Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:


Buying ad time just got easier

Today’s consumers switch between media forms so often – from TV to laptops to smart phones – that capturing their attention with advertising has gone, as one CEO explained, from shooting fish in a barrel to shooting minnows.
Now, a Michigan State University business scholar and colleagues have developed the most accurate model yet for targeting those fast-moving minnows. The research-based model predicts when during the day people use the varying forms of media and even when they are using two or more at a time, an increasingly common practice known as media multiplexing.

That’s good news for companies struggling to predict when to buy ads on the Internet, television and radio, and in print publications. Previous models for predicting when consumers use media were 60 percent-70 percent accurate; the new model led by MSU’s Chen Lin has proved 97 percent accurate.

“For businesses, our model does a much better job of predicting where your customers are at any given time,” said Lin, assistant professor of marketing. “It represents a significant advancement over other models because much of that work assumed people consumed one type of media at a time.”

The study, published in the academic journal Marketing Science, is based on a survey of the media-consumption habits of nearly 2,000 U.S. residents. Lin and colleagues used the survey data to create their complex forecasting model.

Among the study findings:
- People spend about 35 percent of their timeconsuming media.
- Television is still the most popular outlet, followed by computer.
- During the weekend, consumers spend more time watching TV and reading print publications and less time on the computer and listening to radio.
- People spend about 1.5 hours a day consuming multiple media at the same time (e.g., surfing the Web while watching TV). This happens more at during the start of the workday and before bed – at about 9 a.m. and again at 9 p.m.

Chen also said she was surprised to find consumers still value print media at certain times, particularly in the morning. Print was especially popular when it was paired with other forms of media.

“The old thinking is that print is endangered, but we found that it doesn’t need to be eliminated,” Lin said. “Print can have a second life if it’s cleverly paired with new media such as personal computers and smart phones.”

In fact, Lin said ad buyers should stop considering the different media forms as competing and instead view them as complimentary. For example, print ads should be partnered with radio and Internet media forms in the key time slots when consumers are likely to be using all three forms.

“Our findings underscore the need to move away from a competitive mindset to a coordinated viewpoint,” Lin said, “as consumers increasingly use combinations of media forms in short periods.”

Lin’s co-authors are Sriram Venkataraman from the University of North Carolina and Sandy Jap from Emory University.

Andy Henion | EurekAlert!
Further information:

More articles from Communications Media:

nachricht Product placement: Only brands placed very prominently benefit from 3D technology
07.07.2016 | Alpen-Adria-Universität Klagenfurt

nachricht NASA Goddard network maintains communications from space to ground
02.03.2016 | NASA/Goddard Space Flight Center

All articles from Communications Media >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: New 3-D wiring technique brings scalable quantum computers closer to reality

Researchers from the Institute for Quantum Computing (IQC) at the University of Waterloo led the development of a new extensible wiring technique capable of controlling superconducting quantum bits, representing a significant step towards to the realization of a scalable quantum computer.

"The quantum socket is a wiring method that uses three-dimensional wires based on spring-loaded pins to address individual qubits," said Jeremy Béjanin, a PhD...

Im Focus: Scientists develop a semiconductor nanocomposite material that moves in response to light

In a paper in Scientific Reports, a research team at Worcester Polytechnic Institute describes a novel light-activated phenomenon that could become the basis for applications as diverse as microscopic robotic grippers and more efficient solar cells.

A research team at Worcester Polytechnic Institute (WPI) has developed a revolutionary, light-activated semiconductor nanocomposite material that can be used...

Im Focus: Diamonds aren't forever: Sandia, Harvard team create first quantum computer bridge

By forcefully embedding two silicon atoms in a diamond matrix, Sandia researchers have demonstrated for the first time on a single chip all the components needed to create a quantum bridge to link quantum computers together.

"People have already built small quantum computers," says Sandia researcher Ryan Camacho. "Maybe the first useful one won't be a single giant quantum computer...

Im Focus: New Products - Highlights of COMPAMED 2016

COMPAMED has become the leading international marketplace for suppliers of medical manufacturing. The trade fair, which takes place every November and is co-located to MEDICA in Dusseldorf, has been steadily growing over the past years and shows that medical technology remains a rapidly growing market.

In 2016, the joint pavilion by the IVAM Microtechnology Network, the Product Market “High-tech for Medical Devices”, will be located in Hall 8a again and will...

Im Focus: Ultra-thin ferroelectric material for next-generation electronics

'Ferroelectric' materials can switch between different states of electrical polarization in response to an external electric field. This flexibility means they show promise for many applications, for example in electronic devices and computer memory. Current ferroelectric materials are highly valued for their thermal and chemical stability and rapid electro-mechanical responses, but creating a material that is scalable down to the tiny sizes needed for technologies like silicon-based semiconductors (Si-based CMOS) has proven challenging.

Now, Hiroshi Funakubo and co-workers at the Tokyo Institute of Technology, in collaboration with researchers across Japan, have conducted experiments to...

All Focus news of the innovation-report >>>



Event News

#IC2S2: When Social Science meets Computer Science - GESIS will host the IC2S2 conference 2017

14.10.2016 | Event News

Agricultural Trade Developments and Potentials in Central Asia and the South Caucasus

14.10.2016 | Event News

World Health Summit – Day Three: A Call to Action

12.10.2016 | Event News

Latest News

Resolving the mystery of preeclampsia

21.10.2016 | Health and Medicine

Stanford researchers create new special-purpose computer that may someday save us billions

21.10.2016 | Information Technology

From ancient fossils to future cars

21.10.2016 | Materials Sciences

More VideoLinks >>>