More screens = better ad recall.
That’s the finding of a new report from the Interactive Advertising Bureau
. The more connected screens a person owns, the more likely they are to remember ads shown during traditional television shows.
Over half of all viewers with tablets, TVs, smartphones and PCs recalled the ads run during their favorite TV shows, the report finds
. And an incredible 61% of 18 - 44 year old “four-screeners” remembered the brands that advertised on TV.
The rise of second (and third) screens is changing the way people watch TV today.
As the number of connected screens increases, the amount of time spent watching TV on the Internet goes up. People with tablets, PCs, and smartphones are also more likely to use social media while watching TV. That makes sense, when you think about it, but it’s always nice to see commonly held SmartTV beliefs backed up by solid data (and infographic jugglers).
With more people using more devices to watch more TV online, advertisers and marketers have many more chances to connect with audiences online. “A significant portion of four-screen owners learn about [new] products from websites [and] social networks,” the report found. So even though TV messages get through to connected viewers, there are also opportunities to reach individuals through online video advertising and social media marketing.
The bottom line? Just because TV viewers are logging on, that doesn’t mean they’re tuning out traditional TV advertisements. Quite the opposite, in fact.
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