You may have seen news about Microsoft Advertising’s multi-screen advertising capabilities over the past year. Do Discovery Channel’s “Deadliest Catch,” ABC’s “Flash Forward,” History Channel’s “America: The Story of US,” or NBC’s fall line-up ring a bell?
Given the recent success of these campaigns we wanted to dig deeper to understand multi-screen usage and consumers’ attitudes and expectations for multi-screen experiences. The study covered activities across computers, smart phones, TVs and game consoles, and the results were eye-opening:
· 69 percent of multi-screen consumers believe that being able to access similar content (media and advertising) across different screens makes the content more useful and their media experience more relevant and informative.
· 80 percent of consumers surveyed expect improvement in the delivery of content and advertising across devices – and they report that these improvements will increase their engagement.
The way consumers interact with brands, products and services is dramatically impacted by digital media. Consumers are using their PCs, mobile phones, TVs and XBOX Live (sometimes at the same time!) to perform the same functions, whether to research products, for social networking, to play games, or make purchases. Microsoft is uniquely positioned to offer marketers advertising solutions across all of these screens while delivering access to a large and growing audience of over 161 million unique visitors in the US, (comScore, June 2010), with high levels of engagement and impact.
As multi-screen activity becomes more mainstream, marketers have the unique opportunity now to work with their media partners to figure out how to reach their target audience in the right place at the right time, to improve relevance and results. For more on this study, download our Multi-Screen Consumer White Paper.
Alison Engel, senior marketing director, for Microsoft Advertising, will unveil more from the white paper at today’s OMMA Metrics event in San Francisco on July 22, 2010.
“Microsoft’s leadership in researching and understanding consumers across multiple digital screens and mobile channels is not only impressive and comprehensive; it’s timely for helping to inform agencies, companies, vendors, practitioners. We’re thrilled they can join us on stage at OMMA Metrics this week to unveil new findings from their recent study about the impact of advertising across multiple screens and what it means for the future of advertising.” –Judah Phillips, senior director, Global Site Analytics, Monster Worldwide, Inc. and chair for the OMMA Metrics Conference
For those of you unable to make the trip to San Francisco, you can register now for a webinar overview of the research hosted by ANA on August 4, 2010 (requires membership).