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BizReport : Advertising archives : November 04, 2014

Brands: Why you need device strategy

Marketers are aware that multi-screen and multi-device are not only hot buzzwords this year, but cross channel strategies imperative to a brand's success. This, combined with the fact that holiday content consumed in 2013 was via tablet and smartphone, has many experts predicting mobile devices will be integral to marketing strategies this holiday season.

by Kristina Knight

Kristina: Multi-screen and multi-device have become hot buzzwords this year. Which device(s) are most important for retailers/brands?

Lisa LaCour, Vice President, Global Marketing, Outbrain: More than 40% of online adults are multi-device users and 40% of all online adults start an activity on one device and finish it on another .This number increases with the amount of devices owned: 54% of people who own two devices switch between them to complete tasks or activities and 73% of people who have three devices do the same. The real challenge for brands will be creating campaigns that are compelling across-platforms, effectively reaching each target audience.

Kristina: Is there a device that holiday content is most likely to be viewed on? Least likely?

Lisa: Our findings show that a larger proportion of holiday content is typically consumed on smartphones. Clicks to holiday content from smartphones surpassed that of desktop computers at times. Specifically, Americans consumed more holiday content from their smartphones than from their computers on the last three weekends of November and on Christmas day in 2013.

Not only did Americans tend to consume a greater volume of holiday content from their smartphones at certain times of the season, they were also much more likely to engage with holiday content from their smartphones over the course of the whole season. The average click-through rate on holiday content was 23% higher among smartphone users than desktop users. Tablets were the platform with the highest engagement during the 2013 season, with an average click-through rate 16% higher than smartphones and 42% higher than desktop computers.

Kristina: What were the top content categories during the 2013 holidays? And, do you expect those categories to continue showing high engagement?

Lisa: Audiences had a high tendency to consume content from the pets, furniture, fashion and war/conflict categories during holiday season. For example, articles about pets are heavily consumed (75%) during the holidays. Articles related to travel are less consumed, coming in at 34%.

Image via Shutterstock

Tags: device strategy, ecommerce, ecommerce tips, mobile marketing, multidevice strategy, Outbrain

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