E marketer cross_device_trends_roundup

August 2014

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Consumers are dividing their media time more than ever across a greater number of devices, with mobile overtaking time spent with the desktop last year. This media fragmentation turns cross-channel advertising from a nice-to-have to a need-to-have. To help you stay on top of the latest trends in cross-device marketing, eMarketer has curated a roundup of some of our latest coverage on the subject, including statistics, insights and interviews.

CROSS-DEVICE TRENDS ROUNDUP

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Cross-Device Trends Roundup Copyright ©2014 eMarketer, Inc. All rights reserved. 2

CROSS-DEVICE TRENDS ROUNDUP

Overview

Cross-channel marketing may be getting more popular, but is it getting any easier? Research suggests that the major challenges to effective cross-channel campaigns are still in place: namely, attribution and understanding the path to purchase.

These two factors were far and away deemed most important to determining the success of a multimedia campaign according to US client-side advertisers surveyed by the Association of National Advertisers (ANA) and Forrester Consulting in March 2014.

A majority of respondents were also concerned with how to identify the same individual across a variety of channels, and the ability to compare digital and offline metrics concerned more than four in 10.

These problems could be a major reason cross-device advertising is the No. 1 topic US agency media professional want to know more about this year.

The benefits of cross-channel advertising are numerous--and some are obvious. Consumers are dividing their media time more than ever across a greater than ever number of devices, with mobile overtaking time spent with the desktop last year. This media fragmentation turns cross-channel advertising from a nice-to-have to a need-to-have.

Small businesses and nonprofits surveyed in March 2014 by Constant Contact also reported increased customer engagement (73%), more new customers (57%) and higher website traffic (54%) due to multichannel marketing efforts.

% of respondents

Important Factors in Measuring Campaigns AcrossMultiple Media According to US Client-SideAdvertisers, March 2014

Understanding each medium's impact78%

Understand path to purchase77%

Identify individuals across channels54%

Comparability of online/offline GRPs42%

Note: n=83; rated 8+ on a 10-point scale where 1="not important" and10="very important"Source: Association of National Advertisers (ANA) and Forrester Consulting,"Media Buying's Evolution Challenges Marketers," May 22, 2014173861 www.eMarketer.com

% of respondents

Digital Advertising Topics that US Agency MediaProfessionals Would Like to Know More About in 2014

Cross-device advertising 70%

Measurement and attribution 64%

Mobile advertising 61%

Getting better results from real-time bidding 55%

Video advertising 45%

Social advertising 41%

Source: Conversant, "How the Media Buying Process Really Works"conducted by Bovitz, April 21, 2014172783 www.eMarketer.com


Cross-Device Functionality Top of Mind for B2C Content Marketers

Attracting the largest number of desirable viewers top focus for content strategists

Content marketing has emerged as a well-accepted practice, blending brand-beneficial messaging into a nonadvertising package in order to fit in with modern media platforms like social media, digital video or mobile search, according to a new eMarketer report, “B2C Content Marketing 2014: More Money, More Pressure to Perform.”

But in a marketing world driven ever more by data, content marketing remains very much an art form, especially in the business-to-consumer arena. The difference between a viral hit and an invisible flop is still a coin toss for agencies or brands to predict. And, trickier still, there are no universal principles for proving return on investment to justify growing content marketing budgets.

In lieu of standardized measurement, brands and publishers have instead rushed to innovate their content production processes and modernize distribution to cater to the universal demands of consumers for high-quality, free and widely available content.

Cross-device functionality is critical for successful content marketing. Top content marketers are making sure their content can be consumed on virtually any screen—making content available to the most people possible means making the content flexible enough to present properly across multiple devices. Furthermore, adaptive web design has put a one-size-fits-all solution for many campaigns and brand sites into reach of most marketers.

Marketers risk missing consumers for broad chunks of time if they cannot push content to a digital device. eMarketer estimates that for 2014, those with access to the mobile internet will spend, on average, 2 hours 14 minutes on a smartphone, 2 hours 43 minutes on a tablet, and 2 hours 39 minutes on a desktop.

