Multi-screen consumers traffic news duiih

 The challenge of multi-screen marketing

While television remains the main channel of the media, the media are engaged now brands with their consumers through a variety of digital touch points. While this improves the quality of the commitment of the mark, but it also increases the complexity of the media planning and analysis of several orders of magnitude.

Multi-display consumers are changing the advertising rules in the digital environment, controlling the convergence of media and transforming the purchase funnel. In this way, they are creating important opportunities for campaigns involving advertising multi-display solutions. Multi-display consumers are not only more important, they tend to be receptive msa.

This new complex ecosystem planning of the marketing campaign makes a challenge for marketers of brands and agencies, and there is still much to learn about how consumers use multiple screens.

What are the demographic characteristics of Multi-Screen viewers? How are they multi-screen television viewers and consumption of content digital and how committed are with each of the media? How can brands kept at ahead of the curve in an effective way the construction of multi-touch cross-media campaigns?

Key trends for the new marketing: Multi-screen consumers

Consumers are engaged with brands across platforms. A study of 10 television station and markings of wire that covers a period of five weeks, showed that an average of 90 per cent involve consumers with a certain brand did on television, while 25 percent did so in line and 12 percent through online video.

Consumer video and screen Multi-are more committed and loyal consumers of brands online. The consumption of online video shows that they are associated closely with the participation of consumers with brands of media in general. For most of the brands of media, consumers multi-screen using the marks of the media through television and video online spend more time with the content on any platform, and spend more time consuming content on television. 

Multi-screen consumer are demographically "On Target". The study found that the segments of the multi-screen showing consumers the highest propensity to participate tended a significant correlation with the marks of key demographic targets, suggesting that participation in other platforms, represents a major expansion of the use of the key demographic audiences and enjoyment of media brands.

Consumers are using the digital television platform at the same time as to enrich the experience. During the period of five weeks of analysis, 60 percent of a brand of media consumers access to television and online during concurrent 30-minute increments. 29 per cent of consumers of the means of access of Facebook brand at the same time with his vision of the TV, which suggests platforms digital can be used as a complement to the experience of the vision and commitment of the multi-platform unit.

The media landscape is fragmenting at one ever-increasing pace, so a solution of measurement that crosses multiple screens is essential for everyone in the media ecosystem including brands, networks and advertisers. "This new research carried out by the CIMM offers a significant advance in the use of new methodologies to help address the challenges of cross-platform measurement, exposing the important findings on cumulative reach of the exhibition and the commitment of the brands in the media and advertisers in a multi-screen environment."

Multi-screen consumers
Analyses based on the TV and a bit of video online, PC and mobile consumption, they have found that 35.5% of the participants have access to content on the three screens (TV, PC and mobile). In addition, 91.7% used the television and at least one video to another screen, and 48.9% uses the combination of a TV and the PC.

The research also found that 35% of the visited Web sites that offers work-related content. Some might say that long-form content is most likely that is out of work, but the results of Hulu can disprove this idea. The participants, on average, spend more time with the site at work.
  The data show that 65% of network viewers visited a network or any other online video site simultaneously.

Found that on average, 17% of consumers accessing contents of a network of at least two platforms, but in the news, sports and genres for children, the figure rose to a maximum of 30% for a particular network. Most of the involved multi use television and the Internet.

The data say that 60% of network viewers using the Internet while watching the TV at least during the period of investigation, with heavy use of Facebook. A network had 25% of its viewers via the Internet at the same time, a website related to the same time brand.

Multi-display consumers are economically wealthy and professional; They are also more sensitive to advertising (27% more likely to accept ads help them decide what to buy), influenced more by the brand for the price (52% is true to the brands that you like), are more open to try new things (57%) and prepared to defend the products that they like (54%).

Exposure through various screens is transforming multi-display consumers purchase tracks: 38% of the sources of credit online promoting the initial perception of the product (more than any other channel) and the accounts on the Internet for 6 of the 10 channels with greater influence on multi-display consumers purchasing decisions.

Understand how and why consumers use different screens and his attitude toward them will help advertisers develop strategies to reach them with relevant experiences that get on the one hand to strengthen the brand and, on the other hand, help increase return on investment

Currently there are some brands that are exploited the benefits of touch screens of smartphones to create experiences through multi-screen campaigns that synchronize the creativity of the computer or TV with the mobile so that the user interacts with the creative part. A tendency to win followers in advertising.

To make video with focus campaigns successfully multi-display must bet by an approach to multi-channel that takes into account the characteristics of the different channels through which is to be distributed later this.
  These video campaigns must be followed standard formats (Flash, HTML5) the channels through which will be published later.

Once topped the video campaign, disseminated through different channels that the brand has initially proposed: traditional television, cable television, satellite television, personal computers, smartphones and tablets.
Multi-screen consumers
Multi-display consumers report Cimm