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BizReport : Advertising archives : June 12, 2012

Report: Multi-Screeners engage with brands everywhere

When it comes to the television screen, the computer screen and the mobile screens those engaged with brands are looking for them in multiple locations. That, according to new data from comScore and the Coalition for Innovative Media Measurement (CIMM). Their report shows that television/cable is still the biggest engager (90%) but that 25% are now engaging with brands via computer/online and 12% are engaging with brands through online video.

by Kristina Knight

"Once TV-centric media brands now engage with their consumers across a variety of digital touchpoints. While this enhances the quality of brand engagement, it also increases the complexity of media planning and analysis by orders of magnitude," said Joan FitzGerald, comScore VP of TV & Cross-Media Solutions. "By leveraging comScore's unique single-source multi-screen measurement panel, we are radically reducing this complexity by providing media companies with actionable insights that can be used to determine how to effectively reach their target audiences and optimize cross-media planning."

Other interesting findings include:

• Consumers using both online video and television are among the most engaged demographics
• Consumers in key age demographics for a brand also showed high engagement levels
• Digital in complimenting television - 60% of one brand's consumers accessed by television and online during the same 30 minute period

"The media landscape is fragmenting at an ever-increasing rate, so having a measurement solution that traverses multiple screens is critical for everyone in the media ecosystem including brands, networks and advertisers," said Jane Clarke, Managing Director, CIMM.

The full white-paper can be downloaded here.

Tags: ad trends, brand advertising, brand engagement, CIMM, comScore, online advertising, online video, television

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