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the multiscreen
playbook How to Utilize Device Dayparts for Greater Reach & Impact
March 2013
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For more information contact:
FREDERICK STALLINGS DIRECTOR | MOBILE COLLECTIVE
99 PARK AVENUE | 5TH FLOOR NEW YORK, NY 10016
T: 646.998.6076
E: FSTALLINGS@COLLECTIVE.COM
SIMON BOND
CHIEF MARKETING OFFICER
BBDO AND PROXIMITY WORLDWIDE 1285 AVENUE OF THE AMERICAS NEW YORK, NY 10019
T: 212.459.5878
E: SIMON.BOND@BBDO.COM
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Contents 5 IntroductIon
8 MultIScreen reach
12 devIce reach by daypart
14 relatIonShIpS wIth devIceS
16 IMpleMentIng the devIce daypart
18 caSe StudIeS
23 lookIng ahead
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Media is now Accessible 24/7
on 4 Screens
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Introduction
Much progress has been made in recent years about changes to the television industry. the most striking change of all may not be what’s happening on tv but, instead, on other screen devices, such as pcs, smartphones and tablets.
Much of how television advertising is bought and sold has remained reassuringly— and confidently—stable for decades. that confidence is justifiable when television commands complete dominance in audience reach and wields the emotional power of video advertising. however, industry conventions such as the daypart—which formerly offered a shorthand for the availability of the uS audience to video ad messages (e.g., working people in prime time, kids and housewives in daytime)—require a drastic revision due to the impact of Internet-enabled screen devices. new complexity has been layered over the 21st-century media day, as outlined in bbdo and proximity’s joint research piece with Microsoft advertising, “Meet the Screens.” Screens are all but ubiquitous in everyday life. advertising reach and frequency opportunities are
no longer defined by tv and traditional tv dayparts, but instead are spread across multiple devices and are defined by the consumer’s relationships the consumer’s preferences—even relationships—with each device. advertisers who follow these consumer media dynamics closely can gain a competitive edge in engaging their customer; those who ignore the trends will quickly find themselves in the minority.
as a follow-up to “Meet the Screens,” which outlines how people engage with different screen devices, bbdo partnered with collective to commission and analyze data from nielsen, and looked to best practices from collective’s clients.
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