Natalie Gengaro wraps up her Ad Week experience by filling her head with enlightening stats on how people multi-task
Wednesday of Ad Week was the most attention-grabbing day for me yet. For one, I was able to attend the Connect Forum, an exclusive event hosted by Yahoo! that focused on media multi-tasking. I heard some facts and stats at this forum that I had never seen in any other industry research or presentations before. It was highly engaging, and here are the best some fun facts and key takeaways as I heard them:
Fun Facts:
- 21% admit to texting while driving.
- 51% text while in the car, but not while driving.
- 52% pretend to use a mobile device to avoid an awkward situation.
- 46% of men check sports content few times a week, and 24% have gotten into a fight with a significant other about checking sports content.
Key Takeaways:
- 75% of consumers are multi-tasking, an increase of 20% since last year.
- Multi-screen use is hitting the mainstream.
Also, people frequently do these things during TV commercials:
- 52% text
- 45% talk
- 25% use search engines to look up information related to the commercials
- 26% visit a website related to the commercials they see
So what does this mean for us as advertisers?
Think "tie-in." Integrate mobile ads into your TV media buys to engage users on both screens.
Also, cater to the info-seeker. Make sure that additional information from your TV ad is easily accessible on your mobile site.
After the Yahoo! Connect Forum, we were tasked with venturing out into Times Square to ask random folks what they thought people who work in advertising agencies do all day long. The answers we got were quite amusing; be sure to check out the video at Yahoo! Scene.
In closing, as this will be my last post from Ad Week, I would like to congratulate Lauren Stein and Caitlin Hegarty on also being named Yahoo! Young Media Stars. I'd also like to thank everyone at Yahoo! for the amazing week of industry events and parties. It was a fantastic time, and I learned some really great facts on social, mobile and multi-tasking that I'll be able to apply to help meet my clients' goals.
--- Natalie Gengaro, Associate Director, Digital, OMD
