New Study from Millward Brown Identifies Multiscreening Opportunity for Marketers
MEDIAVATAAR - Smartphone Now Dominant Screen in Most Markets: "With multi screen users spending five hours daily consuming seven hours of screen media, marketers have unique opportunities to connect with people and drive brand growth says Millward Brown's 2014 AdReaction Report. All screens, though, are not created equal. The study, released today, analyzes multiscreen use and behavior across 30 countries, and explores consumer receptivity to advertising on TV, smartphones, laptops, and tablets. The findings help marketers build integrated media plans that take advantage of each screen’s strength and drive brand growth."
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Simultaneous multiscreening accounts for 35 percent of screen time, and includes a mix of “meshing”, the use of TV and a second screen for related content (14 percent), and “stacking”, the use of TV and a second screen for unrelated content (22 percent). At 65 percent of screen time, “shifting” among individual screens throughout the day remains the dominant form of screen use. When consumers port an individual task across screens, they most often begin on TV and move to a smartphone, but all screen sequences are possible.
However in one of the most surprising research findings" show that TV remains strong for brand building, and in particular drives salience and affinity and But Consumers Remain More Favorable Toward TV Advertising
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