1. Sports, Media & ContextServing the Cross-mediaConsumer

2. Why do multi-platform consumers behave as they do?What drives differences in behaviors?When does second screen become most relevant?When are ideal times to reach those consumers? 3. So Lets Take a Look at Three Big Events 4. SupLeetrs LBoook wat lMajor Sporting Events 5. MaLrecths L oMok aatd Mnajeors Ssporting Events 6. WLetosr Llodok Cat uMpajor Sporting Events 7. Where we want to take youWho were these people who were audiences to these events? What was their general cross-platform media behavior? How did their context change behavior, attitudes, etc.? How does the second screen fit into these behaviors? How can this all relate to purchase behavior and more? 8. Who is RealityMine?What is USA TouchPoints? 9. Who is RealityMine?UK-based mobile technology company with powerfulpassive & active data collection tools and analyticengines that generate actionable insights into consumerbehavior9 10. Real Behaviors & Real Insights in Real-TimeMultiple DataCollection &Capture SourcesCrisp,InsightfulReportingPowerfulAnalyticsEngines 11. How Our Data Collection Platform WorksRealityMines Cross-Media BehavioralData Solution is powered by acombination of flexible PassiveMetering, e-Diary and emotionaltracking tools.- Single Source View (3,000 +20,000 consumer panel)- Multi-Channel- Multi-Media- Real-Time- Context of a persons daily life- 30,000 300,000+ days- 720,000 hours 7.2 million hoursTrack each and every step taken on theconsumers journey actively & passively 12. Data Captured in USA TouchPointsLife ContextCross MediaEmotion12 13. Connection Event ActivityDeviceLocationAdvertising & MediaWiFi /NetworkSpeed /Strength2G / 3G /4GOperatingSystem /ModelNetworkBattery /ChargingBrowser /In-app AdsMusic, VideoCreation /ConsumptionAdIn / Out ofHome &SpecificLocationsReplacement& A/B TestingBehavioralContextEventTriggersCalls Made/ ReceivedDetailedWeb UsageApp UsageSMS In/Out& Other IMFormatsPassive Data Captured Continually 14. The Data Gives a Multifaceted andContinual ViewAll mediaAll emotionsAll life contextsRecorded as close to real-time as possibleAll day, every day, half-hour by half-hourAnd continuously - passively 15. The EventsSuper Bowl 2014March Madness 2014World Cup 2014 16. Who Was Watching?Viewers % by Gender and Age GroupGender Super Bowl MarchMadnessWorld CupMale 50% 54.4% 50.2%Female 50% 45.6% 49.8%Age Group Super Bowl MarchMadnessWorld CupMillennials (18-34) 22.7% 45.6% 51.7%Older (35-64) 77.3% 54.4% 48.5% 17. Where Were They & Who Were They With?Super Bowl March Madness World Cup By themselves At home With their kids At home With their partner At restaurants / bars 18. Key Variances by SegmentFemaleMillennials(18-34)Females (35+)MaleMillennials(18-34)Male (35+)Alone atHomeWith Childrenat HomeAlone at WorkWith Partnerand Children atHomeWith PartneratRestaurant/Bars andSomeoneElses HomeWith Childrenand PartnersatRestaurant/BarsWith Friends atRestaurant/BarWith Partner atRestaurant/Barand SomeoneElses Home 19. The World Cup is the One Sports Event That Most PeopleFeel Happy AboutViewers Emotions While Experiencing the Given Event22% 15% 13%42% 45% 35%37% 41% 52%Super Bowl March Madness World CupNEGATIVENEUTRALPOSITIVE 20. But Few Members of the Audience are OnlyWatching the Events25.0%20.0%15.0%10.0%5.0%0.0%Activities During Sport Events (%)Super Bowl March Madness World Cup Average DayNote: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others 21. But Few Members of the Audience are OnlyWatching the Events MM Working25.0%20.0%15.0%10.0%5.0%0.0%Activities During Sport Events (%)Super Bowl March Madness World Cup Average DayNote: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others 22. But Few Members of the Audience are OnlyWatching the Events SB & WC Social25.0%20.0%15.0%10.0%5.0%0.0%Activities During Sport Events (%)Super Bowl March Madness World Cup Average DayNote: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others 23. But Few Members of the Audience are OnlyWatching the Events25.0%20.0%15.0%10.0%5.0%0.0%Activities During Sport Events (%)Super Bowl March Madness World Cup Average DayNote: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others 24. How Did These Audiences Engagewith the Events? 