You Don't Need a Weatherman

September 11, 2014

By Andrew Eitelbach

 

What’s your go-to device for checking the weather report? If you’re like most digital users, you probably said your smartphone or tablet. According to a recent study from Millennial Media, 69 percent of consumers most often use a mobile device to check the weather. If consumers are more interested in finding a destination to escape to when the weather turns ugly, the same report predicts they’ll use a PC to do so (69 percent of consumers use a PC to look at travel content online). That’s an important insight if you’re a travel brand.

Understanding how consumers spend their time on different devices is the key to producing effective cross-screen marketing campaigns, and as consumers continue to use certain devices for particular online interactions — a 2013 Google Ipsos study found that nine out of 10 consumers used multiple devices during the purchase process — cross-screen marketing will grow to become a critical area of focus for marketers.

To learn more about cross-screen marketing, check out this month’s ANA Magazine Spotlight, presented by Millennial Media. 

In this complimentary issue, find out how brands use cross-screen marketing to reach consumers, with examples from WWEPwCDellDunkin’ DonutsCanon USABurger King, and others; learn how consumers divide their online time among different devices with key research from Millennial Media; how programmatic buying can take cross-screen campaigns to the next level; and more.  


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