The document discusses the rise of multi-screen media consumption, with consumers using an average of 5 devices daily and spending more time on mobile than any other digital medium. It also covers the blurring line between online and offline worlds, with people expecting information to be available on any device. Finally, it talks about the growth of cross-device targeting to reach audiences across all their screens, as well as the connected TV and traditional TV viewership trends.

1. THE MULTISCREEN EXPLOSION

2. the average number
of devices U.S.
consumers use daily.
setting the stage
THE LINE BETWEEN
ONLINE AND OFFLINE WORLDS IS BLURRING.
Today, nearly everyone uses the internet (90% of the U.S. population),
and phones are hubs for instant and endless access to every person,
place, and thing imaginable.
Not only are consumers changing their media habits, they’ve increased
the amount of devices they have and the amount of time spent on these
devices has skyrocketed.
Consumers are using multiple screens better, faster,
and smarter, and expect advertisers to keep up with them.
They want high quality experiences from the brands they engage with.
Source: eMarketer, December 2015.

3. 442Bmin. 124Bmin.
429Bmin.
mobile out in front
TIME SPENT WITH MOBILE IS OUTPACING TIME
SPENT WITH ANY OTHER DIGITAL MEDIUM.
TIMESPENTPERDEVICE
The Mobile Mind Shift:
People expect that any information they need will be
available, on demand, on whatever device they have.
• More than 90% of smartphone users look up
information while they are in the middle of another task.
• 80% use phones to decide what products to
purchase in-stores.
Source: eMarketer, December 2015.

4. While younger generations
are more likely to watch TV
online, all generations are
getting in on the action.
Gen Z: 64%
Gen Y: 67%
Gen X: 55%
Younger Boomers: 39%
Older Boomers: 35%
Golden Gen: 24%
being a couch potato is in
ALL EYES ON DIGITAL.
70% of U.S. internet users watch TV, film or video online.
51% of the total population does the same.
44% of consumers have binge watched TV shows.
Binge watching is encouraged and has become part of
our mainstream vernacular. Even brands are capitalizing
on this trend.
Netflix & Chill
Amazon Show Hole
Xfinity Watchathon Week
Source: eMarketer, December 2015.
VIDEO FOR EVERYONE

5. audience-based buying
CROSS DEVICE TARGETING FOCUSES ON
REACHING CONSUMERS ACROSS ALL THEIR
SCREENS—DESKTOP, LAPTOP, MOBILE, AND TABLET.
As consumers are increasingly getting content across all devices,
brands are eager to run campaigns that will reach them no matter what
device they pick up.
Buyers and sellers alike see the value in cross-screen targeting, but it’s
still in the nascent stages.
Few companies feel satisfied with their cross-device targeting strategies.
• 6% agree their current solution provides an adequate single view of
their customers.
• 43% agree they that have a solution in place, but there are still some
gaps in coverage of devices, touchpoints, and data.
First-party data helps make cross-device targeting a reality, but brands
and consumers both feel anxiety about protecting and giving data.
Source: eMarketer, December 2015.

6. uncluttered and engaged
CONNECTED TV IS THE MOST RAPIDLY
GROWING SCREEN BASED ON TIME SPENT YEAR
OVER YEAR, BECAUSE IT OFFERS AN UNCLUTTERED
ENVIRONMENT AND ENGAGED AUDIENCE.
It best captures consumers who want to view TV when they want it, where they want it.
• 54% report wanting to watch TV shows or movies online because they want to watch on their own schedule.
As consumers are changing the way they are watching, marketers are responding.
• Recent reports indicated a 43% growth in ad views YOY and a 50% and
140% YOY growth in authenticated ad views on long-form and live content, respectively.
Source: eMarketer, December 2015.

7. Top Activities
During the
Show
During
Commercials
Checking email 70% 84%
Visiting social media 64% 71%
Texting 32% 43%
General
internet searches 29% 37%
Online shopping 26% 28%
THE MAJORITY OF TV TIME STILL
OCCURS IN TRADITIONAL CHANNELS.
While connected TV is an extension of traditional linear viewing,
60% of U.S. internet users’ weekly time spent watching TV or
video content still occurs on traditional channels, which includes
appointment viewing as well as time-shifted and on-demand
viewing via pay TV services.
78% of adults access the internet during shows, making digital
media the single biggest distraction from the main screen.
Source: eMarketer, December 2015.
TRADITIONAL TV
IS ALIVE AND WELL

8. getting in on the action
AS THE NUMBER OF DEVICES AND TIME SPENT WITH
MEDIA INCREASES, A HOLISTIC LOOK AT THE INDUSTRY
WILL HELP CAPITALIZE ON THESE BROADSTROKE TRENDS.
To learn how MNI Targeted Media solves against these industry trends,
reach out to your Account Executive or Vicki Brakl at Vicki.Brakl@mni.com.
I. CROSS-DEVICE TARGETING II. CONNECTED TV III. TV VIEWERSHIP TARGETING
• The practice of identifying and
delivering a specific audience,
across all of their devices.
• Growth is hinged on finding
a unique identifier that ties the
individual user across their
desktop/laptop, mobile, and tablet.
• TV sets connected to the internet
through built-in internet capacity
or via another device
(e.g. game console, set-top box).
• Growth is driven by tech
advancements and digital video
streaming services.
• Connects the dots between
traditional TV advertising and
online advertising.
• Allows brands to target
online consumers based on
their television viewing habits
to continue conversations with
key audiences.
Source: eMarketer, December 2015.