second screen advertising: correlation between television and digital landscape in italy - imetrics...

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Correlation between television and digital landscape in Italy

Correlation between television and

digital landscape in Italy

Correlation between television and digital landscape in Italy

Marco Ziero - MOCA Interactive

Sardinia

Famous Italian mall

Insights+

Best practices

Insights + best practices

Watch television every day

82%

4hEveryday in front of the TV

Population

61Mio

Active mobile subscriptions

97Mio

158%Mobile penetration

(European average: 139%)

Advertising spending (Y-o-Y) + forecast

0

1000

2000

3000

4000

2008 2009 2010 2011 2012 2103 2014 2015 2016 2017

Television Internet

Second screen

30Mio of Italian Internet users use at least one device connected while watching the TV

Let’s focus on behaviour

Simultaneous (screens are viewed ad

the same time)

25%

Shifting (screens are viewed at different points in time)

75%

Meshing (related content)

40%Shifting

(screens are viewed at different points in time)

75%Stacking

(unrelated content)

60%

Why do you mesh?

Interact with what’s happening on TV 8%Discuss what I’m watching (e.g. social media) 16%Find more information about what’s on TV 17%Follow up on a TV ad 11%

Find and follow up

Discuss and interact

Experience EnrichmentSocial TV

Business opportunities for companies

- create its own mobile app

Social TV

Social TV

Social TV

No longer available!

- create its own mobile app - buy adv in the apps

Social TV

- create its own mobile app - buy adv in the apps

- follow users in the social networks

Social TV

Twitter and TV (Sept. 2014) .

- 2.6Mio tweets; - 240.000 unique authors;

- 128Mio impressions; - 225.000 viewers/day.

Social TV

Social TVShow On Air TV Audience Twitter Audience Ratio

Le Iene Yes 2.9Mio 827k 28,5%

Report Yes 2.1Mio 398k 18,9%

X-Factor Yes 876k 394k 44,9%

Servizio Pubblico Yes 2.2Mio 329k 14,9%

Che tempo che fa Yes 2.2Mio 195k 8,8%

The Voice of Italy No 3.2Mio 156k 4,8%

Piazza Pulita Yes 1Mio 157k 15,7%

Ballarò Yes 2.5Mio 136k 5%

Amici Yes 4.6Mio 134k 2,9%

Correlation between television and digital

landscape in Italy

But what about the adv spending

ratio?

Television is just a piece of the customer journey

Experience enrichment

When can brands talk to TV

viewers?

TV spot

Product placement

TV spot

Do brands know that, through TV spots, they’re talking to Italian potential/acquired

customers who are constantly running into a customer

journey?

Research


landscape in Italy

We saw (a lot of, +1.000) TV spots and

(manually) grabbed some data

- Industry - Brand

- Awareness (brand or product) - Promotion

Data

- Web site (homepage, internal web page, dedicated web site, responsive, voice)

- Social network - Mobile (telephone number, mobile app)

- Other (hashtag, Shazam, other social networks, events)

Data

- Call-to-action - Did I found the same message on Google and on the web site?

Data

What we found out…

47% TV spots that show a website address (URL)


7%4%3%

86%

Homepage Internal page Dedicated website Dedicated internal page

What kind of URL?


14% TV spots that, once the website address is

shown, spell the URL


16% TV spots that show social networks’ icons


0

25

50

75

100

Regione 1Facebook Twitter Youtube Google+ Pinterest Instagram LinkedInSlideshare Flickr

Which social networks?


5% TV spots that show a mobile app’s icons


5% TV spots that show a telephone number


6% TV spots that spell a call-to-action

What we found out…What kind of call-to-action?

Follow us Continue on Find more

Ask for a quote Download the app

Shop online Donate


15% TV spots that show a promotional offer

What we found out…Once the TV spot push me to go to the internet

(URL, CTA or a commercial offer) is the message aligned on Google AdWords?

48% 52%

Yes No

What we found out…Once the TV spot push me to go to the internet (URL, CTA or a commercial offer) is the message aligned onthe

website?

12%

88%

Yes No

What we found out…Once the TV spot push me to go to the internet

(URL, CTA or a commercial offer), is the website responsive?

47% 53%

Yes No

What we found out…Any other details?

Hashtags Shazam

(apparently) User generated content Soundtrack download

Cross-device compability Other social networks (Vine, Spotify)


landscape in Italy

How to produce the “perfect” TV spot

#1

Don’t ask to much to your TV spot: it’s not a performance medium.

Use emotions and try to leave a sign in viewers’ mind.

Some best practices

#2

Show the website address. Better: create a dedicated URL

(for tracking).

