Joe Pilotta, PhD, VP Research BIGresearch, said "Simultaneous media consumption is creating a moving target for advertisers through all communication channels. Directly targeting consumers based upon behaviors is, in theory, a great way of ... enhancing relationships and eliminating waste from ad budgets. However, the reality is that direct communication with consumers rarely occurs one to one, but is more like 2 to 1 or 3 to 1 in the context of simultaneous media usage."
Some of the findings on how this multitasking phenomenon is effecting online and direct mail are:
When reading mail:
Pilotta said that the next step is for advertisers to determine the foreground/background of the media in use to create a synergy between them.
Complimentary findings are available here.