Multiscreen marketing campaigns. Where creativity meets technology.

1. CREATIVITY MEETS
TECHNOLOGY IN
THE MULTI-SCREEN ERA
Hristo Hristov, CEO
Amaliya Abbas, Senior Brand Manager
IAB Forum, Sofia, 11.03.2014

2. 29500000000000000000000

3. There are now 295 exabytes of data floating around the world – that's
29,500,000,000,000,000,000,000 pieces of information. 315 times
the number of grains of sand on Earth. While you think this is enormous,
it is still less than one per cent of the information that is stored in the
DNA of a single human being.
Every day the average person receives the equivalent of around 174
newspapers of information. 86 pages-long newspapers. Every day
the average person is exposed to around 5000 marketing messages.
Source: Dr Martin Hilbert, University of Southern California / New York Times

4. A complete information overload.
Information, bombarding us from TVs, computers,
laptops, smartphones, tablets, video consoles etc.

5. TRANSMEDIA STORYTELLING

6. There are now so many places to experience content,
a new way of storytelling is being born - multiplatform
storytelling - the technique of telling a single story or
story experience across multiple platforms and formats
using current digital technologies.

7. NOT IF, BUT HOW

8. So if consumers are using second screens while watching TV, are they
using them merely as distractions? Or are they using these second
screens to engage more deeply with what they’re watching? The answer is
both. But consumers are also using second screens for activities that are
directly related to the content they’re viewing, as almost half of tablet
owners look up information about what they’re watching.

9. Therefore the real question is not if, but how do people
interact with and move between devices and screens?

10. 73.5% 53.5%
57.7%
USAGE
SMARTPHONES
USAGE
TELEVISION
ADS
ONLINE
ADS
BROWSE WHILE
WATCHING TV
58.4%
TRUST
Source: Digitribe Report 2013

11. SIMULTANEOUS
VS.
SEQUENTIAL

12. Sequential is when we move from one device to another to complete a
single goal: check a website, redeem an offer, book a flight.
Simultaneous is when we engage with multiple devices at the same time.
Almost 50% of second screen usage, while watching TV, comes from
smartphones compared to 34% from laptops.*
Today’s consumers are ready to connect with your business on every
screen — from smartphones and tablets to computers and TVs. That’s a
great opportunity, but only if you can give them a great browsing
experience, regardless of what device they’re on. In order to give you
their time and attention, today’s busy consumer expects your ad to be an
intelligent, engaging and creative one.
*Source: Google

13. DEFINEDESIGNDELIVER

14. DEFINE
This stage is about planning for and thinking about the consumer
journey, our goal and how we are going to achieve it, the strategies
we are going to use.
DESIGN
This stage is about designing the campaign, the experience, think-
ing about how to position the product and make the consumer
relate to it.
DELIVER
This stage is about activation, figuring out the tactical approach and
delivering the consumer experience.

15. THINKING ABOUT
THE CONSUMER JOURNEY

16. GAMIFYING TV ADSAPP+TV
SMALL SCREEN+TV DURING
LIVE EVENTSINCENTIVIZING
AD ENGAGEMENT

17. GAMIFYING TV ADS
Engage TV viewers by adding multi-screen gaming elements that are fun to play and also tied into
contests and prizes. For example, you can create a TV ad, that contains clues and then encourage
viewers to keep viewing the ad in order to find all of them and upload them to the campaign website,
scan them with an app etc.
APP + TV
Use an app that syncs to a TV show or ad and uses the mobile device to show how to buy in-show
products, or shows products related to the TV content. This offers not only a great and different pur-
chase experience but also adds value for viewers.
SMALL SCREEN + TV DURING LIVE EVENTS
Sports and other major events are a prime opportunity to leverage multi-screen viewing. Sports fans
-- the most engaged TV viewers -- can be further engaged through supplemental information, sports
statistics and commentaries, or a group viewing experience. Accompanying apps, or ads which provide
this information on mobile devices, can add value.
INCENTIVIZING AD ENGAGEMENT
Reward TV viewers for watching commercials or multi-screen branded messaging with incentives like
freebies and coupons. One option is to allow users to check in to TV shows, movies and even ads in
order to win prizes, bonuses, discounts etc . A great incentive is to provide exclusive content, such as
behind-the-scenes and video extras.

18. Coca-Cola: CokePolarBowl

19. Apotek: Apolosophy

21. 56,266
UNIQUE VISITORS
AT FREE2SEE.BG
DURING THE TEASER
CAMPAIGN
1200 5000
FACEBOOK
SHARES
VIDEO VIEWS
ON VBOX
free2see.bg
NOVA: #free2see

22. S I M U L T A N E O U S
S I M U L T A N E O U S
S E Q U E N T I A L

23. S I M U L T A N E O U S
S I M U L T A N E O U S
S E Q U E N T I A L

24. FOCUS ON THE CONSUMER
JOURNEY AND THE CONSUMER
WILL REWARD YOU WITH MUCH
MORE THAN FOCUS.

25. THANKYOU
Hristo Hristov, CEO: hristo.hristov@netinfocompany.bg
Amaliya Abbas, Senior Brand Manager: amalia@netinfocompany.bg