Dinosaures

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Càrol Bujaldón Roig

Dinosaures

Dinosaures

Dinosaures

Dinosaures

Dinosaures

Dinosaures

Dinosaures

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We are a nation of multi-screeners. Welcome to the New Multiscreen World As consumers of media, our time during the course of the day is spent swapping between devices, from the minute we wake up and check the news on our Apple iPhone or Android smartphone, to when we go to bed, consuming content such as catchup TV on our iPad tablet device. Our choice of device is driven by context, drivers such as the amount of time, location or the task we are looking to accomplish will lead us to make a decision with regards to what device might be the most suitable for use at that moment. A mobile optimised strategy is no longer a 'nice to have' with a recent Australian Interactive Media Industry Association (AIMIA) report indicating that: • Almost 60 per cent of the Australian consumers surveyed owned a tablet, up from 38 per cent in 2012. • Over 60 per cent of respondents reported using a mobile phone to compare prices online before making a purchase decision. • Just over 50 per cent of respondents reported making a successful purchase on their mobile phone. • Apple continues to dominate with iPhone and iPad the most popular handset and tablet respectively.

Multiscreen Marketing Strategies - CommunicAsia Presentation 2013.

Multiscreen Marketing Strategies - CommunicAsia Presentation 2013.

Multiscreen Marketing Strategies - CommunicAsia Presentation 2013.

Multi-screen behaviour has moved main stream Most consumers own, or have access to multiple forms of screen based media. This might be in the form of a TV, tablet or smartphone. An average consumer in Australia is engaging with screen based media far more frequently and for much longer that more traditional ‘no screen’ based media such as the radio, newspapers and magazines. TV is a major catalyst for search activities. Think about it this way. A consumer is sitting at home watching their favourite show, an ad comes on and the closest device on hand is their smartphone to quickly search for a product or service. TV is still a great way to drive conversions, opening up the sales funnel. But, search is also driven by location, when consumers are out and about. Therefore, in its simplest form, a mobile strategy, based on limited budget, might compose simply of ensuring you have a mobile optimised website, to ensure the experience of a potential customer is good enough. Australian consumer media consumption has rapidly changed, and from what I have witnessed so far in Australia, brands have really struggled to keep up with these behaviours. The Australian consumer is looking for convenient, relevant information. So the average mobile web user is consuming 6.5 hours of media per day And they’re spending more time with their mobiles (excluding calls and text) than any other form of media This time is spent in many short sessions throughout the day You don’t need to look as far back as the 40’s to see how differently Australian families and audiences are spending their ‘me’ time Actually, this didn’t change too much until the late 90’s Recent studies suggest that already over 50% of Australian consumers are multi-tasking whilst watching TV. In today’s household, an image such as this one is more likely the norm, with various devices and ultimately competition for consumer share of mind due to the accessibility of devices available to all members of the household. Brands are racing to identify the complementary and sequential experiences of which can add further value to their customers and drive commercial objectives such as increased engagement, sales or repeat purchases. Your customers have a lot of options, and the challenge is how can you provide them the most value in their already busy lives?

How Digital Will Impact Your Business Models - Australian Marketing Summit 2013.

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