Posts Tagged ‘engagement’
Wednesday, May 29th, 2013
Overall, average customer satisfaction with financial websites is at 72 on ForeSee’s 100-point scale, according to its latest Financial Services Benchmark, which reports on online and mobile customer satisfaction trends for various industry segments, including banks, credit unions, investments and lending companies and miscellaneous financially-focused organizations.
With ForeSee’s methodology, scores of 80 and higher are classified as “highly satisfied,” while scores of 69 and lower are considered “dissatisfied.” While the industry average score of 72 indicates that many consumers are satisfied with their online banking experience, it leaves room for improvement across the industry.
Credit union sites score highest
Of the five financial segments measured, credit union sites scored the highest, with average satisfaction scores of 82. Investments and lending organizations scored much lower with average satisfaction scores of 69 and 70, respectively.
Banking and miscellaneous financially-focused organizations (such as financial media sites), fell in the middle of the range, with average satisfaction scores of 71 and 74.
Critical factors in retaining satisfied customers
“Within the financial industry, keeping a pulse on consumers’ experiences is critical to retaining and growing a satisfied customer base while simultaneously claiming a greater share of wallet,” said Larry Freed , president and CEO of ForeSee.
“By measuring and improving satisfaction, a financial organization is better able to position themselves as a trusted partner, while encouraging customers to take a hands-on approach to their financial futures.”
A wide range of individual company scores within industry segments indicates that many financial organizations are placing a strong emphasis on creating a satisfactory customer experience, while others should make greater effort to improve.
For example, the low-scoring investment segment had a 40-point difference between the organization with the highest score (82) and that with the lowest score (42), an extremely large difference that emphasizes the importance of creating a positive customer engagement to remain competitive. Some companies are well-loved for the online experiences they provide, while others are strongly disliked.
Likelihood to Recommend and Return
As a pioneer in customer experience analytics, ForeSee’s technology is founded on a scientific methodology that has demonstrated a strong relationship between customer satisfaction and a company’s financial future. When customer satisfaction is scientifically measured, it can be used to predict key outcomes such as future purchase, recommendations and loyalty.
Based on likelihood scores, highly satisfied customers report being more likely to recommend the company to a friend, family member or colleague, which means more business and increased loyalty. Across all industry segments, highly satisfied customers are more likely to recommend than less-satisfied customers:
- Banking customers are 120% more likely to recommend.
- Credit Union customers are 92% more likely to recommend.
- Investment customers are 139% more likely to recommend.
- Lending customers are 126% more likely to recommend.
- Customers of miscellaneous financial companies are 96% more likely to recommend.
Additionally, highly satisfied customers are much more likely than less-satisfied customers to use again, resulting in higher frequency of interaction, improved engagement and increased share of mind and wallet.
Broken down by the industry segments above, highly satisfied customers are more likely to use the website in the future:
- Banking customers are 38% more likely to use again.
- Credit Union customers are 29% more likely to use again.
- Investment customers are 56% more likely to use again.
- Lending customers are 52% more likely to use again.
- Customers of miscellaneous financial companies are 56% more likely to use again.
Additionally, three financial industry segments were measured to calculate customers’ “likelihood to use more services,” which is a key marker for future growth and long-term satisfaction:
- Banking customers are 68% more likely than less-satisfied customers to use more products/services in the future.
- Credit Union customers are 75% more likely than less-satisfied customers to use more products/services in the future.
- Investment customers are 67% more likely than less-satisfied customers to use more products/services in the future.
“We are committed to providing our members with the highest quality products and services, and the insights we receive from ForeSee’s measurement have been essential to this mission,” said Walter Cunningham , VP E-Services & Contact Center ofWashington State Employees Credit Union. “With ForeSee, we are able to pinpoint issues and identify opportunities to improve our members’ web experience, and we look forward to gaining similar insights from our mobile environment.”
ForeSee also benchmarked satisfaction with mobile financial sites and applications, which scored on the high end of the spectrum compared to customer satisfaction with websites. The average customer satisfaction with mobile financial websites and applications is at 82, a superior score that shows customers generally are highly satisfied with financial mobile sites.