25. March Madness: All About the FuturePotential121086420Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rdMedia distribution over study (%)Date (Match '14)TVRadioMobile 26. March Madness: All About the FuturePotential, Then Reality Set In121086420Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rdMedia distribution over study (%)Date (Match '14)TVRadioMobile 27. March Madness: All About the FuturePotential, Then Reality Set In121086420Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rdMedia distribution over study (%)Date (Match '14)TVRadioMobile 28. Viewership of the World Cup games in theUSA Grew as USA Gave Strong Start40.00%35.00%30.00%25.00%20.00%15.00%10.00%5.00%0.00%USA Audience of the World Cup 2014USA vsGermanyUSA vsBelgiumFrance vsGermanyBrazil vsColombiaFinalUSA vsPortugal 29. Viewership of the World Cup Games in theUSA Continued to Peak When USA Played40.00%35.00%30.00%25.00%20.00%15.00%10.00%5.00%0.00%USA Audience of the World Cup 2014USA vsBelgiumFrance vsGermanyBrazil vsColombiaFinalUSA vsPortugal USA vsGermany 30. Viewership of the World Cup games in theUSA Peaked When USA Played40.00%35.00%30.00%25.00%20.00%15.00%10.00%5.00%0.00%USA Audience of the World Cup 2014USA vsPortugal USA vsGermanyFrance vsGermanyBrazil vsColombiaFinalUSA vsBelgium 31. Viewership of the World Cup games in theUSA Peaked When USA Played then Faded40.00%35.00%30.00%25.00%20.00%15.00%10.00%5.00%0.00%USA Audience of the World Cup 2014USA vsPortugal USA vsGermanyUSA vsBelgiumFrance vsGermanyBrazil vsColombiaFinal 32. Super Bowl XLVIII: Was The Most Viewed Event in TelevisionHistory*70%60%50%40%30%20%10%0%18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30Other Super Bowl* -http://www.adweek.com/news/television/nielsen-overturns-earlier-call-super-bowl-xlviii-most-watched-ever-155461 33. Super Bowl XLVIII: Most Viewed Event in Television History*but Boredom Took Over the Audience by 9pm70%60%50%40%30%20%10%0%18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30Other Super Bowl Boredom* -http://www.adweek.com/news/television/nielsen-overturns-earlier-call-super-bowl-xlviii-most-watched-ever-155461 34. Audience engagement not easily predictable and notlinear Some surprising moments when the audience isactually most engaged can create opportunities But when are the best times to deliver thosemessages? 35. But what else is going on at anygiven moment?A whole lot more than just watchingthe event 36. March Madness:Every Group Has a Different Experience! 37. World Cup Viewer Segments Also Had VeryDifferent Experiences 38. Second Screen activity is afunction of the larger contextIt takes on a more specific rolewithin the sporting event itself,depending on the context 39. TV is Still the Biggest Media Platform, but PC, Mobile andRadio Played Very Different Roles for Each Event49.6%Media Consumption by Platform in % Event Mins44.7%TVTVTV PCPCPC Mobile RADIOO45.1%20.5%27.2%15.9% 16.3% 16.7%18.2%14.0%11.8%20.0%Super Bowl March Madness World CupSuper Bowl March Madness World Cup 40. Sports Audiences Second Screen Use AlsoVaries Significantly by Age 41. For Sports Viewers: Lots of Sports Apps in Use(Typical Phone of a March Madness Viewer)Candy Crush Sagaranked lower in peoplewho watched thetournament than thosethat didn't.Skype is heavily usedby March Madnessviewers. Yahoo Sports and ESPNStreakThe top apps are allsport related.Source: Reality Mine Data Collected March April 2014 42. Super Bowl had the Highest Proportion ofSecond Screeners World Cup, the LeastBruno Mars stimulates huge Twitter activity 43. Second Screen / Mobile Device Use:World Cup Viewers the Lowest Users70%60%50%40%30%20%10%0%Email Internet Gaming Talking Texting Apps TakingPictures% of Second Screen Activity via Mobile PhoneSuper Bowl March Madness World Cup 44. However, 5% of World Cup Viewers WereWatching Something Else at the Same Time! 45. By the Third USA WC Game, Fans Focused onthe Big Screen, Away From Second Screens% difference betweenUSA vs Portugal and USAvs Germany% difference betweenUSA vs Germany and USAvs Belgium 46. TV still trumps all, when people are very engagedSecond Screen usage varies wildly: by demographics by context - context is inherently dynamic,dependent on what