Multiscreen Consumers Research and Engage Brands Digitally


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Not surprisingly, the more screens a consumer uses, the more likely he or she is to discover and research products online, versus offline. While 75% of two-screen (2SCRN) consumers list offline sources like word-of-mouth, catalogs and television as their primary way of discovering new products, that percentage drops to 63% for 4SCRN consumers. And, the more screens consumers use, the more likely they are to welcome digital engagement by marketers post-purchase, according to [pdf] a May 2012 report called “The Multiscreen Marketer,” conducted by eConsultancy on behalf of the the Internet Advertising Bureau (IAB).

In an attempt to explore how the multi-screen affects shopping, if at all, consumers were asked to list their top three sources (both online or offline) for becoming aware of new products, researching products and finally, for being kept in touch with by brands.

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IAB Future Formats awards showcase new online creative canvases

UK – The Internet Advertising Bureau (IAB) held its inaugural Future Formats award on 29 February, recognising next-generation ad formats. UK-news publication The Telegraph won the top award for its new online advertising format, Cascade.

By Staff Reporters
The award is described as IAB’s response to the acceleration in brand-based online display advertising. The call for entries invited media owners and technology companies to showcase next-generation formats that could be adopted in 2012.
The judging panel comprised senior members of digital media and creative agencies, including Arabella Judd, integration director, ZenithOptimedia and Ben Lunt, head of multiplatform, Leo Burnett.


UK – The Internet Advertising Bureau (IAB) held its inaugural Future Formats award on 29 February, recognising next-generation ad formats. UK-news publication The Telegraph won the top award for its new online advertising format, Cascade.

By Staff Reporters
The award is described as IAB’s response to the acceleration in brand-based online display advertising. The call for entries invited media owners and technology companies to showcase next-generation formats that could be adopted in 2012.

The judging panel comprised senior members of digital media and creative agencies, including Arabella Judd, integration director, ZenithOptimedia and Ben Lunt, head of multiplatform, Leo Burnett.