But content that works well on Facebook may not work on Twitter or Pinterest, or as an organic search result—or perhaps a consumer only uses Facebook on mobile and Pinterest on desktop. In a February 2014 survey of Fortune 500 CMOs by Mass Relevance and CMO Council, reaching consumers across digital touchpoints was the second-biggest challenge among respondents for this year.

hrs:mins

Average Time Spent per Day by US Adult Users ofEach Major Medium, 2010-2014

2010 2011 2012 2013 2014

TV 4:29 4:37 4:44 4:39 4:39

Tablet 0:21 1:38 1:59 2:22 2:43

Online* 3:04 3:14 3:03 2:49 2:39

Smartphone (nonvoice) 0:40 1:02 1:34 2:02 2:14

Radio 1:43 1:42 1:39 1:33 1:27

Print** 1:17 1:13 1:09 1:04 0:58

—Magazines 0:32 0:32 0:31 0:30 0:29

—Newspapers 0:43 0:40 0:37 0:33 0:28

Note: ages 18+; time spent with each medium includes all time spent withthat medium, regardless of multitasking; for example, 1 hour ofmultitasking online while watching TV is counted as 1 hour for TV and 1hour for online; *includes all internet activities on desktop and laptopcomputers; **offline reading onlySource: eMarketer, April 2014171920 www.eMarketer.com

% of respondents

Biggest Challenges in 2014 According to US Fortune500 CMOs

Creating fresh, timely content35.7%

Reaching consumers across digital touchpoints24.4%

Finding a steady stream of relevant content17.8%

Understanding how to use social media for content marketing17.4%

Other4%

Note: numbers may not add up to 100% due to roundingSource: Mass Relevance, "At the Speed of Life: Fortune 500 CMOs ShareTheir Priorities and Challenges for 2014" conducted in partnership withCMO Council, Feb 28, 2014170388 www.eMarketer.com


Mobile Search Reshapes the Path to Purchase

The consumer journey now takes place across devices

Mobile search may be the future, but desktop search remains a heavyweight for marketers. Thanks to a sizable advantage in conversion metrics, the desktop promises to be a key player throughout this decade, according to a new eMarketer report, “Desktop Search 2014: Marketers Find a Balance with Mobile.”

Desktop search remains a favorite among marketers because of its deep consumer behavior history—which benefits search engine optimization on the desktop and mobile—its existing best practices, its measurable return on investment (ROI) and its wide usage. But with a mobile revolution under way, the desktop is finding a long-term home as a piece—but no longer the center—of the consumer journey.

Key to the future of desktop search is understanding how it will be informed by mobile usage in terms of design and measurement. Marketers now aim to intercept consumers at various times on various devices, and more frequently it’s mobile devices that catch consumers’ attention first. September 2013 data from comScore showed that overlap between mobile and desktop accounted for nearly half the unique visitors among the top 15 US web properties.

Adapting to a consumer who has already viewed something on mobile presents major shifts in how search results pages are designed.

Designs can be tweaked to smooth transitions between devices, but measuring cross-device results with the same consistency is more difficult. Marketers are challenged in proving that a mobile activity—conducted without the tracking capability of desktop cookies—contributed to an eventual sale and, thus, how it factors into the ROI calculation. Matching up mobile, tablet and desktop activity so that advertisers can establish best practices remains a work in progress.

The future for maximizing desktop search, marketers say, lies in identifying purchase intent by blending signals from other platforms across the purchase process. Advertisers are now trying to identify intent for consumers who may have come across information in any number of ways—YouTube, Twitter, mobile site, tablet, TV ad—and aligning such activity with a desktop search campaign.

