Cross-platform Advertising & Consumer Behavior

[email protected] HERNALEE WALKER

Cross-Platform & Mobile Advertising Consumer Behavior

Presented by Hernalee Walker

Marketing Professional


The Audience Is In Control

Media is changing drastically and audience engagement with

content and programming is highly diversified. Gone are the

days of consuming media from a single platform, being locked

to program scheduling for a favorite show. New technology has

changed the audience connection dynamic. The audience is in

control. Marketers, agencies, researchers and media

organizations are grappling with these changes to connect with

the audience across multiple platforms.


Cross-Platform & Mobile Advertising

New technology has created a nation and world of multi-screen viewing consumer

behavior. TV no longer demands our full attention although it is still the most-used

device along with other devices. Cross-platform and mobile advertising are the

important types of advertising in marketing.

Consumer behavior created opportunities for cross-platform advertising.

Mobile Advertising

The universal presence of

smartphones and the evolution

of online advertisement on

smartphones and mobile

devices has boosted the

growth of mobile advertisings.

Multi-Screen Viewing

People are depending on multi-

screen for online shopping; most

of them are spending their

media time on computer,

laptops, smartphones, tablets,

and smart TVs.

The World of Multi-Screen & Mobile


Specific, Personal & Targeted

First target consumers’ personal devices and then re-target other

screens including PCs, laptops, TV, digital display and smart TVs

through cross-platform advertising.

Marketers, advertisers and publishers can target their consumers at any time from any location.

And consumers react favorably to the specific, personal and targeted advertisement providing

positive results for ad campaigns.

Television PCs , laptops and tablets Personal Devices

1 2

The Approach:


Important Viewing & Consumer Behavior

Average America consumes approximately 60 hours of content each week.

2,775,000 more people watched TV in 4Q13, indicating that consumers still prefer TV as the primary

screen to consume content.

Mobile video still only comprises a nominal share of total video: 5% .

36.56 13.19

5.07

1.00 0.08

1.02 0.16

4.47 Hours Spent Per Week

TV

Radio (AM/FM)

Computer

Internet Video

Mobile Video (Smartphone)

DVD/Blue Ray

Multimedia Device

App/Web Usage on Smartphones

Note: Viewers continue to shift their viewing from computer (-6%) to phone video (+26%). Source: Cable Broadcast and TV Bureau


Fragmented & Addressable Viewing Viewers fragment across linear, VOD (Video on Demand), online streaming, and TV-

anywhere, setting the stage for cross platform and addressable advertising. Advertisers now

embrace fragmentation and addressable capabilities to deliver their messages to a more

relevant audience.

Sequential Viewing: Multiple screens used to accomplish a task

Simultaneous Viewing: More than one device for related or unrelated tasks.

of TV viewers

use another

device at the

same time in a

typical day.

77 % 90% move between

devices during the

day to accomplish

a single task.

Audiences will consume video content by whichever means is most convenient in a given moment.

Content is Viewed Using Two Modes of Multiple-Screening Activities


What Does This All Mean to the Media Industry?

Delivering deeper audience

understanding for precise

target and campaign

success. Media companies

will need to provide

comprehensive analytics

via software adaption.

Monetizing second-screen

experiences through a

range of options including

television, mobile, ad

insertion into VOD and

addressable advertising.

Utilizing innovative cross-platform ad systems featuring responsive RFP processes to allow for multi-screen and channels media buying and planning across platforms.

Advertisers now look to media for broad access to audiences. Media companies competing for advertisers’ budgets require targeted, cross-platform advertising services, accurate ad measurement, and simpler ways of doing business. Media ad operations are most effective with ad and campaign-management systems that seamlessly manage all aspects of ad sales and properties through process automation.

To remain competitive media companies must streamline the way they do business with advertisers by:


Marketing & Advertising Strategies Align with Viewing

Marketing and advertising strategies should no longer separate digital and traditional, as the consumer interaction with media has changed. Its imperative that businesses enable integrated strategies using multi-channel approaches, tailoring audience consumption of media to each channel. As audiences continue to immersive into, and adjust to multi-screen viewing, business strategies must evolve and become flexible to align with viewers activity.


The Beginning of New Viewing…