This document discusses how people's media consumption habits are changing as technology evolves. It notes that people are increasingly using multiple devices simultaneously (known as multi-screening). However, multi-screening behavior depends highly on the context and content being consumed. The document analyzes data on how consumption patterns vary based on factors like time of day, gender, genre of TV show watched, and whether the secondary activity complements or distracts from the primary one. It argues that to effectively reach people across devices, advertisers need a nuanced understanding of targets' behaviors, motivations, and contexts throughout the day.

1. Multi-Screening: Clutter or Asset?
It’s a Matter of Context
Rolfe Swinton
Co-Founder, CRO RealityMine
@RealityMineTech

2. How Multi-Screen
Contextual Data
Could Help You Win

3. The Perfect Audience + Perfect Context

4. Rapid Changes in
Technology is Impacting

5. Each New Computing Cycle =
10x > Installed Base than Previous Cycle

6. Weekly Reach Of Digital Video Triples
Since 2011  Disrupting Cable
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
2011 2012 2013 2014
Weekly Reach A18-64
Any Digital Video Any Cable TV at Home
Source: USA TouchPoints, 2012.1 - 2014.1
-13%
+3X

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90%
2011 2012 2013 2014
Share of Video Time by Platform, A18-64
Live TV/DVR DVD/Blu-Ray Any Other Video
Time Spent With Digital Video 
Disrupting TV
Source: USA TouchPoints, 2012.1 - 2014.1
-20%

8. Digital Video Growing In All Age Groups
Source: USA TouchPoints, 2012.1 - 2014.1
0%
10%
20%
30%
40%
50%
60%
70%
80%
2011 2012 2013 2014
Weekly Reach By Age
18-34 35-49 50-64

9. Steady Growth in Multiple Device Use
Source: USA TouchPoints, 2012.1 - 2014.1
0.0
0.2
0.4
0.6
0.8
1.0
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1.4
1.6
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2.0
2011 2012 2013 2014
Average Number of Video Devices Used, Full Week
18-34 35-49 50-64

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10%
20%
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60%
70%
80%
90%
100%
Live TV/DVR DVD/Blu-Ray Any Streaming Movie/TV Any Other Video
Share of Video Time by Platform A18-64
2013 vs. 2014
2013 2014
+36%
Share of Time Spent Streaming Movie &
TV Programs up 36% in 1 Year
Source: USA TouchPoints, 2012.1 - 2014.1

11. So What Is Happening in

12. A Target’s Context Isn’t

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Feeling exhausted Commuting or
travelling
Quality time with
partner or spouse
During a parent-
child activity
How Working Moms (35-54) Consume
Media in Different Contexts Mobile Device
TV
Computer

14. Women Generally are More Avid
Multi-Screeners While Watching TV
Source: USA TouchPoints, 2012.1 - 2014.1
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Reach of multi-screen (mobile, tablet or computer) TV viewing
Reach of males viewing TV with a multi-screen Reach of females viewing TV with a multi-screen

15. Multi-Screen Behavior Changes
By TV Content Genre

16. People Consume Different Genres in
Different Emotional & Social Contexts
0%
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40%
50%
60%
Relaxed
NeutralAlert
Reach of alertness levels among
multi-screening TV viewers *
0%
20%
40%
60%
80%
Alone
Family
Collegues
Friends
Reach of social setting among
multi-screening TV viewers *
Sports
Drama
News

17. Context & Digital Behavior - Heavy Drama Viewers
0.00%
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3.00%
4.00%
5.00%
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Reach
Tablet Mobile Phone Computer
0%
10%
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30%
Sport
News
Shopping
Social Networking
SearchGames
Work
Banking
Hobbies
Reach of app categories used via a multi-screen
mobile device during drama viewing
How do heavy drama TV viewers
consume digital content throughout the day?
How does social context of drama media
consumption vary through the day?
Morning Afternoon Evening

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Reach
Tablet Mobile Phone Computer
0%
5%
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Sport
News
Shopping
Social Networking
SearchGames
Work
Banking
Hobbies
Reach of app categories used via a multi-screen
mobile device during news viewing
Context & Digital Behavior - Heavy News Consumers
How do heavy news TV viewers consume
digital content throughout the day?
How does social context of news media
consumption vary through the day?
Morning Afternoon Evening

19. 0
10
20
30
Sport
News
Shopping
Social Networking
SearchGames
Work
Banking
Hobbies
Reach of app categories used via a multi-
screen mobile device during sports viewing
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Reach
Tablet Mobile Phone Computer
Context & Digital Behavior – Heavy Sports Consumers
How do heavy sports media TV viewers
consume digital content throughout the day?
How does social context of sports media
consumption vary through the day?
Morning Afternoon Evening

20. The Tension Between Complementing vs
Distracting Second Screen - Sports Viewers
Source: USA TouchPoints, 2012.1 - 2014.1
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Reach of complementary/distractor
content consumption via mobile
Reach of people using complementary multi-screen apps and watching sport tv
Reach of people using distractor multi-screen apps and watching sport tv

21. Demos May be Static, but Life Context is
Completely Dynamic

22. Need to Know Her Story  Receptivity
• When might she buy?
• What does her path to
purchase look like?
• Which media are really
most valuable to her?
• When is she really
making buying
decisions?

23. Where is the Optimal Place to Get
Your Target to Act?

24. Improved Targeting
• Lifestyle
• Psychographic
• Buyer
• Drives relevance and ad
performance
• But hasn’t gone far
enough

25. Motivation + Ability

26. Motivation
Ability
High
Low
Low High
Source: BJ Fogg

27. What is Behavior?
• BJ Fogg at Stanford
• Behavior is systematic
• It is the result of elements coming together

28. Motivation + Ability + Trigger

29. Motivation
Ability
High
Low
Low High
Source: BJ Fogg

30. Avoiding Getting Lost in Clutter -
Understand Multi-Screen In Context
• Multi-screening is growing as a behavior
• Technology adoption trending to ubiquity
• Drives second-screening and multi-screening depending on
the situation
• Multi-screening & Second-screening doesn’t need to be
distracting
• Requires the context of the target to be understood to
deliver the message at the right moment

31. Effective Multi-Screen Communication
• Requires data-driven understanding:
• who you need to reach
• where they need to be
• what social situation they need to be in
• what they need to be doing
• how they need to be feeling
• what screens you need to activate them

32. RealityMine Receptivity Challenge
• Receptivity Works!
• 6-month long technical challenge
$20,000+ prize
Leveraging situational context and receptivity to enhance
advertising ROI
Email to register:
receptivity@realitymine.com
More details to come in April