Multi-Screening: Clutter or Asset? It’s a Matter of Context Rolfe Swinton Co-Founder, CRO RealityMine @RealityMineTech
RealityMine for ARF March 2015
Jul 15, 2015
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Multi-Screening: Clutter or Asset?
It’s a Matter of Context
Rolfe Swinton
Co-Founder, CRO RealityMine
@RealityMineTech
How Multi-Screen Contextual Data Could Help You Win
The Perfect Audience + Perfect Context
Rapid Changes in Technology is Impacting
Each New Computing Cycle = 10x > Installed Base than Previous Cycle
Weekly Reach Of Digital Video Triples Since 2011 Disrupting Cable
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2011 2012 2013 2014
Weekly Reach A18-64
Any Digital Video Any Cable TV at Home
Source: USA TouchPoints, 2012.1 - 2014.1
-13%
+3X
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2011 2012 2013 2014
Share of Video Time by Platform, A18-64
Live TV/DVR DVD/Blu-Ray Any Other Video
Time Spent With Digital Video Disrupting TV
Source: USA TouchPoints, 2012.1 - 2014.1
-20%
Digital Video Growing In All Age Groups
Source: USA TouchPoints, 2012.1 - 2014.1
0%
10%
20%
30%
40%
50%
60%
70%
80%
2011 2012 2013 2014
Weekly Reach By Age
18-34 35-49 50-64
Steady Growth in Multiple Device Use
Source: USA TouchPoints, 2012.1 - 2014.1
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
1.6
1.8
2.0
2011 2012 2013 2014
Average Number of Video Devices Used, Full Week
18-34 35-49 50-64
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Live TV/DVR DVD/Blu-Ray Any Streaming Movie/TV Any Other Video
Share of Video Time by Platform A18-64
2013 vs. 2014
2013 2014
+36%
Share of Time Spent Streaming Movie & TV Programs up 36% in 1 Year
Source: USA TouchPoints, 2012.1 - 2014.1
So What Is Happening in
A Target’s Context Isn’t
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Feeling exhausted Commuting or travelling
Quality time withpartner or spouse
During a parent-child activity
How Working Moms (35-54) Consume Media in Different Contexts Mobile Device
TV
Computer
Women Generally are More Avid Multi-Screeners While Watching TV
Source: USA TouchPoints, 2012.1 - 2014.1
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Reach of multi-screen (mobile, tablet or computer) TV viewing
Reach of males viewing TV with a multi-screen Reach of females viewing TV with a multi-screen
Multi-Screen Behavior Changes By TV Content Genre
People Consume Different Genres in Different Emotional & Social Contexts
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10%
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30%
40%
50%
60%
Relaxed
NeutralAlert
Reach of alertness levels among multi-screening TV viewers *
0%
20%
40%
60%
80%Alone
Family
Collegues
Friends
Reach of social setting among multi-screening TV viewers *
Sports
Drama
News
Context & Digital Behavior - Heavy Drama Viewers
0.00%
1.00%
2.00%
3.00%
4.00%
5.00%
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Reach Tablet Mobile Phone Computer
0%
10%
20%
30%Sport
News
Shopping
Social Networking
SearchGames
Work
Banking
Hobbies
Reach of app categories used via a multi-screen mobile device during drama viewing
How do heavy drama TV viewers consume digital content throughout the day?
How does social context of drama media consumption vary through the day?
Morning Afternoon Evening
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Reach
Tablet Mobile Phone Computer
0%
5%
10%
15%Sport
News
Shopping
Social Networking
SearchGames
Work
Banking
Hobbies
Reach of app categories used via a multi-screen mobile device during news viewing
Context & Digital Behavior - Heavy News Consumers
How do heavy news TV viewers consume digital content throughout the day?
How does social context of news media consumption vary through the day?
Morning Afternoon Evening
0
10
20
30Sport
News
Shopping
Social Networking
SearchGames
Work
Banking
Hobbies
Reach of app categories used via a multi-screen mobile device during sports viewing
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Reach Tablet Mobile Phone Computer
Context & Digital Behavior – Heavy Sports Consumers
How do heavy sports media TV viewers consume digital content throughout the day?
How does social context of sports media consumption vary through the day?
Morning Afternoon Evening
The Tension Between Complementing vsDistracting Second Screen - Sports Viewers
Source: USA TouchPoints, 2012.1 - 2014.1
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Reach of complementary/distractor
content consumption via mobile
Reach of people using complementary multi-screen apps and watching sport tv
Reach of people using distractor multi-screen apps and watching sport tv
Demos May be Static, but Life Context is Completely Dynamic
Need to Know Her Story Receptivity
• When might she buy?
• What does her path to purchase look like?
• Which media are really most valuable to her?
• When is she really making buying decisions?
Where is the Optimal Place to Get Your Target to Act?
Improved Targeting
• Lifestyle
• Psychographic
• Buyer
• Drives relevance and ad performance
• But hasn’t gone far enough
Motivation + Ability
Motivation
Ability
High
Low
Low High
Source: BJ Fogg
What is Behavior?
• BJ Fogg at Stanford
• Behavior is systematic
• It is the result of elements coming together
Motivation + Ability + Trigger
Motivation
Ability
High
Low
Low High
Source: BJ Fogg
Avoiding Getting Lost in Clutter -Understand Multi-Screen In Context
• Multi-screening is growing as a behavior
• Technology adoption trending to ubiquity
• Drives second-screening and multi-screening depending on the situation
• Multi-screening & Second-screening doesn’t need to be distracting
• Requires the context of the target to be understood to deliver the message at the right moment
Effective Multi-Screen Communication
• Requires data-driven understanding:
• who you need to reach
• where they need to be
• what social situation they need to be in
• what they need to be doing
• how they need to be feeling
• what screens you need to activate them
RealityMine Receptivity Challenge • Receptivity Works!
• 6-month long technical challenge
$20,000+ prizeLeveraging situational context and receptivity to enhance advertising ROI
Email to register:
More details to come in April
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