Chicago

April 2-3, 2019

Chicago
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Measuring Multi-Screen Around the World

Facebook IQ commissioned an in-home eye- and device-tracking study involving Facebook users in six countries (Brazil, France, Germany, Indonesia, the United Kingdom and the United States). The research revealed that during an evening in front of the TV, people also looked at their smartphones 31 percent of the time and, most often, they were looking at a social app. In fact, on average more than half (55 percent) of participants’ mobile time was devoted to Facebook, Instagram, WhatsApp and Messenger.

Multiple studies have shown that people associate TV and mobile with complementary experiences: relaxation and connection. We also know that live TV content – whether it’s a political debate, a reality TV show, a royal wedding or a football match – may be more enjoyable when discussed in real-time with fellow fans.

Where do TV viewers focus attention?
Once we understood how TV viewers divided their attention between screens in general during a TV session, we went a step further, analyzing the data to see where TV viewers focused their attention during non-ad TV programming and TV ads specifically. We found that during TV shows, TV viewers paid attention to mobile 28 percent of the time and during TV ads they paid attention to mobile more than half the time.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Mobile research
  • Customer experience
  • Global/international research
  • Industry trends – future of marketing research
  • Social media research
  • Emotional measurement (neuroscience/eye-tracking)
  • Ethnographic/observational research
  • New techniques – qualitative and quantitative

Takeaways:

What it means for marketers:

  1. Keep an eye on attention. In today’s “attention economy,” it’s crucial to understand how your audience consumes different media and to align your marketing plan accordingly. By 2019, it’s predicted that people in the U.S. will spend as much time on mobile as they do on TV each day and our eye-tracking study shows that they often use the two devices together. This means that an effective marketing plan must include campaigns across both screens.
  2. Use Facebook to reinforce your TV ads and extend your reach. Our eye-tracking study showed that a significant portion of TV viewers’ mobile time was spent on Facebook-owned apps and Facebook IQ studies show that marketers who complement their TV campaigns with Facebook can make their ad spend work harder. Learn more about how to use Facebook when planning video campaigns across screens and why a combined TV and Facebook strategy can generate better business results than TV alone.

Speakers:

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