MediapostEl fenómeno multipantalla se cuela en los hogares españoles

24 abril, 201416
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No cabe duda de que con la aparición de las smartphones y las tablets, el panorama audiovisual iba a experimentar un cambio en las reglas del juego. Hasta tal punto que el consumo de contenido multimedia a través de dispositivos móviles crece año a año, mientras desciende el uso que le damos a la televisión y los soportes tradicionales. El fenómeno de la ‘multipantalla’ ya está aquí, y ha venido para quedarse.

Según revela un estudio realizado por la consultora Millward Brown: ‘AdReaction: Marketing in a multiscreen world’, el 35% de los españoles disfruta de contenidos televisivos a la vez que utiliza el smartphone, tablet o portátil. De este porcentaje, 3 de cada 10 personas acude a otros dispositivos en busca de información afín al contenido que están consumiendo, mientras que el resto aprovecha las pausas publicitarias para hablar por Whatsapp, mirar su timeline de Twitter o compartir lo que está viendo en Facebook.

Por otro lado, el objetivo principal de este estudio es medir la receptividad de los anuncios analizando el uso que hacen los consumidores de sus dispositivos móviles, para en última instancia identificar las mejores oportunidades que ofrece la multipantalla. Las grandes productoras de televisión ya se están adecuando a estos nuevos hábitos, y no es raro observar cómo proporcionan contenido adicional a través de otras plataformas multimedia, a fin de reforzar la fidelidad de la audiencia hacia la cadena, programa, serie o formato televisivo en cuestión.

En esta línea, y según las conclusiones arrojadas por el estudio de Millward Brown, los anuncios que permiten una interacción multipantalla son los que mejor receptividad generan y mayor ‘engagement’ consiguen. Con lo cuál no es extraño que a partir de ahora veamos cada vez más campañas televisivas que remitan a contenido ampliado online, inciten a la participación del público a través de votaciones o fomenten la interacción en social media a través de hashtags.

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