As consumers continue to shift their attention to new media and as more outlets become available, marketers have expressed concern about dilution of ad effectiveness. After all, how much media can a consumer engage with on a daily basis? Studies that measure effectiveness and dilution often neglect to account for a key fact: Today’s consumers are more likely to multi-task than ever before. As they multi-task, their overall exposure to marketing campaigns increases. L.E.K. Consulting just released a study that outlines key opportunities to consider in the new media market as advertisers try to grab attention.
- Online video – Over 1/3 of consumers indicated a willingness to pay an extra fee to access cable content either online or via mobile phones.
- E‑readers – Nearly half of consumers who own e‑readers say they are reading more books and magazines because they have these devices.
- Multi-tasking while online – About 1/3 of consumer time spent in front of the TV is also spent online. In addition, 19% of online time is spent listening to music from other devices and 11% is spent on the phone.
- Internet radio – This medium continues to grow. Of people who listen to the radio, about 1 in 3 listen to Internet radio and the time spent on a weekly basis averages out to 5.8 hours per user.
The study also confirmed that consumers are spending less time reading newspapers. However, consumers are not giving up all of their flat-fee subscription-based entertainment. Despite the recession, more consumers spent time watching cable TV and going online. As L.E.K. analysts point out, both of these activities require subscriptions.
In general, consumers are spending more time with media overall. The most important message from this study seems to be that marketers must tap into media streams where consumers are beginning to shift their attention. For the immediate future, the media forms growing in popularity seem to be e‑readers and Internet radio. In addition, spreading a marketing message among several types of media increases the likelihood that consumers will see the ad in one format or another.[Source: Hidden opportunities in New Media: Opportunities Uncovered and Myths Debunked, L.E.K. release, January 2010]