Multiscreen campaigns key in UK

2 April 2013
LONDON: More UK consumers now have access to two or more connected devices, meaning advertisers need to consider developing multiscreen campaigns, a report has argued.

YuMe, the online video advertising company, and Decipher, the research firm, polled 1,340 people owning at least one "smart device" capable of connecting to the internet, and who regularly used mobile media.

Overall, some 96% of respondents to the survey used a smartphone, while 72% possessed a laptop and 60% had already purchased a tablet.

A 56% majority of smartphone users also owned a tablet, while 44% of the panel had access to all three of the devices assessed.

"Media opportunities on mobile are not simply a matter of screen size; they are multi-modal functions of environment, content, and screen," said Owen Hanks, General Manager of Mobile, Europe, at YuMe.

"For advertisers, this means that the most effective advertising is a multi-screen campaign, whilst publishers need to ensure their content is available across all screens."

Browsing was the most common way of finding content through these channels, mentioned by 59% of the sample, ahead of search on 49% and apps on 31%.

Looking to advertising, the recall of pre-roll video commercials stood at 40%, compared with only 16% for banners, totals that proved largely consistent across each medium.

These figures stood at 44% and 20% respectively for brand association linked to these ads, while the uptick in purchase intent reached 23% and 11% in turn.

Overall, the most widespread response following an exposure to advertising were visiting a brand's homepage, finding out more information about products and talking to someone about the featured goods and services.

While 39% of consumers that viewed pre-roll ads expressed an intention to engage in some kind of follow-up activity, this figure fell to 29% for banners.

Data sourced from YuMe; additional content by Warc staff
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