dcm presentation multitasking and conncted devices

1 Proprietary and Confidential. ©2011 All Rights Reserved

Connected Devices & Multi Tasking

Ed LawsPietro Lambert


Time

Compared to a year ago, consumers spend more time on their mobile and less with traditional media

2 Q1. Compared to last year, please indicate whether you spend more, less or the same amount of time doing the following . . .? (Select one for each)

Figures show net change by deducting those who claim to be doing this less often vs. a year ago from those claiming to be doing it more often

Talking & Texting

+49%

Mobile Internet

+54%

Watching online videos on a mobile

+29%Reading a magazine

-24%

Reading a newspaper

-31%

Listening to radio

-5%

… and less time on...

More time on...


Mobile Internet compliments PC online usage

3 Qualitative/Q. Using the scale below, please tell us how much you agree or disagree with each of the following statements.

The mobile Internet is

physically &

emotionally liberating

Often more convenient than PC or the laptop.

Portability enables multi-tasking

‘How I want it, where I want it’

Pull of mobile Internet71% agree that “I prefer and like websites that I can access on both my PC and my mobile device versus those that are just accessible on my PC”


Mobile keeps consumers informed with news, weather and sports the most visited written content

Q10c. Which types of content did you read on your mobile phone when you last went online using your mobile device on (INSERT DAY) at (INSERT TIME OF DAY)? Please select all that apply.

Types of content read via mobile Internet

Weather

National/International news & opinion

TV/movies

Local News

Sports News/Stats

Top headlines of the day

Celebrity/Gossip/Beauty/Fashion

Music

Humor

Lifestyle/Health/Education

Video Games/Gaming related

Political

Electronics/Technology

Finance News

40%

39%

36%

34%

33%

32%

31%

30%

26%

26%

23%

21%

18%

13%

31% of written content

accessed daily…

5 Proprietary and Confidential. ©2011 All Rights Reserved5

Tablet owners spend 10.9 hours a day consuming media

8.6 8.6

2.1 3.3

7.810.1

5.5

10.9

24 Hr Day Extended Day (incl multi-tasking)

24 Hr Day and Extended Day (Hrs) Among Tablet Owners

Media

Non-Leisure

Leisure

Sleep

Half of this is multi-tasked

Source: Ipsos OTX MediaCT’s LMX study. 7,500 US online consumers per wave


What types of Multi tasking

6

Situations in Which Tablet, Ereader and SmartphoneOwners Use Their Devices, Q1 2011% of respondents Tablet Ereader SmartphoneWatching TV 70% 35% 68%Lying in bed 57% 61% 51%With friends/family 44% 17% 58%Waiting for something 42% 32% 59%In the bathroom 25% 17% 28%Attending a meeting/class 24% 10% 23%Shopping/running errands 21% 9% 59%Commuting 20% 11% 47%Other 35% 39% 50%Source: The Nielsen Company, "Q1 2011 Mobile Connected Device Report"as cited in company blog, May 19, 2011

2eMarketer: “US Mobile Internet Page Views, by Device Type and Platform” March 2011


3 in 4 consumers understand that advertising is part of the mobile experience– Attitudes Towards Mobile Advertising

Q38. Below is a list of statements that may or may not describe how you feel about advertising on mobile devices. Using the scale below, please tell us how much you agree or disagree with each of the following statements about advertising on your mobile device.

Pro, 40%

Accepting, 35%

Rejecting, 25%

Agree with any of these statements:– After I see a mobile ad, I sometimes look for

more info– I’m ok with mobile ads if it’s personalized to my

specific needs and interests– I’m ok with mobile ads when they are useful and

relevant to what I am currently searching for

And do not agree with either of these:– I find advertising on my mobile device intrusive– I find most mobile ads to be irrelevant

Agree with any of these statements:– I’m ok with mobile ads if it means that I can

access mobile content for free

And do not agree with either of these:– I find advertising on my mobile device intrusive– I find most mobile ads to be irrelevant

Agree with either of these statements:– I find advertising on my mobile device intrusive– I find most mobile ads to be irrelevant

accept that advertising is a part of the experience

75%


8

TELEVISION&MULTITASKING

12 Photo credit: Flickr user Paul Beattie

New tray design for

turkey dinner?