Paid search traffic turns into sales more often on desktops, so the underlying goal for marketers will be to invest in a marketing mix that gives consumers what they need on mobile, identifying them once they transition to desktop and delivering the right search results and content in a consistent format.

millions

Top 15 US Multiplatform Web Properties, Ranked byUnique Visitors, Sep 2013

1. Google

2. Yahoo

3. Microsoft

4. Facebook

5. Amazon

6. AOL

7. Apple

8. CBS Interactive

9. Wikimedia Foundation

10. Glam Media

11. Turner Digital

12. eBay

13. Ask Network

14. About.com

15. Weather.com

Source: comScore Inc. as cited in Advertising Age’s "2014 Marketing FactPack," Dec 30, 2013168893 www.eMarketer.com

Desktop

Mobile

Desktop only

Mobile only

Desktop/mobile overlap

Total

204.1

198.1

175.9

144.5

119.7

132.8

77.8

91.6

84.7

90.3

83.3

69.0

70.9

59.3

52.3

119.8

111.4

66.3

110.5

90.4

71.0

75.8

57.0

60.4

49.6

54.0

50.8

31.4

36.0

46.2

108.4

111.2

125.7

71.7

72.2

85.1

54.7

61.0

56.4

66.5

55.5

43.1

58.7

48.1

37.2

24.1

24.5

16.1

37.7

42.9

23.4

52.8

26.4

32.2

25.9

26.2

24.9

19.1

24.8

31.1

95.7

86.9

50.2

72.8

47.5

47.7

23.0

30.6

28.2

23.8

27.8

25.9

12.3

11.2

15.1

228.2

222.6

192.0

182.1

162.6

156.1

130.5

118.0

116.8

116.1

109.5

93.9

90.1

84.2

83.4


Connecting the Dots: Consumers Mixed over Connected Future

High enthusiasm, low awareness about the internet of things

The premise of the internet of things (IoT)—that everything can and will be connected—is by turns enticing and intimidating. Who wouldn’t want the ability to cool a room before returning home or have the oven start to cook the evening meal remotely? What business wouldn’t want to keep closer, more up-to-the-minute tabs on inventory thanks to stock items that can communicate levels and whereabouts?

On the other hand, the prospect of having to, in effect, “reboot” an entire home or warehouse when a virus strikes or the internet glitches is an unwelcome extension of the challenges consumers and enterprises already face daily with their various computing devices, according to a new eMarketer report, “Key Digital Trends for Midyear 2014: The Internet of Things, Net Neutrality, and Why Marketers Need to Care.”

A completely connected future, while increasingly within reach from a technological perspective, remains cloudy from the consumer standpoint. General awareness of the IoT is still low.

Consider the results of a May 2014 survey from SOASTA, a platform for performance testing websites and mobile apps. The survey found 73% of US adults were unfamiliar with the IoT, while only 6% of respondents described themselves as “very familiar” with it. However, when prompted with more details, 67% said they were excited about the promise of greater connectedness.

Enthusiasm about the prospective benefits of a more technology-driven future is a long-running theme that dates to the Industrial Revolution. Emblematic are the results of a March 2014 survey by Pew Research Center’s Internet Project in conjunction with Elon University’s Imagining the Internet Center. Some 1,606 technology experts and highly engaged US internet users were polled about whether they thought the IoT would have “widespread and beneficial effects on the everyday lives of the public by 2025.” A significant majority—83%—said yes.

% of respondents

Internet of Things (IoT) Technologies that US InternetUsers Most Highly Anticipate, May 2014

Cars 39%

Smart home appliances 34%

Heart monitors 23%

Pet monitors (e.g., GPS tracker) 22%

Fitness devices 22%

Child monitors 20%

Toys 19%

Drones 18%

Glasses 15%

Clothes 15%

Sports equipment9%

Note: Internet of Things is internet-enabled consumer technology anddevices; respondents were provided with examples of Internet of ThingsapplicationsSource: SOASTA, "Internet of Things Survey," June 17, 2014176055 www.eMarketer.com

Currently own asmart home device*

Interest in owning

% of respondents

Ownership and Interest in Smart Home Devices*Among US Internet Users, May 2014

Yes, multiple6.7% Yes, one

8.2%

No85.0%

Veryinterested18.8%

Somewhatinterested27.9%Not very

interested25.0%

Notinterested

at all28.2%

Note: n=400; numbers may not add up to 100% due to rounding; *smartappliances or home apps that allow automation or remote operationSource: AYTM Market Research as cited in company blog, May 29, 2014175110 www.eMarketer.com


Connecting the Dots: Consumers Mixed over Connected Future (continued)

But the road to that technology-centered future will be long. Thinking of just one small niche within the broader IoT landscape—the smart home—most US internet users (85.0%) did not own a single smart home device, according to a May 2014 AYTM Market Research survey. And of that group, over half expressed little interest in owning one.