Highly satisfied users increasingly mobile
Additionally, highly satisfied mobile users are 41% more likely than less-satisfied users to recommend to a friend, family member or colleague and are 78% more likely to use again.
“Today’s banking consumers are becoming increasingly mobile, and this shift brings higher expectations for more convenient and easily accessible mobile service offerings from their banks, credit unions and investment firms,” said Eric Feinberg , ForeSee’s senior director of mobile, media and entertainment.
“Leaders in the financial industry are getting a leg up by measuring their customers’ satisfaction on mobile platforms and making necessary changes, which is essential to serving as a valuable and trusted partner.”
Thursday, April 4th, 2013
Business leaders with stronger emotional capabilities create higher performance and boost a company’s bottom line, according to a new study from the Emotional Intelligence Network Six Seconds.
Key findings include:
- For individual managers, emotional intelligence scores predict 47% of the variation in manager’s performance scores.
- Emotional intelligence predicts 76% of the variation in organizational engagement.
- Plants with higher organizational engagement achieved higher bottom-line results.
- In addition, during the project, employee turnover also dropped by 63%.
One of the leaders of the project, Massimiliano Ghini , a professor of management at Alma Graduate School in Italy, says the study is important because it links three critical variables.
Emotional intelligence is a better predictor of life success in general than IQ, according to some researchers.
Here’s a quick overview of what emotional intelligence is and why it matters.
“This is one of the first studies,” Ghini says, “showing the link between the individual leader’s emotional intelligence, the impact on organizational climate, and how that drives performance.”
The study appeared this week on Six Seconds, The Emotional Intelligence Network: http://www.6seconds.org/?p=8929. Six Seconds is a global organization supporting the development of emotional intelligence
According to the paper, emotional intelligence refers to a set of skills for understanding and using emotions effectively. The new paper describes a process of increasing self-awareness, self-management, and self-direction. These learnable skills appear to make managers more capable of building a workplace climate, or environment, where employees are effective.
According to Ghini, “The workplace climate is a driving force in how employees engage in their daily activities. When factors such as trust and teamwork are present, the research shows that the company generates better results. So the conclusion is simple: If we want business success, we need to equip leaders with the skills to make an environment where employees can work effectively.”
Six Seconds is a global not-for-profit. It is one of the first, and the largest organization dedicated to emotional intelligence. Members include authors, scientists, coaches, trainers and educators in nearly 100 countries. For information, seewww.6seconds.org.
Thursday, March 7th, 2013
Nearly 95% of all national advertiser campaigns now leverage some form of location targeting in mobile, according to the quarterly Mobile-Local Performance stas report, which is derived from xAd’s network.
As a consumer’s exact location has shown to be a powerful factor in reaching and engaging desired mobile audiences, advertisers have started to shift from standard geo targeting, often seen in desktop or traditional marketing (based on standard geo boundaries such as zip, city or DMA areas), to geo-precise targeting, which leverages mobile’s unique ability to target users based on their specific location.
The report revealed that search behavioral targeting (targeting based on geo-precise mobile search behaviors), grew 212% from Q1 to Q4 2012 – more than any other mobile targeting technique.
Search behaviorial targeting saw most growth
Although search behavioral targeting saw the most growth, geo fencing (the ability to reach a consumer based on a set proximity or distance away from a specific place or point of interest) was the most popular targeting technique overall, ending the year with over 55% of campaigns utilizing this type of targeting. Standard geo targeting, on the other hand, declined from 64% of campaign targeting in Q1 to just 13% by Q4.
This rapid shift in targeting focus can be attributed to the increased performance and efficiency experienced through more precise mobile targeting techniques.
Across campaigns that leveraged more precise geo targeting, ad waste was reduced on average by 20-30%, while ad performance increased by double digits. Search behavioral targeting provided the highest lift on average, increasing performance 60% over the industry benchmark.
