The science of screen-to-screen marketing now has a handbook.

With the growing importance of video content online and via mobile, consumers have more entertainment alternatives at their disposal – as a result, marketing to these consumers has become increasingly complex.

Two comprehensive studies designed by research thought leaders from the CTAM Research Committee for an affordable and strategy-defining roadmap for 2009.

For pricing information, please contact Dana Fragnoli-Piteo at dana@ctam.com or at 301.485.8909.

Television, Online, Mobile: A Deep Dive Into the Three Screen Experience and Tracking the Evolving Use of Television and Its Content, Wave 5

Television, Online, Mobile: A Deep Dive Into the Three Screen Experience 

Developed by cable and network research leaders, this four-part study examines what’s happening now and what’s coming down the road in cross platform consumption of entertainment content including:

• Study of Advertising Effectiveness Across Platforms: This research utilizes NeuroFocus’ patented technology to demonstrate how actual brainwave activity changes when consumers are exposed to ads across three different platforms (linear TV, online and mobile) and the effect those changes have on attention, emotional engagement and memory retention – the prerequisites for, and predictors of, purchase intent.
  
  Final report includes in-depth analysis of consumer cognitive and emotive reaction to advertising across platforms. Delivered November 2008.
   
• An Assessment of Content Consumption: This piece of the research will use Nielsen quantitative behavioral data to provide comprehensive analyses on the following: simultaneous TV viewing and Internet usage by daypart; Web sites visited during multi-tasking sessions; role of streaming video relative to linear program viewing (i.e. % watched only linear versus only streamed). The analyses will also be broken out by cable network genre. In addition, heavy, medium and light time shifters will be assessed relative to their consumption of live TV, live delayed, streamed, and downloaded content. Mobile data will also be analyzed to provide further insights into video consumption on the mobile platform.
  
  Deliverables include:
• Detailed final report, delivered November 2008;
• Access to hard copy reports from Nielsen Convergence panel and mobile data; and 
• Two months of standard reporting data from Nielsen.
   
• Crossing Over: Understanding Viewer Multi-Screen Migration: Custom quantitative online survey integrating a multi-dimensional consumer segmentation analysis to provide comprehensive profiling and insights into:
   
• Who are today’s digital media consumers? What forms of media content are they consuming?
• How are these digital media consumers using content and on what specific platforms or devices?
• What are the current drivers of media content consumption across platforms?
• Which consumer segments display the greatest levels of cross-platform adoption and usage?
• What are consumer intentions to transition and adopt new behaviors (e.g. viewership of online content via TV)
• What insights can be gained about the current three-screen environment?
   

Deliverables include: Detailed final report based on analysis from the segmentation study data and Nielsen Online behavioral data. Delivered 1Q09.

• Multi-platform Fusion Analysis: To better understand how different consumer segments, based on consumption of digital media, engage with actual live television. This portion of the study will link results from the consumer segmentation study and Nielsen people meter data. Delivered 2Q09. Access to segments available in Nielsen NPOWER for study subscribers that license NPOWER.

Tracking the Evolving Use of Television and Its Content, Wave 5

CTAM’s multi-year groundbreaking study examines trends in consumer consumption, attitudes and behaviors as it relates to:

• Consumer perceptions of, experiences with, and interest in new products and services;
• Awareness and impact of new technologies (e.g. HDTV, DVRs, broadband content, mobile video devices) on TV viewing dynamics; and
• Household purchase and usage patterns and behavior including who decides, influences, pays for, orders and uses new products/services.
   

Deliverables include: Complete tab books and in-depth final report including trend data. Fielded and delivered 2009.

These two comprehensive studies bring a wealth of information and marketing insight to your fingertips at a budget friendly price.

For pricing information, please contact Dana Fragnoli-Piteo at dana@ctam.com or at 301.485.8909.