The Havas trend report on “Progressive Screens” (multi screens) shows how digital screens across multiple devices are enabling people to experience media in more connected ways, and also creating opportunities for marketers to provide more integrated experiences across these various screens. View the video: http://www.youtube.com/watch?v=lioK64vMH3E

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