Dentsu Aegis Report/iProspect Report: Effectively Vying for Consumer Attention in a Multiscreen World

Published on:
  • 72% of the Canadian population declare they use a digital device while watching TV
  • 42% of Canadians use a search engine to find a brand/product they have just seen on TV

Toronto, ON – August 7, 2019 – The fact that consumers live in a multiscreen world is not a new phenomenon. Consumers have increased control over how and when they consumer content. In this latest report, iProspect and the Dentsu Aegis Network are shedding light on the correlation between television and the various screens people access. Future success and growth lies in the ability to effectively capture consumer attention and engagement across multiple screens.

“The customer journey is by no means a linear one. In fact, it is almost entirely informed by the customer and their content consumption habits which are more diverse than ever before,” says Dan Kalinski, President, iProspect Canada. “Multi-screen viewing is on the rise and the future belongs to those brands who adapt and embrace to this consumer behaviour by creating content and telling their story in a more interactive way across multiple device touchpoints.”

Not unlike the US market, Canadians are taking engaging with brands via search and social platforms to learn more about products and services seen on television. The report, “Fighting for Attention in A Multi-Screen World”, identifies four key areas marketers should be mindful of when developing strategies to grow their brand and maintain share of voice in an increasingly competitive environment:

  1. Meeting the Multi-screeners: who are they and how can they be effectively engaged.
  2. The Multi-Screen Opportunity: What does the landscape look like and how to navigate it.
  3. Success in Synchronization: What strategies – both proactive and defensive – will win.
  4. The Attention Movement: How to cut through the clutter and effectively leverage multiple platforms.

The report also includes insightful case studies highlighting key learnings and successes across a range of industries.

For more information and to access the full report please visit https://www.dentsuaegisnetwork.com/ca/en/our-latest-thinking.


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About iProspect Canada

iProspect is a global, award-winning agency – driving business performance for the world's largest brands including General Motors, Loblaws, Coca-Cola, Mastercard, Subway and Mattel. The global iProspect team works across a network of 4,600 employees spread over 93 offices in 55 countries. The Canadian market is served by both Toronto and Montreal offices and includes more than 70 performance marketing specialists. https://www.iprospect.com/en/ca/


About Dentsu Aegis Network Canada

Dentsu Aegis Network Canada Innovates the Way Brands Are Built for clients through best-in-class capabilities in media, digital, data and creative communications services. The network's focus on the digital economy and the distinctive products and services are delivered through agencies Amnet, Amplifi, Carat, Cardinal Path, DentsuBos, dentsu X, GRIP, ICUC, iProspect, Isobar, John Brown Media, MKTG, The StoryLab and Vizeum. As one of the top ten global Dentsu Aegis markets, the Canadian team is headquartered in Toronto and serves clients through a national network of offices in Vancouver, Calgary, Montreal, Saint John and Halifax with nearly 1,500 dedicated specialists. www.dentsuaegisnetwork.ca


For further information:

David Gollom
Director, Communications
Dentsu Aegis Network Canada
Tel: 416-473-6287
Email: david.gollom@dentsuaegis.com