What’s On

Of data and content grazing

  • Grazing occurs when consumers use two or more screens simultaneously to access separate or unrelated content: Microsoft
  • Before mobile, consumers would take breaks during ads; now, they are likely to stay put
  • Data can give a snapshot of the consumer’s location, behaviour, interests, made possible through the information on the mobile device
  • There is an opportunity to drive effectiveness of multi-screen campaigns

Multi screen campaigns will be one of the key trends for advertisers in 2014. Recent reports by Nielsen on the importance of integrated multi-screen campaigns, and by Microsoft on cross screen engagement, have highlighted that advertisers are beginning to realise the importance of reaching today’s audience through multiple devices – mobile, tablet and TV.

Consumers are using multiple digital devices throughout the day – watching TV and surfing the internet at the same time on their mobile or tablet, for example. This could mean that different family members are accessing information on separate devices; there is also the potential of what Microsoft terms ‘content grazing’. According to Microsoft, ‘Grazing occurs when consumers use two or more screens simultaneously to access separate or unrelated content’.

This consumer behaviour demonstrates a need for marketers to adopt improved advertising structures. Before the rise of mobile, consumers would take breaks during advertisements. Now, they are more likely to stay put while accessing the internet through their mobiles. This presents a great opportunity to sync advertisements across multiple screens at the same time.

A key question is how can the marketer understand when or what the consumer is doing at any given time? We, at SingTel, believe that data analytics can provide an answer, giving a snapshot of the consumer’s location, behaviour and interests, made possible through the information on the mobile device. The company has a growing team of data scientists working to provide insights into the behaviours of SingTel’s customers – an important capability to help with more effective advertising.

It is important to help marketers reach their audiences effectively by first understanding where specific audiences are and what they are doing. This can further drive the effectiveness of multi-screen campaigns. Our data analytics team, for instance, can look into which shows SingTel consumers tune in to at home, reaching them with a personalised campaign.

With data analytics, marketers will also be able to understand their target audience better. In 2013, SingTel looked into the habits of tourists visiting Singapore for the Singapore Grand Prix. This was a broad overview of which countries they were from and the locations they frequented. This analysis was able to provide insights into tourist interests and behaviours that can be used to draw those tourists back, and to attract new visitors.

Targeted advertising also benefits the consumer when the message is relevant. A consumer searching for a new car will appreciate more information about the latest car models. SingTel can help marketers reach out to this specific group of consumers with its in-house data analytics capabilities.

With the potential behind an integrated multi-screen campaign, combined with a targeted approach based on data insights, it looks like marketers have a ready recipe for success for 2014.

Yvonne Tey is the Director of Trade Marketing for SingTel Advertising.