How can marketers react to multi-screen trends?
With increasing smartphone penetration, the growing use of tablets, as well as laptops and PCs, it's more than likely that people are viewing TV while using another device, or with one close at hand.
For our Multi-Screen Marketer report (free to Econsultancy members), produced in association with the IAB, we looked at the trends in this area, and the important lessons for marketers.
I'll look at some of the stats from the report, as well as examples of publishers and brands that are beginning to adapt to this trend.
Ten interesting digital stats we've seen this week
I've rounded up some of the most interesting digital marketing stats I've seen this week.
Stats include multi-screen usage, mobile email, online returns, buying patterns of tablet users, social media customer service and Twitter's mobile user numbers.
Your tablet loves Mad Men: new report explores the multi-screen reality
Econsultancy has just finished a new report, The Multi-Screen Marketer, written on behalf of the Interactive Advertising Bureau and based on a survey to over 1,800 consumers.
The goal was to find out how they use a second screen while watching television and to help us understand the impact of these behaviors on advertising and marketing.
There's no shortage of research on the topic, so we focused on areas that believe to be the least examined (and most useful), including how different types of content correlate with multi-tasking, how the distraction of the second screen affects advertiser awareness and what consumers expect from their TV experience in the future.
Q&A: MyPod Studios on brands creating online videos
Last week, we had a chance to talk to Jay Miletsky, CEO of MyPod Studios. Launched October 2010, MyPod Studios was created to provide an alternative to the current video networks with content curated by the MyPod team.
Miletsky shared with us his top tips on how brands should create video content on the web and how he would like to see online video advertising and how we deliver it to change.
Only 7% of British adults have used a connected TV to go online
Fewer than 10% of British adults have used a connected TV to go online, according to new data from Kantar Media.
The futurePROOF study found that just 17% of British adults own an internet ready TV set and more than a third (36%) of respondents said they did not see the point in going online through a TV set.
In fact the main motivations for buying a smart TV were traditional drivers, such as screen size and picture quality, rather than connectivity.
Majority of TV viewing now on-demand for one in four Brits
A quarter of the British population (26%) spend more time watching on-demand TV content than traditional linear TV, according to a new study by YouGov.
The trend is most prevalent among respondents aged 18-24, with 41% of this demographic watching a majority of on-demand content compared to 15% of people aged 55 or older.
The popularity of on-demand viewing is driven in part by the increased use of connected TV devices which give viewers access to a range of online content.
10 interesting digital stats we've seen this week
I've gathered together some of the most interesting digital marketing stats released this week, from our own and third party research.
Stats covered include connected TV, social media engagement, mobile commerce and e-commerce sales...
Connected TV ad trial achieves 22% CTR
Connected TV ads received a click through rate of 22% during a study of eight campaigns by the Rovi Corporation.
Almost 70% of users exposed to the smart TV campaigns noticed the ads, achieving a 6% incremental reach in addition to traditional media channels.
The study evaluated UK connected TV audience segments, platform familiarity and usage, as well as advertising effectiveness and engagement.
The five Cs of connected TV
When two very different industries like traditional broadcast television and digital collide, it’s difficult to ignore the implications on both sides.
While analysts predict that 60% of households will be watching internet TV by 2014 and many companies are trying to capitalise on shifting viewing habits, the connected TV market is still in a nascent stage.
To coincide with the recent release of Econsultancy’s Connected TV Smart Pack, we’ve identified five key elements of this emerging ecosystem that any marketer needs to be aware of.
These are what we call the five Cs of connected TV...
Is Foursquare checking out of business development?
Television, film, and music may be a perfect fit for social media, but that doesn't mean social media companies naturally speak the language of Hollywood.
So in an effort to work its way into the entertainment world, location-based service Foursquare has turned to one of Hollywood's most prominent talent agencies, United Talent Agency (UTA).
