"Multimoment Advertising" the presentation of Bela Papp - Managing Director, CEE MEA Microsoft Advertising, Thinkdigital at Breakfast with Microsoft, an event that took place in Semiramis Hotel, Kifisia, on Wednesday 4/11/2015.

1. MULTIMOMENT ADVERTISING
OR “CAPTURING THE ATTENTION OF A GOLDFISH”

2. 0
2
4
6
8
10
12
2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 2021
2.1
4.9
8.7
A LOT MORE
10.3
5.8
3.2
Source: Cisco CNI, 2015

3. TV: 125 MINUTES
Source: Millward Brown Adrection 2014
LAPTOP: 102 MINUTES
TABLET: 37 MINUTES
MOBILE: 132 MINUTES
40%
SIMULTANEOUS
AND WE USE THEM

4. IN FACT…OUR
ATTENTION SPAN IS
NOW LESS THAN
THAT OF A
GOLDFISH
www.MicrosoftAttentionSpans.com

5. HOW DO YOU
CAPTURE THE
ATTENTION OF A
GOLDFISH?
(HINT: DON’T KNOCK ON THE BOWL…)

6. 2010: Meet the Screens
2013: Multiscreen Pathways
2015: Multimoment Advertising

7. 1 FOCUS ON WHAT CONSUMERS NEED FROM A SCREEN

8. Microsoft Internal, Feb 2015.
DIFFERENT MOMENTS DIFFERENT NEEDS
Early Morning Late Morning Midday Afternoon Evening Late Night Wee Hour
PC Browsing
Peaks twice during the day -
once around midday and
again in the evening
Gaming console
Peaks in the evening
driven by relaxation and
distraction
Mobile
Peaks in the late night
driven by social needs
Tablet Usage
Peaks in the late
night to relax and
take your mind off
serious things

9. Microsoft Internal, Feb 2015.
Outlaw
Jester
Lover
Caregiver
Everyman
Innocent
Ruler
Sage
Wizard
Hero
Creator
Explorer
2015
FREEDOM
ORDER
EGO
SOCIAL
The tablet should
provide visual content
that inspires
The gaming console
should appeal to our sense
of fun & competition
Mobile advertising has
to be personal and
helpful on some level
Tell emotional stories
and build your brand
through TV
PC ads need to
provide richness
and engage
DIFFERENT SCREENS DIFFERENT NEEDS

10. 2 LET THE LOW ATTENTION SPAN WORK TO YOUR ADVANTAGE

11. Multimoment Advertising
Connecting with people in the
moment that matters the most, on
the device that is most appropriate
for that specific message, by
synchronising the experience across
devices.

12. Two or more devices simultaneously
One device at
a time
Content
Grazing
Social
Spiderwebbing
Investigative
Spiderwebbing Sequential
THE 4 MULTISCREEN PATHWAYS

13. Simultaneous usage Unrelated content
Distraction
Multi-tasking
CONTENT
GRAZING
46%

14. The need:
DISTRACTION OR
MULTITASKING
You want to:
“LURE THEM IN”
Through:
PERSONALIZED,
CONTEXUALIZED
CONTENT
and/or
UTILITY
CONTENT GRAZING
MARKETER IMPLICATIONS

17. Simultaneous usage Related content
Exploration
Discovery
INVESTIGATIVE
SPIDERWEBBING
59%

18. The need:
2nd SCREEN
CONTENT
EXPLORATION
You want to:
ALIGN YOUR
BRAND/MESSAGE
TO THE RIGHT
SCREEN
(BOTH?)
And make it even
stronger by:
SPONSOR/BUILD
THE APP/
PLATFORM WHERE
THE CONTENT SITS
By:
CREATING CONTENT
THAT ENCOURAGES
MULTISCREENING
INVESTIGATIVE SPIDERWEBBING
MARKETER IMPLICATIONS

19. Game of Thrones
Enhanced Digital
Experience

20. Change to State of Origin/9Jumpin example

21. Simultaneous usage Related content
Connection
Belonging
SOCIAL
SPIDERWEBBING
67%

22. You want to:
ALIGN YOUR
BRAND/MESSAGE
TO THE RIGHT
SCREEN
(BOTH?)
And:
FACILITATING THE
CONVERSATION
By:
CREATING
CONTENT THAT
PEOPLE WANT TO
SHARE AND
DISCUSS
The need:
CONNECT AROUND
CONTENT
SOCIAL SPIDERWEBBING
MARKETER IMPLICATIONS

25. Sequential Task-oriented
Efficiency
Simplicity
SEQUENTIAL
MULTISCREENING
71%
.

26. You want to:
JOIN TH JOURNEY
– BE A VALUED
PARTNER
By:
MAPPING YOUR
CONTENT TO
EACH STEP IN
THE JOURNEY
And:
BUILD A
LOGICAL
SEQUENTIAL
STORY
SEQUENTIAL MULTISCREENING
The need:
EFFICIENCY AND
SIMPLICITY
MARKETER IMPLICATIONS

28. TO CAPTURE THE ATTENTION OF THE GOLDFISH
FOCUS ON WHAT CONSUMERS NEED FROM A
SCREEN/DEVICE RATHER THAN ITS CAPABILITIES
THERE ARE INDIRECT WAYS OF CONNECTING THE SCREENS BUT THE
FUTURE IS IN MULTIMOMENT ADVERTISING - SYNCHRONISING THE
EXPERIENCE ACROSS SCREENS USING PERSONAL IDENTIFICATION
THE 4 PATHWAYS OF MULTISCREEN BEHAVIOUR IS A CONSUMER-INSIGHTS
BASED CREATIVE FRAMEWORK FOR HOW TO CONNECT ACROSS SCREENS
SUMMARISING…
ARCHETYPES PROVIDES GUIDANCE ON HOW YOUR BRAND/MESSAGE
FITS THE SCREEN/PLATFORM/TALENT/PROGRAM

30. MAKING IT HAPPEN
HOW DATA IS ENABLING
MULTIMOMENT ADVERTISING

31. 59% 71%46% 67%CONTENT
GRAZING
INVESTIGATIVE
SPIDERWEBBING
SOCIAL
SPIDERWEBBING
SEQUENTIAL
MULTI-SCREENING

32. Personalise brand
stories
Connect with people in
moments that matter
the most
Throughout their multi-
screen journey
Understand motivations
behind multi-screen
behaviours
Take a holistic view
Deliver a synchronised
advertising experience

33. Shift from device targeting to
multi-screen targeting
Consider the relationships that
people have with their devices

34. BOOK NOW
holidays
X

35. BOOK NOW
BOOK NOW

36. WHAT’S NEXT?

38. THANK YOU