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Rolfe William Swinton at the Video Insider Summit
1) The document examines consumer behavior across three major sporting events - Super Bowl 2014, March Madness 2014, and World Cup 2014. 2) Viewing habits, demographics, locations, activities, emotions and media consumption differed greatly between the events and among audience groups. 3) Second screen usage varied widely based on context, demographics, and what was happening within the event itself. Younger audiences and those feeling bored or excited were more likely to engage with mobile/social media.
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Rolfe William Swinton at the Video Insider Summit
- 1. Sports, Media &Context Serving the Cross-media Consumer
- 2. Why do multi-platformconsumers behave as they do? What drives differences in behaviors? When does second screen become most relevant? When are ideal times to reach those consumers?
- 3. So Let’s Takea Look at Three Big Events
- 4. SupLeetr’s LBoook watlMajor Sporting Events
- 5. MaLrect’hs L oMokaatd Mnajeors Ssporting Events
- 6. WLeto’sr Llodok CatuMpajor Sporting Events
- 7. Where we wantto take you Who were these people who were audiences to these events? • What was their general cross-platform media behavior? • How did their context change behavior, attitudes, etc.? • How does the second screen fit into these behaviors? • How can this all relate to purchase behavior and more?
- 8. Who is RealityMine? What is USA TouchPoints?
- 9. Who is RealityMine? UK-based mobile technology company with powerful passive & active data collection tools and analytic engines that generate actionable insights into consumer behavior 9
- 10. Real Behaviors &Real Insights in Real-Time Multiple Data Collection & Capture Sources Crisp, Insightful Reporting Powerful Analytics Engines
- 11. How Our DataCollection Platform Works RealityMine’s Cross-Media Behavioral Data Solution is powered by a combination of flexible Passive Metering, e-Diary and emotional tracking tools. - Single Source View (3,000 + 20,000 consumer panel) - Multi-Channel - Multi-Media - Real-Time - Context of a person’s daily life - 30,000 – 300,000+ days - 720,000 hours – 7.2 million hours Track each and every step taken on the consumers’ journey actively & passively
- 12. Data Captured inUSA TouchPoints Life Context Cross Media Emotion 12
- 13. Connection Event Activity Device Location Advertising & Media WiFi / Network Speed / Strength 2G / 3G / 4G Operating System / Model Network Battery / Charging Browser / In-app Ads Music, Video Creation / Consumption Ad In / Out of Home & Specific Locations Replacement & A/B Testing Behavioral Context Event Triggers Calls Made / Received Detailed Web Usage App Usage SMS In/Out & Other IM Formats Passive Data Captured Continually
- 14. The Data Givesa Multifaceted and Continual View… All media All emotions All life contexts Recorded as close to real-time as possible All day, every day, half-hour by half-hour And continuously - passively
- 15. The Events… SuperBowl 2014 March Madness 2014 World Cup 2014
- 16. Who Was Watching? Viewers % by Gender and Age Group Gender Super Bowl March Madness World Cup Male 50% 54.4% 50.2% Female 50% 45.6% 49.8% Age Group Super Bowl March Madness World Cup Millennials (18- 34) 22.7% 45.6% 51.7% Older (35-64) 77.3% 54.4% 48.5%
- 17. Where Were They& Who Were They With? Super Bowl March Madness World Cup By themselves At home With their kids At home With their partner At restaurants / bars
- 18. Key Variances bySegment Female Millennials (18-34) Females (35+) Male Millennials (18-34) Male (35+) Alone at Home With Children at Home Alone at Work With Partner and Children at Home With Partner at Restaurant/Ba rs and Someone Else’s Home With Children and Partners at Restaurant/Ba rs With Friends at Restaurant/Bar With Partner at Restaurant/Bar and Someone Else’s Home
- 19. The World Cupis the One Sports Event That Most People Feel Happy About Viewers Emotions While Experiencing the Given Event 22% 15% 13% 42% 45% 35% 37% 41% 52% Super Bowl March Madness World Cup NEGATIVE NEUTRAL POSITIVE
- 20. But Few Membersof the Audience are Only Watching the Events 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Activities During Sport Events (%) Super Bowl March Madness World Cup Average Day Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
- 21. But Few Membersof the Audience are Only Watching the Events – MM Working 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Activities During Sport Events (%) Super Bowl March Madness World Cup Average Day Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
- 22. But Few Membersof the Audience are Only Watching the Events – SB & WC Social 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Activities During Sport Events (%) Super Bowl March Madness World Cup Average Day Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
- 23. But Few Membersof the Audience are Only Watching the Events 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Activities During Sport Events (%) Super Bowl March Madness World Cup Average Day Note: Others include parent-child activities, nothing, exercise, community/religious activities, shopping online, school and caring for others
- 24. How Did TheseAudiences Engage with the Events?
