A survey jointly conducted by Microsoft Advertising, Flamingo Research and Ipsos OTX shows that nearly 74 percent of multi-screen consumers in five key markets (mobile devices, game consoles, tablets, TVs and PCs) think ads can help them learn about new brands and products, and that the screen on which they view the ad can make a difference to how it is received.
The study, which was published on March 13 by Microsoft Advertising, also showed that respondents are more open to advertising on TV than they are on their computers and tablets, while advertising on game consoles and mobile phones was viewed more negatively. Seventy-six percent of respondents were more open to television advertising, while 57 percent and 51 percent welcomed ads on their computers and tablets, respectively. Just 40 percent and 37 percent were happy with advertising on consoles and phones.
This multi-screen environment has led to what Microsoft Advertising calls an “always-on” screen time mentality. In order to drive cross-screen engagement in the multi-screen universe, marketers have to develop ad content that allows virtually seamless integration across mobile devices, game consoles, tablets, TVs and PCs.
Advertisers and marketers need to recognize the differences between each of theses devices and plan their approach accordingly. An example Microsoft Advertising gives describes how mobile ads should engender in the user a sense that he or she is gaining valuable knowledge rather than a seemingly superfluous interruption.
Four “pathways of multi-screen behavior” were identified as a result of the survey:
Content Grazing (68 percent): AKA surfing. Ads should be bite-sized and efficient.
Investigative Spider-Webbing (57 percent): AKA surfing with purpose. Ads should pique curiosity and leave a compelling trail to explore.
Quantum (46 percent): AKA connected devices. Ads should be compatible with home computers, tablets, gaming consoles and mobile phones.
Social Spider-Webbing (39 percent): AKA sharing and caring. Ads should spark conversation.
The three companies that conducted the survey gathered information from consumers around the globe, including the U.K., U.S., Canada, Brazil and Australia.
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