is happening in the eventand in the context of the competition 47. Different Moods / States &Context Drive Types of SecondScreen Activity 48. When March Madness Viewers Were Bored They PlayedCandy Crush Saga Source: Reality Mine Data Collected March April 2014 49. When March Madness Viewers WereExcited They Were on YouTube orChatting on Whats AppSource: Reality Mine Data Collected March April 2014 50. When March Madness Viewers Were LonelyThey Were on FacebookSource: Reality Mine Data Collected March April 2014 51. When March Madness Viewers Were FeelingOverwhelmed They Were on Mint or using otherFinancial ToolsSource: Reality Mine Data Collected March April 2014 52. Different Events Had Different App UsePatternsEMOTION Super Bowl March Madness World CupBoredHappyExcitedLonelyStressedWeather Games GamesSocial NetworkingNews EmailSportsHobbies MessagingFinanceGamesSocial NetworkingSocial NetworkingShoppingGamesViewers App Usage by Emotions 53. Different Events Had Different App UsePatternsEMOTION Super Bowl March Madness World CupBoredHappyExcitedLonelyStressedWeather Games GamesSocial NetworkingNews EmailSportsHobbies MessagingFinanceGamesSocial NetworkingSocial NetworkingShoppingGamesViewers App Usage by Emotions 54. USA Fans Utilised Various Communication AppsDependent on World Cup Game Outcome / Emotion 55. Second screen behavior is driven by Demographics Event context Emotional stateAll highly dependent on the dynamic context 56. How Does this All Affect OtherBehaviors, Such as ConsumerReceptivity to Advertising and Pathsto Purchase? 57. How Did Advertising During March MadnessGames Change Your Opinion of a Brand?Advertising during March Madness had a positive impact on brands,with the most obvious gain being that these brands seemed morenationally available and competitive.Potential to create a motivation rushSource: Reality Mine Data Collected March April 2014 58. Purchase Thoughts vs Purchases MadeReach of purchases and purchase thoughts by hour of day.Target: Sports-viewers with household income over $100k.3-4pm: Sports media reach (18%) surpasses finance mediareach (14%) just as there begins to be more affluents makingpurchases than thinking about purchases 59. How Best To Trigger BehaviorsWe Want?Source: Reality Mine Data Collected March April 2014 60. How Best To Trigger BehaviorsMarketers Want to Achieve?Source: Reality Mine Data Collected March April 2014 61. Purchase Thoughts vs Purchases Made March Madness for Affluent Consumers8pm 9:30pm: Purchasesmade surpass thoughtsabout potentialspurchases at this time7pm-8pm wasthe peak viewingtime for MarchMadness 62. Very Different Context = DifferentBehaviorsThought aboutrestaurant/barpurchase50% of World Cupviewers made apurchase in arestaurant or barThought aboutmaking a fastfood purchase95% of viewersfollowed throughand purchasedfast food. Surprisingly, affluents spend less time thinking before Restaurant/Bar purchases thanbefore Fast Food purchases. 63. Sports & Impacting the Path to Purchase Connecting with affluents via digital sports media should happen early inthe day during the morning commute on mobile and around 10am online. Among affluents, sports media is consumed in a hotter emotional statethan, say, finance media. Positive and strong positive emotions are most common with sportsmedia, while finance media involves more neutral emotions. Sports media is generally a family affair among affluents and, unlikefinance media, family activities continue after media consumption is over. 64. Why do multi-platform consumers behave as they do?What drives differences in behaviors?When does second screen become most relevant?When are ideal times to reach those consumers? 65. What did we learn? Sports viewing is a highly dynamic activity the content drives engagement But the context of those consumers drives very big differences in behavior Who they are with What they are doing What is happening in the event, and in the context of the consumer How they feel at any given moment This impacts receptivity to advertising and purchase behaviors Second screen use is highly sensitive to all these dynamics but thosedynamics can be measured, evaluated and responded to 66. And What Happens if You Could Connect inReal-Time?