“Consumers have pretty limited awareness of the internet of things as a concept, but there is enthusiasm for a future punctuated by a range of new, internet-connected devices and applications,” said Noah Elkin, executive editor at eMarketer. “As more name brands get into the game, from Apple and Google to big-box retailers like The Home Depot, Best Buy and Staples, just to name a few, expect consumer awareness to grow. Just don’t assume uptake will happen overnight.”

There is no standard definition for the “internet of things” (IoT). The term generally denotes an advanced level of networked connectivity between objects, platforms, systems and services that enables the exchange of data without human intervention. The premise behind the IoT is that any object, whether natural or manufactured, can gain the ability to transmit data over a network.


Consumers Choose Digital for Product Research, Purchases

Comparing prices the most common in-store mobile activity

Digital channels are now the method of choice for both product research and purchasing. According to a March 2014 study by UPS, comScore and the e-tailing group, 82% of US digital buyers preferred to research products from multichannel retailers on the internet via desktop/laptop (61%), tablet (11%) or smartphone (10%), compared with 13% who said they would rather research items in a physical store.

In addition, digital devices were favored for purchasing products from multichannel retailers, with 55% of respondents preferring to use a desktop/laptop, tablet or smartphone when buying items, vs. 41% who liked to do so in brick-and-mortars. Though smartphones and tablets trailed PCs by a long shot for the preferred digital buying method, that didn’t mean they weren’t seeing any action: 46% of users had made a purchase on such devices.

And while desktops and laptops were also the method of choice for research, mobile was gaining ground—both in and out of stores. One-quarter of respondents said they researched products on their mobile devices prior to visiting a store weekly, and 22% reported conducting research—and looking for alternatives—via mobile while at a store.

Respondents were likely looking for alternatives to make sure they were getting the best deal, as the study found that comparing prices was the most frequent in-store smartphone activity, cited by 36%.

November 2013 research conducted by Research Now for Swirl found similar results. Among the 85% of US smartphone users polled who had used a mobile shopping app while inside a store, 81% said they did so to search for sales and offers.

Brick-and-mortar retailers have tried to combat this behavior, but pure play ecommerce companies are proving to be a challenge—in particular, Amazon, whose recently unveiled Fire Phone includes Firefly, which promotes showrooming.

% of respondents

Retail-Related Mobile Activities Conducted on aWeekly Basis According to US Digital Buyers, March 2014

Tracked delivery28%

Researched products on your mobile device prior to visiting astore

25%

Researched products and alternatives on a mobile device duringa store visit

22%

Located stores or checked inventory22%

Opened email from retailers on your mobile device and made apurchase on your mobile device

20%

Opened retailer's email on a mobile device and made a purchasein-store

19%

Purchased products on your mobile device18%

Called, email or texted family/friends to get feedback on aproduct you are considering

18%

Posted product review or feedback16%

Scanned a QR code15%

Contacted customer support14%

Reserved a product on your mobile device for subsequent pickupin a retail store

14%

Purchased products as a result of a text message sent by aretailer

13%

Note: n=4,343; during the past 3 months; includes smartphones andtabletsSource: UPS, comScore Inc. and the e-tailing group, "Pulse of the OnlineShopper," June 11, 2014174932 www.eMarketer.com


Retailers Look to Merge Offline and Online Shopping Experiences in 2014

US retail ecommerce sales will jump 15.5% this year

US retail ecommerce will continue its torrid growth in 2014, with sales forecast to rise 15.5% to $304.1 billion. Although ecommerce sales will account for just 6.4% of the $4.73 trillion in total US retail sales expected this year, their true impact will be much bigger, according to a new eMarketer report, “US Retail Ecommerce: 2014 Trends and Forecast.”