15

METHODOLOGY | PHASE 1

WHO 3,000 mobile device owners

HOW 22-minute online survey with

WHEN July 2011

16

METHODOLOGY | PHASE 2

Measured U.S. user activity on Yahoo! Mobile

Super Bowl Same time & day a week before and after

World Cup Same time & day a week before and after

Academy Awards Same time & day a week before and after

* Mobile user activity measured with Yahoo! internal data. TV commercial data sourced from TNS.

17 Photo credit: Flickr user stevendamron

21%of respondents admit

to texting while driving

59%are more responsible;

they text in the car while NOT driving

18

pretend to use their mobile device

to avoid awkward situations

52%

19

Okay, seriously:

Mobile TVmultitasking results

20

80% 98million

With 122M mobile internet users....

mobile TV multitaskersof respondents are mobile-multitasking while watching TV

SOURCE: Base used for projections based on ComScore MobileLens, June 2011(3 MO. AVG.), Total Mobile Internet Users 18-64 = Used browser or application or SMS (except mobile to mobile)

21

94%Are engaged with

some kind of communication

60%Are engaged with

some kind of content

WHAT DO THEY DO?

2C'sI do the following...

22

Text

Talk

Email

Social Networking

IM

Not related to what I'm watching

Related to what I'm watching

Look up info on a commercial I just watched

Read news

Play online games

Do work or homework

80%74%

61%54%

46%

44%38%

36%32%32%

24%

CONNECTION & CONTENT ARE MAIN DRIVERS

What were you doing when mobile multi-tasking while watching TV?

A lot of content relates directly to the TV Program or Commercial

CONNECT

94%

CONTENT

60%

23

Case Histories : Multitasking during commercials.Pietro Lambert – Head of Video

24

IM

Social Network

Email

Talk

Text

28%

39%

42%

45%

52%

DURING COMMERCIALS

I frequently do this during commercial breaks…

25

DURING COMMERCIALS

I frequently do this during commercial breaks…

Content related to the program I was watching

Use search engine to look up info related to commercial

Website related to a commercial

Content not related to the program I was watching

25%

25%

26%

34%

A quarter are reacting immediately to a

commercial

26

SUPERBOWLCase Study : The Superbowl

27

A LOOK AT THE ENTIRE GAME

3:30 PM

3:35 PM

3:40 PM

3:45 PM

3:50 PM

3:55 PM

4:00 PM

4:05 PM

4:10 PM

4:15 PM

4:20 PM

4:25 PM

4:30 PM

4:35 PM

4:40 PM

4:45 PM

4:50 PM

4:55 PM

5:00 PM

5:05 PM

5:10 PM

5:15 PM

5:20 PM

5:25 PM

5:30 PM

5:35 PM

5:40 PM

5:45 PM

5:50 PM

5:55 PM

6:00 PM

6:05 PM

6:10 PM

6:15 PM

6:20 PM

6:25 PM

6:30 PM

6:35 PM

6:40 PM

6:45 PM

6:50 PM

6:55 PM

7:00 PM

7:05 PM

7:10 PM

7:15 PM

7:20 PM

7:25 PM

-20%

-10%

0%

10%

20%

30%

40%

INDEX

+

- Time(by 5min slot)

2011 Super Bowl: Sunday Feb 06, 2011, between 3:30-7:30 hrs PST Control dates: Same time & day a week before (1/30) and a week after (2/13)Measurement: User activity on m.yahoo.com (for US users), using Y! Internal DataTV Commercial data sourced from TNS

2011 Super Bowl (Main game: 3:30pm – 7:10pm, PST) Post-Game

1Q Starts

2Q Starts

3Q Starts

4Q Starts

Half-TimeBreak

Game End

TV Ad Breaks

28


98 COMMERCIALS PLAYED

3:30 PM

3:35 PM

3:40 PM

3:45 PM

3:50 PM

3:55 PM

4:00 PM

4:05 PM

4:10 PM

4:15 PM

4:20 PM

4:25 PM

4:30 PM

4:35 PM

4:40 PM

4:45 PM

4:50 PM

4:55 PM

5:00 PM

5:05 PM

5:10 PM

5:15 PM

5:20 PM

5:25 PM

5:30 PM

5:35 PM

5:40 PM

5:45 PM

5:50 PM

5:55 PM

6:00 PM

6:05 PM

6:10 PM

6:15 PM

6:20 PM

6:25 PM

6:30 PM

6:35 PM

6:40 PM

6:45 PM

6:50 PM

6:55 PM

7:00 PM

7:05 PM

7:10 PM

7:15 PM

7:20 PM

7:25 PM

-20%

-10%

0%

10%

20%

30%

40%

INDEX

+


-3:43 Bud Light Doritos Audi a8 -3:45 -3:50 Doritos Chevy Pepsi Max -3:51 -3:56 Bud Light Chevy Silverado Fast & Furious3Fox in house-3:58 First touchdown - GreenBay 4:01 -4:02 Pepsi Max Doritos Hyundai Elantra Fox in house-Fringe -4:04 -4:05 Cowboys (movie)Kia optima Fox in house -4:06-4:09Brisk-4:09

