Multi-screen consumers are changing the rules for advertising in Europe, driving media convergence and transforming the purchase funnel. In doing so they are creating major new opportunities for campaigns that embrace multi-screen advertising solutions. Not only are multi-screen consumers more valuable, but the Media Multiplier effect can also make them more responsive.
A new Whitepaper from Microsoft Advertising, ‘What’s on their screens, what’s on their minds: Reaching & engaging the multi-screen consumer’ indicates that there are now 19 million multi-screen consumers (engaging with media through TV, mobile and PC) across the UK, France, Germany, Italy, Spain, The Netherlands and Sweden. Among the multi-screen audience, 84% use their mobile for more than just text messages and calls; and today’s multi-screen gamers use their consoles for connecting to friends and watching video through the TV as well as playing: 4 million personal messages are sent between Xbox LIVE members every day.
Multi-screen consumers are affluent and career-minded; they are also more responsive to advertising (27% more likely to agree that ads help them decide what to buy), brand rather than price driven (52% stick to brands they like), willing to try new things (57%) and prepared to advocate for the products they like (54%).
Exposure across multiple screens is transforming multi-screen consumers’ paths to purchase: 38% credit online sources with driving initial product awareness (more than any other channel) and online accounts for 6 of the top 10 channels influencing multi-screen consumers’ purchase decisions.
Microsoft Advertising reaches multi-screen consumers across all of the platforms that they use, through gaming, Windows Live, MSN and mobile. Analysis of Microsoft Advertising campaigns has demonstrated a clear Media Multiplier effect, through which campaign effectiveness increases incrementally with the number of different platforms on which multi-screen consumers are exposed.
Download the full multi-screen consumer study
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