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An introduction to Havas Media
Progressive Screens: What is it?

•  Seamless, simultaneous or
   sequential engagement across
   multiple connected devices and
   screens including:
      •  TVs, PC desktops, laptops,
         smartphones, tablets, gaming
         consoles, e-book readers, in-
         store kiosks, OOH digital
         billboards, Smart TVs, etc.
•    “Progressive Screens” offer
     opportunities to enhance user
     experiences (versus interrupt) and
     enable consumers to
     ‘progressively’ achieve their
     tasks or goals
Unlock shopper rewards by
                                 using your phone to tag
                                music from a TV commercial

                                     (Old Navy and Shazam)




                    Progressive Screens

 Get point-of-view footage
from the eyes of the world’s
  best snowboarders while
  watching the race on TV

      (Red Bull and Shazam)
Watch live game highlights,
get access to archived games
and share comments with other
 fans on your PC, smartphone
         and/or tablet
         (Volvo, MLB.com)




                    Progressive Screens

                                   Vote for your favorite team
                                players live in-stadium via texting,
                                   tweeting from your mobile
                                    device, or online website
                                      (All Star Ballot Vote, MLB.com)
Chat online with other viewers
                                    while watching TV shows

                                  (ABC ‘Scandal’ and iPad page on Yap.tv)




                     Progressive Screens


Browse and buy items you
   see featured in your
    favorite TV shows


  (Ebay ‘Watch with’ IiPad app)
Play and compete with
      sports fans while
    watching the game

(Heineken Star Player mobile app, TV)




                      Progressive Screens

                                        Befriend a TV character in real-
                                         time on the web via SMS text,
                                         and get a personal response
                                        and offer redeemable at your
                                                   local store

                                          (Grolsch Beer, TV ad, web and mobile)
Progressive Screens: Opportunity
•  Activate fans and customers, and
   monetize complimentary touch points
   with brand sponsored engagement
  •  Live events (sports, music): extend
     the experience online with gaming
     competitions, real-time stats, videos
  •  TV shows – supplement with access
     to exclusive behind-the-scenes
     footage and conversations
•  Spur social amplification, sign-ups,
   registrations, and sales through ad-
   based interactions (tagging content,
   check-ins, tweeting,etc)
•  Progressive screens best practices:
   context-driven (specific to location,
   time, consumer need) with related call
   to action, seamless and consistent
   (fluid stories), complimentary (not
   duplicative), transferable, savable,
   and optimized for the format, device.
Progressive Screens: Key Stats

l  90% of all media interactions in the U.S. are screen based, with an
    average of 3 different screen combinations per day: smartphone & TV
    (81%), smartphone & Laptop/PC (66%), Laptop/PC & TV (66%)
l  77% of TV viewers use another device while watching TV; smartphones
    are the most frequent companion device while watching TV
l  34% people use the device closest to them when looking for
    information
l  Top activities performed during simultaneous screen usage: emailing
    (60%), internet browsing (44%), social networking (42%), playing a
    game (25%), searching (23%), watching video (9%)
l  67% of people start shopping on one device and continue to another
    (61% laptop, 4% tablet)


Source: Google, New Multiscreen World, US, Aug 2012
Progressive Screens: Key Stats
                                    Simultaneous global use of tablet while watching TV
Global dual screen activities:
(Nielsen, Q4 2011)


l  Most frequent tablet or
   smartphone activity across all
   countries while also watching
   TV is checking email.

l  Other content related to
                                    Simultaneous global use of smartphone while watching TV
   watching TV include looking
   up info related to show,
   looking for deals or products
   advertised on TV.
Overview: Global Media Trends Video Series

l  For 2012-2013, Havas is developing a global video series that will feature
    interviews with innovative leading companies and key industry specialists
    across nine media trend areas.
l  Havas has undertaken this comprehensive market review in order to
    identify the most crucial areas of opportunity for our current and future
    clients.
l  For marketers who are seeking to be more effective in reaching their
    audiences, more engaging when connecting with them, and more
    efficient in transacting with them, we believe there are multiple
    opportunities that are now available within this dynamic new landscape.

Trend categories: progressive screens, social shopping, location-based
marketing, crowdsourcing/co-creation/curation, augmented learning, big data
& analytics, smarter search, life tracking, and cashless commerce.
Thank you!
  Obrigado!
  Gracias!
  Merci!
  Grazie!
  Arigatô!
  Vielen Dank!
  Terima Kasih!
  谢谢您!

