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Comunicaciones multiplataformas by Millward brown Breaking Mobile 2015
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Aprendizajes sobre comunicaciones en multiplataformas Agustina Servente Innovation Director
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Transcript of Comunicaciones multiplataformas by Millward brown Breaking Mobile 2015
Aprendizajes sobre comunicaciones en
multiplataformas
Agustina ServenteInnovation Director
Agustina Servente, Innovation [email protected]
HOW MOBILE CONNECTIVITY
IS CHANGING THE WAY BRANDS MARKET THEMSELVES TO CONSUMERS
How are consumers changing?
How is brand marketing changing?
How successful is it?
What should brand marketers do?
How are consumers changing?
How is brand marketing changing?
How successful is it?
What should brand marketers do?
11
Our 2015 Digital and Media Predictions
BRAND
MARKETERS
MEDIA
AGENCIES
CREATIVE
AGENCIES
CONSUMER
IN CONTROL
MACHINE
IN CONTROL
Second screen syncing brings
greater multiscreen control
Breaking down social and mobile silos
Not just big - intelligent
1
2
3
Programmatic gets creative
Programmatic increasingly
Contemplates brand
Consumer-focused
location-based
Marketing blooms
6
7
8
Paid advertising propels
Micro-video into the mainstream
Digital advertising at 21:
Marketers Get Savvier about
Multi-Generational
Multiscreen Marketing
4
5
Native advertising more often
gets it right – but choose wisely
Analog goes digital
9
10
Winning in the Digital Age
11
Our 2015 Digital and Media Predictions - Mobile Focus
BRAND
MARKETERS
MEDIA
AGENCIES
CREATIVE
AGENCIES
CONSUMER
IN CONTROL
MACHINE
IN CONTROL
Second screen syncing brings
greater multiscreen control
Breaking down social and mobile silos
Not just big - intelligent
1
2
3
Programmatic gets creative
Programmatic increasingly
Contemplates brand
Consumer-focused
location-based
Marketing blooms
6
7
8
Paid advertising propels
Micro-video into the mainstream
Digital advertising at 21:
Marketers Get Savvier about
Multi-Generational
Multiscreen Marketing
4
5
Native advertising more often
gets it right – but choose wisely
Analog goes digital
9
10
Winning in the Digital Age
104minutes
(25%)
166minutes
(40%)114minutes
(27%)
30minutes
(8%)
Global Average: 113 (27%)
Global Average: 108 (26%)
Global Average: 50 (12%)
Global Average: 147 (35%)
AdReaction2014
Smartphone
ARGENTINA – Smartphones becoming the dominant screen
TOTAL MINS: 414 ARGENTINA vs. 417 global
Roughly how long did you spend yesterday...
Laptop
TV
Tablet
Always with you, always on
Smartphone
Laptop
TV
Tablet
AdReaction2014
TV viewers are now using mobiles or tablets
simultaneously while watching TV
6 out of 10
CROSS DEVICE
Fuente: Google (2014): TV Viewers Consumer Study – Brazil
The majority of consumers use mobile devices to shop at home, although nearly one-third
perform shopping-related activities on mobile devices while in-store
Location Matters
Source: Millward Brown Digital’s Retail Study USA 2013
But communication and
socialising are key
Mobiles are used for many reasons
Source: Millward Brown Digital’s Retail Study USA 2013
How are consumers changing?
How is brand marketing changing?
How successful is it?
What should brand marketers do?
Twitter naturally connects screens
Shazam tech facilitates synching
https://www.youtube.com/watch?v=3ltqB4Gdob0
https://www.youtube.com/watch?v=rghTilESFFk&feature=youtu.be
Elegidos Video to be played
https://www.youtube.com/watch?v=1dRwciXP-fE
https://www.youtube.com/watch?v=KznNJpNbm1o
Logout Video to be played
Kia in Australia
How are consumers changing?
How is brand marketing changing?
How successful is it?
What should brand marketers do?
MOBILE: Already an effective advertising channel
The average mobile campaign is two to four times more effective than PC-based
online media campaigns at impacting brand metrics
Source: Millward Brown Digital’s Mobile Creative Best Practices 2014
Per
cent
Impa
cted
: D
elta
(Δ
)
Aided Brand
Awareness
Brand
Favorability
Purchase
Intent
Mobile Ad
Awareness
Message
Association
Mobile Best Performers Overall Mobile Performers Mobile Worst Performers
But just because it is mobile doesn´t
mean you will succed
Source: Millward Brown BRAND LIFT GLOBAL DATABASE NORM 2014 N= 1204 ADS.
Domino´s in the UK
“Domino’s were on TV and the app. It
made me get one and I love them – it was
a good excuse to treat myself!”
“Domino’s adverts on X Factor made me
more interested in their products”“I liked that Dominos were on TV and on
the X Factor app at the same time. They
also had a game too.”
“Domino’s advertised on TV and on the X
Factor app. It’s brilliant when you use the
app alongside the show”
Independent
Channel Effects
Multi-channel
synergy effects
CrossMediaResearch
Synergies from communicating across media improve
campaign performance by 50%
CrossMedia Research Case
LATAM, CPG brandActive media:
TV
Online desktop
Online Mobile
CrossMediaResearch
Overall campaign performance good
Digital channels contributed most – especially mobile
3%
2%1.5%
Nearly 50% bonus impact from synergies
3%
2%
1.5%
Share of investment vs Share of impact
Online
Desktop
9%7%
84%
Online
Mobile
TV
Share of investment vs Share of impact
36%
17%
47%Online
Desktop
TV
Online
Mobile
Online
Desktop
9%7%
84%
Online
Mobile
TV
How are consumers changing?
How is brand marketing changing?
How successful is it?
What should brand marketers do?
Start now or you will be left behind
1. Mobilize all your brand’s owned media
2. Include mobile advertising in all your plans and optimise messaging for
mobile devices
3. Experiment with new forms of mobile connected marketing
• No one has all the answers yet, but brands who work out how to leverage mobile
successfully will have a major competitive advantage
• Test and learn is the only way
Agustina Servente, Innovation [email protected]
HOW MOBILE CONNECTIVITY
IS CHANGING THE WAY BRANDS MARKET THEMSELVES TO CONSUMERS
Gracias!
