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dayparting playbook
How to Utilize Device Dayparts for Greater Reach & Impact March 2013
SIMON BOND
CHIEF MARKETING OFFICER BBDO AND PROXIMITY WORLDWIDE 1285 AVENUE OF THE AMERICAS NEW YORK, NY 10019 T: 212.459.5878 E: SIMON.BOND@BBDO.COM
Contents
5 Introduction 8 MultiScreen Reach 12 Device Reach by Daypart 14 Relationships with Devices 16 Implementing the Device Daypart 18 Case Studies 23 Looking Ahead
on 4 Screens
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Introduction
Much progress has been made in recent years about changes to the television industry. The most striking change of all may not be whats happening on TV but, instead, on other screen devices, such as PCs, smartphones and tablets. Much of how television advertising is bought and sold has remained reassuringly and confidentlystable for decades. That confidence is justifiable when television commands complete dominance in audience reach and wields the emotional power of video advertising. However, industry conventions such as the daypartwhich formerly offered a shorthand for the availability of the US audience to video ad messages (e.g., working people in Prime Time, kids and housewives in Daytime)require a drastic revision due to the impact of Internet-enabled screen devices. New complexity has been layered over the 21st-century media day, as outlined in BBDO and Proximitys joint research piece with Microsoft Advertising, Meet the Screens. Screens are all but ubiquitous in everyday life. Advertising reach and frequency opportunities are no longer defined by TV and traditional TV dayparts, but instead are spread across multiple devices and are defined by the consumers relationships the consumers preferenceseven relationshipswith each device. Advertisers who follow these consumer media dynamics closely can gain a competitive edge in engaging their customer; those who ignore the trends will quickly find themselves in the minority. As a follow-up to Meet the Screens, which outlines how people engage with different screen devices, BBDO partnered with Collective to commission and analyze data from Nielsen, and looked to best practices from Collectives clients.
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DEVICE BY DAYPART
Different screen devices gain an edge in capturing user attention in each daypart: smartphones dominate the Morning, TV win in Early Fringe, and tablets lead in Prime Time.
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IMPLEMENTATION
Advertisers may match their creative to the mindset associated with each screenfor instance, by bringing critical storytelling to the surface of a tablet ad, so that it intermingles with the leisure experience.
CASE STUDIES
Some brands are already using the unique characteristics of each device daypart to boost engagement with consumersfor instance, the CPG advertiser who used smartphones to reach connected moms in the Morning; or the technology advertiser who mixed Prime Time TV with online video to boost frequency.
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Multi-Screen Reach
In the past few years, with consumer adoption of the smartphone and tablet, as well as the maturation of the online video market, multi-screen users have grown to outnumber single-screen users. Multi-screen has in effect become the new normal. But the scale to which this has occurred is surprising. There are now over 203 million people in the United States71% of the media-using audience consuming media on multiple screens. This means multi-screen users outnumber single-screen users by approximately 2.5:1. The largest group of multi-screen users employ three screens, combining TV, online (computer) and smartphoneof whom there are 80.8 million (or 28% of the media-using population). There are almost as many of these three-screen users as there are members of the largest group of singlescreen users: those who use TV only, of whom there are 81.4 million in the US. This data may be parsed in numerous ways, but a few additional metrics are revealing: there are 35 million people who regularly combine tablet and TV use, a habit that is prominent in Prime Time. Yet TV still massively dominates, as there are very few (about 3.4 million, or 1% of total) small-screen-only users, meaning those who use only some combination of online, smartphone or tablet, without TV. While the combination of devices might cycle throughout the day, the data shows that multi-device usage dominates throughout. At least 100 million people are using multiple screens in any given daypart, and during Prime Timetraditionally the time of televisions greatest influencethere are 169 million users of multiple screens. This stands in stark contrast to the 112 million who are only engaging with a single screen in that time period: a ratio of 1.5:1.
203
THERE ARE 203 MILLION MULTISCREEN USERS IN THE UNITED STATES
71%
THAT IS 71% OF THE MEDIA-USING POPULATION
2.5:1
MULTI-SCREEN USERS OUTNUMBER SINGLESCREEN USERS BY APPROXIMATELY 2.5:1
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92.0
39.0
2.8
DAYTIME
99.9
62.2
6.4
99.9
65.7
7 .2
94.0
65.9
9.3
84.3
20.5
1.9
10
0.9 MM 0.9 MM
0.1 MM
81.4 MM
Screen
-S CR EE NM EDIA USERS
0.2 MM 2.0 MM
1.0 MM
0.1 MM
LE G SIN
70.5 MM
15.9 MM
The most prominent screen combination occurs within the three-screen universe, with opting for the combination of online, smartphone, and TV.
