Multi-channel connectivity increases influence
Multi-channel media consumption is an increasingly common trend across Australia and the world, as people watch TV while also navigating the web. The result has been that individuals are now more distracted than ever, with multiple channels competing for their limited attention. However, a recent study from the Interactive Advertising Bureau (IAB) suggests that individuals who…
Multi-channel media consumption is an increasingly common trend across Australia and the world, as people watch TV while also navigating the web. The result has been that individuals are now more distracted than ever, with multiple channels competing for their limited attention.
However, a recent study from the Interactive Advertising Bureau (IAB) suggests that individuals who consume traditional and digital media simultaneously are more influenced than if they were focussing on a single medium.
The study revealed that TV and digital advertising were more likely to trigger an online search among multitaskers, compared to the average population. Internet advertising recorded a 5 per cent difference, while email marketing reached a 4 per cent increase when people had their attention spread over multiple channels.
it isn’t just searching where multitaskers are outstripping the rest of the public. Individuals who fell into this category are also more likely to make a purchase, recording a 5 per cent increase in the chance of them buying a product after seeing televised advertising.
Similar gaps were recorded across other channels, with multitaskers who encountered content on social media recording a 4 per cent increase over average viewers. The same gap was also reported among those who are presented with a message when using a mobile video service.
This research clearly shows that although the media landscape has become more fragmented than ever, the result isn’t that people are tuning out from corporate communications. In fact, the exact opposite is true, with different media channels actually proving to be more effective at reaching people.
The study went on to emphasise that multitaskers may be less common now, but in the future they will represent the mainstream model of accessing and communicating with an audience. In this landscape, the ability of companies to communicate effectively across multiple channels will be far greater than it is currently.
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