As most media professionals dive deep into 2013 planning (and for those that should be), it is clear that the changing landscape will impact your approach. The most significant change we are currently encountering is how to address the mass adaption of multiple screens.
Based on eMarketer research, between 50 percent and 70 percent+ of users are utilizing more than one device at a time. Multiple activities and content are now vying for the attention of your consumers, and as marketers your media strategies must address these changes.
This change to consumer behavior has a direct impact to attention span. As marketers, we need to be smarter in our plan allocations to make an impact across multiple media environments.
authored by Jessica Richards