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Millward brownadreaction estudomultitelas BR 2014

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Millward brownadreaction estudomultitelas BR 2014

  1. 1. Marketing in the multiscreen world AdReaction 2014 BRAZILRESULTS
  2. 2. CONDUCTED IN 30 COUNTRIES AROUND THE WORLD
  3. 3. THE POWER OF FOUR 3 Why do we need to better understand multiscreen? How are screens used? What do people think of ads on screens? What should brands do?
  4. 4. WHY DO WE NEED TO BETTER UNDERSTAND MULTISCREEN?
  5. 5. GROWING OWNERSHIP OF SMARTPHONES AND TABLETS IS CREATING A NEW MEDIA LANDSCAPE 5 Global Shipments 725 349 145 238 1,004 315 227 227 2012 2013 TV Smartphone Laptop Tablet
  6. 6. 6 Highest and Lowest TV minutes? Highest and Lowest Smartphone Minutes? Highest and Lowest Laptop Minutes Highest and Lowest Overall Minutes? Indonesia 540 Italy 317 UK 148 Vietnam 69 China 161 Kenya 65 Nigeria 193 France 79 SCREEN MINUTES BY COUNTRY Brazil (4th) 474
  7. 7. HOW MUCH ARE SCREENS USED? BRAZIL RESULTS
  8. 8. Time Spent Daily on Screens Per Person Global Average: 113 (27%) Global Average: 108 (26%) Global Average: 50 (12%) Global Average: 147 (35%) TOTAL MINS: 474 BR vs. 417 global
  9. 9. When are devices used during the day? TV Smartphone Laptop Tablet
  10. 10. When are devices used during the day? 0% 5% 10% 15% 20% 25% 30% 35% 6am to 9am 9am to 12 noon 12 noon to 3pm 3pm to 6pm 6pm to 9pm 9pm to 12 midnight 12 midnight to 6am TV Smartphone Laptop Tablet Device Key
  11. 11. RELATED CONTENT UNRELATED CONTENT AT THE SAME TIME AT DIFFERENT POINTS IN TIME 11 ONE DEVICE AT A TIME 234’ 66% SIMULTANEOUS 119’ 34% 354 BR vs. 308 global How often are screens used simultaneously?
  12. 12. RELATED CONTENT UNRELATED CONTENT AT THE SAME TIME AT DIFFERENT POINTS IN TIME 12 ONE DEVICE AT A TIME 234’ 66% STACKING 76’ 22% MESHING 43’ 12% Is simultaneous use for related content? 354 BR vs. 308 global
  13. 13. Why do people use TV and Digital screens to do RELATED things? Meshing Global Average: 24% Global Average: 19% Global Average: 14% Global Average: 11%
  14. 14. Why do people use TV and Digital screens to do DIFFERENT things? Stacking Global Average: 42% Global Average: 39% Global Average: 28% Global Average: 27% Global Average: 25% Global Average: 20%
  15. 15. How much screen use overlaps with TV?
  16. 16. How often does a task start on TV and continue on another screen?
  17. 17. How often does a task start on a smartphone and continue on another screen?
  18. 18. How often does a task start on a laptop and continue on another screen?
  19. 19. How often does a task start on a tablet and continue on another screen?
  20. 20. WHAT DO PEOPLE THINK OF ADS ON SCREENS?
  21. 21. AdReaction 2014 www.millwardbrown.com/adreaction UK USA Argentina Australia Brazil Canada China Colombia France Germany India Indonesia Italy Japan Kenya Mexico Nigeria Phillipines Russia Saudi South Africa South Korea Spain Thailand Turkey Vietnam 15 25 35 45 55 65 300 350 400 450 500 550 MULTISCREEN OPPORTUNITY PLOT - COUNTRIES 21 MarketingReceptivity (averageacrossscreens) Scale of Opportunity (minutes across screens)
  22. 22. AdReaction 2014 www.millwardbrown.com/adreaction 28 33 38 17 22 27 32 22 TV ads with URL TV ads with Facebook TV ads with online extras TV and online show sponsorship Sponsored mobile play-along for live TV event Sponsored online TV voting for TV show Online ads promoting TV ad or show - pre Online ads promoting TV ad or show - post MULTISCREEN OPPORTUNITY PLOT MARKETING APPROACHES (GLOBAL) Receptivity-GLOBAL Noticed - GLOBAL Micro-video TV ads promoting mobile app TV ads with hashtags TV show and mobile app sponsorship Interactive TV ads
