Tapad, the leader in unified cross-screen marketing technology, today unveiled findings from a commissioned study conducted on its behalf by Forrester Consulting on stage at Unify Tech ’14, Tapad’s inaugural cross-screen summit.
Forrester’s research revealed growing consumer demand for brand consistency across screens and provided direction for marketers seeking to leverage cross-device use throughout the path to purchase.
“With 70% of consumers now using three or more connected devices, cross-screen behavior presents a range of opportunities for marketers to optimize and unify their brand experiences,” said Are Traasdahl, Founder and CEO of Tapad.
The Cross-Screen Path to Purchase
- 66% of consumers now discover new products or services through digital devices vs. offline channels
- 50% of purchases are made completely or partially online
- 44% of consumers who use a smartphone in the discovery phase say it’s because it was the device closest to them
New Expectations from Cross-Screen Consumers
- 71% of customers react negatively to inconsistencies in brand experience across devices; 1-in-10 state that inconsistencies will make them stop interacting with a brand altogether
- 28% of consumers expect ads to be tailored to different devices
- 21% of consumers expect sites to “know them across devices” when they enter the purchase path
Concluded Traasdahl, “Cross-screen behavior is driven by a number of factors, from convenience to usability. These findings reinforce the fact that marketers need to anticipate consumers’ multi-screen mindset by consistently delivering device and use-case appropriate experiences.”
Tapad’s Unify Tech ’14 (#UnifyTech14) summit assembled some of the most forward-thinking leaders in business, advertising and technology in New York City today to examine the evolving cross-screen landscape. The program included executives from Accuen, Ansible, Conde Nast, Datalogix, Foursquare, Joule, Merkle, Mobext, Refinery 29, Starcom USA and VEVO.
The base for this research study is 1,500 US connected customers who used a device to discover a product. Forrester Consulting conducted the study on behalf of Tapad in March 2014.
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Tapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. The company offers the largest in-market opportunity for marketers to address the new and ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers, marketing technology companies and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. Backed by major venture firms, Tapad is based in New York and has offices in Atlanta, Chicago, Dallas, Detroit, Los Angeles, Miami and San Francisco. TechCrunch called the powerhouse Tapad team “a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade.”