Media brands engage consumers across digital platforms

MUMBAI: For years, media brands were TV-centric. All that is changing now with consumers engaging across a variety of digital touchpoints.

TV, however, continues to be the leading media channel. A study of 10 broadcast network and cable brands in the US, covering a five-week period, shows that an average of 90 per cent of consumers engaging

with a given brand did so on TV, while 25 per cent did so online and 12 per cent via online video.

This enhances the quality of brand engagement and also increases the complexity of media planning and analysis by orders of magnitude.

Says comScore VP of TV, cross-media solutions Joan FitzGerald said, “By leveraging comScore’s unique single-source multi-screen measurement panel, we are radically reducing this complexity of media planning by providing media companies with actionable insights that can be used to determine how to effectively reach their target audiences and optimize cross-media planning.”

comScore, which measures the digital world, and the Coalition for Innovative Media Measurement (CIMM) have released a research white paper entitled How Multi-Screen Consumers Are Changing Media Dynamics, revealing several new findings about the viewing habits of consumers who engage with media brands across multiple touchpoints.

The key insights from the study include:

- Online Video and Multi-Screen Consumers are the most engaged and loyal brand consumers. Online video consumption proves to closely associate with consumer engagement with media brands overall. For most of the media brands, the multi-screen consumers who use the media brands via TV and online video spend more time with the content on any platform, and spend more time consuming the content on TV.

- Multi-Screen Consumer are demographically ‘On Target‘ – The study found that the segments of multi-screen consumers showing the highest propensity to engage tended to correlate strongly with those brands’ key demographic targets, suggesting that engagement on other platforms
represents an important extension of the key demographic audiences’ use and enjoyment of the media brands.

- Consumers are using digital platforms concurrently with TV to enrich experience – During the five-week period of analysis, 60 per cent of a media brand’s consumers accessed TV and Online during concurrent 30-minute increments. 29 per cent of the media brand’s consumers accessed Facebook concurrently with their TV viewing, suggesting digital platforms may be used to supplement the viewing experience and drive multi-platform engagement.

CIMM MD Jane Clarke said, “The media landscape is fragmenting at an ever-increasing rate, so having a measurement solution that traverses multiple screens is critical for everyone in the media ecosystem including brands, networks and advertisers. This new research conducted by CIMM and comScore offered a significant breakthrough in the use of new methodologies to help tackle the challenges of cross-platform measurement, revealing important findings about the cumulative reach, exposure and engagement of media brands and advertisers in a multi-screen environment.”

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