Skip to main content

How Consumer Multitasking Impacts TV Advertisers


In America, we live in an age of abundant media -- where new content options add to the spectrum of traditional content from which people can choose. Online video, social networking and other digital media options are occupying increasing amounts of time.

Mobile network broadband connectivity further extends our access to digital content throughout the day. Meanwhile, legacy broadcast TV is still popular, but there's a constant distraction (especially during commercials) -- and it's called multitasking.

"For marketers, the age of multitasking means consumers are available to receive multiple streams of messages at the same time," said Mark Dolliver, media analyst at eMarketer. "But multitasking also yields an audience whose attention is divided."

eMarketer estimates that U.S. adults fit more than 11 hours of media content consumption into an average day in 2011, that's double-counting for simultaneous media usage.

For marketers, the downside of multitasking is self-evident: there is no such thing as a captive audience. But in interviews with eMarketer, some pundits say they believe there's a potential upside -- if marketers seek creative ways to captivate consumer interest across media.

Opportunities arise in cases where multitasking builds attention around a body of content rather than dispersing it across unrelated activities.

As an example, 19 percent of smartphone and tablet owners surveyed in Q3 2011 by Nielsen reported using their mobile devices to seek information related to a TV commercial.

That compares with the findings of a Q2 2011 Ipsos MediaCT survey of online consumers. Asked about activities they engage in while watching TV, 16 percent of respondents in that survey said they visit websites because of ads they've seen.

According to eMarketer's assessment, advertisers that are prepared to connect with consumers on multiple platforms -- with useful things to say in each -- can engage its audience more deeply than ever before.

They believe that there's greater benefits for the savvy marketers, and more of a penalty for those producing consistently boring or irrelevant content.

Sometimes, being smart will mean not interrupting consumers with messages they don't need or want. In the age of multitasking, an essential task for marketers will be to make sure they're not wasting people's time.

Popular posts from this blog

Wireless Solutions Advance Work from Home Trends

Despite a challenging backdrop from the ongoing effects of the global COVID-19 pandemic, the negative impact on fifth-generation (5G) wireless supply chains has been minimal compared to the wider mobile smartphone market. This led to 5G mobile devices becoming more diverse, brought to market quickly at a variety of price points, thereby accelerating affordability and adoption. The mobile market is transitioning to 5G and many leading vendors are now exploring the low-priced 5G smartphone segment. According to the latest worldwide market study by ABI Research, 681 million 5G handsets will be shipped in 2022. Therefore, the race is on for OEMs to find that all-important level of differentiation in their flagship portfolios to help boost margins and improve market share. 5G Wireless Market Development Vendors continue to drive the adoption of new product designs, screen technology, chipsets, and camera setups -- notably within the flagship smartphone segment. Meanwhile, the leaders seek a

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of