“With screen profusion comes the need for
communications fusion,” said Gail Heimann, president of Weber
Shandwick’s New York office and co-president of the firm’s
global consumer marketing practice. “It’s no longer about
creating programs for each screen, but about designing 360† campaigns
to leverage the power of the right screens at the right times. That’s
the screengrab mandate.”
“The Screening of America” study, conducted
among mothers of school-aged children, baby boomers and seniors (65+),
begins to erode some commonly held perceptions about screen use.
Mom’s got game: Half of moms surveyed own a portable gaming
device; a quarter of them are spending up to five hours a week using
it
Seniors are
moving to become “screen-iors”: This group performed more
tasks across a broader range of screens than any other group surveyed.
Boomers have
gaming in hand; they’re using cells, laptops and portable gaming
consoles to play wherever they go
Moms are
multi-screen information-gatherers: a third of them say they check
the company website after seeing an ad on TV
“Our data suggests that those marketers who are
focusing on one or two screens or creating siloed programs for individual
screens may be diluting their impact,” said Bough.
