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Media Multitasking – watching, listening, texting, surfing…

by Maggie Mahnesmith on April 6th, 2011

We know that TV is a crucial advertising element in any media campaign because it continues to reach the greatest number of people and has a significant impact on consumers’ purchasing decisions.

In fact, according to a recent survey, 71% still prefer watching TV over interacting with other mediums and 86% state that TV has the most impact on their buying decisions.

However, we have learned that consumers have changed the way they interact with media and obtain information; they aren’t sitting in front of the TV with their undivided attention focused only on the TV. According to the survey, of those watching TV, 42% are simultaneously using the Internet, 29% are talking on cell phones and over 26% are texting.

Consider this scenario – A young female recently discovered that her bank was charging her for monthly “service fees.” As she unhappily walked out of the bank building, her cell phone rang. The conversation continued during the drive home in which she also had the radio on in the car. She arrived home, where she turned on the TV, sat on the couch, opened her laptop and continued to chat with her best friend about her recent banking fiasco. As a marketer of a financial institution, you would have had five different opportunities (mobile, radio, TV, online, outdoor) to reach this particular customer and convince her to switch to your bank where there are no monthly service fees.

There is an increased need for advertisers to adapt their strategies in order to successfully reach their target in this new cluttered environment of media consumption. Advertising strategies must include consumer-operated media options (i.e. blogs, social media), along with marketer-operated options (TV, radio, web, etc.) in order to break through the clutter and not only reach the target audience, but also influence them to make a purchase.

How are you reaching your target audience on multiple levels?

From → Media Buying

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