Multi-device, multi-purpose, one connected consumer: Uncovering the value of multiple screens for online content and advertising

Cortney Henseler, Andrew Consky and Maureen Dawson
AOL


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Introduction

As digital connectivity expands, so has the complexity of marketing through different screens. Marketers need to keep pace with the changing landscape, as it becomes increasingly difficult to capture consumer attention for an advertising campaign on a single screen.

Marketers report mixed effectiveness results from mobile campaigns (eMarketer, April 2014). And yet, by 2016, US marketers plan to allocate a larger share of their total media spend to multi-screen campaigns, from 20% in 2013 to 49% in 2016 (ANA and Nielsen, 2013).