Some best practices

savethechildren.it/tv

savethechildren.it/IT/Tool/ECommerce?canale=8

Some best practices

Regular URL

Tracking code

#3

Spell the website address: during ad breaks people lower the eyes

to mobile devices

Some best practices

#4

If you show social networks’ icons, help the viewers finding you on those social networks (icons

are not enough!)

Some best practices

Some best practices

#5

Tell the viewers why they should follow you on the social networks:

call to action! “Follow me”, often, it’s not enough.

Some best practices

#6

If it fits with your brand/company, don’t forget the dear old phone number (great if you can track

incoming calls)

Some best practices

#7

Be sure the website looks good on smartphones and tablets

Some best practices

#8

If the TV spot talks about a promotional offer, be sure you talk

about that offer everywhere (website, social network, …)

Some best practices

#9

Be sure that when people put some keywords in Yandex (or Google)

related to the TV spot (brand name, product

name, pay off) you’re the first result (paid and organic)

Some best practices

#10

Create a dedicated URL to go through with retargeting

campaigns

Some best practices

Product placement


landscape in Italy

Here we collected some experiences

Reality cooking shows: Molto Bene

Bake Off

TV shows

Extend brand exposure from television to digital landscape to increase

product placement value

Goal

We know that the television invites the viewer to do something

(looking for further info, follow up) on the internet afterwards. We want to be there as well.

Idea

Advertising campaigns: Google AdWords (+retargeting)

Facebook Ads (at that time, to advertise on Twitter was too expensive)

Channels

Keywords and interests related to:

- those TV shows (and similar) - anchor man/woman

- special guests + participants - cuisine and recipes

- brand and products (from product placement)

Target

Time window

Particularity

Show

Campaigns

1h 3h

Results (funnel) for “Molto Bene”

Note: “BakeOff” is still running

4.1Mio impressions

20k clicks

11k remktg imp

850k viewers

Keep in mind

TV campaigns and digital campaigns are running

anyway. But they work each on their own side. We can make

them work together to improve effectiveness and

people experience.

Keep in mind


landscape in Italy

What about tomorrow today?

(1) TV Sync

Today

Issue: time window

It’s easy to know when a TV show is running. It’s not the same for TV spots.

TV sync

TV sync

How? “Our platform automatically identifies commercials on TV, in real time and at scale. We use our proprietary

global TV monitoring network to actually scan the broadcast video for advertisements as they air on TV. This is a 24/7/365 process. Our state

of the art Automatic Content Recognition (ACR) technology based

on fingerprinting identifies ads within a few seconds.”

TV sync

Source: Civolution

- A 250% lift in CTR for Twitter ads that were

synchronized to the airing of television spots (case study: major

movie launch)

TV sync

Source: Civolution

- Increase of 1.9m unique users reached in real-time

(case study: mobile operator)

TV sync

Source: Civolution

- A 50% increase in CTR (case study: fast-moving consumer goods brand

during a daytime campaign)

TV sync

Keyword: simultaneously

(2) Fingerprint

Fingerprint

- 25Mio users - 1Mio new users every

month - 8Mio monthly active users

Fingerprint

- 1Mio tags from TV in the last 12 months

- 1’46” spent on Shazam result page

Fingerprint

Fingerprint

- TV sync - Finger print

- Account

Today

(3) Users account

AccountTV on demandOnly 47% of U.S. viewers still watch live TV

Account

We’ll be always logged in! As it happens with the internet right now

Both directions

AccountIt will be easy to understand if

you watched a TV show and then serve you ads on the internet and if you visited a

website and then serve you a TV spot on TV

Conclusions

Accenture: “[…]The sharp rise of multiscreening is both a threat and an

opportunity[…] passive fruition is over […] For broadcasters and content providers becomes

essential 'follow' the consumer on all devices[…]delivering a user experience

optimized from time to time on each device, but at the same time always consistent

regardless of the device used at the time[…]”

Conclusions


landscape in Italy

- Do follow - Right context - Consistency

Giveaway

Now you know!

I got Avinash’s permission. In 4’. :)

спасибо[email protected]

@marcoziero @mocainteractive

- http://www.engage.it/tecnologia/nielsen-twitter-tv-ratings-debutta-in-italia-a-settembre-26-milioni-di-tweet-su-programmi-tv/20187/

- http://www.primaonline.it/wp-content/uploads/2013/09/Executive-Summary.pdf

- http://www.slideshare.net/rudymazaky/2014-digital-landscape-overview-by-wearesocialsg

- http://www.topitalianstyle.com/litalia-cambiera-la-politica-di-rilascio-dei-visti-ai-russi/

- http://www.millwardbrown.com/adreaction/2014/ - Twitter Inc - Civolution

- Mobvious for Shazam

Sources

second screen advertising: correlation between television and digital landscape in italy - imetrics...

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