Three Screeners: Internet week - three screening panel session
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The document presents insights from a panel discussion about the growing prevalence of multi-screen usage in Europe, highlighting that 10% of Europeans regularly engage with three screens—TV, PC, and mobile. It discusses the implications for marketers, including opportunities for deeper engagement and challenges related to media measurement. The panel also speculates on future trends, such as the evolving media landscape and the potential for new technologies by 2015.
![© MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 4
Sponsored by Yahoo!
Today, 10% of Europeans are regularly using three screens to
access and consume content – 55% are 16-34, 55% are male
MULTI-SCREENERS
“1 in 10 (52m)
Europeans across
the 15 countries
surveyed [by the
EIAA] watch TV,
use the internet on
a PC or laptop and
use the internet on
a mobile phone or
PDA”
Source: EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)](https://image.slidesharecdn.com/yahooandmtmlondon-internetweek-threescreeningpanelsession-101110073948-phpapp01/85/Three-Screeners-Internet-week-three-screening-panel-session-4-320.jpg)
Three Screeners: Internet week - three screening panel session
- 1. © MTM London 2010 | Prepared by MTM London. Contact jon.watts@mtmlondon.com; Tel +44 (0) 20 7395 7510 Three screening – facts, fictions and fads 8th November 2010 Sponsored by Yahoo! &
- 2. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 2 Sponsored by Yahoo! Three screens – facts, fictions and fads? • Setting the scene • Panel discussion: − Three screens – what’s happening? − Implications? − The future – what next? • 2015 predictions – facts, fictions or fads? AGENDA
- 3. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 3 Sponsored by Yahoo! Internet connectivity and IP- connected devices are proliferating in the UK and across Europe WHAT’S HAPPENING? • Growth of higher-speed broadband … • … and of wireless/mobile internet connectivity • Rapid take-up of smartphones … • … and proliferation of new networked devices: tablets, consoles, TVs Growing numbers of consumers are consuming across multiple screens
- 4. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 4 Sponsored by Yahoo! Today, 10% of Europeans are regularly using three screens to access and consume content – 55% are 16-34, 55% are male MULTI-SCREENERS “1 in 10 (52m) Europeans across the 15 countries surveyed [by the EIAA] watch TV, use the internet on a PC or laptop and use the internet on a mobile phone or PDA” Source: EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)
- 5. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 5 Sponsored by Yahoo! Internet emerges as the ‘must have’ media amongst these multi-screeners with two thirds (66%) claiming they would be lost without it 17% 6% 66% 58% 8% 4% 1% 35% 12% 31% 28% 3% 9% 2% Watch television (not through Internet) Listen to the Radio (not through Internet) Use the Internet (total) Use the Internet (PC) Use the Internet (Mobile) Read Newspapers Read Magazines Multi-Screeners Non Multi-Screeners Q5h. Which one of the following types of media would you be lost without? We found that multi-screeners in Eastern Europe are more likely to feel lost without the internet with 79% claiming they could not be without it compared with only 14% feeling lost without television EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)
- 6. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 6 Sponsored by Yahoo! 29% Watch video online* 46% 37% 37% Multi-Screeners Non Multi-Screeners 40% 23% Download music* 21% Download video clips/content* 23% Listen to the radio* 25% Game online* 30% Q7b. Which of the following types of web activities do you use at least once a month (via PC, laptop, mobile phone or PDA)? * via PC, laptop, mobile phone or PDA Multi-screeners are keen online video consumers and their thirst for entertainment does not stop there EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)
- 7. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 7 Sponsored by Yahoo! TV INTERNET ON PC NEWSPAPER MAGAZINE 68% 34% 29% AT LEAST ONE OTHER MEDIA: 86% 38% INTERNET ON MOBILE TV INTERNET ON PC NEWSPAPER MAGAZINE 26% 28% 20% 2% INTERNET ON MOBILE Multi-Screeners Non Multi-Screeners 86% of multi-screeners use at least one other media whilst they watch TV with 68% using the internet, compared to 26% of TV watching non multi-screeners AT LEAST ONE OTHER MEDIA: 69% European multi-screeners are sophisticated media meshers EIAA, Mediascope Europe 2010 – Multi-Screen Users (September 2010)
