Global Media Trends: Progressive Screens (Multiscreen experiences)

An introduction to Havas Media

•  Seamless, simultaneous or sequential engagement across multiple connected devices and screens including:

•  TVs, PC desktops, laptops, smartphones, tablets, gaming consoles, e-book readers, in-store kiosks, OOH digital billboards, Smart TVs, etc.

•  “Progressive Screens” offer opportunities to enhance user experiences (versus interrupt) and enable consumers to ‘progressively’ achieve their tasks or goals

Progressive Screens: What is it?

Unlock shopper rewards by using your phone to tag

music from a TV commercial

(Old Navy and Shazam)

Get point-of-view footage from the eyes of the world’s

best snowboarders while watching the race on TV

(Red Bull and Shazam)

Progressive Screens

Vote for your favorite team players live in-stadium via texting,

tweeting from your mobile device, or online website

(All Star Ballot Vote, MLB.com)

Watch live game highlights, get access to archived games

and share comments with other fans on your PC, smartphone

and/or tablet (Volvo, MLB.com)

Progressive Screens

Chat online with other viewers while watching TV shows

(ABC ‘Scandal’ and iPad page on Yap.tv)

Browse and buy items you see featured in your

favorite TV shows

(Ebay ‘Watch with’ IiPad app)

Progressive Screens

Befriend a TV character in real-time on the web via SMS text, and get a personal response

and offer redeemable at your local store

(Grolsch Beer, TV ad, web and mobile)

Play and compete with sports fans while

watching the game

(Heineken Star Player mobile app, TV)

Progressive Screens

Progressive Screens: Opportunity

•  Activate fans and customers, and monetize complimentary touch points with brand sponsored engagement

•  Live events (sports, music): extend the experience online with gaming competitions, real-time stats, videos

•  TV shows – supplement with access to exclusive behind-the-scenes footage and conversations

•  Spur social amplification, sign-ups, registrations, and sales through ad-based interactions (tagging content, check-ins, tweeting,etc)

•  Progressive screens best practices: context-driven (specific to location, time, consumer need) with related call to action, seamless and consistent (fluid stories), complimentary (not duplicative), transferable, savable, and optimized for the format, device.

l 90% of all media interactions in the U.S. are screen based, with an average of 3 different screen combinations per day: smartphone & TV (81%), smartphone & Laptop/PC (66%), Laptop/PC & TV (66%)

l 77% of TV viewers use another device while watching TV; smartphones are the most frequent companion device while watching TV

l 34% people use the device closest to them when looking for information

l  Top activities performed during simultaneous screen usage: emailing (60%), internet browsing (44%), social networking (42%), playing a game (25%), searching (23%), watching video (9%)

l 67% of people start shopping on one device and continue to another (61% laptop, 4% tablet)

Source: Google, New Multiscreen World, US, Aug 2012

Progressive Screens: Key Stats

Global dual screen activities: (Nielsen, Q4 2011)

l  Most frequent tablet or smartphone activity across all countries while also watching TV is checking email.

l  Other content related to watching TV include looking up info related to show, looking for deals or products advertised on TV.

Simultaneous global use of tablet while watching TV

Simultaneous global use of smartphone while watching TV

Progressive Screens: Key Stats

Overview: Global Media Trends Video Series

l  For 2012-2013, Havas is developing a global video series that will feature interviews with innovative leading companies and key industry specialists across nine media trend areas.

l  Havas has undertaken this comprehensive market review in order to identify the most crucial areas of opportunity for our current and future clients.

l  For marketers who are seeking to be more effective in reaching their audiences, more engaging when connecting with them, and more efficient in transacting with them, we believe there are multiple opportunities that are now available within this dynamic new landscape.

Trend categories: progressive screens, social shopping, location-based marketing, crowdsourcing/co-creation/curation, augmented learning, big data & analytics, smarter search, life tracking, and cashless commerce.

Thank you! Obrigado! Gracias! Merci! Grazie! Arigatô! Vielen Dank! Terima Kasih! 谢谢您!

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