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DIGITAL IS NOT A CHANNEL
LIVErtising 15.2
LIVErtising.NET IHECS 2014-‐20156
01
TV is still going strong, digital is growing, mobile is leading
LIVErtising.NET IHECS 2014-‐20159
https://www.youtube.com/watch?v=0I96Lw3BY10
https://www.youtube.com/watch?v=bFpZ6ZNG-‐nE
https://www.youtube.com/watch?v=PMmMahaHpg4
LIVErtising.NET IHECS 2014-‐201513
multiscreening
second screen
social television
Croatia - Belgium
SRP = 0,77 (av. 0,13) SRP = 0,91 (av. 0,27)
TV Reach 20% - 842 640
Total messages – 6 498
Source : SRP on Sport, North&South, 15-54 year
TV Reach 20% - 632 609
Total messages – 5 751
Source : Audimetrie CIM, 2013 (26/08-03/11), Commercial channels North : VTM, 2Be, Vier, Vijf, Vitaya; South : La Une; La Deux, RTL-Tvi, Club RTL, Plug RTL, 15-54, 18h55-22h35, Live+6, Spots entractes, only commercials time bands, Lead in/ out 5min Programs buzz = Ranking programs Sept-Oct, top 40 on messages, TEVIZZ
During ads, second screen becomes first one
Programs that generate “buzz” suffer less from zapping -58%-38%
LIVErtising.NET IHECS 2014-‐201520
targeted ads
addressable ads
interactive ads
local ads
LIVErtising.NET IHECS 2014-‐201525
01
02
03
04
05
TV is still going strong, digital is growing, mobile is leading
TV is a multiscreen experience
TV sets are getting digital
TV is in the app, increasingly
TV content is OTT too
LIVErtising.NET IHECS 2014-‐201527http://www.slideshare.net/wearesocialsg/from-second-screen-to-multiscreen-we-are-socials-guide-to-social-screens
LIVErtising.NET IHECS 2014-‐201528http://www.slideshare.net/wearesocialsg/from-second-screen-to-multiscreen-we-are-socials-guide-to-social-screens
Laptop and Gaming Consoles: Popular TV devices next to the traditional TV set
Watch TV
TV 97%
Laptop 52%
Gaming console connected to TV
19%Tablet 15%
Smartphone 13%
Connected tablet 7%
Source: MMS Study 2013 – Havas Media
? ? ? ? ? ?
2nd screen (TV) a strong link with digital brand content
Multi screen usage
Surf on websites related to what I’m
watching 44%
Look or buy things related to what I’m
watching 25%
Write on FB about what I’m watching
22%
Send emails / sms related to what I’m
watching 22%
Consult Twitter 21%
Comment online about ads, film or
program I’m watching 18%
Tweet about the TV program or movie
9%
LIVErtising.NET IHECS 2014-‐201533
02
DIGITAL is where
people engage most comfortably, i.e. interact and amplify
03
DIGITAL is going
mobile, decidedly
01
DIGITAL is the explosive
engine of communication media
04
DIGITAL is not an additional channel -‐ it is
a life-‐changer and a business-‐changer
LIVErtising.NET IHECS 2014-‐201553
https://youtu.be/4mNUIvqU6U0
LIVErtising.NET IHECS 2014-‐2015
Huge brands like Pepsi and Coke are not in the top ten list of brands on YouTube. Despite the success of beauty videos on YouTube, makeup brands are next to nowhere on it!56
LIVErtising.NET IHECS 2014-‐2015
http://www.adweek.com/videowatch/why-brands-suck-youtube-153324
57
LIVErtising.NET IHECS 2014-‐2015
Global SMS: 7.5 tr messages a year WhatsApp: 7.2 messages a year (with just 30 engineers)
63
LIVErtising.NET IHECS 2014-‐201567
http://marketingland.com/heres-‐brands-‐snapchat-‐super-‐bowl-‐116933
LIVErtising.NET IHECS 2014-‐2015
http://www.latitudegroup.com/education/glossary
78
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