- 25. March Madness: AllAbout the Future Potential 12 10 8 6 4 2 0 Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rd Media distribution over study (%) Date (Match '14) TV Radio Mobile
- 26. March Madness: AllAbout the Future Potential, Then Reality Set In… 12 10 8 6 4 2 0 Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rd Media distribution over study (%) Date (Match '14) TV Radio Mobile
- 27. March Madness: AllAbout the Future Potential, Then Reality Set In… 12 10 8 6 4 2 0 Sat 15th Sun 16th Mon 17th Tue 18th Wed 19th Thu 20th Fri 21st Sat 22nd Sun 23rd Media distribution over study (%) Date (Match '14) TV Radio Mobile
- 28. Viewership of theWorld Cup games in the USA Grew as USA Gave Strong Start 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% USA Audience of the World Cup 2014 USA vs Germany USA vs Belgium France vs Germany Brazil vs Colombia Final USA vs Portugal
- 29. Viewership of theWorld Cup Games in the USA Continued to Peak When USA Played 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% USA Audience of the World Cup 2014 USA vs Belgium France vs Germany Brazil vs Colombia Final USA vs Portugal USA vs Germany
- 30. Viewership of theWorld Cup games in the USA Peaked When USA Played 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% USA Audience of the World Cup 2014 USA vs Portugal USA vs Germany France vs Germany Brazil vs Colombia Final USA vs Belgium
- 31. Viewership of theWorld Cup games in the USA Peaked When USA Played then Faded 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00% USA Audience of the World Cup 2014 USA vs Portugal USA vs Germany USA vs Belgium France vs Germany Brazil vs Colombia Final
- 32. Super Bowl XLVIII:Was The Most Viewed Event in Television History* 70% 60% 50% 40% 30% 20% 10% 0% 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 Other Super Bowl * -http://www.adweek.com/news/television/nielsen-overturns-earlier-call-super-bowl-xlviii-most-watched-ever-155461
- 33. Super Bowl XLVIII:Most Viewed Event in Television History* but Boredom Took Over the Audience by 9pm 70% 60% 50% 40% 30% 20% 10% 0% 18:00 18:30 19:00 19:30 20:00 20:30 21:00 21:30 22:00 22:30 23:00 23:30 Other Super Bowl Boredom * -http://www.adweek.com/news/television/nielsen-overturns-earlier-call-super-bowl-xlviii-most-watched-ever-155461
- 34. • Audience engagementnot easily predictable and not linear • Some surprising moments when the audience is actually most engaged can create opportunities • But when are the best times to deliver those messages?
- 35. But what elseis going on at any given moment? A whole lot more than just watching the event…
- 36. March Madness: EveryGroup Has a Different Experience!
