How popular are meshing, stacking and responding to ads?
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.
What is the principle of AdReaction?
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.'
Who was surveyed?
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.'
Key findings of the AdReaction Survey
- 35% of screen time involves using both the TV and a digital device. Of this, 14% is meshing (defined as simultaneous use for related content) and 22% is stacking (simultaneous use of unrelated content).
Biggest opportunity for marketers is shifting (65% of screen time) and brand use synergistic multiscreen campaigns.
- TV is generally more of a starting point and digital devices are generally used more to continue/complete tasks. As would be expected, multiscreen sequences are most likely to start on TV and continue on a smartphone. However, all screen sequences are possible.
- Receptivity is higher for TV than for ads on digital screens, but brands cannot rely on TV ads alone. Consumers expect brands to be present on multiple devices and are impressed by those who find entertaining and useful ways of delivering across screens.
- Different channels play different roles, both in terms of their effectiveness and implied messaging.
The infographic below shares more insight from this years survey.