Sales alone do not tell the whole story of US retail ecommerce. Consumers may not buy online all the time, but they are shopping through digital channels constantly. Of the 219.4 million internet users in the US ages 14 and older, eMarketer expects 196.6 million, or 89.6%, to shop online this year, compared with 163.2 million who will go on to complete a purchase digitally.

As the difference between those figures makes plain, digital shopping doesn’t always lead to an immediate conversion. Retail executives, however, say it does translate to influence throughout the path to purchase.

The influence works both ways. According to a November 2013 survey of US digital shoppers by consulting firm Accenture, 78% of respondents reported “webrooming,” or researching online before heading to a store to make a purchase. At the same time, some store trips eventually led to a digital purchase. The same Accenture study found that 72% of respondents “showroomed,” or bought digitally after seeing a product in a store. Consumers, then, have merged online and offline into a single shopping experience.

Retailers often lag behind consumers when it comes to blending the offline and online shopping experiences, but they are working to catch up. “The majority of stores are just learning how to [sell] online,” said Marshal Cohen, chief industry analyst at The NPD Group. “However, once they figure that out, the next step is how do they take the online and meld it in with the store experience to enhance them both.”

Ecommerce and digital marketing teams increasingly understand that they need to drive sales in a channel-agnostic way. Scott Falzone, industry director of retail specialty at Google, noted that particularly among multichannel retailers, “their interest in digital is increasingly focused on driving customers and shoppers into their store locations as well as continuing to have a growing ecommerce and mobile commerce presence.”

Gihad Jawhar, vice president of customer interface at Lowe’s, exemplified this approach: “I truly don’t care if shoppers end up buying online or in-store.”

millions and % of internet usersUS Digital Shoppers and Buyers, 2012-2018

2012

183.8 88.1%

149.4 71.6%

2013

191.1 88.8%

157.1 73.0%

2014

196.6 89.6%

163.2 74.4%

2015

201.7 90.2%

169.1 75.6%

2016

206.2 90.8%

174.8 77.0%

2017

210.8 91.6%

180.4 78.4%

2018

215.1 92.3%

185.5

79.6%

Digital shoppers Digital buyers

Note: ages 14+; digital shoppers defined as internet users who havebrowsed, researched or compared products digitally via any device duringthe calendar year but have not necessarily bought digitally; digital buyersdefined as internet users who have made at least one digital purchase viaany device during the calendar yearSource: eMarketer, April 2014171459 www.eMarketer.com

% of respondents

US Digital Shoppers Who Have Made PurchasesWebrooming vs. Showrooming, Nov 2013

Webrooming (bought in-store after browsing digitally) 78%

Showrooming (bought digitally after browsing at a store) 72%

Note: in the past 12 monthsSource: Accenture, "The Seamless Consumer Retail Survey," Feb 3, 2014171240 www.eMarketer.com


MEDIA VOICES: Reaching MTV’s Multidevice Viewers

Colin Helms

SVP, Connected Content

MTV Networks

Colin Helms, senior vice president of connected content at MTV Networks, says that while mobile video viewing of the network’s programming continues to grow, tablet users are more engaged, with streams per user 80% higher compared with smartphone viewers. Helms spoke with eMarketer’s Rimma Kats about how viewers of MTV’s programming are consuming video content across a variety of platforms and devices.

eMarketer: What video programming does MTV offer on mobile?

Colin Helms: Everything fans can find on our desktop experience is now available on mobile. This includes shows like “Teen Wolf,” “Finding Carter,” “Catfish” and “Awkward,” to annual events like the MTV Video Music Awards and MTV Movie Awards. Additionally, music programming, including live performances, interviews, music videos, new-form content originals and after-shows, is on mobile too.

“On desktop, mobile and our apps, ‘Finding Carter,’ ‘Teen Wolf,’ ‘Teen Mom 2’ and ‘Awkward’ are consistently the top-performing shows.”

eMarketer: What are your most-viewed videos or shows on mobile?

