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The Multi-Screen Marketer conducted on behalf of the Interactive Advertising Bureau (IAB)

One of the “Four P’s of Marketing,” promotion includes the communication messages, materials, channels, and activities that will effectively reach your audience to promote the benefits of the behavior change as well as the product, price and place features of your program. Messages may be delivered through public relations, advertising, print materials, small-group or one-on-one activities (e.g., mentoring, counseling, workshops), and other media. Promotion leads you to consider the type of media your target audience attends to, when and where they will attend to your messages, and the characteristics of the communication. Target Audience The group that your social marketing program seeks to reach and influence. This group. | t.epf S . .w e 5 Market Data Supplier Selection Event Presentations User Experience Benchmarking Best Practice Template Files Trends Innovation The Multi-Screen Marketer conducted on behalf of the Interactive Advertising Bureau IAB The Multi-Screen Marketer Interactive Advertising Bureau IAB iab. Published May 2012 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means electronic or mechanical including photocopy recording or any information storage and retrieval system without prior permission in writing from the publisher. Copyright Econsultancy.com Ltd 2012 Econsultancy London 4th Floor Farringdon Point 29-35 Farringdon Road London EC1M 3JF United Kingdom Telephone 44 0 20 72691450 http econsultancy.com help@econsultancy.com Econsultancy New York 350 Seventh Avenue Suite 307 New York NY 10001 United States Telephone 1 212 971 0630 Contents 1. Executive Summary and Highlights.4 1.1. Methodology.7 1.2. Table of Figures.7 1.3. About the IAB.8 1.4. About Econsultancy.8 2. I Like to Watch.and Eat.and Play.and Shop.9 2.1. Tablet Owners Are More Likely to Act.12 3. Device Creep and Creepy Devices.13 3.1. Share of TV Viewing Across Devices.14 3.2. What Consumers Expect When They re Connected.16 4. Social Media is Solitary . 17 5. The Reality Show of Multi-Tasking.18 5.1. Non Commerce-Related Activities by Type of Program.19 5.2. Commerce-Related Activities by Type of Program.20 6. The Multi-Screen Shopper . 21 6.1. Awareness Research and Relationship - Multi-Screen Consumers Notice and Sometimes Prefer Digital .21 7. Multi-Tasking Multi-Screeners Are Too Distracted to Recall My Brand Right .23 8. Lessons of the Multi-Screen Consumer.24 8.1. For Publishers.24 8.1.1. Optimized Phone PC Tablet TV.24 8.1.2. Complementary Phone PC Tablet TV.25 8.1.3. Transferable Phone PC Tablet TV.26 8.2. For Advertisers.26 9. Recommended Reading.27 The Multi-Screen Marketer on behalf of the Interactive Advertising Bureau IAB Page 3 All