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

Digital Transformation Spending Reaches $1.8 Trillion

Ongoing investment in business technology will remain on track, despite concerns about the global economic outlook which continues to evolve in 2022. Enterprise CIOs and CTOs are focused on operational profitability and digital business growth goals that are enabled by strategic IT initiatives. Global spending on the Digital Transformation (DX) of business practices, products, and organizations is forecast to reach $1.8 trillion in 2022 -- that's an increase of 17.6 percent over 2021, according to the latest market study by International Data Corporation (IDC). Many anticipated DX investments will sustain this pace of growth throughout the 2021-2025 forecast period, with a five-year compound annual growth rate (CAGR) of 16.6 percent. Digital Transformation Global Market Development "IDC expects to see aggressive DX technology investment growth in 2022 following a minor slowdown during the pandemic period," said Craig Simpson, senior research manager at IDC . "As orga

Flexible Working: Why Company Culture Matters

The main reasons for the Great Resignation are obsolete leadership, fearful middle managers, and a toxic culture that hinders employee engagement. Perhaps that's why some organizations are still struggling with the consideration and development of a flexible working model.  They're incapable of evolving to a more enlightened approach to work where employees are treated with respect. They're stuck in a bygone era of the 20th-century industrial revolution where 'shareholder value' tops all other values, and where spreadsheets and financial data analysis drives all key decision making. We should not be surprised that 76 percent of human resource (HR) leaders now feel that hybrid work challenges an employee's connection to organizational culture, according to a recent survey by Gartner. A 2022 poll of HR leaders reveals the most challenging aspect of setting their hybrid strategy is adjusting the current organizational culture to support a hybrid workforce. In fact,

Energy Sector IoT Cybersecurity Gains Momentum

The electric distribution industry continues to invest in digital transformation projects. Advanced Metering Infrastructure (AMI) technology is becoming a driver for connected electricity meters, which will reach an installed base of 1.3 billion by 2027. AMI growth is prompting utilities and energy suppliers to revisit their IT infrastructure security and device management operations, according to the latest worldwide market study by ABI Research. Energy Infrastructure Security Market Development Digitization of traditional electricity grids and the modernization of the aging energy infrastructure is among the top concerns for utility operators and governments worldwide. Security for last-mile energy consumption applications was frequently overlooked. "However, the introduction of AMI, smart metering, and grid digitization is steadily increasing spending for secure management services, assisting implementers to transition to IT (information technologies) and OT (operational techno