-4:16 Bridgestone Chevy Volt Go Daddy Fox in house -4:18 2nd quarter starts @4:19 -4:23 Budweiser Tele flora.com Transformer 3 (movie)-4:25-4:26 BMW X3 Motorola Zoom BMW Diesel -4:28-4:31 Coca Cola - Dragon THOR (movie)Volkswagen-4:33-4:39SnickersCareer Builder - monkey Super 8 (movie) -4:41Touchdown GreenBay @4:45-4:49 Chevy - Cruze Captain America (movie)Castrol - Edge CarMax Fox in house -4:51

-5:01 Fox in house - American idolsAndroid Sony Ericsson Acura TSX Xfinity - Comcast Cadillac CTS -5:03 -5:07 Fox in house - Daytona 500Chatter (Salesforce)-5:09

SHOW: BlackEyedPeas

-5:22 Chatter (salesforce.com) Fox in house Car fax Chase Bank GM Ram 1500Car fax Daily tablet -iPad -5:25 -5:27 NFL.com Fox in house - House Fox Speed channel - car warriors FOX Daytona 500-5:29

-5:36 Cars.com Etrade Best Buy Fox in house - Chicago Fox in house - American idol -5:38 Touchdown @5:42 Steelers -5:43 Jack Sparrow Pirate (movie)Car - MINI Homeaway.com -5:45 -5:49 Hyundai ElantraGroupon.com - Tibet Coke - Borderline -5:51 -5:53 Stella Artois CarMax The X factor -5:55 -6:00 Chrysler (2:00min) -6:02-6:21NFLHTC Sprint Jack In the BoxChevy – Tree planting- 6:24

-6:32 Rango (movie)Cars.com Bud Light - dogs Fox in house - Glee -6:34 -6:34 Hyundai Sonata hybrid Pepsi Max - man vs woman Rio (movie)-6:36-6:44Bridgestone - River floodGo Daddy Volkswagen (beetle) Fox in house -6:46-6:47 Mercedes – p-diddy Fox in house –Chicago code Fox in house - house -6:49 -6:56 Chevy - Camaro (1min)Verizon + iPhone -6:58 -7:00 Chevy – Cruz Fox in house - Glee Limitless (movie) Shape-ups (Sketcher) Fox in house -terra nova Fox in house - glee -7:02 Green bay won @7:07

1Q Starts

2Q Starts

3Q Starts

4Q Starts

Half-TimeBreak

Game End

[2Q]•21 TV Ads during 40 MIN

•Avg. Ads/Ad-break = 3.5

•Time-interval between Ads-time = 4.4 min







[Half - Time]•19 TV Ads during 30 MIN


•Time-interval between Ads-time = 3 min



•Time-interval between Ads-time = 3.5 min • 98 Ads during Super Bowl (3hr 40min)

• avg. 30 sec/ad • Frequency: 2min Ads break per every 5 min



-20%

-10%

0%

10%

20%

30%

40%

Mobile-Web Front Page User Traffic

INDEX

+


Mobile-Web User Traffic

TV Ad Breaks


In the beginning of the Super Bowl (SB), TV viewers are more engaged in SB game and SB TV commercials. As the games goes on, TV viewers use more mobile.

40+%

+ 34% + 28%

Half-Time Show

+ 33%

Pepsi Max

NFL.com

Fox Promo

Game EndAmericanIdol

SalesForce

X Factor Chrysler

Go Daddy

BMW X3

GB Touchdown

Snickers

Black Eyed Peas

Y! MOBILE FP TRAFFIC SAW SPIKES

30

-100%

0%

100%

200%

300%

400%

500%

INDEX

+


Mobile-Web User Traffic

TV Ad Breaks+305%

+387%

Half-Time show



Y! M. SPORTS ALSO SAW SPIKES Mobile-Web Sports User Traffic

31

Search queries related to TV ADs during Super Bowl have significantly increased

– Go Daddy: 6900%– Chevy Camaro: 1700% – Super 8 (Movie): 1970% – Transformer (movie): 610% – Volkswagen: 300% – THOR (movie): 81%

