United States consumers want interaction between the TV programmes they watch and their mobile devices. Advertisers should grasp this windfall opportunity with both hands.

Demand for Multi-Platform Advertising in the US

Some 45% of all Internet-connected households in the United States want to be able to receive the product offers they see on television programmes, or offers on products and services they like, on their mobile devices. These figures come from Market Research and Consulting firm Parks Associates, which has just published a report on the subject. The reports findings suggest that brands should move fast to focus on personalised advertising campaigns on devices such as smartphones and tablets. "Multi-screen synergy will start to dominate, especially with the coming boom in connected TV," predicts Parks Associates.

Adopting multi-screen advertising techniques

Such multi-screen campaign extensions “enhance interactivity and draw consumers closer to the brand," explains Heather Way, a Research Analyst at Parks Associates, adding that smartphones and tablets "are becoming natural extensions to shopping-and-buying behaviours." Consumers are very fond of these new devices – 25% of young smartphone users already use them to track down the best product offers. On a more general level, the report highlights the fact that more and more users rely on their mobile devices for everyday tasks and are continually demanding that new services be added.

Everyday use in many areas

Some 55% of smartphone owners use them for daily information and entertainment purposes and “55% of broadband households want the ability to scan product barcodes for price and promotional information on their next mobile phones,” points out Heather Way. Brands shouldn’t miss this advertising opportunity. Multi-screen initiatives have already been launched in the U.S., taking advantage of the fact that nearly a third of all tablet owners look there for information on a TV programme at the same time as they are actually watching it. Systems such as Snap Ping, which enable interaction between television and smartphone screens so that their owners can receive offers, have already been up and running for several months.