Cross-platform Advertising & Consumer Behavior

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New technology has created a nation and world of multi-screen viewing consumer behavior. TV no longer demands our full attention although it is still the most-used device along with other devices. Cross-platform and mobile advertising are the important types of advertising in marketing.

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Cross-platform Advertising & Consumer Behavior

  1. 1. WALKERHER@GMAIL.COM HERNALEE WALKER Cross-Platform & Mobile Advertising Consumer Behavior Presented by Hernalee Walker Marketing Professional
  2. 2. WALKERHER@GMAIL.COM HERNALEE WALKER The Audience Is In Control Media is changing drastically and audience engagement with content and programming is highly diversified. Gone are the days of consuming media from a single platform, being locked to program scheduling for a favorite show. New technology has changed the audience connection dynamic. The audience is in control. Marketers, agencies, researchers and media organizations are grappling with these changes to connect with the audience across multiple platforms.
  3. 3. WALKERHER@GMAIL.COM HERNALEE WALKER Cross-Platform & Mobile Advertising New technology has created a nation and world of multi-screen viewing consumer behavior. TV no longer demands our full attention although it is still the most-used device along with other devices. Cross-platform and mobile advertising are the important types of advertising in marketing. Consumer behavior created opportunities for cross-platform advertising. Mobile Advertising The universal presence of smartphones and the evolution of online advertisement on smartphones and mobile devices has boosted the growth of mobile advertisings. Multi-Screen Viewing People are depending on multi- screen for online shopping; most of them are spending their media time on computer, laptops, smartphones, tablets, and smart TVs. The World of Multi-Screen & Mobile
  4. 4. WALKERHER@GMAIL.COM HERNALEE WALKER Specific, Personal & Targeted First target consumers’ personal devices and then re-target other screens including PCs, laptops, TV, digital display and smart TVs through cross-platform advertising. Marketers, advertisers and publishers can target their consumers at any time from any location. And consumers react favorably to the specific, personal and targeted advertisement providing positive results for ad campaigns. TelevisionPCs , laptops and tabletsPersonal Devices 1 2 The Approach:
  5. 5. WALKERHER@GMAIL.COM HERNALEE WALKER Important Viewing & Consumer Behavior  Average America consumes approximately 60 hours of content each week.  2,775,000 more people watched TV in 4Q13, indicating that consumers still prefer TV as the primary screen to consume content.  Mobile video still only comprises a nominal share of total video: 5% . 36.5613.19 5.07 1.00 0.08 1.02 0.16 4.47 Hours Spent Per Week TV Radio (AM/FM) Computer Internet Video Mobile Video (Smartphone) DVD/Blue Ray Multimedia Device App/Web Usage on Smartphones Note: Viewers continue to shift their viewing from computer (-6%) to phone video (+26%). Source: Cable Broadcast and TV Bureau
  6. 6. WALKERHER@GMAIL.COM HERNALEE WALKER Fragmented & Addressable Viewing Viewers fragment across linear, VOD (Video on Demand), online streaming, and TV- anywhere, setting the stage for cross platform and addressable advertising. Advertisers now embrace fragmentation and addressable capabilities to deliver their messages to a more relevant audience. Sequential Viewing: Multiple screens used to accomplish a task Simultaneous Viewing: More than one device for related or unrelated tasks. of TV viewers use another device at the same time in a typical day. 77 % 90% move between devices during the day to accomplish a single task. Audiences will consume video content by whichever means is most convenient in a given moment. Content is Viewed Using Two Modes of Multiple-Screening Activities
  7. 7. WALKERHER@GMAIL.COM HERNALEE WALKER What Does This All Mean to the Media Industry? Delivering deeper audience understanding for precise target and campaign success. Media companies will need to provide comprehensive analytics via software adaption. Monetizing second-screen experiences through a range of options including television, mobile, ad insertion into VOD and addressable advertising. Utilizing innovative cross- platform ad systems featuring responsive RFP processes to allow for multi- screen and channels media buying and planning across platforms. Advertisers now look to media for broad access to audiences. Media companies competing for advertisers’ budgets require targeted, cross- platform advertising services, accurate ad measurement, and simpler ways of doing business. Media ad operations are most effective with ad and campaign-management systems that seamlessly manage all aspects of ad sales and properties through process automation. To remain competitive media companies must streamline the way they do business with advertisers by:
  8. 8. WALKERHER@GMAIL.COM HERNALEE WALKER Marketing & Advertising Strategies Align with Viewing Marketing and advertising strategies should no longer separate digital and traditional, as the consumer interaction with media has changed. Its imperative that businesses enable integrated strategies using multi-channel approaches, tailoring audience consumption of media to each channel. As audiences continue to immersive into, and adjust to multi-screen viewing, business strategies must evolve and become flexible to align with viewers activity.
  9. 9. WALKERHER@GMAIL.COM HERNALEE WALKER The Beginning of New Viewing…

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