Its the internets hottest threesome, are you doing it?
From ipads, androids and the hotly anticipated windows 7 phones, intelligent screens of all shapes and sizes are flirting with the internet and each other in your living rooms and bedrooms. Which screen is on top?
At the inagural internet week europe event in London, top talent came together to discuss the relationship between screens, the impact on advertising and where it might lead to in the future.
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Three Screeners: Internet week - three screening panel session
1. 息 MTM London 2010 | Prepared by MTM London. Contact jon.watts@mtmlondon.com; Tel +44 (0) 20 7395 7510
Three screening
facts, fictions and fads
8th
November 2010
Sponsored by Yahoo!
&
2. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 2
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Three screens facts, fictions and fads?
Setting the scene
Panel discussion:
Three screens whats happening?
Implications?
The future what next?
2015 predictions facts, fictions or fads?
AGENDA
3. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 3
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Internet connectivity and IP- connected devices are
proliferating in the UK and across Europe
WHATS HAPPENING?
Growth of higher-speed broadband
and of wireless/mobile internet
connectivity
Rapid take-up of smartphones
and proliferation of new networked
devices: tablets, consoles, TVs
Growing numbers of consumers are consuming across multiple screens
4. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 4
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Today, 10% of Europeans are regularly using three screens to
access and consume content 55% are 16-34, 55% are male
MULTI-SCREENERS
1 in 10 (52m)
Europeans across
the 15 countries
surveyed [by the
EIAA] watch TV,
use the internet on
a PC or laptop and
use the internet on
a mobile phone or
PDA
Source: EIAA, Mediascope Europe 2010 Multi-Screen Users (September 2010)
5. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 5
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Internet emerges as the must have media amongst these multi-screeners with two
thirds (66%) claiming they would be lost without it
17%
6%
66%
58%
8%
4%
1%
35%
12%
31% 28%
3%
9%
2%
Watch television
(not through
Internet)
Listen to the
Radio (not
through
Internet)
Use the Internet
(total)
Use the Internet
(PC)
Use the Internet
(Mobile)
Read
Newspapers
Read Magazines
Multi-Screeners
Non Multi-Screeners
Q5h. Which one of the following types of media would you be lost without?
We found that multi-screeners in Eastern Europe are more likely to feel lost without the internet
with 79% claiming they could not be without it compared with only 14% feeling lost without
television
EIAA, Mediascope Europe 2010 Multi-Screen Users (September 2010)
6. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 6
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29%
Watch
video
online*
46%
37%
37%
Multi-Screeners
Non Multi-Screeners
40%
23%
Download
music*
21%
Download
video
clips/content*
23%
Listen to
the radio*
25%
Game
online*
30%
Q7b. Which of the following types of web activities do you use at least once a month (via PC, laptop, mobile
phone or PDA)?
* via PC, laptop, mobile phone or PDA
Multi-screeners are keen online video consumers and
their thirst for entertainment does not stop there
EIAA, Mediascope Europe 2010 Multi-Screen Users (September 2010)
7. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 7
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TV
INTERNET
ON PC
NEWSPAPER
MAGAZINE
68%
34%
29%
AT LEAST ONE OTHER MEDIA:
86%
38%
INTERNET
ON
MOBILE
TV
INTERNET
ON PC
NEWSPAPER
MAGAZINE
26%
28%
20%
2%
INTERNET
ON
MOBILE
Multi-Screeners Non Multi-Screeners
86% of multi-screeners use at least one other media whilst they watch TV with 68% using the internet, compared to 26% of
TV watching non multi-screeners
AT LEAST ONE OTHER MEDIA:
69%
European multi-screeners are sophisticated
media meshers
EIAA, Mediascope Europe 2010 Multi-Screen Users (September 2010)
8. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 8
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In the UK, twin-screening and multi-screening appear common
UK MULTI-SCREENING ACTIVITY
Source: Yahoo!, Appetite The Hunger for Mobile Media (2010)
9. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 9
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Going forwards, three-screen users and twin-screening behaviours
are likely to become far more common
FOR EXAMPLE: USA TWIN-SCREENING
Source: Source: Nielsen Cross-Platform Homes, March 2010; Simultaneous users are those who simultaneously used the TV
and the internet for at least one minute during the month
71% of people use
both TV and internet;
more than half use TV
and internet
simultaneously
10. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 10
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For marketers, the growth and development of a three-screen
media market could create compelling new opportunities
Campaigns can build
effectiveness across
channels, as consumers
respond to messages in one
channel
Ability to engage more deeply
and retarget
New combinations of brand-
building, performance and
direct response
POTENTIAL OPPORTUNITIES
11. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 11
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as well as important new challenges
(Even) greater variation
between different groups of
consumers?
Media measurement becomes
more challenging?
Far more data sets to
combine and manage?
CHALLENGES
12. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 12
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And in the future ?
WHATS NEXT
13. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 13
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To help us understand whats happening
Tim Hussain Head of Mobile and Video Advertising, BSkyB
Alison Fennah Executive Director, EIAA
Louisa Wong Director of Media Platforms, iProspect (Aegis)
Louise Ainsworth Managing Director, EMEA, Nielsen
Laura Chaibi Director of Research EMEA, Yahoo!
