1. Storytelling In A Multiscreen World Katherine Eills & Jennifer Baum 2. Source: Cisco VNI Mobile, 2015 INTERNET TRAFFIC WILL GROW 4-FOLD BY 2018 3. 0 1 2 3 4 5 6 7 2013 2018 2023 2028 1.8 ? 2.7 ? Sources: Cisco VNI Mobile, 2015 & OTVentures research Consumers in KSA and UAE own up to four digital devices 4. EVENINGAFTERNOONMID-DAYMORNING Microsoft Internal, Feb 2015 and Ericsson Consumer Lab TV and Media Report Sept 14. PC Usage Stands out during daytime work Tablet Usage Peaks in the evening driven by entertainment and media consumption Mobile Usage Peaks in the evening driven by browsing and social 37% of consumers in UAE want to engage with their favorite content on any device 5. HAVE STREAMED OR DOWNLOADED TV SHOWS IN THE LAST MONTH AND 30% GlobalWebIndex, Q4 2014 6. FIND IT HARD TO SPEND EVEN 1 HOUR WATCHING TV OR A MOVIE WITHOUT USING A SECOND DEVICE47% And 86% of the UAEs smartphone owners use their phones while watching TV... (Omnicom Media Group) 7. FREQUENTLY PICK UP A SECOND DEVICE DURING COMMERCIAL BREAKS 74% 8. Multimoment Advertising Connecting with people in the moment that matters the most, on the device that is most appropriate, for that specific message, by synchronizing the experience across devices. 9. Two or more devices simultaneously One device at a time Content Grazing Social Spiderwebbing Investigative Spiderwebbing Sequential Types of Multiscreening Behaviors 10. Simultaneous usage Related content Exploration Discovery INVESTIGATIVE SPIDERWEBBING 73% 11. Impactful: Multi-platforms and Multi-Screen 12. Sequential Task-oriented Efficiency Simplicity SEQUENTIAL MULTISCREENING 76% 13. Very cool but does it work? Yup. 14. 6.5% 8.2% 9.0% 9.3% 11.1% Brand Activity Source: Microsoft Internal Data Creative 1 Creative 2 Creative 3 Creative 4 Evengreaterengagementwithsequentialsynchronization +27 +38 +44 +72 Likelihood to take action vs. control 15. More connected devices and more usage Mobile usage especially, is driving multiscreening More screens means more moments to connect with consumers Multimoment Advertising is about synchronizing the content and the experience across screens Summary