturation of the online video market, multi-screen users have grown to outnumber single-screen users Multi-screen has in effect become the new normal but the scale to which this has occurred is surprising there are now over 203 million people in the united States—71% of the media-using audience— consuming media on multiple screens this means multi-screen users outnumber single-screen users by approximately 2.5:1 the largest group of multi-screen users employ three screens, combining tv, online (computer) and smartphone—of whom there are 80.8 million (or 28% of the media-using population) there are almost as many

of these three-screen users as there are members of the largest group of screen users: those who use tv only, of whom there are 81.4 million in the uS

single-this data may be parsed in numerous ways, but a few additional metrics are

revealing: there are 35 million people who regularly combine tablet and tv use, a habit that is prominent in prime time yet tv still massively dominates, as there are very few (about 3.4 million, or 1% of total) small-screen-only users, meaning those who use only some combination of online, smartphone or tablet, without tv

while the combination of devices might cycle throughout the day, the data shows that multi-device usage dominates throughout at least 100 million people are using multiple screens in any given daypart, and during prime time—traditionally the time

of television’s greatest influence—there are 169 million users of multiple screens this stands in stark contrast to the 112 million who are only engaging with a single screen in that time period: a ratio of 1.5:1

Multi-Screen Reach

1

Multiscreen Audiences are the New Normal

Prime Time Multiscreen Users to

Single-Screen Users Ratio is 1.5:1

203

there are 203 MIllIon

MultIScreen uSerS In

the unIted StateS

Monthly MedIa audIence by Screen uSe, by daypart (audIence In MIllIonS)

1 Screen 2 ScreenS 3 ScreenS 4 ScreenS

that IS 71% oF the MedIa-uSIng populatIon MultI-Screen uSerS outnuMber SIngle-

Screen uSerS by approXIMately 2.5:1

Audience by Screen Use

(Monthly audIence In MIllIonS)

TELEVISION ONLINE TABLET SMARTPHONE

HOW TO READ THIS CHART

this chart illustrates the popularity of different device combinations, organized by the total number of screens through with a user consumes media within a single month

95.6

MILLI N

OTA

L SC

3-RE

N ME

IA US

18.5 MIL

70.5 MM

81.4 MM 0.9 MM

4

ScreenS

The most prominent screen

combination occurs within the

three-screen universe, with

80.8 million users

opting for the combination of

online, smartphone, and TV

reach by device is dominated by television, which finds an audience of between

222 and 275 million across dayparts, peaking in prime time online reach follows with a range of 88 to 145 million users, while smartphones are next with a reach

of 41 to 99 million tablets, the newcomer, draw an audience of 11 to 29 million while the absolute numbers fluctuate, the ranking does not significantly change throughout the day what does change is the degree to which audiences favor different devices, determined on a relative basis

each daypart appears to have a relative “winner”: the time when use of that device peaks compared to other devices this trend can be easily spotted in the boost

in tablet reach during prime time vs daytime (29 million vs 21 million users) the nuances are revealed in the next chart, which illustrates how the use of each device,

in each daypart, indexes against that device’s daily average For each daypart, the device with the highest index is the “dominant device daypart.” this data reveals that a consumer’s marginal attention gravitates to certain devices over the course of the day—information useful to a programmer or advertiser seeking to understand when their content will likely receive an extra boost of attention and engagement on each device

Device Reach by Daypart

2

Television Continues to Dominate Reach

tv onlIne SMartphone tablet

Monthly reach by devIce by daypart (audIence In MIllIonS)

145.2

134.5

249.0 96.2

88.7 41.3

11.4 29.0

94.4 23.1

275.1

99.3 21.6

270.8

“Dominant Device Dayparts”

Reveal Extra Boosts of Engagement

devIce uSe IndeXed to daIly average

daytIMe

10AM - 4:30PM

SMARTPHONE USE “WINS” IN

THE EARLY MORNING DAYPART — THE MORNING COMMUTE

ONLINE USE DOMINATES DURING

DAYTIME — WHEN WORK-RELATED SEARCH, & VIDEO ENTERTAINMENT BREAKS, PEAK

EARLY FRINGE APPEARS TO BE A

“TRANSITION” DAYPART — IN WHICH ALL DEVICES ARE USED HEAVILY SINCE WORK, COMMUTE & LEISURE BEHAVIORS ARE MINGLED

TABLET USE IS STRONGER DURING

PRIME TIME — AS MULTITASKING BETWEEN THE TV & THE LAP-FRIENDLY TABLET SPIKES

TV USE IS HIGHEST DURING PRIME

TIME, BUT IT IS COMPARATIVELY STRONGEST IN LATE FRINGE — THE LIE-IN-BED-WITH-THE-TV-ON HOURS

but why are audiences reaching for one device over another? while audiences watch television in many mindsets—from breathlessly viewing crime drama to thoughtfully watching news—they do so to accomplish only one task: entertainment arguably the greatest change to the 21st-century daypart is that three of the four devices commonly access the Internet, and therefore may be put to many uses

Focusing on the smaller devices where media is consumed through the Internet, bbdo and collective asked consumers what drives their device choices we

received a clear answer: 82% of audiences choose the device because it is the best match for the task at hand the next most important considerations are: screen size, web access and web connection speed

perhaps more interesting are the different tasks consumers prefer on each

Internet-enabled device viewed together, these tasks reveal different personalities for each device

Relationships with Devices

3

Internet Devices Reveal Their Personalities

What Drives Device Choice?

uSerS’ preFerred taSk, by devIce

the smartphone’s appeal as an internet device aligns with its relationship to the consumer

the lover, a connector, the smartphone is the device that knows the consumer most intimately, providing true utility and value It is a real-time portable connector that never leaves their side, used for quick responses, social media and on-the go search.

the tablet appears to be the “leisure device,”

the wizard who never ceases to wow, is used for shopping, watching online videos and learning about the world through news and sports content.

the computer is the the Sage, the “life management device,” used for activities that require focus and secure connections such as work, managing personal finances and email the Sage empowers the user and is a trusted device.

