Multi-screen consumers are changing the rules for advertising in Europe, disrupting the traditional purchase funnel and creating new opportunities for campaigns that embrace multi-screen advertising solutions. Not only are multi-screen consumers more valuable, but the media multiplier effect can also make them more responsive.

Our latest research report “What’s On Their Screens. What’s On Their Minds: Reaching & Engaging the Multi-Screen Consumer” reveals that there are now 19 million multi-screen consumers (engaging with media through TV, mobile and PC on a weekly basis) across the UK, France, Germany, Italy, Spain, The Netherlands and Sweden. This figure is growing – it has doubled in the last 2 years. No longer are screens purely used for their perceived functional benefits, consumers now use them in a myriad of ways.

Did you know for example, that among the multi-screen audience, 84% use their mobile for more than just text messages and calls; and that 4 million personal messages are sent between Xbox LIVE members every day?

Multi-screen consumers are an interesting audience segment for marketers. They are both affluent and career-minded; they are also more responsive to advertising (27% more likely to agree that ads help them decide what to buy), driven by brand rather than price (52% stick to brands they like), willing to try new things (57%) and prepared to advocate for the products they like (54%). In terms of marketing messages, they crave content that is consistent, engaging and relevant and they want to be able access it across multiple screens.

Exposure across multiple screens is also transforming multi-screen consumers’ paths to purchase: 38% credit online sources with driving initial product awareness (more than any other channel) and online accounts for 6 of the top 10 channels influencing multi-screen consumers’ purchase decisions.

Anita Caras_multi-screen tomsIn response to these consumer changes, Microsoft Advertising has brought together its technologies, media platforms and marketing sites to provide cohesive and connected advertising opportunities that span PC, mobile and the games console – the results speak for themselves:

A recent campaign for TOMS shoes for example, utilized Microsoft Advertisings PC, mobile and gaming ad opportunities. Campaign evaluation revealed that the more advertising channels a consumer was exposed to, the more likely they were to be aware of the campaign and more importantly, the likelihood to take action increases – in fact 78% of those exposed across 3 screens went online or walked into a store to buy TOMS shoes.

Technology advancements are not only shaping how media is consumed but it is also empowering people to take charge of how they interact with it. Screens are used in multiple ways, providing more opportunities for marketers to speak and engage with their customers. By understanding the multi-screen consumer, the individual benefits of each screen and how they complement each other, advertisers are in a much stronger position to create compelling campaigns that engage their audience in the right way, with the right message, in the right environment. Consumers’ expectations are high – but the research and campaign evaluation that we have conducted to-date suggest that those marketers who are willing to learn about the multi-screen consumer and adapt their marketing strategies accordingly will reap the rewards.

For more information on Multi-Screen Consumers, download the full Multi-Screen Whitepaper from the Microsoft Advertising website and watch our "Missing me yet?" video for a tongue in cheek look at a possible scenario.

Thanks, Anita

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