For more information, please contact:
•  Mark.Egan@havasdigital.com
•  Rori.DuBoff@havasdigital.com
•  Adam.Kasper@havasdigital.com

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Global Media Trends: Progressive Screens (Multiscreen experiences)

  • 1. An introduction to Havas Media
  • 2. Progressive Screens: What is it? •  Seamless, simultaneous or sequential engagement across multiple connected devices and screens including: •  TVs, PC desktops, laptops, smartphones, tablets, gaming consoles, e-book readers, in- store kiosks, OOH digital billboards, Smart TVs, etc. •  “Progressive Screens” offer opportunities to enhance user experiences (versus interrupt) and enable consumers to ‘progressively’ achieve their tasks or goals
  • 3. Unlock shopper rewards by using your phone to tag music from a TV commercial (Old Navy and Shazam) Progressive Screens Get point-of-view footage from the eyes of the world’s best snowboarders while watching the race on TV (Red Bull and Shazam)
  • 4. Watch live game highlights, get access to archived games and share comments with other fans on your PC, smartphone and/or tablet (Volvo, MLB.com) Progressive Screens Vote for your favorite team players live in-stadium via texting, tweeting from your mobile device, or online website (All Star Ballot Vote, MLB.com)
  • 5. Chat online with other viewers while watching TV shows (ABC ‘Scandal’ and iPad page on Yap.tv) Progressive Screens Browse and buy items you see featured in your favorite TV shows (Ebay ‘Watch with’ IiPad app)
  • 6. Play and compete with sports fans while watching the game (Heineken Star Player mobile app, TV) Progressive Screens Befriend a TV character in real- time on the web via SMS text, and get a personal response and offer redeemable at your local store (Grolsch Beer, TV ad, web and mobile)
  • 7. Progressive Screens: Opportunity •  Activate fans and customers, and monetize complimentary touch points with brand sponsored engagement •  Live events (sports, music): extend the experience online with gaming competitions, real-time stats, videos •  TV shows – supplement with access to exclusive behind-the-scenes footage and conversations •  Spur social amplification, sign-ups, registrations, and sales through ad- based interactions (tagging content, check-ins, tweeting,etc) •  Progressive screens best practices: context-driven (specific to location, time, consumer need) with related call to action, seamless and consistent (fluid stories), complimentary (not duplicative), transferable, savable, and optimized for the format, device.
  • 8. Progressive Screens: Key Stats l  90% of all media interactions in the U.S. are screen based, with an average of 3 different screen combinations per day: smartphone & TV (81%), smartphone & Laptop/PC (66%), Laptop/PC & TV (66%) l  77% of TV viewers use another device while watching TV; smartphones are the most frequent companion device while watching TV l  34% people use the device closest to them when looking for information l  Top activities performed during simultaneous screen usage: emailing (60%), internet browsing (44%), social networking (42%), playing a game (25%), searching (23%), watching video (9%) l  67% of people start shopping on one device and continue to another (61% laptop, 4% tablet) Source: Google, New Multiscreen World, US, Aug 2012
  • 9. Progressive Screens: Key Stats Simultaneous global use of tablet while watching TV Global dual screen activities: (Nielsen, Q4 2011) l  Most frequent tablet or smartphone activity across all countries while also watching TV is checking email. l  Other content related to Simultaneous global use of smartphone while watching TV watching TV include looking up info related to show, looking for deals or products advertised on TV.
  • 10. Overview: Global Media Trends Video Series l  For 2012-2013, Havas is developing a global video series that will feature interviews with innovative leading companies and key industry specialists across nine media trend areas. l  Havas has undertaken this comprehensive market review in order to identify the most crucial areas of opportunity for our current and future clients. l  For marketers who are seeking to be more effective in reaching their audiences, more engaging when connecting with them, and more efficient in transacting with them, we believe there are multiple opportunities that are now available within this dynamic new landscape. Trend categories: progressive screens, social shopping, location-based marketing, crowdsourcing/co-creation/curation, augmented learning, big data & analytics, smarter search, life tracking, and cashless commerce.
  • 11. Thank you! Obrigado! Gracias! Merci! Grazie! Arigatô! Vielen Dank! Terima Kasih! 谢谢您! For more information, please contact: •  Mark.Egan@havasdigital.com •  Rori.DuBoff@havasdigital.com •  Adam.Kasper@havasdigital.com