- 37. World Cup ViewerSegments Also Had Very Different Experiences
- 38. Second Screen activityis a function of the larger context It takes on a more specific role within the sporting event itself, depending on the context
- 39. TV is Stillthe Biggest Media Platform, but PC, Mobile and Radio Played Very Different Roles for Each Event 49.6% Media Consumption by Platform in % Event Mins 44.7% TVTVTV PCPCPC Mobile RADIOO 45.1% 20.5% 27.2% 15.9% 16.3% 16.7% 18.2% 14.0% 11.8% 20.0% Super Bowl March Madness World Cup Super Bowl March Madness World Cup
- 40. Sports Audiences’ SecondScreen Use Also Varies Significantly by Age
- 41. For Sports Viewers:Lots of Sports Apps in Use (Typical Phone of a March Madness Viewer) Candy Crush Saga ranked lower in people who watched the tournament than those that didn't. Skype is heavily used by March Madness viewers. Yahoo Sports and ESPN Streak The top apps are all sport related. Source: Reality Mine Data Collected March – April 2014
- 42. Super Bowl hadthe Highest Proportion of Second Screeners – World Cup, the Least Bruno Mars stimulates huge Twitter activity…
- 43. Second Screen /Mobile Device Use: World Cup Viewers the Lowest Users 70% 60% 50% 40% 30% 20% 10% 0% Email Internet Gaming Talking Texting Apps Taking Pictures % of Second Screen Activity via Mobile Phone Super Bowl March Madness World Cup
- 44. However, 5¼% ofWorld Cup Viewers Were Watching Something Else at the Same Time!
- 45. By the ThirdUSA WC Game, Fans Focused on the Big Screen, Away From Second Screens % difference between USA vs Portugal and USA vs Germany % difference between USA vs Germany and USA vs Belgium
- 46. TV still trumpsall, when people are very engaged Second Screen usage varies wildly: • by demographics • by context - context is inherently dynamic, dependent on what is happening in the event and in the context of the competition
- 47. Different Moods /States & Context Drive Types of Second Screen Activity
- 48. When March MadnessViewers Were Bored They Played Candy Crush Saga Source: Reality Mine Data Collected March – April 2014
- 49. When March MadnessViewers Were Excited They Were on YouTube or Chatting on Whats App Source: Reality Mine Data Collected March – April 2014
- 50. When March MadnessViewers Were Lonely They Were on Facebook Source: Reality Mine Data Collected March – April 2014
- 51. When March MadnessViewers Were Feeling Overwhelmed They Were on Mint or using other Financial Tools Source: Reality Mine Data Collected March – April 2014
- 52. Different Events HadDifferent App Use Patterns EMOTION Super Bowl March Madness World Cup Bored Happy Excited Lonely Stressed Weather Games Games Social Networking News Email Sports Hobbies Messaging Finance Games Social Networking Social Networking Shopping Games Viewers App Usage by Emotions
- 53. Different Events HadDifferent App Use Patterns EMOTION Super Bowl March Madness World Cup Bored Happy Excited Lonely Stressed Weather Games Games Social Networking News Email Sports Hobbies Messaging Finance Games Social Networking Social Networking Shopping Games Viewers App Usage by Emotions
- 54. USA Fans UtilisedVarious Communication Apps Dependent on World Cup Game Outcome / Emotion
- 55. Second screen behavioris driven by • Demographics • Event context • Emotional state All highly dependent on the dynamic context
- 56. How Does thisAll Affect Other Behaviors, Such as Consumer Receptivity to Advertising and Paths to Purchase?
- 57. How Did AdvertisingDuring March Madness Games Change Your Opinion of a Brand? Advertising during March Madness had a positive impact on brands, with the most obvious gain being that these brands seemed more nationally available and competitive. Potential to create a motivation rush Source: Reality Mine Data Collected March – April 2014
- 58. Purchase Thoughts vsPurchases Made Reach of purchases and purchase thoughts by hour of day. Target: Sports-viewers with household income over $100k. 3-4pm: Sports media reach (18%) surpasses finance media reach (14%) just as there begins to be more affluents making purchases than thinking about purchases
- 59. How Best ToTrigger Behaviors We Want? Source: Reality Mine Data Collected March – April 2014
- 60. How Best ToTrigger Behaviors Marketers Want to Achieve? Source: Reality Mine Data Collected March – April 2014
- 61. Purchase Thoughts vsPurchases Made – March Madness for Affluent Consumers 8pm – 9:30pm: Purchases made surpass thoughts about potentials purchases at this time 7pm-8pm was the peak viewing time for March Madness
- 62. Very Different Context= Different Behaviors Thought about restaurant/bar purchase 50% of World Cup viewers made a purchase in a restaurant or bar Thought about making a fast food purchase 95% of viewers followed through and purchased fast food. • Surprisingly, affluents spend less time thinking before Restaurant/Bar purchases than before Fast Food purchases.