  23. 23. AdReaction 2014 www.millwardbrown.com/adreaction 23 MULTISCREEN OPPORTUNITY PLOT MARKETING APPROACHES (BRASIL) 15 25 35 45 55 18 23 28 33 38 43 48 TV ads with url TV ads with Facebook TV ads with hashtags Interactive TV ads TV ads promoting mobile app TV and online show sponsorship TV show and mobile app sponsorship Sponsored mobile play along game for live TV event Sponsored online TV voting for TV show Online ads promoting TV ad or show - pre Online ads promoting TV ad or show - post Micro-video TV ads with online extras Noticed - BR Receptivity-BR
  24. 24. OPPORTUNITIES: BRANDS AND ACTIONS MENTIONED BY THE RESPONDENTS
  25. 25. BE CONSISTENT • Magnum launched an advergame, with digital and TV efforts, that consumers had to navegate through diffent internet pages to hunt chocolates. • The interesting thing was the “pleasure hunt” was not only about Magnum but went to other brands’ internet pages such as Samsung, YouTube and the Saab car. Despite being multi branded and multi media, Magnum managed to keep it consistent throughout the screens, using each of its specific advantages. 26 The campaign started with PR around a concert set in the town of Milligan, NE - bang in the middle of America Magnum made a campaign in which you needed to achieve various levels to get to the Ice Cream. In TV it was already beautiful to see, but in the internet game it had me because it was super fun to play Magnum made an engaging advergame and invested on other media platforms Having other brands involved made the game more interesting without taking focus of Magnum.
  26. 26. BE CONNECTED • New multi-screen behaviours offer exciting opportunities for interactions between screens. Although not all brands will be able to achieve this, second screen play-alongs can be highly popular. • Skol, a beer brand, is promoting exclusive brand content in the Twitter of a famous comedy TV show in Brazil, "Pânico na TV". The tweets happen simultaneously to the show transmition and videos are posted in the TV show’s twitter profile with participation of the show`s characters, enabling viewers to interact with both the show and the brand. The brand was promoted during the show and viewers were able to vote for their favourite episode on the brand’s website “When Skol allowed the viewers of Pânico na TV in Band TV to vote for your favourite episode through the brand’s website” Users could interact with both the brand and the TV Show. The TV Show’s Twitter profile promoted the brand’s contents. 27
  27. 27. AdReaction 2014 www.millwardbrown.com/adreaction BE CONSIDERED 28 Edeka (German supermarket) ran a cute but “safe” TV ad featuring their variety of own brand products Supergeil has become a huge viral hit and spawned video messages to share with friends, colleagues etc. The TV ad achieved relatively few views online A much riskier, crazier “Supergeil” (= awesome) ad ran online – also featuring their own brand products
  28. 28. BE CONCISE • Think carefully about how to overcome resistance to ads on digital screens. Use mobile- friendly, shareable content that entertains first, informs second. • Vivo, a Brazilian telecom brand, launched a TV and social media campaign to concisely promote its benefit of good network connectivity. • The brand used the `pega bem` hashtag (which means `it`s wonderful, it`s good`) and asked consumers to post good moments of their lives with this hashtag. 29 “Vivo’s television advertising is super funny, and they have very cool ads in social networks” The pegabem posts were also curated on a dedicated campaign website Uploads were shared online via Facebook (where Vivo has over 2m fans) and other social platforms Their TV commercial encouraged people to share good moments of their lives
  29. 29. Acesse o estudo completo em: millwardbrown.com/AdReaction/2014 ​Adriana Sousa Director of Media and Digital Solutions, Latin America t. +55 11 3069 3625 Adriana.Sousa@millwardbrown.com

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