• Super Bowl queries: 980%• Green Bay: 180% • Note:

1) Super Bowl query term*: Super Bowl, Superbowl , or query terms including Super Bowl or Superbowl2) The most frequent query terms: excluding usual navigational query terms such as yahoo, facebook, google, etc3) Top 10,000 query terms on Super Bowl day (Feb 6, 2011) in US

MOBILE SEARCH QUERIES EXPLODE

32

...this is the Chevrolet Camaro

Case Study:

TV watching is multi-screen and social

80% of people are multitasking while watching TV

34

35

Video

36

IntoNow has years of content and live TV

IntoNow - Deepen the connection between Audiences, TV Content, and Advertisers

ACTIVATE ENGAGE

SOCIALIZE

Tag, Unlock, Reward

Share, Discuss, Recommend

Go deeper, Learn More, Get Notified

37

38

Program Example – Jersey ShoreThe Experience: Viewers simply tagged the remaining episodes of Season 3 to enter the contest.

Notifications:Users could opt to receive notifications on upcoming episodes

Online Instructions & Updates:IntoNow created a dedicated Jersey Shore landing page that gave instructions on how to participate

39

Program Example – Pepsi

To increase product consumption and awareness of Pepsi MAX, Pepsi worked with us to create the a product giveaway.

Users simply “tag” a Pepsi MAX commercial to receive a free 20 oz. Pepsi MAX.

Unique coupons are created preventing fraud, consumers share the experience among their friends.

40

Program Example – Pepsi

Step 1:Users tag the commercial

Step 2:Users select a retailer to redeem their coupon with

Step 3:Users can redeem for free product in store

The Experience: A “one-touch” process allowed users to “tag” the commercial, generate a coupon, and receive their free Pepsi MAX

Step 4:Users share the activity (2-3 downstream activations occur)

41

Program Example – Golden Gloves 2012. The Experience: Discussion, Related Content, News, Profiles and Real Time Polls.

42

Program Example – Conferences (eg: CES).The Experience: Related Content, Promotional Videos, Real Time interactions, Live Videos

IntoNow Metrics: December 2011Total Downloads: 2.5 Million (U.S. only)Active Users: ~1M (US only)

Usage by deviceiPad 41%iPhone 36%Android 23%

Most Tagged Shows1. NFL Football 2. The Big Bang Theory 3. College Football 4. Family Guy 5. How I Met Your Mother 6. American Horror Story 7. Dexter 8. Republican Debate9. The X Factor 10. SportsCenter

Top Genres1. Sitcom2. Comedy 3. Drama 4. Crime drama 5. Reality 6. Sports event 7. Children 8. Talk 9. Special 10. Suspense

Most User Comments1. Republican Debate 2. The X Factor 3. NFL Football 4. American Horror Story 5. The Year With Katie Couric 6. Family Guy 7. Presidential Debate 8. Dexter 9. College Football 10. NBA Basketball

Most FB & Twitter Shares1. NFL Football 2. The Big Bang Theory 3. American Horror Story 4. Dexter 5. Family Guy 6. NBA Basketball 7. College Football 8. How I Met Your Mother 9. Republican Debate 10. A Christmas Story

Usage by time of day

12:00 AM

1:00 AM

2:00 AM

3:00 AM

4:00 AM

5:00 AM

6:00 AM

7:00 AM

8:00 AM

9:00 AM

10:00 AM

11:00 AM

12:00 PM

1:00 PM

2:00 PM

3:00 PM

4:00 PM

5:00 PM

6:00 PM

7:00 PM

8:00 PM

9:00 PM

10:00 PM

11:00 PM

Recent Highlights

Facebook f8 Launch Partner Mobile Marketing Award Winner

45

• TV multi-tasking is big. 80% mobile multi-task while watching TV.

• Commercial time = mobile primetime. Y! mobile web traffic during live TV events is strongly correlated to ad breaks.

• I need to know more! 25% frequently look up info on a TV ad during the commercial break.

CONCLUSIONS

46

• Think tie-in. Integrate mobile ads into your TV media buys to engage users on both screens.

• Cater to the info-seekers. Make sure additional info from your TV ad is easily accessible on your mobile site.

• Be in the content. During major (live) events, advertise on sites relevant to the sponsored program to reinforce your message.

IMPLICATIONS

47

Thanks

dcm presentation multitasking and conncted devices

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