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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!
&
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 2
Sponsored by Yahoo!
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
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 3
Sponsored by Yahoo!
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
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 4
Sponsored by Yahoo!
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)
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 5
Sponsored by Yahoo!
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)
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 6
Sponsored by Yahoo!
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)
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 7
Sponsored by Yahoo!
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)
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 8
Sponsored by Yahoo!
In the UK, twin-screening and multi-screening appear common 
UK MULTI-SCREENING ACTIVITY
Source: Yahoo!, Appetite  The Hunger for Mobile Media (2010)
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 9
Sponsored by Yahoo!
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
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 10
Sponsored by Yahoo!
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
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 11
Sponsored by Yahoo!
 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
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 12
Sponsored by Yahoo!
And in the future  ?
WHATS NEXT
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 13
Sponsored by Yahoo!
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
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 14
Sponsored by Yahoo!
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
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 15
Sponsored by Yahoo!
Whats happening across the media
market today?
1. Whats happening?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 16
Sponsored by Yahoo!
What are the opportunities and challenges for advertisers?
SO WHAT?
2. Opportunities and
challenges?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 17
Sponsored by Yahoo!
How will three screening change the media market?
WHAT HAPPENS NEXT?
3. The future?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 18
Sponsored by Yahoo!
Time for some audience participation 
Facts, fictions
and fads
Facts Fictions Fads
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 19
Sponsored by Yahoo!
The winning lottery numbers in 2015s first draw are 
Facts, fictions
and fads
3 9 21
28 29 42
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 20
Sponsored by Yahoo!
The X-Factor will be the UKs most popular
television programme 
Facts, fictions
and fads
 in 2015?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 21
Sponsored by Yahoo!
HD technology add-ons will allow consumers to
project content from most devices onto any wall 
Facts, fictions
and fads
 in 2015?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 22
Sponsored by Yahoo!
Panoramic sunglasses that stream video will
be common 
Facts, fictions
and fads
 in 2015?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 23
Sponsored by Yahoo!
Games console will become media consoles, powering
multiple screens in the house with media services 
Facts, fictions
and fads
 in 2015?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 24
Sponsored by Yahoo!
New flexible screen technologies will emerge and the first
epaper newspapers will go on sale 
Facts, fictions
and fads
 in 2015?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 25
Sponsored by Yahoo!
Little screens will continue to amplify big screen success 
Susan Boyle moments will be commonplace 
Facts, fictions
and fads
 in 2015?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 26
Sponsored by Yahoo!
Reliable multi-screen media measurement solutions will be
readily available in the UK 
Facts, fictions
and fads
 in 2015?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 27
Sponsored by Yahoo!
EU Commission lobbies for the break up of major media
corporations 
Facts, fictions
and fads
 in 2015?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 28
Sponsored by Yahoo!
The majority of people in the UK will be able to access
internet services through their TV 
Facts, fictions
and fads
 in 2015?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 29
Sponsored by Yahoo!
Anyone under the age of 20 will spend more time
consuming online video than linear TV 
Facts, fictions
and fads
 in 2015?
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 30
Sponsored by Yahoo!
Thank you to our
panel
息 MTM London 2010 | Panel discussion  Internet Week Europe  Three Screening  8.11.10 (JW) 31
Sponsored by Yahoo!
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

More Related Content

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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! And in the future ? WHATS NEXT
  • 13. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 13 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! 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 Sponsored by Yahoo! Thank you to our panel
  • 31. 息 MTM London 2010 | Panel discussion Internet Week Europe Three Screening 8.11.10 (JW) 31 Sponsored by Yahoo! 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

  1. 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
  2. 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.
  3. 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 ?
  4. Increasing numbers of consumers respond to seeing or hearing an ad in one media and action further engagement from the messaging on another
  5. Cross Media Synergies: Brand Y TV Ads Were Most Effective Among Those Viewers Who Were Previously Exposed to Online Video Ads
  6. 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 ?
  7. 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?
  8. 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.
  9. A few words from the panel what will look different in 2015?
  10. Now, to check that youre paying attention a practice round
  11. Louise?
  12. Laura?
  13. Louisa?
  14. Tim?
  15. Laura?
  16. Louisa?
  17. Louise?
  18. Tim?
  19. Laura?
  20. Alison?
  21. End slide with London address.