techFdg pga final
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The document discusses the impact of second screen strategies on television viewing, highlighting how consumers frequently use mobile devices while watching TV, with a particular focus on younger audiences and live events. It emphasizes the importance for marketers to create engaging content that encourages cross-device interaction, as well as the potential for significant revenue generation from second screen commerce. Additionally, it outlines the key takeaways for businesses to effectively integrate their marketing strategies across multiple screens to optimize customer engagement and drive sales.
techFdg pga final
- 1. Capabilities & Select Product Showcase Television Extended: Second Screen Strategies and Case Study
- 3. Why FDG? Intro Demographics & Stats Multi-Screens Showcase A second screen experience is a specifically designed app or mobile optimized webpage that is created in order to capture the attention divide of a person using a mobile device or a laptop while watching TV and use it to compliment the program that the consumer is currently viewing. What exactly is a Second Screen experience? ROI
- 4. People Who Use Smartphones While Watching Television by Frequency: 39% of smartphone owners reported using their devices while watching TV on a daily basis. 85% 67% 46% 0% 20% 40% 60% 80% 100% MonthlyMultiple Times a Week DailySource: Pool, Two Square TV Lane, 2013 While watching TV most users are Multi- Tasking on their Smartphones Why FDG? Intro Multi-Screens ShowcaseROIDemographics & Stats
- 5. 85% of tablet owners also claim to watch TV while using their tablets. Watch TV while using my Tablet 85% Heavy Multi-taskers 38% Light Multi-taskers 47% … or on their tablets. Why FDG? Intro Multi-Screens ShowcaseROIDemographics & Stats
- 6. In the U.S., this behavior thus far is correlated with younger ages and higher incomes. We expect smartphone and tablet growth this holiday season to increase the lower categories. 81% 72% 60% 45% 29% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 18-24 25-34 35-44 45-54 55-64 65+ Viewers Who Use Phones While Watching TV by Age Source: Pew Internet & American Life project. Why FDG? Intro Multi-Screens ShowcaseROIDemographics & Stats
- 7. Live Events: While watching the Olympics on TV, 63% of consumers with a PC, tablet, or smartphone were simultaneously looking at other scores or match information Live events offers an opportunity to engage deeper with the viewer. Mass media events are increasingly experienced on the second screen. This emergence of the "digital water cooler" requires high-level, end-to-end workflows with an integrated capability to publish to second-screen web services. Why FDG? Intro Multi-Screens ShowcaseROIDemographics & Stats
- 8. 8 • Non-Simultaneous Usage (Shifting): all non-simultaneous usage of screens throughout the day. • Simultaneous Usage: Using another digital screen at the same time as watching TV • Meshing: Using an internet-enabled second screen to enhance the media experience by researching, talking, and engaging in the program being viewed on the television screen • Stacking: Using an internet-enabled second screen to conduct unrelated media tasks while watching TV. New terms: Simultaneous Usage vs. Shifting Stacking is frequently seen as a threat, since it can be viewed as a hijacker of attention Why FDG? Intro ShowcaseROIDemographics & Stats Multi-Screens
- 9. Simultaneous Multi-Screening When do they use each screen? • There are a multitude of reasons that people engage in simultaneous multi- screening. • There are more reasons to engage in stacking than meshing. Why FDG? Intro ShowcaseROIDemographics & Stats Multi-Screens
- 10. • People typically follow a common sequence when shifting between different screens relating to similar content • It is estimated that we will begin to see the sequence shifting towards starting with the smart phone, then moving to laptop. Simultaneous Usage vs. Shifting Why FDG? Intro ShowcaseROIDemographics & Stats Multi-Screens
- 11. What does that mean to marketers? 1. Content is King Television advertisements that provide multiscreen users with engaging content are more likely to incite users to engage with the brand on another screen. Content that is engaging and catches attention is likely to go viral, and garner more views and interactions. 2. Storytelling Similarly, a advertisement that has interesting visuals, music and story drive users to look up the ad on another screen after seeing it on a television and share it with their social networks through their smartphone. 3. Subtly infusing 1st screen into 2nd screen 4. Marketers should not define impact by numbers. Marketers should consider their definition of impact, and adjust it to fit a multiscreen marketing technique. Television may seem like it beats multiscreen marketing since it has large viewership and is easy to measure number of people who have seen it. Why FDG? Intro ShowcaseROIDemographics & Stats Multi-Screens
