EIAA Media Multi-taskers Report 2009
Top Ten Tips for Advertisers
1. Embrace Convergence – Consumers are increasingly meshing their
media, accessing increased volumes of information and performing a
greater number of activities online. Overall, media multi-taskers are
more active and engaged online and by better understanding the
nuances of their behaviour, you can adapt marketing strategies and
benefit from more effective targeting of a prime audience – particularly
when developing multi-media campaigns.
2. Socialise Campaigns – As more media multi-taskers communicate via
social networks and establish their virtual presence online, there are a
growing number of routes via which you can target them. Therefore it is
important to make sure your creative messaging and campaign is
consistent across all platforms and online elements.
3. Think Creative in Context– With simultaneous consumption of TV and
internet, media multi-taskers will have more brand messages fighting
for their attention. It is therefore important to ensure that campaigns are
eye-catching and inventive, but most of all relevant, to stand the best
chance of achieving brand stand-out.
4. Tap into new Technologies and Trends – Media multi-taskers are
technologically savvy and likely to be early adopters of new technology.
Therefore to develop successful campaigns that appeal to this sample
market, it is important to stay on top of what trends are ‘hot’ at the
moment and how they might evolve in the future.
5. Location, Location, Location – Media multi-taskers are leading the
way in mobile internet and are accessing the internet from a
broadening spectrum of locations and devices. Bear this in mind when
developing campaigns - the opportunity is there to target media multi-
taskers via the online medium while they are at fixed point or on the
6. Timing can be Everything – While they are heavy users of the
internet generally, media multi-taskers are most likely to go online
during the evening