THE NEW ERA OF MULTI- SCREEN REACH
Journal / Industry Insights / 18.09.14
We are, definitely, a nation of multi-screeners. Today’s consumers move from device to device all day long, without limiting themselves to a single screen for a single task. Instead, they may start a search on a smartphone, move to a PC so as to collect more information and finish the task on their tablet. They watch TV and pick up a mobile device to get more information on what they’re seeing.
Taking advantage of this trend, campaigns now reach across multiple devices and media, with the support of digital technology. This presents a huge opportunity, as brands fight for reaching consumers wherever they are, on any screen. Indeed, according to Google, the majority of media consumption (about 90%) is happening in front of a screen. The simultaneous use of PCs, Tablets, Smartphones and TVs has led to what we call “cross-platform behavior “ creating new standards in consumer behavior analysis.
As consumers balance their time between several devices, they are learning to use these devices together to achieve their goals. Therefore, marketers should take into consideration more than the device where they were initially displayed when setting digital goals (conversion, call for action and so on).
2 TYPES OF MULTI – SCREEN REACH
Almost 90% of users start an action on one device and continue to another one (sequential screening). On the other hand, a portion of users start an action on a device while at the same time using another device (simultaneous screening) leading to the need of an integrated campaign including different media devices.
During sequential use, customers should have the ability to save their progress between devices while during simultaneously use, content viewed on one device can trigger specific behavior on the other. As a result, the more screens, the more triggers for ad and brand recall.
MULTI-SCREEN WORLD’S INSIGHTS
Here are a few insights from Google’s latest research study:
- We use an average of 3 different screen combinations every day.
- We spend on average 4.4 hours of our leisure time each day in front of screens.
- TV has become one of the common devices that is used simultaneously with other screens.
- Smartphones, which are more personal devices, have the highest number of user interactions per day and serve as the most common starting point for activities across multiple screens.
- PCs, which we usually use at home so as to find information or for professional reasons are also a starting point for activities as watching an online video and planning finances. Nowadays, 24 % of our daily interactions occur on a PC.
- Tablet use is motivated by entertainment and only 9 % of our daily media interactions occur on it. Tablet is a starting point for shopping and trip planning and lead to 57% video ad effectiveness in comparison with the other devices.
- Top activities in simultaneous use of screens are emailing, internet browsing and social networking.
- Four factors influence the devices people choose to use: their amount of time available, their goal, their location and their attitude.
4 TIPS FOR BUSINESSES AND BRANDS
- Be consistent: your brand message and messaging should be uniform whatever screen the user sees or wherever the user is located.
- Be connected: you should interact engagingly between screens.
- Be considered: be careful of what screen you use for your message because some screens are better than others at communicating particular aspects of your brand personality.
- Be concise: use mobile-friendly content with your first aim being to entertain the user and then to inform him.
TO SUM UP
The majority of media interactions are screen-based. As a result, businesses must understand all the ways people consume media and tailor strategies to each channel. Marketing and websites should reflect the needs of a customer on a specific screen.
Are you ready to take advantage of the new era of multi-screen reach? Let us tell you what we do and how we can help you or just say “hi” at email@example.com.