Place-based targeting second
Place-based targeting was a close second, delivering a 55% lift. Throughout the year, xAd’s display and search ads performed well above industry standard performance rates, with locally targeted display averaging a CTR of 0.8% and targeted search a CTR of 8%.
“Mobile users are in constant motion, so their circumstances and needs are continually changing,” said Dipanshu Sharma, CEO at xAd.
“As a result, mobile targeting technology that serves the most relevant information to users, based on their exact location, will deliver the highest conversion rates for advertisers.
As geo targeting techniques become more precise, advertisers can still achieve massive scale by working with partners that allow access to the billions of available mobile ad impressions nationally, enabling them to maximize ROI across a host of specific mobile audiences.”
- Likely because mobile users are typically on the go, the top businesses searched via mobile throughout the year continued to be local restaurants and/or businesses related to travel such as gas stations, transportation and hotels.
- Top growth categories were Entertainment (including bars and clubs, theatres and sporting events/venues) which grew 184%, Health & Beauty (including beauty salons & spas, gyms, hospitals and other health services) which grew 50%.
- In terms of advertising, only one of the top three search categories made it into the top advertising categories – showing a slight misalignment between mobile user demands and specific advertising penetration by vertical.
- Regarding location of search, the South lead with four out of the top 10 cities for active mobile search activity throughout 2012.
- The South also came in tops, tied with the Midwest, for most targeted cities for mobile advertising.
To download a copy of Mobile-Local Performance Stats visit www.xAd.com.
Wednesday, February 6th, 2013
Do you watch pre-roll ads that precede many videos online? Not many of us do, apparently. Overall, marketers running simple pre-roll campaigns saw an average 1.21% Engagement rate and 69.59% Completion rate on average, according to Innovid’s Interactive Video Advertising Benchmarks for Q4 2012.
Interactive campaigns did much better.
Innovid says they saw a whopping 3.09% Engagement rate and 71.58% Completion rate. Furthermore, interactive campaigns delivered an additional 21.57 seconds in time spent, converting 30 second media buys into 51.57 slots and delivering a 70% increase in brand exposure with no additional media investment.
Innovid studied over 900 campaigns in Q4 2012, served utilizing its advanced video Ad Server on more than 1000 premium publishers and ad networks globally. The first report of its kind, provides benchmarks for Awareness Rate, Engagement Rate, Time Earned, Completion Rate, Ad Viewability, and Click-Thru Rate.
Innovid examined metrics from hundreds of advertisers across 15 different categories to produce the quarterly report, which is available for download at: http://www.innovid.com/insights/benchmarks/.
Overall key findings of the Innovid Interactive Video Advertising Benchmarks: Q4 2012 report include:
- 15 second slots saw the highest completion rate at 74.41%, versus 30 second slots that delivered a 68.91%
- Consumers however are more likely to engage with longer form content, clicking-in at 2.99% rate on 30-second units versus 2.01% on 15-second slots
- Interactive campaigns recorded a 44.54% awareness rate, while pre-roll displayed only a 17.57%
- iRoll Apps provided an average 1.01%, making it a great resource for advertisers with backend goals
- iRoll Expand delivered an additional 27.37 seconds in time earned on average, providing marketers with brand goals an efficient vehicle to engage with consumers and maximize media budgets
If you’re at all new to this, Innovid offers this glossary of terms in the business:
- Awareness (rate): The number of times the video environment is moused over by the user while the pre-roll plays and then divided by all the impressions served. The event is counted once per impression.
- Engagement (rate): The first click by the user to the iRoll unit and then divided by all the impressions served. This can either be an interactive slate open event, or click-thru depending on the format of the unit. The event is counted once per impression.
- Time Earned: The average time in seconds a user spends interacting with the unit while the pre-roll video is automatically paused in the background. Note, iRoll Apps units do not consistently require the pausing of the pre-roll video in the background, and therefore may not generate the Time Earned metric.
- Completion (rate): Impression logged immediately upon completion of the video play, divided by all impressions served.