Helms: There has not been much difference in the most-viewed shows across different platforms or devices. On desktop, mobile and our apps, “Finding Carter,” “Teen Wolf,” “Teen Mom 2” and “Awkward” are consistently the top-performing shows.

eMarketer: How does MTV mobile viewing compare with desktop? Has the mix changed in recent years, and do you envision it changing in the next couple of years?

Helms: We’re seeing strong and consistent growth on our mobile platforms. A large part of this uptick is due to the introduction of our TV Everywhere mobile app in 2013 and the ability to authenticate to watch full episodes on mobile web.

It’s also due in part to migrating show pages to a more responsive design that optimizes the mobile experience.

eMarketer: How do viewing patterns differ between smartphones and tablets?

Helms: Currently, tablets make up 30% of mobile usage, but account for 45% of mobile streams. Our tablet users are more engaged, with streams per tablet user 80% higher than those for smartphone users.

eMarketer: Do you have insights about how people are watching your mobile programming—is it with mobile as the primary screen or in conjunction with TV?

Helms: It depends on the type of program. For water-cooler moments like the VMAs or “Teen Wolf,” we know our audiences are not only watching live, but are also in an active dialog via their mobile device.

“Our tablet users are more engaged, with streams per tablet user 80% higher than those for smartphone users.”

We’ve found great success in tapping into that passion to create experiences that can amplify and extend that engagement.

eMarketer: What can you tell us about advertising on smartphones and tablets—what sorts of ads work best on each of those devices, and how does this compare with desktop?

Helms: In the market overall, content is king. However, when it comes to handheld devices, the reality is that convenience is paramount.

When delivering ads to mobile viewers, it’s important that you not create too many barriers or delays for them getting to what they want.


CMO One-to-One: Omni Hotels’ Omnichannel Experience Helps Nurture Leads

Tom Santora

CMO and SVP of Sales

Omni Hotels & Resorts

eMarketer: Omni Hotels has just released a new mobile app. Could you tell me about that?

Tom Santora: We worked in conjunction with Encore Technologies, who is our audiovisual partner at over 95% of our hotels and resorts across North America. Along with Omni’s customer advisory board, we developed something that meeting planners and attendees could use.

The mobile app allows them to access agenda, speaker, transportation and property information. Additionally, the app helps eliminate all printed material.

eMarketer: Do you find that more consumers are accessing you through mobile?

Santora: Mobile is not a trend anymore, it’s a reality. In March, about 37% of all Omni searches were coming via mobile. Consumers are using multiple devices to research, to dream, and then to potentially come back and make a purchase.

eMarketer: Omnichannel is becoming quite the buzzword. Are you tracking consumers who are accessing you through one device and then taking their session to a different device later on?

Santora: Yes. We are able to see a consumer’s path to purchase. We can see where people are coming in via mobile, when they’re coming back on their desktop or tablet device and what they are purchasing.

“We’re teeing up the website to allow users, whether on tablet or mobile, to react and save all their research.”

We’re relaunching OmniHotels.com this summer. We’re launching with the new website, which features everything from photography, recipes, specials and hotel information.

Pretend you’re at the airport and on your phone doing a little research. You go, ‘That’s interesting. Favorite. Oh, that’s interesting. Favorite.’

When you come back and log in on your desktop, you have all your favorites in your profile and you don’t have to research again. It’s all right there for you. We’re teeing up the website to allow users, whether on tablet or mobile, to react and save all their research.

eMarketer: What trends are you seeing in regards to travelers conducting searches over multiple visits? Do you find that smartphone users purchase more last-minute bookings? How are tablet consumers different?

Santora: Desktop usage is happening during the day and it really trails off at night and that’s when we see more tablet viewing. Smartphone usage tracks close to tablet throughout the day.

eMarketer: What are your thoughts on direct response vs. branding?

Santora: The beauty of mobile, tablet and PC is that you have so much data that you can track and understand and put a ROI (return on investment) to everything you do. We’re very focused on a lot of testing and learning. It’s important to see what works, what doesn’t, and then modify and adjust.

