Vuoi ricevere i prossimi contenuti e slide? Iscriviti alla newsletter. È gratis. :) bit.ly/mocanewsletter "Correlation between Television and Digital Landscape in Italy". The presentation presented by Marco Ziero (MOCA Interactive) during 2014 edition of iMetrics (Moscow, Russia). The topic is the second screen and the goal is to share some insights and best practices about how to get the most out of second screen phenomenon. MOCA presented some opportunities for companies through a research and a case study. The research want to answer the question "Do the brands that invest on TV know that they are talking to potential/acquired customers constantly running into the customer journey?". The case study is about a digital advertising campaign synchronized with television campaign. The key concept of the presentation is the customer journey. The suggestion is that all channels (online and offline) should work together. In the end, three trends: TV sync, audio fingerprinting/watermarking (e.g. Shazam), user account.

1. привет

2. Correlation between television and
digital landscape in Italy

3. Correlation between
television and
digital landscape
in Italy
Correlation between television
and digital landscape in Italy
Marco Ziero - MOCA Interactive

4. Sardinia(in 2013, 750k Russian people came to Italy)

5. Famous Italian mall

8. Insights
+
Best practices
Insights +
best practices

9. Watch television
every day
82%
4h
Everyday in front of
the TV

10. Population
61Mio
Active mobile
subscriptions
97Mio
158%
Mobile penetration
(European average: 139%)

11. Advertising spending (Y-o-Y) + forecast
0
1000
2000
3000
4000
2008 2009 2010 2011 2012 2103 2014 2015 2016 2017
Television Internet

12. Second screen

13. 30Mio of Italian Internet users use at least one
device connected while watching the TV

14. Let’s focus on
behaviour

15. Simultaneous
(screens are viewed ad
the same time)
25%
Shifting
(screens are viewed at
different points in time)
75%

16. Meshing
(related content)
40%
Shifting
(screens are viewed at
different points in time)
75%
Stacking
(unrelated content)
60%

17. Why do you mesh?
Interact with what’s
happening on TV 0,08
Discuss what I’m watching
(e.g. social media) 0,16
Find more information about
what’s on TV 0,17
Follow up on a TV ad 0,11

18. Find and
follow up
Discuss and
interact

19. Experience
Enrichment
Social TV

20. Business opportunities for companies

21. - create its own mobile app
Social TV

22. Social TV

23. Social TV
No longer available!

24. - create its own mobile app
- buy adv in the apps
Social TV

25. - create its own mobile app
- buy adv in the apps
- follow users in the social
networks
Social TV

26. - create its own mobile app
- buy adv in the apps
- follow users in the social
networks
Social TV

27. Twitter and TV (Sept. 2014)
.
- 2.6Mio tweets;
- 240.000 unique authors;
- 128Mio impressions;
- 225.000 viewers/day.
Social TV

28. Social TV
Show On Air TV Audience Twitter Audience Ratio
Le Iene Yes 2.9Mio 827k 0,285
Report Yes 2.1Mio 398k 0,189
X-Factor Yes 876k 394k 0,449
Servizio Pubblico Yes 2.2Mio 329k 0,149
Che tempo che fa Yes 2.2Mio 195k 0,088
The Voice of Italy No 3.2Mio 156k 0,048
Piazza Pulita Yes 1Mio 157k 0,157
Ballarò Yes 2.5Mio 136k 0,05
Amici Yes 4.6Mio 134k 0,029

29. Correlation between
television and digital
landscape in Italy
But what about
the adv spending
ratio?

30. Television is just a piece of
the customer journey
Experience enrichment

31. When can
brands talk to TV
viewers?

32. TV spotProduct placement

33. TV spot

34. Do brands know that, through
TV spots, they’re talking to
Italian potential/acquired
customers who are constantly
running into a customer
journey?
Research

35. Correlation between
television and digital
landscape in Italy
We saw (a lot of,
+1.000) TV spots and
(manually) grabbed
some data

36. - Industry
- Brand
- Awareness(brand or product)
- Promotion
Data

37. - Web site(homepage, internal web
page, dedicated web site, responsive, voice)
- Social network
- Mobile(telephone number, mobile app)
- Other(hashtag, Shazam, other social
networks, events)
Data

38. - Call-to-action
- Did I found the same
message on Google
and on the web site?
Data

39. What we found out…
47%
TV spots that show a website address (URL)

40. What we found out…
7%
4%
3%
86%
Homepage Internal page Dedicated website Dedicated internal page
What kind of URL?

41. What we found out…
14%
TV spots that, once the website address is
shown, pronounce the URL

42. What we found out…
16%
TV spots that show social networks’ icons

43. What we found out…
0
25
50
75
100
Regione 1
Facebook Twitter Youtube Google+ Pinterest Instagram LinkedIn
Slideshare Flickr
Which social networks?

44. What we found out…
5%
TV spots that show a mobile app’s icons

45. What we found out…
5%
TV spots that show a telephone number

46. What we found out…
6%
TV spots that pronounce a call-to-action

47. What we found out…
What kind of call-to-action?
Follow us
Continue on
Find more
Ask for a quote
Download the app
Shop online
Donate

48. What we found out…
15%
TV spots that show a promotional offer

49. What we found out…
Once the TV spot push me to go to the internet
(URL, CTA or a commercial offer) is the message aligned on
Google AdWords?
48% 52%
Yes No

50. What we found out…
Once the TV spot push me to go to the internet
(URL, CTA or a commercial offer) is the message aligned on the
website?
12%
88%
Yes No

51. What we found out…
Once the TV spot push me to go to the internet
(URL, CTA or a commercial offer), is the website responsive?
47% 53%
Yes No