- Ad Viewed (percent): The average duration of the pre-roll video watched by users, calculated as a percentage.
- CTR: A click directing users to a new web page and then divided by all impressions served.
Monday, November 12th, 2012
QR codes – those barcodes that link to a variety of optimized marketing pages – have not been the biggest thing coming down the digital marketing highway, but the consumers who use them may be particularly valuable to marketers.
ScanLife analyzed more than 200 QR Codes with thousands of scans that were generated from the ScanLife Mobile Engagement Platform. Each of the codes linked to unique, mobile optimized landing pages that marketers created on the ScanLife platform, offering a variety of relevant content such as videos, Facebook pages, retail locators, and even mobile commerce options.
ScanLife says this provided a detailed view across numerous verticals and geographies. These included one of the world’s largest beverage companies, a leading regional gym, a large national retailer and a major international car manufacturer – from Europe, Latin America and North America.
Results were impressive. Significantly, 62 percent of the scans led to additional engagement and 95 percent of them drove at least some additional action.
“This new data from the ScanLife platform shows that QR Codes are actually reaching a marketer’s most important target because it allows them to convert interested consumers into customers,” said Mike Wehrs, Scanbuy CEO and president.
ScanLife sells a managed QR Code platform.
ScanLife’s new technologies include a mobile landing page builder that easily enables the actions, eliminating the need for a web page developer. Scanning a QR Code directs consumers to a webpage experience that has been optimized for mobile devices. In addition, the improved platform provides click- tracking data from the landing pages, giving marketers valuable information about their audience to maximize results.
Monday, October 15th, 2012
By Allan Maurer
Mobile may be hot, says Vince Baskerville, co-founder and VP of production for Atlanta-based Trip Lingo, but “It’s like the wild west, or the old days of the Web in the 1990s when no one knew how to track anything. ”
Now, he notes, you can track everything on the web. But that is just not so with mobile.
With mobile, Baskerville says, “There are no click events, no below the fold.” Mobile is different. So, he suggests, “Mobile is a different and evolving market.”
One of 120 Internet Summit speakers
Baskerville is one of 120 thought-leaders who will participate in the upcoming Internet Summit in Raleigh, NC, Nov. 6-8. The event boasts the most outstanding lineup of digital gurus, marketing mavens and technology experts in its history.
So, what can you measure on mobile, we asked?
“Engagement is the biggest thing,” he says. “Are visitors using feature sets? Do they then drill down to actionable items? If you have a new address book feature, how long are they in that view?”
He preaches engagement
If you spend nine months developing a new feature for your mobile app and only 2 percent use it, you did something wrong. Engagement is what I preach,” Baskerville says.
You need to understand that collecting data from mobile is also different from collecting it from the web. “It’s impossible to get real time data from a phone that’s not always on or in range of a cell tower,” Baskervilles says.
“You have to understand the tricks: how to store that data and get it back to you.”
Another element of mobile that differs from the web is that a mobile app user has to drill down multiple levels to get to certain things. So funneling people down those levels to take an action is important.
Even with free apps that offer paid features, you have to figure out how to engage users so they drill down to the paid feature. Then, “How do you make them want it?” Baskerville adds.
Two measurement tools
At the Internet Summit, Baskerville plans to discuss two tools that help with measuring mobile. One, Mix Panel, is aimed at Enterprises, while the other, Flurry, is more “startup friendly.” Baskerville’s Trip Lingo uses Flurry.
Flurry, says Baskerville, “Offers a very good solid foundation and it’s reliable.”
Mix Panel does the same things, but it’s more aimed at larger firms.
Trip Lingo, which we profiled on the TechJournal, is revamping its mobile app and applying some of the things it learned from measuring use.
One new development for the traveler’s language companion, is a slide navigation system that’s rather unique. “I haven’t seen anything else like it,” Baskerville says.
It’s meant to make it much easier for people to navigate within the app, going forward or back as they choose.
They’re also adding a new voice feature that will provide translations for phrases user speak into the phone when it’s connected. Speed improvements are also planned.
