Multi-Screen and Consumer Behavior: What You Need to Know

Multi-screen viewers are here. It’s not about market segmentation, niche marketing, or mass advertising anymore. More people are multi-tasking across different devices. Hardly anyone is faithful to one device. It’s the age of multi-screens, divided attention, and multi-channels.

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Interactive Advertising Bureau (IAB) conducted a nationwide research to determine how multi-screen (TV, computers, mobile phones, and others) ownership are affecting consumer behavior. The results are surprisingly advantageous to advertisers and marketers but only if you know how to analyze the numbers.
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