Consumers Listening, But Maybe Not Hearing According to the latest Simultaneous Media Survey by BIGresearch, advertisers' quest to increase advertising ROI through direct communications
in a one to one environment may find unexpected vagaries caused by consumers multiple media consumption patterns.
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 online:
- 63.5% regularly or occasionally watch TV
- 59.7%
regularly or occasionally listen to the radio
- 40.3% regularly or occasionally read the mail
When reading mail:
- 73.9% regularly or occasionally watch
TV
- 57.5% regularly or occasionally listen to the radio
- 35% regularly or occasionally go online
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.