Spotlight on Multiscreening in the CEE
THE 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 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 percent 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 it appears in the MEC Multiscreen Study, a survey conducted by MEC on a population of 5,000 internet users across the markets of Poland, the Czech Republic, Hungary, Romania and Russia. 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, also motivate audiences to visit their websites and/or social media pages to engage in further consumer interaction. The percentage of advertisers that invite their audience to go online and then do not have a mobile version of their website, is the most alarming. For those viewers who decide to follow the invitation, the experience with the brand in question can easily turn sour.
“Television and internet account for 60 percent (Hungary) to nearly 80 percent (Poland and Romania) of the advertisers’ media budgets in the markets covered by the study. 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 the advertisers in the region,” comments Anna Lubowska, MEC Chairman of CEE, Russia, Ukraine and CIS.
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