Article: New devices, new uses: Communication opportunities for brands

By Denis GAUCHER* et Livia LAMON**

* CEO, Europe at Kandar Media Intelligence;
** Strategic planning, Kantar Media AdSight

Abstract

Who still watches TV with full attention? Consumption patterns of audiovisual contents have changed. In France, six out of ten TV-viewers are, at the same time, looking at another screen — a computer, smartphone, tablet, etc. This transformation has just started: “contents” are now “multiscreen”. Each simultaneously used screen displays different contents. There is no relation between a TV program and what is being viewed on a tablet or smartphone. This opens possibilities for advertisers. The starting point for experiencing a brand name is television — an experience to then be extended into the digital realm.