multiscreen usage in NZ Media consumption as we know it today, is multifaceted,

Transcription

1 & Activation

2 multiscreen usage in NZ Media consumption as we know it today, is multifaceted, with consumers constantly connected via multiple devices. TV is the least likely advertising medium to capture undivided audience attention. 85% of NZ audiences use a Smartphone, Tablet or Laptop when watching TV. Frequent Infrequent Never *estimate based on Neilsen 2016 figure

3 adsync+ AdSync+ offers multi-screen advertising communication opportunites, to create a seamless brand experience across TV and digital media.

4 Why Sync? When consumers turn to second/third screens to seek more information on TV content, micro-moments are created, presenting marketers with the unique opportunity to engage beyond TV! Sync helps you engage with your audience using real-time technology to deliver a relevant message at the perfect time Significantly increased CTR rates from x2 to x4 depending on the category Extend brand reach and increase brand recognition Increase brand relevance and consumer connections Initiate immediate call to action, exploiting a high top of mind recall derived from an active TV event Drive web traffic and higher conversion Increase effectiveness and reduce waste of digital campaigns by activating delivery at the right moment

5 TV Halo Effect on Search According to Microsoft research, there is a statistically significant causal relationship between the airing of TV commercials and online search response. Key observations of the Microsoft study: 1. Significant positive effect on search, for 1-5min after TVC 2. Response much stronger on phone/ tablet than PC/desktop 3. Targeted demographics are more likely to take action 4. Search terms are very specific to the TVC content / script (although they become more broad in proceeding days) Source: Microsoft, Internal data analysis, Feb 2015, Feb 2016, Feb 2017 (Autos, FinSvc, Telecom). january-2017/five-plays-to-score-a-touchdown-with-your-ig-game-campaigns

6 TV Halo Effect on Search In order to capture the immediate spike in attention that follows a broadcast TVC, timing is critical Target the desired viewer during the ad breaks, when they are most attentive to online activity on their second devices. Concentrate digital media- firepower around TVC triggers in order to optimize Return on Investment Creatively interact with your audience by crafting engaging touch points from TV to online and amplify your brand s reach.

7 TV halo effect on social Up to 60% Higher ROI In a study that spanned 3,200 campaigns, 44 countries and $375 billion in ad spend, adding digital to TV produced a kicker effect, boosting return on investment by 60%. 8 19% Inrease in Memorability When Facebook was used in conjuction with TV ads, a memory multiplier effect is achieved leading to a 19% lift in memory encoding. 5 8 Analytic Partners, analysis based on over 3,200 campaigns from (digital includes video and display advertising on desktop and mobile devices; results are indexed on TV), 2016.

8 Cross Screen Potential Channels: video, display, social, search Deliver a consistent brand message across multiple channels. Reinforce your call to action across multiple screens. Plan digital media as an extension of TV reach. More often than not, TV plays a crucial role in establishing the story quickly, followed by the behaviour of search, share and discussion online across mobile, tablet and PC, said Steve Baer, Partner, Creative Strategy, Code and Theory, New York.

9 How it works Step 1 Step 2 Targeted TV ad is added to our database. TV Spots are Detected with Image, Keyword, Program guide and Recognition software Step 3 Step 4 We send the info to our DSPs and the assigned campaign is activated within 0.5 seconds. Online ads are displayed on all devices for up to 10 mintes after.

10 TVC IN-SYNC Activate viewer engagement by screening your digital ad in-sync with your TV commercial on air. TVC COUNTER-SYNC Benefit from your competitors TV buys by coinciding your digital ad with a competitors TV commercial. AdSync Tool Suite No set-up fee. Minimum spend $7,500 KEYWORD SYNC (NEW) Initiate conversation by triggering digital ad buys when pre-defined Keywords appear on TV. TV PROGRAM & SERIES SYNC Increase reach and efficiency by concurrently serving ads with high-impact TV programs & series. WEATHER SYNC Deliver digital ads based on current or forecasted weather conditions. SPORT SYNC Deliver digital ads based on live sporting events

11 New Tool Keyword Sync Improve brand engagement by triggering digital ad content when pre-defined Keywords appear on TV.

12 keyword mentions Woolworths 39,874 brand mentions of Woolworths in the last 90 days across all regions. *Keyword mentions are unique to each region and channel. *Campaign ran on Australian TV

13 keyword mentions Deodorant Over the course of three months the category deodorant generated 100 hours of TV Sync.

14 Counter-Sync Case study Health Sector Channels Display, Social and Pre-Roll on mobile and tablet Syncing with cancer awareness TVCs on air Duration: 12 days Triggers 47 Impressions 1,722,364 Conversions 136 Clicks 3,923 CTR 0.23% Prime TV One TV2 TV3

15 Our reach Channels that we can access include: We have access to both Australia and New Zealand. We receive all channels broadcasted and are able to open specific channels (encrypted) on special request. SkyTV is an additional cost.

16 3 Key Takeaways % of NZ consumers use multiple devices when watching TV. Multiscreen consumer habits will be the way of the future. Syncing your digital campaigns with TVCs significantly increases engagement, web traffic and conversions. Online Ads can be synced to TV Ads, key moments or keywords across tablets, mobiles and desktops. Chris Schultz chris@acquireonline.co.nz Zane Furtado zane@acquireonline.co.nz Anthony Ord ant@acquireonline.co.nz Simon Massey simon.massey@acquireonline.co.nz