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BizReport : Advertising archives : May 28, 2013

Consumers increasingly augment TV viewing with mobile

New global research highlights the importance of developing and executing a multi-screen marketing strategy to provide consumers with the depth of brand experience multiple channels and devices can offer.

by Helen Leggatt

Mobile advertising network provider InMobi surveyed 15,000 mobile Web users across 14 markets and discovered that almost two-thirds (62%) participate in multi-screening while watching television.

Unsurprisingly, multi-screening behavior was found to be most prevalent among Millennials (69%).

Overall, mobile users were found to be consuming 108 minutes of an average seven hours of media consumed per day via their mobile device. This was followed by online/PC with 93 minutes; TV, 92 minutes; and tablet, 37 minutes.

While watching television, social media was the most popular activity being conducted by just under half (48%), followed by instant messaging (46%), and playing games/listening to music (30%).

Almost a fifth of multi-screeners said they searched for additional information about a product or service they had seen on television. In fact, three-quarters (75%) of respondents had discovered something new about a product via their mobile device and nearly half (45%) stated that mobile had influenced their in-store purchasing behavior.

"The growing trend of multi-screen viewing provides a valuable opportunity for marketers to connect with television viewers through mobile devices," said Shrikant Latkar, VP of global marketing at InMobi. "TV viewers are already using mobile devices while they watch programmes on the big screen, and they seem to be looking for ways to augment the experience through their tablets and smartphones."

Twitter is taking advantage of the large number of people who use mobiles while watching television, and has launched a new way for advertisers to send follow-up ads on their platform to people who have just watched a television ad. Twitter can identify those who watched an ad by targeting those Tweeting about a show during which their ad appears.

"We often have thought about Twitter plus TV, but we are now thinking about Twitter times TV," said Adam Bain, Twitter's chief revenue officer. "Twitter is a bridge, not an island. It is a bridge to things that appear on many screens."

Image via Shutterstock

Tags: ad targeting, advertising, brand awareness, brand marketing, global, mobile, multi-screen, social, survey, tv advertising

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