Thursday, September 27th, 2012
Findings from the Jun Group’s The State of Opt-In Video and Consumer Engagement report challenge some of the online ad industry’s conventional wisdom, while highlighting advertiser strategies for using opt-in video successfully.
Opt-in ads represent a shift away from the traditional interruption-based approach of online advertising, which typically appears as 15 or 30-second pre-roll spots in online video.
Instead of forcing consumers to sit through ads that are unwanted and often irrelevant, opt-in advertising gives viewers the choice of whether or not to watch an ad in exchange for reward.
These rewards can take many forms, though the most common are virtual currency on social gaming sites or ad-free music on streaming music sites.
The findings in The State of Opt-In Video and Consumer Engagement are based on a sample of 7.7 million user-initiated video ad views from campaigns from Fortune 500 brands that ran between May and August 2012.
Key insights include:
- Facebook engagement is on the decline. While visiting a brand’s Facebook page is still the most popular post-view activity, it has declined 9% over the past year.
- Finding the right consumers is critical. Using a pre-screening question to identify an individual’s interests or affinities makes them 13% more likely to engage in a post-view activity.
- Made for the web isn’t always the way to go. The difference in engagement rates between repurposed TV commercials and ads specifically created for the web is negligible.
- Shorter isn’t always better. Ad length doesn’t have as much of an impact on completion rates as is commonly thought. 70% of all views came from ads over a minute in length, while ads over two minutes were still completed 87% off the time.
- Gen Y is the least likely to engage. 18-34-year-olds are the least likely to take an action after viewing.
“Opt-in video has long been associated with viral campaigns and flashy content, but this year’s data speaks to the fact that with the right approach, it can be used to drive real, tangible results,” explains Jun Group CEO, Mitchell Reichgut.
“Our hope is that by sharing this research we’re helping to educate advertisers and their agencies about the benefits of opt-in video and the best ways to derive tangible value from the online video ad dollars.”
Jun Group has been at the heart of the opt-in movement since 2005, and has delivered tens of millions of views for the world’s largest brands. At 98% and 3.5% percent respectively, Jun Group’s engagement and completion rates are among the highest in the industry.
Thursday, September 20th, 2012
It’s increasingly more important for retailers to have a mobile strategy. The number of people now shopping on their smartphones represents a shift to large to ignore, according to the comScore Mobile Metrix 2.0 service.
It says a study found that 4 in every 5 smartphone users – 85.9 million in total – accessed retail content on their device in July.
Amazon Sites led as the top retailer with an audience of 49.6 million visitors, while multi-channel retailers including Apple (17.7 million visitors), Wal-Mart (16.3 million visitors), Target (10 million visitors) and Best Buy (7.2 million visitors) also attracted significant mobile audiences.
“With nearly 86 million Americans now shopping on their smartphones, this pronounced shift in consumer behavior is simply too large for retailers to ignore, with the future of their business depending on how well they adapt to the new environment,” said Mark Donovan, comScore SVP of mobile.
Optimizing for multiple platforms not easy
“But adapting isn’t always easy, especially when considering the complexity of the mobile environment, which requires optimizing the experience across multiple platforms and for both mobile websites and apps.
The retailers who best understand how consumers are engaging in mobile shopping behaviors and design their strategies accordingly will be best positioned to capitalize on these shifting market dynamics.”
Amazon Sites Leads as the Top Retail Destination for Smartphone Owners
In July 2012, 85.9 million people age 18 and older visited a retail destination via a mobile browser or app on their smartphone, representing 4 in every 5 smartphone owners (accessing from a device running the iOS, Android or RIM operating systems).
Analysis of selected retailers found that Amazon Sites led as the top destination with an audience of 49.6 million unique visitors, representing 46.6 percent of smartphone owners, followed by eBay with 32.6 million visitors and Apple with 17.7 million visitors.
Wal-Mart had the largest reach among traditional brick-and-mortar retailers with 16.3 million visitors, followed by Target with 10 million visitors and Best Buy with 7.2 million smartphone visitors.