52. What we found out…
Any other details?
Hashtags
Shazam
(apparently) User generated content
Soundtrack download
Cross-device compatibility icons
Other social networks icons (Vine, Spotify)

53. What we found out…

54. What we found out…

55. What we found out…

56. What we found out…

57. Correlation between
television and digital
landscape in Italy
How to produce the
“perfect” TV spot

58. #1
Don’t ask to much to your TV spot:
it’s not a performance channel.
Use emotions and try to leave a
sign in viewers’ mind.
Some best practices

59. #2
Show the website address.
Better: create a dedicated URL
(for tracking).
Some best practices

60. savethechildren.it/tv
savethechildren.it/IT/Tool/ECommerce?canale=8
Some best practices
Regular URL
Tracking code

61. #3
Pronounce the website address:
during ad breaks people lower the
eyes to their mobile devices
Some best practices

62. #4
If you show social networks’ icons,
help the viewers finding you
on those social networks (icons
are not enough!)
Some best practices

63. Some best practices

64. #5
Tell the viewers why they should
follow you on the social networks:
call to action!
“Follow me”, often, it’s not enough.
Some best practices

65. #6
If it fits with your company
business, don’t forget the dear old
phone number (great if you can
track incoming calls)
Some best practices

66. #7
Be sure the website looks good
on smartphones and tablets
Some best practices

67. #8
If the TV spot talks about a
promotional offer, be sure you talk
about that offer everywhere
(website, social network, …)
Some best practices

68. #9
Be sure that when people put
some keywords in Yandex (or Google)
related to the TV spot (brand name, product
name, pay off) you’re the first result (paid
and organic)
Some best practices

69. #10
Create a dedicated URL to go
through with retargeting
campaigns
Some best practices

70. Product placement

71. Correlation between
television and digital
landscape in Italy
Here we collected
some experiences

73. Reality cooking shows:
Molto Bene
Bake Off
TV shows

74. Extend brand exposure
from television to digital
landscape to increase
product placement value
Goal

75. We know that the television invites
the viewer to do something
(looking for further info, follow up)
on the internet afterwards. We
want to be there as well.
Idea

76. Advertising campaigns:
Google AdWords (+retargeting)
Facebook Ads
(at that time, to advertise on Twitter was too expensive)
Channels

77. Keywords and interests related to:
- those TV shows(and similar)
- anchor man/woman
- special guests + participants
- cuisine and recipes
- brand and products(from product
placement)
Target

78. Time window
Particularity
Show
Campaigns
1h 3h

79. Results (funnel) for “Molto Bene”
Note: “BakeOff” is still running
4.1Mio impressions
20k clicks
11k
remktg imp
2Mio TV viewers

81. Keep in mind

82. TV campaigns and digital
campaigns are running
anyway. But they work each on
their own side. We can make
them work together to
improve effectiveness and
people experience.
Keep in mind

83. Correlation between
television and digital
landscape in Italy
What about
tomorrow today?

84. (1) TV Sync

85. Today
Issue: time window

86. It’s easy to know
when a TV show is
running. It’s not the
same for TV spots.
TV sync

87. TV sync

88. How?
“Our platform automatically identifies commercials on
TV, in real time and at scale. We use our proprietary
global TV monitoring network
to actually scan the broadcast video for advertisements
as they air on TV. This is a 24/7/365 process. Our state
of the art Automatic
Content Recognition (ACR) technology based
on fingerprinting identifies ads within a few
seconds.”
TV sync

89. Source: Civolution
- A 250% lift in CTR for
Twitter ads that were
synchronized to the airing of
television spots (case study: major
movie launch)
TV sync

90. Source: Civolution
- A 50% increase in CTR
(case study: fast-moving consumer goods brand
during a daytime campaign)
TV sync

91. Keyword: simultaneously

92. (2) Fingerprint

93. Fingerprint

94. Fingerprint

95. Fingerprint

96. - 25Mio users
- 1Mio new users every
month
- 8Mio monthly active users
Fingerprint

97. - 1Mio tags from TV in the
last 12 months
- 1’46” spent on Shazam
result page
Fingerprint

98. Fingerprint

99. - TV sync
- Finger print
- Account
Today
(3) Users account

100. Account
TV on demand
Only 47% of
U.S. viewers still
watch live TV

101. Account
We’ll be always logged in!
As it happens with the internet right now
Both directions

102. Account
It will be easy to understand if
you watched a TV show and
then serve you ads on the
internet and if you visited a
website and then serve you a
TV spot on TV

104. Conclusions

105. Accenture: “[…]The sharp rise of
multiscreening is both a threat and an
opportunity[…] passive fruition is over […] For
broadcasters and content providers becomes
essential 'follow' the consumer on all
devices[…]delivering a user experience
optimized from time to time on each device,
but at the same time always consistent
regardless of the device used at the time[…]”
Conclusions

106. Correlation between
television and digital
landscape in Italy
- Do follow
- Right context
- Consistency
Giveaway

107. Now you know!

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109. спасибо
marco.ziero@mocainteractive.com
@marcoziero
@mocainteractive

110. - http://www.engage.it/tecnologia/nielsen-twitter-tv-ratings-debutta-
in-italia-a-settembre-26-milioni-di-tweet-su-programmi-tv/20187/
- http://www.primaonline.it/wp-content/uploads/2013/09/
Executive-Summary.pdf
- http://www.slideshare.net/rudymazaky/2014-digital-landscape-
overview-by-wearesocialsg
- http://www.topitalianstyle.com/litalia-cambiera-la-politica-di-
rilascio-dei-visti-ai-russi/
- http://www.millwardbrown.com/adreaction/2014/
- Twitter Inc
- Civolution
- Mobvious for Shazam
Sources