The interconnection between TV programming and search behaviour isn’t new. In order to fully understand the link between performance and impact of multi-screen synchronisation, iProspect and Dentsu Aegis Network commissioned two separate studies.
The battle for consumer attention is driven by the proliferation of devices and platforms. Whilst behaviours such as using mobile devices when watching TV are well established, using this opportunity to truly drive business performance is at its infancy.
According to Dentsu Aegis Network’s Consumer Connection System (CCS) survey, the Canadian population is experiencing a shift in TV viewing habits as 72% of the Canadian population declare they use a digital device while watching TV. This trend is also true for the Quebec population at 65%, lagging only slightly behind the national average. As a result, Canadian brands are competing to gain the attention of their target audience across multiple platforms and devices.
Download this paper today to uncover how brands should consistently tap into this opportunity by focusing on the halo effect of TV and Search and developing clear recommendations across categories with empirical evidence.