Ticketmaster attracted 5.7 million visitors as summer concerts and performances saw fans turn to their smartphones for tickets and information, while seasonal home improvements fueled visitation to the Home Depot (4.4 million visitors) and competitor Lowes (3.2 million visitors).
As mobile becomes an increasingly important channel for retailers to reach current and potential customers, other companies are recognizing the opportunity smartphones present throughout the shopping process.
Shopkick, a shopping rewards app that provides points for consumers who visit retail partners’ physical stores such as Target, Macy’s, Best Buy, etc., saw its mobile audience reach more than 4 million visitors in July, demonstrating one way consumers are turning to their mobile devices as part of their in-store shopping experience.
|Selected Retail Properties by Unique Smartphone Visitors(000) (Mobile Browser and App Audience Combined)
Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms
Source: comScore Mobile Metrix 2.0
|Total Unique Visitors (000)
|The Home Depot
|Barnes & Noble
Retailer Penetration Differs Between iPhone and Android Audiences
Mobile Metrix 2.0 provides the ability to view audience activity across smartphone operating systems for more granular insights on platform performance. Among both iPhone and Android users, Amazon ranked as the top retailer attaining a reach of 43 percent among iPhone users and 55 percent among Android users, with visitation to the Amazon Appstore largely accounting for the higher reach among Android users.
In contrast, Apple commanded a much stronger and expected 33.5 percent reach among iPhone owners compared to 7.3 percent among Android users.
Among the majority of the selected retailers, iPhone had a higher penetration compared to Android, while in most cases Android devices delivered a larger audience due to the platform’s higher overall market penetration.
|Selected Retail Properties by Unique Smartphone Visitors (000) on iOS and Android Devices (Mobile Browser and App Audience Combined)
Total U.S. Smartphone Subscribers Age 18+ on iOS and Android Platforms
Source: comScore Mobile Metrix 2.0
|Total Unique Visitors (000)
||Total Unique Visitors (000)
|The Home Depot
|Barnes & Noble
Females Account for a Higher Share of Retail Minutes on Smartphones vs. Desktop Computers
Analysis of smartphone shoppers versus those visiting on desktop or laptop computers revealed new insights into audience demographics.
Across both smartphones and desktop computers, males and females represented nearly equal proportions of retail category visitors.
However, females accounted for a higher share of time spent on retail destinations at 53.4 percent of minutes on desktop computers and an even greater share of retail minutes on smartphones at 56.1 percent.
Smartphone shoppers were also more likely to be younger than their desktop counterparts with 70.7 percent of smartphone retail visitors under the age of 45 compared to 61.1 percent of desktop users.
Younger audiences more engaged on mobile
Engagement among these audiences showed even greater disparity with visitors under the age of 45 accounting for nearly 3 in every 4 minutes spent on retail content via smartphones, compared to 61.6 percent of retail minutes on desktop computers.
Smartphone retail audiences were more likely to reside in higher income households compared to desktop computer users, likely as a result of smartphone ownership skewing towards higher income segments compared to an average consumer.
Among smartphone audiences accessing retail destinations, nearly 1 in every 3 had a household income of $100k or greater, with this income segment driving a comparable 31.2 percent of minutes spent on retail sites and apps.
|Retail Category Demographic Profile – PC and Smartphone Usage
Total U.S. Smartphone Subscribers Age 18+ on iOS, Android and RIM Platforms, Total U.S. Online Audience Age 18+ – Home/Work Computer Access
Source: comScore Mobile Metrix 2.0 and comScore Media Metrix
||Desktop/Laptop Computer Visitors
|% Composition of Retail Unique Visitors
||% Composition of Retail Total Minutes
||% Composition of Retail Unique Visitors
||% Composition of Retail Total Minutes
|Less than $25K
Tuesday, August 21st, 2012
Apple’s iPad and other tablets could have a positive impact on the television industry because viewers who use tablets to watch TV are more engaged in TV shows, according to Strategy Analytics’ latest research into tablet owner behavior.
