Keeping an eye on the future: Acuvue's digital journey in Australia

Low Lai Chow

"Consumers now spend more time in front of a screen than we spend sleeping," Mandeep Grover, business unit director, Asia Pacific for Acclarent – a unit of Johnson & Johnson Medical – observed at the ad:tech Singapore 2013 conference.

"Between your laptop, your TV, your microblogging [and] your Facebook, you're spending almost nine hours a day in front of a screen. And if this is where your consumers are, you really have to understand this is their normal media habit," he added. This leads on to a further, and uniquely pressing, question for marketers: "How does this impact the way you reach them and engage them?"

Acuvue, Johnson & Johnson's contact lens range, has been well ahead of the curve in the Australian digital space, having rolled out one of the earliest branded apps on Facebook in 2007, and launched an iPhone app – among the first for the various brands owned by its parent company – in 2009. For Grover, its journey has also shown that new media can serve as a great equaliser.