This year is all about multiscreen data. In recent weeks, a multitude of articles and reports have been published arguing multiscreen is not a fad; it is shaping how we will continue to live our lives in the coming years. The screens will surely evolve, from handheld devices to wearable technology, but multiscreen is here to stay. We need the data phase to visualize and prove multiscreen interactive advertising needs to move past the rectangles of our tablets, phones and laptops, and focus on people. Here are a few examples of what we've been seeing.
- *“70 percent of respondents who multitask do so at least once a week, with nearly half (49 percent) reporting everyday multitasking. Furthermore, during the course of a TV program, more than 60 percent check their phones at least “once or twice,” and 15 percent stay on the mobile Web for the full duration of the show.” Forget Mobile – Think Multiscreen report by Razorfish and Yahoo.
- *“Americans now own four digital devices on average, and the average U.S. consumer spends 60 hours a week consuming content across devices.” The US Digital Consumer Report by Nielsen.
- *“The digital video brand advertising solutions provider's survey found that nearly half of prospective viewers (46%) say that watching on multiple devices is important to them.” World Cup 2014 report by YuMe.
- *“While viewers continue to turn to multiple devices for television-related content, the query growth across Google and YouTube in the television category is driven by mobile and tablet, exceeding 100% on both of these devices.” The Role of Digital in TV by Google.
- *“Smartphones were the No. 1 device respondents used while watching TV, with more than six in 10 saying they had “ever” used a smartphone while watching television and around one-quarter who “almost always” used such a device during the activity.” An eMarketer article “Multitasking TV Viewers Primarily Focus on Television” quotes Tivo report data.
- *“For young (16-44) multi-screeners in the U.S., 59% of screen time is spent exclusively with a single device, while the rest is simultaneous screen use.” AdReaction report by Millward Brown.
What do all of these stats mean for advertisers? Advertisers may think it means late nights of working across multiple platforms to build, test and deploy interactive ad units. The advertising ecosystem is already so complex, to make multiscreen a standard requires simplification. We built Aarki Studio to help centralize and streamline the digital advertising industry. We especially focused on the beginning of the process - creative development - and made ad building as easy as possible while streamlining ad serving and measurement.
With Aarki Studio and a talented team, we are ready to answer the call of the multiscreen world as it continues to evolve. Contact us if you’d like find how quickly you can centralize and streamline multiscreen advertising.