Written by A new report from eMarketer, Multichannel Marketing: Making the Most of Multiple Screens, takes a look at how the changes in U.S. media consumption habits have brands redesigning their multiplatform marketing programs.
eMarketer cites July 2011 data from Yahoo! and Razorfish, which found that 49% of U.S. mobile device owners used their web-enabled mobile phone daily when watching TV, and a recent Nielsen study, which discovered that multiplatform ad campaigns generated a 48% lift in brand recall over a simple traditional TV campaign. The research also shows that while TV remains the strongest driver of awareness, the addition of online and mobile campaigns returns the highest overall brand impact.
This has resulted in marketers developing more multichannel strategies in order to engage consumers. With that in mind, Lauren Fisher, a analyst for eMarketer, also says brands need to be mindful of the “right mix of channels” that can help them reach and engage consumers. “In the U.S, media penetration and consumer media habits offer insight into which digital channels should be combined with other mass media to drive distinct branding and response objectives.”
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