85% of Olympics Fans are Second-Screeners

Source: 85% of Olympics Fans are Second-Screeners

With the Olympics approaching at the end of this week, Wednesday’s Chart takes a look at a major route via which brands and advertisers can reach fans – second-screening.

It’s some 85% of Olympics Fans who say they use another device while watching TV. Mobiles are the clear favorite here, now being used by 62% (up by five percentage points since 2014). In contrast, laptops and PCs have both seen dips over the same period.

Social actions like chatting to friends and checking social networks are the top dual-screening behaviors, with many evidently keen to connect with other fans and see reactions to the games in real-time.

And while just 14% of these second-screeners say they share opinions and only 13% report interacting with the online content of a TV show, that small minorities are doing this still demonstrates the opportunity to integrate off-screen online activities with on-screen content among this group.

For more information on the digital behaviors and attitudes of Olympics Fans, clients can download our Olympics Fans report here.

85% of Olympics Fans are Second-Screeners

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DUREX EXPLORE: The world’s first synchronised dual screen film (Havas Worldwide London)

Durex is releasing an app that lets users interact with its latest TV ad. Havas Worldwide London created the campaign, which promotes Durex’s first e-commerce website in the UK. The TV spot shows a courier travelling to deliver a package of Durex products and hints at lewd situations happening behind closed doors. Users who download the app can point their phones at the screen when the ad is airing to see what is happening out of shot. It was written by Joe Williams, art directed by Andy Preston and directed by Misko Iho through Love. TMW Unlimited was the digital and social agency on the account.

For the full, interactive experience first download the Durex Explore app onto your phone or tablet from the Apple/ Google Play store and press the ‘Connect with film’ icon.’
Now point your device at this screen and play the film with the sound on.

For more details on the app go to http://explore.durex.co.uk/ or visit the Durex store athttp://www.durex.co.uk/

Manchester City digital companion: Live video channels, stats, second scree, vine and more

On en a maintenant l’habitude, Manchester City est un des clubs les plus actifs en terme de dispositifs digitaux. Et leur nouvelle application en témoigne encore une fois.

Le club Mancunien est le premier à lancer une application second screen pour suivre les matchs en direct. L’application propose des stats en temps réel, des vidéos ainsi que du contenu sur les coulisses des matches.

Comme l’indique le club, l’application Match day commence des le réveil, le match dure 90 minutes mais un jour de match, c’est bien plus que ces 90 minutes.

Ainsi avec cette appli, le club propose a ses fans de passer la journée entière à préparer le match du soir. Les spectateurs qui utiliseront l’app dans l’enceinte du stade se verront également privilégiés car ils pourront accéder a du contenu vidéo additionnel non accessible de chez soi.

Enfin, l’appli permettra de favoriser les échanges entre fans puisqu’elle donnera la possibilité à tous de partager photos, tweets ou autres vines…

58% of respondents reported that they use another device almost every or every time they watch TV (Tivo)

TiVo reports dramatic rise in multitasking when watching TV.

New research from Tivo indicates a dramatic increase in multitasking during TV viewing: over half of the 856 survey respondents reported multitasking every time or almost every time they watch TV (51%); compared to just over one third (36%) in last year’s survey.

The company just released its its Second Annual TiVo Multitasking and Social TV Survey. Though TV multitasking may be on the increase, viewers also report an increase in TV viewing as the primary focus: 47% of respondents’ total TV time is spent with their primary attention on the TV show while multitasking, versus last year’s 39%. 26% of their TV time is spent multitasking with their main focus on another task, similar to the 2013 study, and 27% of their TV time is spent only watching TV (not multitasking), down from 35% in 2013.

Despite the pronounced increase in TV multitasking, viewers continue to report that their alternate activities are only rarely related to the program being watched. Only 5% of respondents report TV-related multitasking every time or almost every time they watch TV, while 50% report never or almost never engaging in TV-related multitasking. Top TV-time activities include browsing the Internet (74%), reading or sending email (73%) and text messaging (71%).