- 63. Sports & Impactingthe Path to Purchase • Connecting with affluents via digital sports media should happen early in the day – during the morning commute on mobile and around 10am online. • Among affluents, sports media is consumed in a hotter emotional state than, say, finance media. • Positive and strong positive emotions are most common with sports media, while finance media involves more neutral emotions. • Sports media is generally a family affair among affluents – and, unlike finance media, family activities continue after media consumption is over.
- 64. Why do multi-platformconsumers behave as they do? What drives differences in behaviors? When does second screen become most relevant? When are ideal times to reach those consumers?
- 65. What did welearn? • Sports viewing is a highly dynamic activity – the content drives engagement • But the context of those consumers drives very big differences in behavior • Who they are with • What they are doing • What is happening in the event, and in the context of the consumer • How they feel at any given moment • This impacts receptivity to advertising and purchase behaviors • Second screen use is highly sensitive to all these dynamics – but those dynamics can be measured, evaluated and responded to
- 66. And What Happensif You Could Connect in Real-Time?
Editor's Notes
- #5 Lots of viewers! Great data Very different audiences and very different ways the audiences engage with the events The events themselves shape the way people engage with them – not static
- #6 Lots of viewers! Great data Very different audiences and very different ways the audiences engage with the events The events themselves shape the way people engage with them – not static
- #7 Lots of viewers! Great data Very different audiences and very different ways the audiences engage with the events The events themselves shape the way people engage with them – not static
- #12 A possible path to purchase might include a number of steps, which can be captured by collecting data across different digital devices, for example; A user starts is exposed to a radio / TV / mobile Ad. Following the ad the user searches for the website/product on their smart phone. User later returns to the site on their tablet and adds items to their basket and researches alternative products and services whilst on their tablet. Later that month the user visits the site on their desktop PC and purchases the product. These are just a few examples scenarios that we capture as given that we can collect data across a range of devices the opportunities are endless.
- #33 Super Bowl XLVIII was the most viewed event in television history* however, our data has indicated that Super Bowl had the highest audience from our respondents between 19.00 and 19.30 hours but the half time show saw a lot of people change channel. From 21.00 hours onwards, by which point the result was pretty much guaranteed, people had switched off to watch other TV programs. This change in the viewership of Super Bowl coincides with heightened levels of boredom among our respondents and has enabled RealityMine to identify the peak time for advertising slots to be between 7 and 7:30PM.
- #34 Super Bowl XLVIII was the most viewed event in television history* however, our data has indicated that Super Bowl had the highest audience from our respondents between 19.00 and 19.30 hours but the half time show saw a lot of people change channel. From 21.00 hours onwards, by which point the result was pretty much guaranteed, people had switched off to watch other TV programs. This change in the viewership of Super Bowl coincides with heightened levels of boredom among our respondents and has enabled RealityMine to identify the peak time for advertising slots to be between 7 and 7:30PM.
- #44 Bruno Mars’ half time performance during the Super Bowl game sparked over 2 million Tweets worldwide, the impact of the huge social networking activity of viewers of Super Bowl is mirrored in the high second screen activity that we can see in our data. With the championship being fought between just two teams, it’s more than likely that a large proportion of Super Bowl viewers tune in for the show not just the game…with less viewers emotionally invested in the teams’ performance concentration levels are lower and second screens are used in conjunction with TV viewing
- #60 Until 9am, affluents consider purchasing items more than they actually purchase. After a reversal around lunchtime, this trend continues in the early afternoon. Affluents’ purchase actions overtake purchase thoughts later in the afternoon and into the evening, before both drop sharply at 9pm. The tipping point from thought to action occurs between 3pm and 4pm for affluent purchasers – the very time in which sports media reach surpasses finance media reach.
- #64 95% of panellists who thought about purchasing in restaurant/bar followed the through through to a purchase