If you want your advertising to capture consumers’ attention, think multi screens. New research from MTV Networks (MTVN) and Harris Interactive, reveals that not all programming viewers are created equal and that the value of television advertising grows as viewers connect with marketing messages across screens.
The Multi-Screen Engagement Study, which surveyed 20,000 respondents between 13 and 49 on MTV Network programs as well as competitive programs, networks and websites, found that audiences develop stronger emotional connections to content and advertising messages when they consume multiple forms.
Specifically, this study reveals that some viewers are significantly, and even remarkably, more engaged with the content than others. These viewers with higher engagement are more likely to remember seeing an ad, internalize the message and be motivated by it to share more about the content and advertising with others when compared with those that are less engaged. This translates into increased purchase intent (up to two- and three-times) among viewers for brands that advertise in engagement-rich environments.
As media touch points have multiplied for consumers, marketers have struggled to understand the factors driving audience engagement. "What this research shows is that companies will need to adapt to changing innovations to drive brand loyalty. Advertising and marketing across platforms will drive consumer engagement moving forward," said Marianne Foley, senior vice president, innovation initiatives, Harris Interactive.
While television is still the biggest driver of brand awareness, multi-platform media campaigns perform at double to triple the effectiveness of a single platform. The value of television advertising grows as viewers connect with marketing messages across screens.
The more involved a viewer is with the content, the more effective the advertising is for that viewer. The more involved the viewer, the more cross-platform activity they engage in, and therefore crossing platforms with advertising campaigns increases the likelihood of targeting the most involved viewers.
Key research findings can be found at: www.HarrisInteractive.com/News/MediaAccess