- 12. Why? Consumers are already shopping on their mobile devices while watching TV. Over 40% of tablet owners do so. + Second screen commerce is a natural extension of pre-existing advertising and product placement strategies. + If you like a product advertised on television, it is easy to act on an impulse and purchase it immediately on a mobile device. + Timed ads set to appear in a complimentary fashion to television ads can help push consumers further along the path to purchase. + Only a small % of TV viewers need to develop an affinity for the activity, for massive revenue potential. Second Screen Commerce is poised to Generate Significant Revenue Why FDG? Intro ShowcaseDemographics & Stats Multi-Screens ROI
- 13. Unaided awareness, in particular, has dramatically increased by 73% after users are exposed to the ads on second screen. Source: Pool, Two Square TV Lane, 2013 Second screen ads have proved to be successful in lifting key brand metrics 73% 10% 45% 21% 19% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% Unaided Awareness Aided Awareness Advertising Recall Campaign Message Recall Brand Favorability Purchase Intent Why FDG? Intro ShowcaseDemographics & Stats Multi-Screens ROI
- 14. 3.9% 2.8% 3.3% $0.75 $0.48 $0.62 0.00 0.10 0.20 0.30 0.40 0.50 0.60 0.70 0.80 0.0% 0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% Computers Smartphones Tablets Cost-Per-Click ConversionRate Average Conversion Rate Average Cost Per Click Mobile ads lead to sales offline or on other devices, and these sales aren’t taken into account when advertisers evaluate the effectiveness of ad campaigns. Mobile ads are persistently underpriced relative to their real impact Paid Search Conversion Rate Cost-Per-Click, U.S. Why FDG? Intro ShowcaseDemographics & Stats Multi-Screens ROI
- 15. … the return of mobile investment is significant. ADVANCED ROI CALCULATION CURRENT ROI CALCULATION Order Value Percent By Device MOBILE PC TABLET 85.7% 11.8% 3.5% 59.0% 8.2% 32.8% Why FDG? Intro ShowcaseDemographics & Stats Multi-Screens ROI However, if we take the second screen effect of mobile into consideration…
- 16. ESPN InPlay: Live Broadcasted 2nd Screen Trivia Experience• HTML5 & Responsive Web Development • Built for the 2012 US Open Tennis Tournament, 2013 ESPYS, Home Run Derby, and Wimbledon • This year the platform will run NFL Draft and The World Cup • Equipped with a customized CMS to enable real-time product updates during broadcast times • Offer multiple advertising opportunities for brands to interact and engage with consumers in different ways. • ESPN InPlay experienced 10x the amount of anticipated user traffic for the product. • 100% growth of visitors day over day • 20,000 Visitors per night • 100,000+ users Why FDG? Intro Demographics & Stats Multi-Screens ROI Showcas e
- 17. 17 Network TV: as Participatory Medium: Gamification • The viewers become active participants in the show, blurring the lines between content and audience. • Gamification, as a way to drive audience participation, works best when the game-play is intrinsic to the show content. Why FDG? Intro Demographics & Stats Multi-Screens ROI Showcas e
- 18. NFL Draft • 2014 NFL Draft • Sponsored by Corona • Featured player related trivia Why FDG? Intro Demographics & Stats Multi-Screens ROI Showcas e
- 19. Instantly jump into a conversation and tweet a response or comment on their Facebook wall. Utilize Twitter and Facebook to see what others were saying about the match. Interact with predictive and historical trivia questions The user was able to… 2 31 This Allowed for a Rich Experience Why FDG? Intro Demographics & Stats Multi-Screens ROI Showcas e
- 20. “For ESPN, mobile has become virtually indispensable. For the network’s coverage of live games, up to 50% of online usage comes from mobile. Thus, the key for advertisers is managing that connectedness to a live event.” -David Roter SR. Dir. Digital Sales & Strategy at ESPN Combined, the iPhone and the iPad constituted more than 50% of the total traffic to the site Why FDG? Intro Demographics & Stats Multi-Screens ROI Showcas e
- 21. Key Takeaways • The majority of media interactions are screen-based, and so marketing strategies should no longer be viewed as ‘‘digital’’ or ‘‘traditional’’. • Consumers turn to their devices in various contexts. Marketing and websites should reflect the needs of a consumer on a specific screen. • The sequential usage of mobile devices makes it imperative that business enable customers to save their progress between devices. Saved shopping carts, ”signed-in”, etc. • During simultaneous usage, content viewed on one device can trigger specific behavior on the other. • Consumers shop differently across devices, so business should tailor the experience to each channel. • Most of the time when TV is watched, another screen is being used. These instances present the opportune time to convey your message and inspire action.
- 22. • Best-in-class mobile marketing initiatives do not operate in a vacuum. They formulate the core of an integrated and relevant cross-channel strategy. In order to maximize their marketing efficacy and revenue contribution, their performances are measured, analyzed and improved. We know how to manage those plans. • We are storytellers and brand builders blended with user-centered designers, technologists and analysts. The collision of these poles can cause overwhelming tension between the idea and the user. Our execution of great work solves that tension—a resolution we live for. End to End Solutions Intro Demographics & Stats Multi-Screens ROI Showcas e Why FDG?
- 23. 111 John St., 4th Floor, New York, NY 10038 FreshDigitalGroup.com