and… action! on set with digital & video by matt sage
TRANSCRIPT
#TrendigitalSF
Growing Audiences Across Multiple
Screens
#TrendigitalSF
OVERVIEW
1.Consumer’s media habits past and current
2.Trends in Video
3.Social TV
4.What does this mean for local businesses?
30 Years Ago: 2,000 Ads Per Day
Today: 5,000 Ads Per Day
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The Big Question: Are people watching TV?
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National Trend: Which of the following did you use yesterday?Source: Millward Brown Digital 2014
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92%90%
93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Watched Television
Total Adults 18 - 34 35+
In the past 7 days, have you watched television?
Source: Marshall Marketing 2013
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86%
98%
81%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
110%
Accessed the Internet
Total Adults 18 - 34 35+
In the past 7 days, have you used the internet?
Source: Marshall Marketing 2013
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Typical Mobile Internet Activities While Watching TV
Source: Nielsen/Yahoo
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Activities of Multi-taskers
Total Adults
Local News/Weather/Sports 81%
Research products or services 79%
Facebook 67%
Look up the phone number of a business 65%
Download or view online video 51%
Research health topics/procedures/doctors 46%
Automotive research 46%
Which of the following types of activities have you
used on the Internet...?
Source: Marshall Marketing 2013
#TrendigitalSFSource: ComScore 2014
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Millennials• Teens + 20s + 30s• Hyper-connected digital natives• Extremely high social media consumption• They love sharing information• Millennials can mold opinions of older
generations• Seek more information and share more after
making the purchase• How will their media habits change in the
future?
#TrendigitalSFSource: University of Michigan Study
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Death of TV???
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89% 88%
96%
89%94% 96% 95% 96% 95% 96% 96% 94% 92%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
110%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2008 2010 2012 2013
Watched Television
Source: Marshall Marketing 2013
Have You Watched Television in the Past 7 Days?Demo: Total Adults
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87% 88%
97%
89%93%
96% 95% 96% 97% 97% 97%94% 93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
110%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2008 2010 2012 2013
Watched Television
Source: Marshall Marketing 2013
Have You Watched Television in the Past 7 Days?Demo: Adults 35+
#TrendigitalSF
91% 89%94%
89%
96% 96% 95% 96%91%
95% 95%92%
90%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
110%
1998 1999 2000 2001 2002 2003 2004 2005 2006 2008 2010 2012 2013
Watched Television
Source: Marshall Marketing 2013
Have You Watched Television in the Past 7 Days?Demo: Adults aged 18-34
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33%
48%
56%
61%
66%
74%78% 79%
82%85% 84%
87%
0%
17%
33%
50%
66%
83%
100%
1999 2000 2001 2002 2003 2004 2005 2006 2008 2010 2012 2013
Yes
Do You Currently Have Access to the Internet?
Source: Marshall Marketing 2013
#TrendigitalSFSource: Marshall Marketing 2013
Do you have a wireless mobile phone or tablet that can
access the internet or run apps?
45%
55%
0%
10%
20%
30%
40%
50%
60%
2012 2013
Yes
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Disruptions in the TV industry
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Why is Video Important?
• Videos increase people’s understanding of your product or service by 74%
• 1/3 of all online activity is spent watching video
• 80% of people remember video ads they watch
• Above all, video whether on TV or online tells a story
Sources: QuickSprout, InSivia, DigitalSherpa 2014
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INTERACTIVE VIDEO
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Social TV and Engagement
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Nielsen TV Ratings Top Ten – Week of 2/2 – 2/8
Twitter Poll Question
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20%
35%
13%
0%
10%
20%
30%
40%
Total Adults18 - 34(35 - 44 or 45 - 54 or 55 - 64 or 65+)
Total Adults 35+18-34
Twitter’s Local Reach
Source: Marshall Marketing 2013
What have been the most talked about events on social media?
#TrendigitalSF
65M People on Facebook265M posts, comments, and likes
28.4M TweetsButler interception – 395,000 tpmWe are still better than
the Packers!
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3.2M RTs
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What Does It All Mean for Local Businesses?
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Reaching Audiences Across Multiple Screens