- 8. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 8 Sponsored by Yahoo! In the UK, twin-screening and multi-screening appear common … UK MULTI-SCREENING ACTIVITY Source: Yahoo!, Appetite – The Hunger for Mobile Media (2010)
- 9. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 9 Sponsored by Yahoo! Going forwards, three-screen users – and twin-screening behaviours – are likely to become far more common FOR EXAMPLE: USA TWIN-SCREENING Source: Source: Nielsen Cross-Platform Homes, March 2010; Simultaneous users are those who simultaneously used the TV and the internet for at least one minute during the month 71% of people use both TV and internet; more than half use TV and internet simultaneously
- 10. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 10 Sponsored by Yahoo! For marketers, the growth and development of a three-screen media market could create compelling new opportunities … • Campaigns can build effectiveness across channels, as consumers respond to messages in one channel • Ability to engage more deeply and retarget • New combinations of brand- building, performance and direct response POTENTIAL OPPORTUNITIES
- 11. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 11 Sponsored by Yahoo! … as well as important new challenges • (Even) greater variation between different groups of consumers? • Media measurement becomes more challenging? • Far more data sets to combine and manage? CHALLENGES
- 12. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 12 Sponsored by Yahoo! And in the future … ? WHAT’S NEXT
- 13. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 13 Sponsored by Yahoo! To help us understand what’s happening … • Tim Hussain – Head of Mobile and Video Advertising, BSkyB • Alison Fennah – Executive Director, EIAA • Louisa Wong – Director of Media Platforms, iProspect (Aegis) • Louise Ainsworth – Managing Director, EMEA, Nielsen • Laura Chaibi – Director of Research EMEA, Yahoo! OUR EXPERT PANEL
- 14. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 14 Sponsored by Yahoo! 1. What’s happening? 2. Opportunities & challenges? 3. The future? We’ll structure our discussion around three areas … STRUCTURE OF OUR DISCUSSION Three screens: facts, fictions and fads
- 15. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 15 Sponsored by Yahoo! What’s happening across the media market today? 1. What’s happening?
- 16. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 16 Sponsored by Yahoo! What are the opportunities and challenges for advertisers? SO WHAT? 2. Opportunities and challenges?
- 17. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 17 Sponsored by Yahoo! How will three screening change the media market? WHAT HAPPENS NEXT? 3. The future?
- 18. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 18 Sponsored by Yahoo! Time for some audience participation … Facts, fictions and fads Facts Fictions Fads
- 19. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 19 Sponsored by Yahoo! The winning lottery numbers in 2015’s first draw are … Facts, fictions and fads 3 9 21 28 29 42
- 20. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 20 Sponsored by Yahoo! The X-Factor will be the UK’s most popular television programme … Facts, fictions and fads … in 2015?
- 21. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 21 Sponsored by Yahoo! HD ‘technology add-ons’ will allow consumers to project content from most devices onto any wall … Facts, fictions and fads … in 2015?
- 22. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 22 Sponsored by Yahoo! Panoramic sunglasses that stream video will be common … Facts, fictions and fads … in 2015?
- 23. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 23 Sponsored by Yahoo! Games console will become media consoles, powering multiple screens in the house with media services … Facts, fictions and fads … in 2015?
- 24. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 24 Sponsored by Yahoo! New flexible screen technologies will emerge and the first epaper newspapers will go on sale … Facts, fictions and fads … in 2015?
- 25. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 25 Sponsored by Yahoo! Little screens will continue to amplify big screen success – Susan Boyle moments will be commonplace … Facts, fictions and fads … in 2015?
- 26. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 26 Sponsored by Yahoo! Reliable multi-screen media measurement solutions will be readily available in the UK … Facts, fictions and fads … in 2015?
