What “Multi-Screen-Tasking” Means For Brands
By: Megan Taylor, Brand Planner
At some point we have all been guilty of “watching” TV, meanwhile browsing on our tablet or live tweeting via our smartphone. I do this all the time, and it’s a habit I should kick, but this is the reality of today (sorry, Mom). The truth is, it is getting harder to find single-screened households. If you don’t believe me, here are some facts: The average household has somewhere around 4.4 devices, 2.6 devices per member – and the number increases to 3.2 when it is a teen.
This may sound like a lot, but the barriers that once kept people from adopting devices are slowly diminishing. The entry price points are much lower than before, accessibility to the Internet has gotten easier, and with a wide selection of name-brand and off-brand products, there is bound to be something for you.
More devices and multi-screens in households and the outside world – what does that mean for brands, and more importantly advertising? What is the impact on reach when you mix TV and digital video? Can you measure them together? All good questions, and I happen to have the answers.
I recently attended a YuMe event, where a first-of-its-kind research report – called “Mix + Measure, Exploring the Impact of Multi-Screen Mixology” – was presented. YuMe partnered with Nielsen and found some interesting results that will impact how brands approach their advertising media mix.
In a nutshell:
- The more devices, the better; this creates more triggers
- Age does make a difference; Millennials are key adopters of new technology
- A multi-screen approach does positively affect incremental reach and brand impact
- 9.4% reach with a mix of four screens (online, mobile, tablet, OTT)
- +50% brand impact with a 10% shift over to digital
By no means do the findings suggest traditional media is dead and gone. It does, however, clearly point out that brands and advertising agencies need to be cognizant that TV and digital make a bigger impact together than apart. We know multi-screens are the new reality. Now let’s have a conversation with consumers.
If you are interested in reading the full report, follow this link: