Millward Brown's major new ad response research project, AdReaction looks at the use, behaviour and perception to advertising of multiscreen users across 30 countries, including the UK.
The core aim of the research is for brands to 'evaluate the multiscreen landscape by considering both the scale of screens (reach/opportunity to contact) as well as the receptivity of people to various marketing approaches, both within and across screens.'
A survey was distributed via smartphone or tablet, to over 12,000 multi-screen users, aged 16 - 44 across 30 countries. A Multi-screen user is defined as 'people who own, or have access to, a TV and a smartphone and/or a tablet. They consume 7 hours of screen media buying during a 5 hour period.'
Biggest opportunity for marketers is shifting (65% of screen time) and brand use synergistic multiscreen campaigns.
The infographic below shares more insight from this years survey.
By Susanne Colwyn
Susanne is a Marketing Consultant and Trainer, with over 20 years marketing experience in the public and private sector. She's passionate about supporting companies with practical result driven marketing, to help focus companies on evaluating and driving their marketing forward. Experienced in Integrated Strategic Marketing Planning, Data Segmentation, Customer Relationship Management Systems, Customer Insight and reviewing internal systems, data and processes, to maximise conversion strategies and the customer experience. You can connect with her via her LinkedIn or follow her @Qtymarketing.
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