Traditional advertising is losing its grip.

Today, the average consumer owns a laptop, a smartphone, and (increasingly) a tablet; uses up to three devices to watch TV, and records entertainment to skip the adverts. That’s according to ARRIS’s recent Consumer Entertainment Index (CEI), which polled 10,500 people in 19 countries.

In short, our attention is divided, increasingly among multiple devices, and we’ll go out of our way to avoid advertising. The figures are telling: 73% of UK consumers record TV just to skip the adverts. 46% think adverts on their smartphone are intrusive. And 49% never follow through with TV adverts on their connected devices.

But there’s a silver lining… 30% of global consumers have used second screens to purchase an item featured on the TV program they were watching. Moreover, 62% said they’d be interested in a solution that would let them store their content for free in exchange for watching adverts.

That tells us two things: first, if audiences are properly incentivized, and adverts properly positioned, we can change the way that people perceive adverts.

And second: advertising isn’t going away; it’s evolving. The game is now about improved targeting, personalisation, and relevance. And the field is also changing: it’s no longer about how many seconds it takes to get someone’s attention on the main screen; it’s about converting people on the second screen.

Multiscreen is the new playing field, and merchandising is the new game.

This trend represents a prime opportunity to package content, services, merchandise, and more in a way that truly engages consumers. For example, this year’s sport-filled summer, dominated by major global events such as The World Cup, presents a ripe backdrop for multiscreen, social, and team, product, and information-driven innovation that can compel the global community.

Today’s digital marketers should reconsider their approach video advertising in four specific areas:

Merchandising: by leveraging consumer data and usage patterns, marketers can create new revenue opportunities and improve the cross-sale of content and services.

Mobilised intelligence: bringing localised, interactive advertising across entire marketing campaigns that respond to environmental changes, feedback, and interest.

Targeting and distribution: advertising that goes beyond the regional level to the device itself. These personalised ad experiences improve relevance and conversion, on any screen.

Multiscreen strategy: concurrent advertising on second-screen, content, and interface experiences enables timely product promotions and spans the entire catalogue of content. It’s about having the right content, on the right screen, at the right time.

Technology allows us to keep pace with the changes in consumer behaviour. With the right approach to marketing we can lead out tomorrow’s innovation with engaging experiences that keep us one step ahead of the game.


By Sandy Howe, ARRIS. 

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