ScreenS
0.2 MM 3.2 MM
N IO LL M MI 6 6 . . 9 9 8 8
TA OT TO T
11.4 MM
ScreenS
ScreenS
.6 95
IL LI O N
TO TA L
3SC RE EN
MED IA USER S
18 .5
E M MI EN LLI RE ON T C S OTAL 4
11
D IA
US ER S
80.8 MM
A LL 22 -S -S CC RR EE EN EN ME M E D ID AIA US U E ES R SRS
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Device Reach by Daypart
Reach by device is dominated by television, which finds an audience of between 222 and 275 million across dayparts, peaking in Prime Time. Online reach follows with a range of 88 to 145 million users, while smartphones are next with a reach of 41 to 99 million. Tablets, the newcomer, draw an audience of 11 to 29 million. While the absolute numbers fluctuate, the ranking does not significantly change throughout the day. What does change is the degree to which audiences favor different devices, determined on a relative basis. Each daypart appears to have a relative winner: the time when use of that device peaks compared to other devices. This trend can be easily spotted in the boost in tablet reach during Prime Time vs. Daytime (29 million vs. 21 million users). The nuances are revealed in the next chart, which illustrates how the use of each device, in each daypart, indexes against that devices daily average. For each daypart, the device with the highest index is the Dominant Device Daypart. This data reveals that a consumers marginal attention gravitates to certain devices over the course of the day information useful to a programmer or advertiser seeking to understand when their content will likely receive an extra boost of attention and engagement on each device.
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16.2
81.3
DAYTIME
21.6
99.3
144.7
252.1
23.1
94.4
145.2
270.8
29.0
96.2
134.5
275.1
11.4
41.3
88.7
249.0
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60
61
63
85
SMARTPHONE USE WINS IN THE EARLY MORNING DAYPART THE MORNING COMMUTE
10AM - 4:30PM
DAYTIME
127
177
148
154
ONLINE USE DOMINATES DURING DAYTIME WHEN WORK-RELATED SEARCH, & VIDEO ENTERTAINMENT BREAKS, PEAK
4:30PM - 8PM
EARLY FRINGE
109
108
107
107
EARLY FRINGE APPEARS TO BE A TRANSITION DAYPART IN WHICH ALL DEVICES ARE USED HEAVILY SINCE WORK, COMMUTE & LEISURE BEHAVIORS ARE MINGLED
8PM - 11PM
PRIME TIME
131
101
134
112
TABLET USE IS STRONGER DURING PRIME TIME AS MULTITASKING BETWEEN THE TV & THE LAP-FRIENDLY TABLET SPIKES
11PM - 2AM
LATE FRINGE 73 53 48 41
TV USE IS HIGHEST DURING PRIME TIME, BUT IT IS COMPARATIVELY STRONGEST IN LATE FRINGE THE LIE-IN-BED-WITH-THE-TV-ON HOURS
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Relationships with Devices
But why are audiences reaching for one device over another? While audiences watch television in many mindsetsfrom breathlessly viewing crime drama to thoughtfully watching newsthey do so to accomplish only one task: entertainment. Arguably the greatest change to the 21st-century daypart is that three of the four devices commonly access the Internet, and therefore may be put to many uses. Focusing on the smaller devices where media is consumed through the Internet, BBDO and Collective asked consumers what drives their device choices. We received a clear answer: 82% of audiences choose the device because it is the best match for the task at hand. The next most important considerations are: screen size, web access and web connection speed. Perhaps more interesting are the different tasks consumers prefer on each Internet-enabled device. Viewed together, these tasks reveal different personalities for each device.
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The smartphones appeal as an internet device aligns with its relationship to the consumer. The Lover, a connector, the smartphone is the device that knows the consumer most intimately, providing true utility and value It is a real-time portable connector that never leaves their side, used for quick responses, social media and on-the go search.
The tablet appears to be the leisure device, The Wizard who never ceases to wow, is used for shopping, watching online videos and learning about the world through news and sports content.
The computer is the The Sage, the life management device, used for activities that require focus and secure connections such as work, managing personal finances and email. The Sage empowers the user and is a trusted device.
82% 67% 67% 65% 51% 49% 47% 34% 25% 10% 20% 30% 40% 50% 60% 70% 80% 90%
0%
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Implementing the Device Daypart
How can advertisers apply these consumer insights to the way they implement media? Device dayparting is appropriate when an advertiser wishes to take advantage of the sophisticated tools of multi-screen advertisingwhich can target consumers based on space, time and device choiceto complement their TV investment and optimize an ad campaign for maximum impact. How can device dayparting be applied to an advertisers advantage? Here are five simple steps to achieve the greatest impact.
