Multi-Screen Marketing: Are 4 screens better than 2?

The Internet has dramatically changed the way people access information. No longer are consumers only receiving news and entertainment through television, radio and print. Today’s consumer, owns four digital devices on average, and the average U.S
consumers spend 60 hours
 a week consuming content across devices.

90% of all media interactions today are screen-based – this four-screen or multi-screen usage has transformed consumers’ behaviors and how they utilize media.  Even though television viewing is on the decline, it remains the one screen that is dominantly viewed by consumers while mobile usage has been increasing over the years.

According to eMarketer, U.S. adults will spend an average of 4 hours and 11 minutes watching traditional TV, down 4.1% from 4 hours 2Screen Shot 2016-04-04 at 9.40.44 PM2 minutes in 2014. In 2016, time spent with TV will fall another 3.1%, to 4 hours and 3 minutes. Meanwhile, video consumption as a whole, across all channels, will hold roughly at current levels—suggesting consumers are swapping TV time for digital vido time.

Four-screen usage has also affected marketing strategies and how marketers interact with consumers. Advertisers are shifting millions of dollars away from traditional advertising platforms such as television, radio, and print to digital platforms.  Even though television usage is on the decline, it still remains the dominant media that receives the most advertising dollars.  Also, television is the platform that typically initiates a search.

When the users move to his or her mobile, tablet, or PC to search the product, the message that initiated that search should be the same for the user to avoid confusion.  Having a cohesive, seamless approach allows for easy usage across screens by the users. Also, with 90% of all media interactions being screen-based, having a holistic approach increases engagement.  Do you believe an advertiser’s message should be unified across 4 screens or 2?

 

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One thought on “Multi-Screen Marketing: Are 4 screens better than 2?

  1. While I agree consumers are definitely engaging in multiple media simultaneously and that the marketers message should be consistent, it is really a matter of understanding how the user moves from one screen to he next and why. Understanding the consumers behavior in reference to the brand itself may be the key to unlocking the perfect combination of media.

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