Content is King - For Multi-Screen Advertisers, Too

Next Generation Communications Blog

Content is King - For Multi-Screen Advertisers, Too

By David Sims
"Content wants to be free from platform restrictions; free to move around and follow the consumer." So says industry observer Jon Gibs, adding for good measure that "it's a fallacy to compartmentalize consumers into mobile, TV or Internet users."
Gibs points to Nielsen studies, which, he says, show that "high-consuming individuals remain high-consuming individuals, regardless of the device or platform they're using."
Makes sense, some people just have to have it, and they'll take it any way they can get it. Plus you have to figure that heavy users of content will have diversified their addic- sorry, their consumption means.
Therefore, Gibs concludes, content and service providers "need to look at content and delivery from the consumer's perspective rather than categorizing consumers by platform... Customizing content for as many screens as possible will allow content and service providers to enhance the multi-screen experience and retain the attention and loyalty of consumers."
Alcatel Lucent has published a recent post by Connie Torres, arguing that in tandem with this trend, "advertising helps drive multi-screen innovation and new business models."
Multi-screen, Torres says,"can expand the reach, impact and effectiveness of digital advertising. Service providers can profit from understanding what multi-screen services users want."
Young people today, those prized by advertisers, "no longer simply want to be connected," Torres finds: "They want rich, Web 2.0, interactive multimedia experiences that can be enjoyed according to their needs, and on whatever device they are using - PC, TV or mobile.
The Alcatel-Lucent Market Advantage Youth Lab was created "to understand the wants and needs of this important consumer segment," Torres reports. "The Youth Lab provides unfiltered access to the perceptions, attitudes and behaviors of 13 to 26-year-olds from around the world.
In one recent study, Alcatel Lucent officials say, "answers were sought to key topics relating to the three devices (PC, TV and mobile) used as multi-screen services endpoints."


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