Developing an Omnichannel Marketing Strategy for Multiscreen Consumers

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As mobile devices proliferate, consumers engage with media. In turn, media planning and buying agencies must optimize a cross-device marketing strategy to effectively reach their target audience.

More people are spending more time using more screens than ever before. Whether they’re chatting with old friends, looking for new ones, researching a product they want to buy, getting the latest news, or binge-watching their favorite TV show, people are glued to screens, big and small.

Here are some facts:

• People of all generations use an average of 4.1 digital devices every day.

• Gen Y (aka Millennials) uses the most devices, averaging 4.5 daily.

• The Golden Gen (aka Boomers) isn’t far behind, using an average of 3.5 devices every day.

Just about everyone uses the internet, whether it’s on a desktop, laptop, tablet, or smartphone. In fact, 90% of the U.S. is plugged in. What’s more, phones have become hubs for instant and endless access to every person, every place, and everything imaginable. It wasn’t always this way. In fact, our attachment (some call it an addiction) to screens is a relatively recent phenomenon. This is an important trend for anyone in the targeted marketing space.

What does this shift in human behavior mean to brands, digital advertising agencies, marketers, and to everyone interested in reaching a target audience? With change comes opportunity, for both the advertiser and the publisher. But to take advantage of it, you have to understand why an omnichannel marketing strategy is imperative for today’s media environment. This white paper from MNI Targeted Media Inc.will help you.

About MNI Targeted Media Inc.
MNI Targeted Media Inc. is a subsidiary of Time Inc., one of the world’s leading media entities. It specializes in offering clients a range of targeted advertising products and solutions across media platforms, categories and audiences via its three brands—MNI, Harpoon, and Targeted Media Health.

Be sure the check out the Rise of the Omnichannel Programmatic Platform — Tuesday, September 27, 2016 @ 2:00 PM on the Adara Stage @ The Times Center Hall

Source: State of Consumers & Technology, Forrester Research, October 2015.

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