- 27. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 27 Sponsored by Yahoo! EU Commission lobbies for the break up of major media corporations … Facts, fictions and fads … in 2015?
- 28. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 28 Sponsored by Yahoo! The majority of people in the UK will be able to access internet services through their TV … Facts, fictions and fads … in 2015?
- 29. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 29 Sponsored by Yahoo! Anyone under the age of 20 will spend more time consuming online video than linear TV … Facts, fictions and fads … in 2015?
- 30. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 30 Sponsored by Yahoo! Thank you to our panel
- 31. © MTM London 2010 | Panel discussion – Internet Week Europe – Three Screening – 8.11.10 (JW) 31 Sponsored by Yahoo! Contact information Jon.watts@mtmlondon.com Jon Watts Co-founder and Director MTM London 1 Earlham Street London WC2H 9LL United Kingdom Telephone: +44 (0) 20 7395 7510 www.mtmlondon.com Laura Chaibi Director of Research and Insights EMEA & GST outreach Yahoo! 125 Shaftesbury ave, London, WC2H 8AD email: lchaibi@yahoo-inc.com direct +44 (0)207 131 1466 mobile +44 (0)7976 454 503
Editor's Notes
- #5: Put simply, 10% of Europeans today – up to nearly 20% in advance digital markets like the the UK – watch TV and regularly consume internet content on PCs and mobile devices 94% of all Europeans watch TV, 51% use the internet on a PC or laptop and 14% use the internet on a mobile or PDA 90% of multiscreen users have broadband (versus 80% of all European internet users
- #9: It’s important to understand consumers who use more than one media simultaneously - recent studies show that rather than media platforms being used independently of each other, there are increasing numbers who respond to seeing or hearing an ad in one media and action further engagement from the messaging on another. Many studies have proven this to be the case with TV and PC and here we note 77% of people are using both media at the same time. As a result, case studies have flooded the market in support of a combined PC and TV strategy. Qualitatively, we identified many instances of media being used simultaneously across 3 screens, with 22% of our quant sample stating they exhibited this behaviour. From this we wanted to identify what the effect is for advertisers when consumers are using 3 media at once in the hope of articulating what role mobile plays in an effective multi media strategy.
- #10: Will traditional distinctions between platforms break down – was it television or online video or mobile? Will all major media companies operate across multiple platforms? How far will integration between media platforms go? And what about the data … ?
- #11: Increasing numbers of consumers respond to seeing or hearing an ad in one media and action further engagement from the messaging on another
- #12: Cross Media Synergies: Brand Y TV Ads Were Most Effective Among Those Viewers Who Were Previously Exposed to Online Video Ads
- #13: Will traditional distinctions between platforms break down – was it television or online video or mobile? Will all major media companies operate across multiple platforms? How far will integration between media platforms go? And what about the data … ?
- #16: Alison – what does the EIAA’s research tell us about three-screen users in Europe and the UK? What’s distinctive about them? What do they do differently? Laura – Yahoo has recently looked at three-screen users in the UK – what can you tell us about them? Presumably the big change is the growth in mobile internet consumption? Louise – as consumers gain access to more screens, presumably twin-screening behaviour will grow? How widespread is simultaneous usage? Tim – Sky operates across all three screens – how many of Sky’s subscribers are consuming your services three-screeners? How fast is it growing?
- #17: Louisa – why should advertisers and agencies care about three screen behaviours? Is twin screening an opportunity or a challenge? Tim – how will the growth of three-screens change the UK media market? Alison – it’s only 10% of Europeans at the moment, 20% in the UK Louise – presumably there are some pretty big problems emerging in media measurement? Most panels are single media only.
- #18: A few words from the panel – what will look different in 2015?
- #20: Now, to check that you’re paying attention – a practice round …
- #21: Louise?
- #22: Laura?
- #23: Louisa?
- #24: Tim?
- #25: Laura?
- #26: Louisa?
- #27: Louise?
- #28: Tim?
- #29: Laura?
- #30: Alison?
- #32: End slide with London address.