New pathways to engagement with multi-screen consumers

This paper analyses consumer engagement with different devices and how this impacts on the consumption of content, identifying four distinct motivations.

New pathways to engagement with multi-screen consumers

Microsoft Advertising

Executive summary

Consumers are increasingly reliant on laptops, mobile phones, tablets and gaming consoles for inspiration, information, communication and entertainment. The hyper-mobility and seamless connection among these devices is changing the way publishers drive content—and consequently, the way businesses shift marketing dollars.

Individual screens provide a device-driven layer of context that affects how consumers absorb and react to content. As a result, marketers must now take a multi-layered approach to content distribution, one that enables portable, personal and interactive engagement across devices. Understanding the consumer motivations underlying cross-screen engagement is therefore...

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