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Advertisers fail to exploit the full potential of multiscreening: MEC presents the regional MEC Multiscreen Study

The lion’s share of Internet users on CEE markets connect to the web while watching TV, many of them from mobile devices: smartphones and tablets. Advertisers can see that trend but only some of them take care to continue interaction with their audience on another screen. In the Czech Republic, half of the advertisers who encourage to visit their websites in TV commercials do not have a mobile website, and in Russia, 40 per cent of marketers neglect this aspect. Compared with their peers in the region, Poland and Hungary stand out positively, the MEC Multiscreen Study shows.

Internet users not using the web while watching TV are already a minority, as appears from the MEC Multiscreen Study, a survey conducted on a population of 5,000 Internet users across the markets of Poland, the Czech Republic, Hungary, Romania and Russia by MEC, a media agency. The majority of respondents happen to use those media concurrently and around half of them surf the web from their smartphones or tablets while watching TV.

Despite the enormous scale of this trend, only a fraction of the advertisers promoting themselves on television motivate audiences to visit their websites and/or social media pages to engage in further consumer interaction. However, the percentage of advertisers inviting their audience to go online and not having a mobile version of their website is the most alarming statistics. For those viewers who decide to follow the invitation this can mean discomfort turning the whole experience with the brand sour.

“Television and the Internet in the markets covered by the study account for 60 per cent (Hungary) to nearly 80 per cent (Poland and Romania) of the advertisers’ media budgets. Therefore, a hefty portion of their return on investment in advertising depends on how effectively those media are used in campaigns. The multiscreening phenomenon, which has changed and enriched the way we watch television over the recent years, is clearly underrated in the strategies of advertisers in the region,” comments Anna Lubowska, MEC Chairman of CEE, Russia, Ukraine, CIS.

Other results of the MEC Multiscreen Study explain the reasons why the multiscreening trend should be embraced in the strategies for TV and online presence. The percentage of online users who happen to search the web for information about the brands advertised on TV touches from 40 per cent (Hungary) up to 77 per cent (the Czech Republic and Romania). In Russia, 74 per cent of Internet users happen to do that while in Poland the percentage is 58.

It is during commercial breaks that audiences are more likely to go online than while programmes are aired, which adds to the potential for advertisers to attract viewers’ attention.

“The fact that it is exactly during commercial breaks that audiences will split their attention between the Internet and television does not work downright to the disadvantage of the latter. This can prevent audiences from moving away from TV screens during commercial break, compared to the pre-mobile times. Paradoxically, although snatching some of the audience attention, smartphones or tablets often ensure that the audience stay in front of the TV screen. Advertisers should seize the occasion” comments Rogier Croes, Chief Digital Officer for CEE, Russia, Ukraine and CIS in MEC.

As he notices, multiscreening popularity doesn’t boil down to providing a mobile version of the website and a relevant content on it. – Also in media tactics we offer our clients more and more smart services maximizing investments in multiscreen campaigns. I.e. we make use of technology that enables us to “listen” to the commercials aired on TV and show the same commercials or the commercials of competitive brand on the screens of smarthpones or tablets – says Rogier Croes.

Methodology: CAWI survey carried out from September to October 2015 on 5 thousand internet users aged 15+ from Czech, Hungary, Poland, Romania and Russia (in Russia – cities > 100 k), MEC Analytics & Insight.

More information: Joanna.Nowakowska@mecglobal.com