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AdReaction2014_APAC_2

4 tips to tackle multi-screen marketing challenges

With consumers simultaneously using multiple screens, the opportunity for marketers lies in delivering consistent, integrated campaigns as users shift between screens.

Specific to multi-screen marketing opportunities, AdReaction, a global study by Millward Brown which is into its 10th year, found consumers are most receptive to micro videos, TV ads with interactivity and TV ads promoting mobile apps, Facebook pages and websites.

Asia Pacific surged ahead of the global average in terms of total screen time (439 minutes versus 417), with smartphones taking up the lion’s share (159 minutes to 147). Screen time for laptops (115 minutes) and tablets (60 minutes) was also higher than the global average. TV was the only screen to fall short (104 to 113 globally), highlighting the opportunity for multi-screen marketers in the region.

Other key APAC findings include:

– A typical APAC multi-screen user consumes just over seven hours of screen media per day during a five-hour period.

In line with global figures, smartphone usage takes the lion’s share (36%) with total minutes ahead of the global average (159 versus 147).

39% of screen time is simultaneous usage of TV and a digital device, ahead of the global average (35%). Of this, 17% is meshing (simultaneous usage for related content) – again ahead of the figure seen globally (14%), and 21% is stacking (simultaneous usage for unrelated content).

Shifting remains the biggest multi-screen marketing opportunity.

With nearly 61% of screen time spent shifting brands can take advantage of using synergistic multi-screen campaigns, potentially targeted at mobile given its inflated usage in APAC.

TV does still act as the trigger medium for screen activity in APAC.

In terms of continuation, smartphone dominates among all other screens (smartphone 51%, laptop 40%, tablet 26%).

Marketing receptivity is higher for TV than for ads on digital screens in line with global figures.

But there is an opportunity in APAC for synergistic attention-grabbing campaigns and making the most of TV and smartphone activity. Consumers are receptive to interactive TV ads and notice TV ads that advertise apps. Brands who can optimise between these screens in a meaningful way have a lot to gain.

A market-wise breakdown:

Understanding local market nuances becomes critical for brand strategies and media planning. Regional numbers from Asia Pacific were higher than global consumption patterns, driven primarily by use in Indonesia and the Philippines.
While in other regions smartphones dominate primarily daytime screen usage, in Asia Pacific they are the dominant screen in the evening as well. Of the total time screens are being viewed, “shifting” among individual screens throughout the day remains the dominant form of screen use, at 61% of screen time. This remains the largest multi-screen opportunity in Asia Pacific.

  • Users in Thailand, for example, engage in meshing at a higher proportion than the global average (28% versus 14%), while users in Australia are stacking more (28% versus 22%).
  • Indonesia and the Philippines topped the global table in terms of total time spent between screens at 540 and 531 minutes respectively.
  • Laptop minutes in China (161) are the highest in the world.
  • Within the region, Japan had the lowest consumption at 343 minutes.
  • Tablets deliver difference for brands, with receptivity notably high in the Philippines.

More on the findings here:

Four tips for brands in a multi-screen world:

Be consistent – Whenever someone engages with you, whatever screen they’re using and wherever they are, your brand experience and messaging should be uniform.

The biggest multi-screen opportunity is not simultaneous connections between screens, rather a consistent presence across screens, whenever and wherever someone chooses to engage with your brand. Pepsi’s “Get Hyped for Half Time” was a successful month-long multi-screen campaign which culminated in its sponsorship of the Super Bowl half-time show.

Be connected – Think about second-screen experiences and how your marketing can interact engagingly between screens and travel seamlessly across screens.

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.

Kia’s “Game On” play-along app illustrates how a brand can promote meshing. During the Australian Open tennis grand slam, TV viewers were encouraged to use their smartphone to return a serve from Sam Groth on TV. The brand was well integrated in both the TV ad and app – helping to keep Kia top-of-mind as an official sponsor of the tournament.

Be considered – Some screens are better than others at communicating particular aspects of your brand’s personality.

All screens can achieve all brand-building tasks, but different screens do imply certain attributes and can play specific roles. Let these starting assumptions work to your advantage. Vanish uses TV to not only advertise its “Tip Exchange” Facebook app, but also in an attempt to help keep Vanish salient, utilising this high-reaching trigger medium.

Meanwhile, the digital component of the campaign allows for deeper engagement with the brand, content and other brand users, in an attempt to differentiate itself from other brands, in a useful and engaging way.

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.

This year’s study was conducted among 16 to 44-year-old multi-screen users (defined as people who own or have access to both a TV and either a smartphone or tablet). Short 15 question surveys were conducted via mobile interviews. Research was conducted in 30 countries among more than 12,000 consumers. The APAC sample size was 3080.

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