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AdReaction 2014: Marketing in a Multiscreen World
For over 10 years, AdReaction has provided insights and findings into perceptions of advertising, especially in digital formats. This year’s
global summary report
covers 30 countries and takes a look at multiscreen use and consumer receptivity to advertising across devices (TVs, smartphones, laptops and tablets) in today's rapidly evolving marketing environment. It’s invaluable reading for brands that want to incorporate multiscreen into the marketing mix this year. To see country-specific data, go to the
The Disappearing Iceberg
An iceberg metaphor is often used to represent the unconscious decision-making process. In this Point of View, Graham Page, argues that this image is misleading. He explains that results of new research show that there is nowhere near as much beneath the surface as the iceberg image suggests. Graham argues that a construction metaphor may be more useful to us, for a better reflection of reality for most brands, and helping us to better understand the nature and task of research.
Making Sense of Multiscreen
With multiscreen being a key strategy for 2014, forward-looking brands will be looking to take advantage of this new consumer behavior. Speaking at the Guardian Changing Media Summit 2014, Duncan Southgate, Global Brand Director for Digital, discusses the findings from Millward Brown’s
AdReaction: Marketing in a Multiscreen World study
, and explains that brands using simple, consistent imagery are the ones most likely to have success in the rapidly evolving multiscreen world.
Multiscreening and Simultaneous Media Use
Competing with the distraction of multiscreen use while consumers are watching TV, tends to be seen by marketers as a new challenge or obstacle. In this Forbes article, Joline McGoldrick, Director, Research, discusses the
AdReaction: Marketing in a Multiscreen
World findings, and explains that the distraction of multiscreen use while consumers are watching TV is not a new one, and suggests marketers should better understand the mindset of multiscreen users.