“Even given the proliferation of multitasking, viewers remain primarily focused on the television shows they are watching,” said TiVo Chief Research Officer Jonathan Steuer. “To paraphrase the Bard, the program’s the thing!”

Online engagement with favorite programs has indeed become commonplace: 61 percent of respondents report searching the Internet for information about the programs they watch and 47 percent have “liked” a show’s official Facebook page. However, these activities do not usually occur while watching the program.

In the early 1950s there were reports of significant drops in water pressure during The Milton Berle Show’s commercial breaks. Apparently, even with the preponderance of PVRs, times have not changed that much, as 85% of respondents reported going to the bathroom during commercial breaks. Even 81% of those with a PVR reported trips to the loo during commercial breaks. Other popular activities include getting a drink or snack (78%), talking to people in the house (50%) and surfing the internet (44%).

63% have noticed Twitter hashtags displayed during television shows, but of this group, only 12% liked seeing hashtags while 53% disliked them. A similar trend occurs with onscreen polls; 37% have noticed them, and within this group, 20% liked and 45%disliked the polls.

Additional Key Findings: 94% of respondents reported that they have multitasked while watching TV. The smartphone (78%) and the laptop (72%) are the two most popular devices used while watching TV.

58%t of respondents reported that they use another device almost every or every time they watch TV. During commercial breaks, 56% of respondents report multitasking every time or almost every time.

25% of those surveyed said searching the Internet for information about a program is the top activity that increases their enjoyment of TV; reading episode recaps and reviews comes in second at 10%.

Only 22% reported ever posting on social media sites about shows they watch; 5% of all respondents do this a few times a week or more. Of those who do post to social media about their TV faves, the majority (71%) selected Facebook as the site they most commonly post about TV; Twitter came in a distant second with 24%

Consommation vidéo multi-écrans et achat programmatique (Servicesmobile / Forrester)

Source: http://www.servicesmobiles.fr/changement-leadership-consommation-video-multi-ecrans-achat-programmatique/

Forrester_videoSelon une étude Forrester, 70% des annonceurs en Europe pensent que la publicité vidéo digitale va augmenter en efficacité et permettra aux régies médias d’augmenter leurs revenus au cours des trois prochaines années. C’est une étude réalisé pour le compte de Videology « Les plateformes publicitaires multi-écrans accélèrent la convergence TV-Digital », l’étude montre que la transformation de la consommation vidéo digitale sur PC et Mobile est perçue comme une opportunité par l’ensemble des responsables publicitaires en Europe.

Les 5 points à retenir de l’étude :

1. Atout n°1 de la publicité vidéo digitale pour les annonceurs : le ciblage
La capacité à cibler des intentionnistes précis est le bénéfice n°1 apporté par la vidéo (devant les audiences et contenus médias). Cependant, l’étude pointe quelques différences par pays en Europe.
– La France a classé les « vidéos interactives » à égalité avec le ciblage,
– L’Espagne voit dans la vidéo en-ligne sa capacité à toucher des consommateurs peu exposés à la télévision, à diffuser des messages adaptés à différents moments de la journée, et le contrôle de la couverture comme ses principaux avantages,
– Pour le Royaume-Uni, le bénéfice majeur est la possibilité de mieux mesurer et optimiser le ROI. C’est une particularité qui souligne la maturité du marché de la publicité vidéo dans ce pays.

2. Les agences comptent fusionner l’achat d’espace et le média planning
63% des agences ont prévu de fusionner l’achat d’espace TV et digital à l’avenir, mais 51% ont déclaré qu’elles continueraient d’opérer chaque plate-forme média séparément. On reste donc assez éloigné d’une adoption forte.

3. Les grands médias misent sur le streaming dans leurs stratégies de deuxième écran
72% des responsables médias qui ont répondu à Forrester pensent que l’engagement des consommateurs avec le contenu sur un deuxième écran va augmenter significativement au cours des trois prochaines années.