At the end of the day, it’s really about driving bookings vs. the impressions that you might see through banner ads that are on every website. We’re privately held and it’s a very different business model than some of the bigger brands who have lots of owners and shareholders to speak to.

eMarketer: Many marketers are becoming heavily reliant on their direct response advertising. Do you think that this tactic is going to continue to increase this year?

Santora: Yes. When you are using digital, you know exactly what happened, how many people looked at it, clicked on it, opened it, forwarded it and booked.


PopSugar’s Content Plan Aims to Be Device-Agnostic

Rob McLoughlin

VP, Consumer Research

PopSugar

More video consumption behaviors are shifting to mobile, according to Rob McLoughlin, vice president of consumer research at PopSugar, a global women’s lifestyle brand focused on media, commerce and technology. McLoughlin spoke with eMarketer’s Rimma Kats about growth in mobile video programming and how consumers are becoming more screen-agnostic.

eMarketer: What video programming does PopSugar offer on mobile?

Rob McLoughlin: Over the past couple of years, we’ve found that video is really an integral part of our audience’s lives. Our sweet spot is women between the ages of 18 to 40, and as they continue to watch more video across mobile, we’re trying to feed their hunger for positive, inspirational content.

We create original video content across all of our lifestyle channels, ranging from fitness to food to fashion. From a production perspective, we’re creating content that is in line with both the amount of time that women have, as well as the type of content they are seeking. We try to mix it up among being entertaining, informative and inspirational.

eMarketer: Are the videos that you offer on mobile similar across smartphones and tablets?

McLoughlin: Absolutely. We program for today’s multi-platform women, and one of the things that we’ve learned from the research we conducted is that women—and all consumers, frankly—want to watch video on their terms.

“We believe consumers will become more screen-agnostic, and women will choose to consume content based on their preferred device, as well as the quality of the content.”

We try to create all of our videos with the mindset that they’re going to be consumed on multiple devices, whether that be a smartphone or a tablet. The goal is to provide users with everything they want, all in the place that they are consuming it. We not only have smartphone- and tablet-enabled content, but we’re also on television and we’ve got a partnership with Virgin Airlines.

eMarketer: How does PopSugar’s mobile viewing compare with desktop? Has the mix changed in recent years?

McLoughlin: The change from desktop visitation to mobile visitation has been pretty dramatic for tons of publishers across the board this year. Our audience is remaining brand-loyal, but they’re definitely shifting their consumption behaviors to mobile. We expect that to continue.

We believe consumers will become more screen-agnostic, and women will choose to consume content based on their preferred device, as well as the quality of the content.

eMarketer: Can you talk about advertising on smartphones and tablets? What types of ads work best on each of those devices?

McLoughlin: Across the board, we found that the most effective content on smartphones is native content. That’s true because of the screen size and because of the personal attachment that consumers have to their device. It’s a very personal device and sometimes ads can feel intrusive when they are not native to the content-consumption experience. We found that smartphones are not an ideal environment for display advertising, but they’re definitely a great environment for native advertising.

On tablets, the screen size is different, so we see a mix of native content and content-aligned display ads work well. We work with a lot of advertising partners in the food, fashion, beauty and retail categories. The ads that tend to work best are both visually creative and they are ads that users can flip through and have more than a merchant experience with. Those are the ones that tend to work the best on the tablet devices.

BUT WE’D RATHER TALK ABOUT CONNECTING CONSUMERS TO YOUR BRAND.

Of COURSE WE CAN TALK ABOUT CONNECTING CONSUMERS TO THEIR DEvICES.

Knowing which device belongs to which consumer is only part of the picture. Our approach completes the view. It’s called CrossWalk, and it combines device matching with brand intelligence. We find the real, scientifically-proven connections between your potential customers and your brand. Because it’s easy to get your audience to listen when they’re willing. On any or all of their devices.


Of COURSE WE CAN TALK ABOUT CONNECTING CONSUMERS TO THEIR DEvICES.



OF COURSE WE CAN TALK ABOUT CONNECTING CONSUMERS TO THEIR DEVICES.











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E marketer cross_device_trends_roundup

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