Multiscreening in the CEE. The MEC Multiscreen Study

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1 Multiscreening in the CEE The MEC Multiscreen Study 25/11/2015

2 The lion s share of internet users on CEE markets connect to the web while watching TV, many of them from mobile devices; smartphones and tablets. Advertisers see that trend but only some of them take care to continue interaction with their audience on another screen. In the Czech Republic, half of the advertisers who encourage to visit their websites in TV commercials do not have a mobile website, and in Russia 40 percent of marketers neglect this aspect. Compared with their peers in the region, Poland and Hungary stand out positively, the MEC Multiscreen Study shows. Internet users not using the web while watching TV are already a minority, as it appears in the MEC Multiscreen Study, a survey conducted by MEC on a population of 5,000 internet users across the markets of Poland, the Czech Republic, Hungary, Romania and Russia. The majority of respondents happen to use those media concurrently and around half of them surf the web from their smartphones or tablets while watching TV. Despite the enormous scale of this trend, only a fraction of the advertisers promoting themselves on television, also motivate audiences to visit their websites and/or social media pages to engage in further consumer interaction. The percentage of advertisers that invite their audience to go online and then do not have a mobile version of their website, is the most alarming. For those viewers who decide to follow the invitation, the experience with the brand in question can easily turn sour.

3 Television and internet account for 60 percent (Hungary) to nearly 80 percent (Poland and Romania) of the advertisers media budgets in the markets covered by the study. Therefore, a hefty portion of their return on investment in advertising depends on how effectively those media are used in campaigns. The multiscreening phenomenon, which has changed and enriched the way we watch television over the recent years, is clearly underrated in the strategies of the advertisers in the region, comments Anna Lubowska, MEC Chairman of CEE, Russia, Ukraine and CIS.

4 Other results of the MEC Multiscreen Study explain why the multiscreening trend should be embraced in the strategies for TV and online presence. The percentage of online users who happen to search the web for information about the brands advertised on TV, touches from 40 percent (Hungary) up to 77 percent (the Czech Republic and Romania). In Russia, 74 percent of internet users happen to do that while in Poland the percentage is 58. Audiences are more likely to go online during commercial breaks than while programmes are aired and this should adds to advertisers interest in attracting viewers attention. The fact that it is exactly during commercial breaks that audiences will split their attention between the internet and television does not work downright to the disadvantage of the latter. This can prevent audiences from moving away from TV screens during commercial breaks, compared to the pre-mobile times. Paradoxically, although snatching some of the audiences attention, smartphones or tablets often ensure that the audience stay in front of the TV screen. Advertisers should seize the occasion, comments Rogier Croes, MEC Chief Digital Officer for CEE, Russia, Ukraine and CIS. As Croes states, the opportunities in multiscreening doesn t boil down to providing a mobile version of the website and a relevant content on it. Also in media tactics we offer our clients more and more smart services maximizing investment in multiscreen campaigns: We make use of technology that enables us to listen to the commercials aired on TV and show the same commercials or the commercials of competitive brands on the screens of smartphones or tablets. Methodology: CAWI survey carried out from September to October 2015 on 5 thousand internet users aged 15+ from Czech, Hungary, Poland, Romania and Russia (in Russia cities > 100 k), MEC Analytics & Insight.

5 CONTACT FOR MORE INFORMATION: Joanna Nowakowska Communications & Market Analysis Manager