OUR EXPERT PANEL
14. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 14
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1. Whats
happening?
2. Opportunities
& challenges?
3. The future?
Well structure our discussion around three areas
STRUCTURE OF OUR DISCUSSION
Three screens:
facts, fictions
and fads
15. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 15
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Whats happening across the media
market today?
1. Whats happening?
16. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 16
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What are the opportunities and challenges for advertisers?
SO WHAT?
2. Opportunities and
challenges?
17. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 17
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How will three screening change the media market?
WHAT HAPPENS NEXT?
3. The future?
18. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 18
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Time for some audience participation
Facts, fictions
and fads
Facts Fictions Fads
19. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 19
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The winning lottery numbers in 2015s first draw are
Facts, fictions
and fads
3 9 21
28 29 42
20. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 20
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The X-Factor will be the UKs most popular
television programme
Facts, fictions
and fads
in 2015?
21. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 21
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HD technology add-ons will allow consumers to
project content from most devices onto any wall
Facts, fictions
and fads
in 2015?
22. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 22
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Panoramic sunglasses that stream video will
be common
Facts, fictions
and fads
in 2015?
23. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 23
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Games console will become media consoles, powering
multiple screens in the house with media services
Facts, fictions
and fads
in 2015?
24. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 24
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New flexible screen technologies will emerge and the first
epaper newspapers will go on sale
Facts, fictions
and fads
in 2015?
25. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 25
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Little screens will continue to amplify big screen success
Susan Boyle moments will be commonplace
Facts, fictions
and fads
in 2015?
26. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 26
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Reliable multi-screen media measurement solutions will be
readily available in the UK
Facts, fictions
and fads
in 2015?
27. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 27
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EU Commission lobbies for the break up of major media
corporations
Facts, fictions
and fads
in 2015?
28. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 28
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The majority of people in the UK will be able to access
internet services through their TV
Facts, fictions
and fads
in 2015?
29. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 29
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Anyone under the age of 20 will spend more time
consuming online video than linear TV
Facts, fictions
and fads
in 2015?
30. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 30
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Thank you to our
panel
31. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 31
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Contact information
Jon.watts@mtmlondon.com
Jon Watts
Co-founder and Director
MTM London
1 Earlham Street
London
WC2H 9LL
United Kingdom
Telephone: +44 (0) 20 7395 7510
www.mtmlondon.com
Laura Chaibi
Director of Research and Insights EMEA &
GST outreach
Yahoo!
125 Shaftesbury ave,
London,
WC2H 8AD
email: lchaibi@yahoo-inc.com
direct +44 (0)207 131 1466
mobile +44 (0)7976 454 503
Editor's Notes
Put simply, 10% of Europeans today up to nearly 20% in advance digital markets like the the UK watch TV and regularly consume internet content on PCs and mobile devices
94% of all Europeans watch TV, 51% use the internet on a PC or laptop and 14% use the internet on a mobile or PDA
90% of multiscreen users have broadband (versus 80% of all European internet users
Its important to understand consumers who use more than one media simultaneously - recent studies show that rather than media platforms being used independently of each other, there are increasing numbers who respond to seeing or hearing an ad in one media and action further engagement from the messaging on another.
Many studies have proven this to be the case with TV and PC and here we note 77% of people are using both media at the same time. As a result, case studies have flooded the market in support of a combined PC and TV strategy.
Qualitatively, we identified many instances of media being used simultaneously across 3 screens, with 22% of our quant sample stating they exhibited this behaviour. From this we wanted to identify what the effect is for advertisers when consumers are using 3 media at once in the hope of articulating what role mobile plays in an effective multi media strategy.
Will traditional distinctions between platforms break down was it television or online video or mobile?
Will all major media companies operate across multiple platforms?
How far will integration between media platforms go?
And what about the data ?
Increasing numbers of consumers respond to seeing or hearing an ad in one media and action further engagement from the messaging on another
Cross Media Synergies: Brand Y TV Ads Were Most Effective Among Those Viewers Who Were Previously Exposed to Online Video Ads
Will traditional distinctions between platforms break down was it television or online video or mobile?
Will all major media companies operate across multiple platforms?
How far will integration between media platforms go?
And what about the data ?
Alison what does the EIAAs research tell us about three-screen users in Europe and the UK? Whats distinctive about them? What do they do differently?
Laura Yahoo has recently looked at three-screen users in the UK what can you tell us about them? Presumably the big change is the growth in mobile internet consumption?
Louise as consumers gain access to more screens, presumably twin-screening behaviour will grow? How widespread is simultaneous usage?
Tim Sky operates across all three screens how many of Skys subscribers are consuming your services three-screeners? How fast is it growing?
Louisa why should advertisers and agencies care about three screen behaviours? Is twin screening an opportunity or a challenge?
Tim how will the growth of three-screens change the UK media market?
Alison its only 10% of Europeans at the moment, 20% in the UK
Louise presumably there are some pretty big problems emerging in media measurement? Most panels are single media only.
A few words from the panel what will look different in 2015?
Now, to check that youre paying attention a practice round