The report, “Users More Engaged with Video Consumption on Tablet than on TV”, found that how people choose shows and how they watch them on tablets is very different from how they behave with the traditional ‘big screen’ TV. Viewers are much less likely to be distracted when watching TV shows on the smaller tablet screen.
When they are ‘watching’ TV on the big screen, however, attention is often diverted towards second screen activities. The Strategy Analytics research also observed a clear distinction between the “alpha state” of TV viewers (deep relaxation) and the “beta state” of tablet viewers (conscious, alert).
Tablet behaviors good news for TV
“Contrary to fears often expressed, emerging tablet behaviors are potentially good news for TV producers, networks and operators,” says Caroline Park, who manages the Digital Home Observatory (DHO) at Strategy Analytics.
“Levels of engagement are significantly higher when people consume video content on their personal tablet compared to the TV screen, and if TV companies play their cards right they should be able to drive additional revenues from this increased viewer focus.”
“Connected multiscreen devices are bringing tremendous disruption to television viewing behavior and, as always, disruption brings both threats and opportunities,” says David Mercer, VP, Digital Consumer Practice (DCP).
“Technology innovators should work with the television industry and its advertising partners to ensure that the revenue potential of the emerging tablet TV phenomenon is maximized.”
Strategy Analytics conducted a multi-method data gathering exercise to gauge behaviors, attitudes and preferences of tablet owners in the UK and USA. The research methods included 12 ethnographic in-home observations and semi-structured interviews and focus groups with 31 participants.
Monday, June 11th, 2012
Consumers who engage with media brands via both TV and online video are the most loyal brand customers and these multi-screen consumers correlate strongly with those the brand targets, according to a research white paper entitled How Multi-Screen Consumers Are Changing Media Dynamics, revealing several new findings about the viewing habits of consumers who engage with media brands across multiple touchpoints.
“While TV remains the leading media channel, once TV-centric media brands now engage with their consumers across a variety of digital touchpoints. While this enhances the quality of brand engagement, it also increases the complexity of media planning and analysis by orders of magnitude,” said Joan FitzGerald, comScore VP of TV & Cross-Media Solutions.
“By leveraging comScore’s unique single-source multi-screen measurement panel, we are radically reducing this complexity by providing media companies with actionable insights that can be used to determine how to effectively reach their target audiences and optimize cross-media planning.”
Key insights from the paper include:
- Consumers are Engaging with Brands Across Platforms – A study of 10 broadcast network & cable brands covering a five-week period showed that an average of 90 percent of consumers engaging with a given brand did so on TV, while 25 percent did so online and 12 percent via online video.
- Online Video & Multi-Screen Consumers are Most Engaged and Loyal Brand Consumers – Online video consumption proves to closely associate with consumer engagement with media brands overall. For most of the media brands, the multi-screen consumers who use the media brands via TV and online video spend more time with the content on any platform, and spend more time consuming the content on TV.
- Multi-Screen Consumer are Demographically “On Target” – The study found that the segments of multi-screen consumers showing the highest propensity to engage tended to correlate strongly with those brands’ key demographic targets, suggesting that engagement on other platforms represents an important extension of the key demographic audiences’ use and enjoyment of the media brands.
- Consumers are Using Digital Platform Concurrently with TV to Enrich Experience – During the five-week period of analysis, 60 percent of a media brand’s consumers accessed TV and Online during concurrent 30-minute increments. 29 percent of the media brand’s consumers accessed Facebook concurrently with their TV viewing, suggesting digital platforms may be used to supplement the viewing experience and drive multi-platform engagement.
“The media landscape is fragmenting at an ever-increasing rate, so having a measurement solution that traverses multiple screens is critical for everyone in the media ecosystem including brands, networks and advertisers,” said Jane Clarke, Managing Director, CIMM.
“This new research conducted by CIMM and comScore offered a significant breakthrough in the use of new methodologies to help tackle the challenges of cross-platform measurement, revealing important findings about the cumulative reach, exposure and engagement of media brands and advertisers in a multi-screen environment.”