SMARTPHONE

The

Lover—Real-Time Connections

Chatting/texting with others

Social media search

TABLET

The Wizard—Leisure

Shopping/looking for

products & services

Watching online videos

THE BEST MATCH FOR THE TASK AT HAND

(E.G EMAIL, VIDEO, SOCIAL SHARING)

SPEED OF WEB ACCESS ON THE DEVICE

TIME IT TAKES THE DEVICE TO BOOT UP

SCREEN SIZE OF DEVICE

MOBILITY OF THE DEVICE (I.E EASE

WITH WHICH IT CAN BE MOVED AROUND)

RESOLUTION OF THE DEVICE DISPLAY

HOW EASY IT IS TO ACCESS

THE WEB ON THE DEVICE

WHETHER OR NOT WEBSITE(S) VISITED

IS/ARE OPTIMIZED FOR THE DEVICE

SIZE OF AVAILABLE DATA PLAN

Implementing the Device Daypart

how can device dayparting be applied to an advertiser’s advantage? here are five simple steps to achieve the greatest impact

CLARIFY

THE BRAND’S REACH GOALS

to maximize reach among audiences who rely less on tv, a multi-screen

approach would be most effective, as it would cast a wider net on multiple

devices If the advertiser’s goal is frequency and the target is more narrowly

defined (e.g., moms in minivans), by using data, the advertiser can repeat

messaging on multiple devices to the same audience for optimal impact

MATCH

THE IMPACT GOAL TO THE DEVICE DAYPART

brands can use device dayparting and an understanding of the audience’s

mindset during each time of day to further their marketing goals For instance,

a financial services brand requiring a consumer to make a complex decision

might invest in daytime/online, encouraging the audience to digest detailed

content at a time when they’re more likely to be in front of a computer

ADAPT

CREATIVE MESSAGING TO EACH DEVICE

different devices invite different engagement behaviors on a tablet, an

advertiser may wish to bring storytelling to the surface of the ad so that it

intermingles with the leisure experience on the computer, an advertiser

may wish to point the user to a website where a full range of available brand information can be explored and acted upon Smartphones can create a

fertile environment for on-the-go social sharing or location-based research

DELIVER

TARGETED MEDIA ACROSS DEVICES

a brand’s media distribution should be managed across screens in order to

deliver impressions proportionate to the target’s device daypart preferences

using targeting data (e.g., ages 18-49) allows an advertiser to curate the user’s

ad experience and achieve the proven benefits of multi-screen reach and

frequency (see collective’s paper, “the Multiscreen advertising playbook”)

PREPARE

FOR MULTI-SCREEN FOLLOW-THROUGH

with technology and media use becoming more complex, the challenge to create a smooth, integrated experience for the user grows For example,

mobile ads should lead to mobile sites and ultimately mobile actions, and

so forth the consumer experience at the end of the advertising journey is

just as important as the ad creative, placement and timing

Mobile Moms for CPG

CASE STUDY

CAMPAIGN OBJECTIVE

a Fortune 100 brand in the food category reinvented a flagship product and was looking for ways to increase favorable opinion among women 25-49 with young kids wishing to take advantage of the “real-time connections” qualities of the mobile screen, the client aimed to make the “connected mom” aware of the product

by emphasizing mobile advertising at a time when she was likely connecting with friends over her mobile device

CAMPAIGN APPROACH

the client chose to segment campaign delivery by “dominant device daypart.” the campaign targeted connected Moms on smartphones from 6am-9am when Moms were active on that device the mobile media was supplemented throughout the day via online video and banner delivery, with an emphasis on tablets during the early Fringe and prime time dayparts collective monitored the engagement habits of a device-dayparted campaign vs control groups in an attitudinal test and monitored interaction rates

THIS BRAND LINKED THEIR AUDIENCE

(“CONNECTED MOMS”) TO THE DEVICE

THAT FIT THAT AUDIENCE BEST.

The combined mobile + online video campaign

generated a 22% lift in favorability

brand FavorabIlIty For devIce-dayparted MobIle and onlIne vIdeo caMpaIgn

CONTROL

EXPOSED

41%

50%

Smartphone units for the device-dayparted

campaign generated interaction rates

48% higher than the industry norm

InteractIon rate For devIce-dayparted MobIle and onlIne vIdeo caMpaIgn

Prime Time Awards Shows

and Online Video

CASE STUDY

CAMPAIGN OBJECTIVE

a technology company was trying to emphasize the connection between its product and the entertainment industry by advertising on two major televised awards shows while overall awareness of the product was high, the retention of key attributes for the brand was poor the client wished to take advantage of multi-screen frequency to drive home its attribute-specific message by reinforcing the tv campaign with digital