Skip to main content

Multi-Screen Video Consumers are the Most Engaged

comScore and the Coalition for Innovative Media Measurement (CIMM) released the results of their latest market study, revealing several new findings about the viewing habits of consumers who engage with media brands across multiple touch-points.

“While TV remains the leading media channel, once TV-centric media brands now engage with their consumers across a variety of digital touch-points. While this enhances the quality of brand engagement, it also increases the complexity of media planning and analysis by orders of magnitude,” said Joan FitzGerald, comScore VP of TV & Cross-Media Solutions.

By leveraging comScore's multi-screen measurement panel, they can reduce this complexity 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.

Key insights from the market study include:
  • Consumers are Engaging with Brands Across Platforms -- A study of 10 broadcast network & cable brands covering a five-week period showed that an average of 90 percent of consumers engaging with a given brand did so on TV, while 25 percent did so online and 12 percent via online video.
  • Online Video & Multi-Screen Consumers are 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 Platform Concurrently with TV to Enrich Experience – During the five-week period of analysis, 60 percent of a media brand’s consumers accessed TV and Online during concurrent 30-minute increments. 29 percent 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.

"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," said Jane Clarke, Managing Director, CIMM.

This new research conducted by CIMM and comScore offered 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.

Popular posts from this blog

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

Conversational Commerce Advances with AI Innovations

The global eCommerce market gained new momentum as the COVID-19 pandemic transformed many legacy business sectors. As an example, conversational commerce enables end-users of smart devices to leverage them for commercial purposes -- including retail transactions and online banking. The ecosystem for conversational commerce has evolved with many communication service providers acting as the primary point of connection between the end-users of these devices and the brands, enterprises, and financial institutions that use them. According to the latest worldwide market study by Juniper Research, the global conversational commerce spend over rich communication services (RCS) messaging will reach $27 billion by 2025 -- that's rising from less than $10 million in 2021. Conversational Commerce Market Development This phenomenal growth will be driven by increasing RCS support from telecom network operators and growing interest from business leaders wishing to capitalize on this emerging eCo