4. Le GRP restera le standard de mesure des campagnes publicitaires mais doit évoluer
Bien que la mesure reste un défi, Annonceurs et agences s’accordent sur le fait que le GRP (Gross Rating Point) est et restera le standard de la mesure de la publicité vidéo multi-écrans. 75% d’entre eux estiment que l’industrie devrait standardiser une norme GRP Vidéo pour en augmenter l’efficacité.

5. La technologie doit s’adapter au ciblage multi-écrans.
Plus d’un tiers (42%) des répondants ont exprimé leur besoin de disposer d’une plate-forme technologique unifiée qui leur permette de cibler les consommateurs de plusieurs façons. Les trois principales caractéristiques qu’ils recherchent dans cette plate-forme sont : cibler l’audience de plusieurs façons, de suivre les consommateurs à travers plusieurs écrans, et enfin diffuser des publicités sur mobiles.

L’analyste de Forrester Consulting souligne : «Les habitudes de consommation TV et vidéo sont en pleine mutation. Il est temps pour les médias, annonceurs et les agences d’adopter de nouvelles approches envers la vidéo. Comme il est admis que ces changement profiteront à la fois aux médias et aux annonceurs, tous les acteurs de cet écosystème devraient se concentrer sur leurs points d’accord et travailler ensemble pour résoudre les questions encore en suspens.»

L’essor de la consommation vidéo multi-écrans en parallèle à celui de l’achat programmatique va nécessairement entraîner un changement de leadership dans le secteur de la publicité et nul ne sait encore quels seront les leaders qui vont émerger de cette rupture.

Face à cet essor du streaming, les analystes de Forrester recommandent aux annonceurs de commencer à tester dès aujourd’hui de nouvelles stratégies, notamment essayer les nouvelles possibilités de ciblage socio-démographiques possibles. De leur côté, les agences, situées entre les médias et les annonceurs doivent jouer un rôle de facilitateur dans cette transition vers le multi-écrans. Les médias doivent pour leur part aider les annonceurs à mettre en place des opérations multi-écrans, notamment en leur fournissant des données sur le comportement de leurs audiences, en imaginant de nouveaux modèles publicitaires. Enfin, les sociétés technologiques vont jouer un rôle bien plus important que par le passé dans cet écosystème publicitaire. Ces derniers devront développer des plateformes agnostiques pour cibler et diffuser la publicité quel que soit l’écran. Ils vont aussi devoir monter en compétence sur la collecte et gestion des données et algorithmes d’analyse comportementale.

Un accroissement du rôle de la technologie qu’Anne de Kerckhove, Directrice Générale Europe de Videology, souligne : « On observe aujourd’hui une forte demande pour une normalisation de la mesure et du ciblage d’audiences sur tous les écrans. Spécialiste de la vidéo programmatique et de la convergence TV-web, nous sommes dans une position unique pour atténuer les défis auxquels le marché fait face et être un accélérateur pour une adoption généralisée. Si les développeurs de technologies participent activement, nous pouvons fournir des solutions qui propulseront les revenus médias online et augmenteront l’efficacité dans la façon dont la publicité est achetée, vendue et diffusée. »

Children are ditching TV in favour of the iPad to watch shows | Daily Mail Online

Children are ditching TV in favour of the iPad to watch shows | Daily Mail Online.

  • Six in ten children use a tablet at home – a 50 per cent increase on 2013 
  • Meanwhile, televisions in their rooms have fallen by a third in five years
  • 11 per cent of children aged three and four now have their own tablet
  • Fewer children also have games consoles in rooms as tablets take over
  • Study on UK children was carried out by London-based regulator, Ofcom

Tablets are now more important to children than their TVs, with more than one-third of young people aged five to 15 owning their own device. Around 34 per cent of children in this category own their own tablet, which is up from 19 per cent last year, according to official figures.  And six in ten children use a tablet at home – a 50 per cent increase on 2013 – while the number of children with televisions in their rooms has fallen by a third in five years.