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CLARIFY
MATCH
ADAPT
DELIVER
PREPARE
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CASE STUDY
Mobile Moms for CPG
CAMPAIGN OBJECTIVE
A Fortune 100 brand in the food category reinvented a flagship product and was looking for ways to increase favorable opinion among women 25-49 with young kids. Wishing to take advantage of the real-time connections qualities of the mobile screen, the client aimed to make the connected mom aware of the product by emphasizing mobile advertising at a time when she was likely connecting with friends over her mobile device.
CAMPAIGN APPROACH
The client chose to segment campaign delivery by Dominant Device Daypart. The campaign targeted Connected Moms on smartphones from 6am-9am when Moms were active on that device. The mobile media was supplemented throughout the day via online video and banner delivery, with an emphasis on tablets during the Early Fringe and Prime Time dayparts. Collective monitored the engagement habits of a device-dayparted campaign vs. control groups in an attitudinal test and monitored interaction rates.
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THIS BRAND LINKED THEIR AUDIENCE (CONNECTED MOMS) TO THE DEVICE THAT FIT THAT AUDIENCE BEST.
The combined mobile + online video campaign generated a 22% lift in favorability
BRAND FAVORABILITY FOR DEVICE-DAYPARTED MOBILE AND ONLINE VIDEO CAMPAIGN
CONTROL
41%
EXPOSED
50%
22% LIFT
Smartphone units for the device-dayparted campaign generated interaction rates 48% higher than the industry norm
INTERACTION RATE FOR DEVICE-DAYPARTED MOBILE AND ONLINE VIDEO CAMPAIGN
INDUSTRY NORM
0.86%
DEVICE-DAYPARTED
1.27%
48% HIGHER
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CASE STUDY
Prime Time Awards Shows and Online Video
CAMPAIGN OBJECTIVE
A technology company was trying to emphasize the connection between its product and the entertainment industry by advertising on two major televised awards shows. While overall awareness of the product was high, the retention of key attributes for the brand was poor. The client wished to take advantage of multi-screen frequency to drive home its attribute-specific message by reinforcing the TV campaign with digital.
CAMPAIGN APPROACH
Collective created a target group of viewers who had watched the awards shows in the past. The brand wished to take advantage of the large audience of more than 181 million people, who consumes media on both TV and the Internet to drive home the key attribute messaging. In the two weeks following the live Prime Time event, Collective delivered the brands online video ads to the awards show audience.
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THIS BRAND TOOK ADVANTAGE OF THE LARGE TV + ONLINE AUDIENCE TO DRIVE HOME A MESSAGE WHICH HAD ELUDED AUDIENCES IN THE PAST.
The brands suspicions about the poor recall of key attributes was confirmed by a low baseline awareness
AWARENESS OF KEY PRODUCT ATTRIBUTES: TV AND ONLINE VIDEO WATCHERS
BASELINE
PRODUCT ATTRIBUTE
6%
ONLINE ONLY
10%
TV ONLY
24%
ONLINE + TV
35%
4.8x LIFT
The targeting successfully aligned the TV and digital audiences, achieving 80% overlap
OVERLAPPING TV AND ONLINE AUDIENCES THROUGH TARGETING
TV ADS ONLY
EXPOSED TO
80%
BOTH ONLINE & TV ADS
EXPOSED TO
EXPOSED TO
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Looking Ahead
The choreographed use of multiple screens to tell a story is still in its infancy. Looking ahead, Collective sees several trends in technology and advertising that will affect how these tools develop.
Second-Screen Ad Experiences
While the second-screen experience is already widely embraced by content providers (television networks and the app developers who support them), Collective sees greater opportunity in second-screen experiences for advertising. Using technologies such as audio fingerprinting (automatic content recognition or ACR), advertisers can create synchronized ad experiences between devices, amounting to a multi-device ad takeover. These synchronizations can use data (rather than the use of any particular app) to make the consumer experience passive, and therefore more scalable.
Sequenced Ad Narratives
The logical extension of an ad-sequencing capability is to use creative versioning to form narratives. For instance, by following big, emotional TV ads with actionoriented digital ads, the advertiser has the opportunity to drive their consumer down the purchase funnel in the course of a single campaign, or tell a true multi-screen story that invites the consumerin a controlled wayto delve deeper into a storyline or product content.
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