{"id":4653,"date":"2014-09-18T09:28:00","date_gmt":"2014-09-18T07:28:00","guid":{"rendered":"https:\/\/www.mozaik.com\/blog\/?p=4653"},"modified":"2022-11-21T10:58:11","modified_gmt":"2022-11-21T10:58:11","slug":"the-new-era-of-multi-screen-reach","status":"publish","type":"post","link":"https:\/\/www.mozaik.com\/blog\/the-new-era-of-multi-screen-reach\/","title":{"rendered":"THE NEW ERA OF MULTI- SCREEN REACH"},"content":{"rendered":"

We are, definitely, a nation of multi-screeners<\/strong>. Today\u2019s 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\u2019re seeing.<\/p>\n

Taking advantage of this trend, campaigns now reach across multiple devices and media, with the support of digital technology<\/strong>. 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 \u201ccross-platform behavior<\/strong> \u201c creating new standards in consumer behavior analysis.<\/p>\n

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).<\/p>\n

2 TYPES OF MULTI \u2013 SCREEN REACH<\/strong><\/p>\n

Almost 90% of users start an action on one device and continue to another one (sequential screening<\/strong>). On the other hand, a portion of users start an action on a device while at the same time\u00a0using another device (simultaneous screening<\/strong>)\u00a0leading to the need of an integrated campaign including different media devices.<\/p>\n

Remember:<\/p>\n

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.<\/p>\n

\"multi<\/p>\n

MULTI-SCREEN WORLD\u2019S INSIGHTS<\/strong><\/p>\n

Here are a few insights from Google’s latest research study:<\/p>\n