The rapid increase means that some preschoolers are using a tablet to surf the web, play games and watch video clips.

The report by UK regulator Ofcom found that 11 per cent of children aged three and four have their own tablet, up from three per cent last year.

The number of five to 15-year-olds who use a tablet to go online has doubled to 42 per cent since last year, while the proportion of children using the internet via a PC or laptop fell for the first time, by three per cent, to 88 per cent.

As well as replacing TVs, fewer children also have games consoles in their bedrooms as tablets take over the role.

The number who have radios in the bedroom has halved from 32 per cent in 2009.

Meanwhile, 20 per cent of children are watching TV on a tablet 33 per cent watch on-demand TV.

The report also revealed that girls prefer more ‘sociable’ media, sending more texts and making more mobile calls than boys, during a typical week

Almost half of older girls claim that a mobile phone is the device they would most miss, compared to 29 per cent of older boys.

But girls and boys aged 12 to 15 are equally active on social media, with 71 per cent having a profile.

That said, girls are more likely to use Instagram, Snapchat and Tumblr.

Just one social media site – YouTube – attracts more boys, who are nearly twice as likely as girls aged 12 to 15 to use it.

Ofcom said nine in 10 parents whose children go online were taking steps to help their children manage risks when using the internet.

The most popular methods included supervising their children online, talking to children about managing online risks and having rules in place about use of the internet.

Separate research earlier this week found that the iPad has now overtaken household names such as McDonalds and Disney to become the number one brand among American 6 and 12-year-olds.

The annual study, conducted by research firm Smarty Pants, ranks more than 250 brands each year.

‘iPad’s number one status among kids represents the culmination of the ‘tablet takeover’ – a movement from shared screens and TV network dominance to curated content on personal devices,’ said Wynne Tyree, president of Smarty Pants.

‘Kids increasingly turn to iPad for games, TV shows, videos, books, homework help and communicating with friends and family.’ 


Read more: http://www.dailymail.co.uk/sciencetech/article-2786712/Children-ditching-TV-favour-iPad-One-three-15s-use-OWN-tablet-watch-shows.html#ixzz3FoJsj3cc
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Twitter Acquires Social TV Experts Mesagraph and SecondSync

Twitter Acquires Social TV Experts Mesagraph and SecondSync.

Twitter wants its social network to be the definitive place for advertisers and broadcasters to promote their shows, and to that end it’s just gobbled up TV analytics specialists Mesagraph and SecondSync.

Mesagraph runs a web-based platform called Meaningly, which gives users the ability to pull “meaningful insights” around specific topics based on what’s being tweeted about in near real-time. The Mesagraph TV API then builds on that by offering custom streams and analytics based around live TV shows.

That expertise could come in handy for Twitter, but it’ll also be eyeing up the partnerships Mesagraph already has with French TV networks such as Canal+, France Télévisions, M6, TF1. These are the broadcasters that Twitter wants to target with its ad services and Twitter Amplify program, which gives brands the ability to publish in-Tweet clips and other exclusive content.

SecondSync is also being swept under Twitter’s wing. The UK-based firm operates in a similar ballpark to Mesagraph, analysing social media conversations around TV shows, and will give Twitter a similar skill set for its growing TV ambitions.

“Twitter is the only place that hosts a real-time, public conversation about TV at scale. By joining Twitter, we will be able to help take that experience, in concert with the rest of the TV ecosystem, to the next level —particularly in markets outside the United States,” a post on the SecondSync website reads.

Interestingly, SecondSync received an investment from Kantar Media, which today also announced a new partnership with Twitter in order to bring the social network’s TV ratings to the Nordics, Russia, Africa and Southeast Asia.

Earlier this year, Facebook partnered with SecondSync to give marketers greater insights into how people were talking about TV on the social network. The collaboration started with data for the US and the UK, although it’s unclear how that relationship will proceed after Twitter’s acquisition is completed.