November 8, 2007, 12:00 AM

Multi-media advertising best for multi-tasking consumers

Online retailers should advertise not only on the web but in other media sources because consumers increasingly are involved with other media while online, according to a recent survey from Burst Media.

Online retailers should advertise not only on the web but in other media sources because consumers increasingly are involved with other media while online, according to a recent survey from Burst Media, an ad network that serves specialty web sites.

More than four-fifths, or 82.4%, of 2,700 consumers responding to the survey say they are involved with another media, activity or device while online, Burst Media found. Among the multi-taskers, nearly one-quarter, or 23.6%, are so-called super-taskers, juggling four or more tasks while online.

Watching television is the most common offline activity connected with Internet consumption, cited by 58.3% of consumers, the survey says. 75.6% of those who watch television while online visit web sites directly related to the program they are watching, and 6.2% combine online and offline “all the time.” The segment most likely to view web and related television content are men between the ages of 18 and 24.

The survey also found that entertainment programming drives consumers to the web. Three-quarters of the survey respondents who visit web sites about TV programs they are viewing have done so while watching a TV comedy or drama. Women are more likely than men to do this-79.2% vs. 72.1%, respectively.

Sports programming drives more than one-third, or 37.1%, of consumers to the web, with men twice as likely (49.5% vs. 24.5%) than women to visit web sites about TV sports programming they are viewing. One-quarter of both men and women visit web sites about music or music video TV programs they are viewing.

“The shortening attention span of consumers poses a challenge to marketers,” says Jarvis Coffin, CEO and co-founder of Burst Media. “But expanding media diversity can solve the problem for advertisers. It provides them with countless combinations to deliver coordinated message across different platforms and get consumers’ attention.”

Burst Media conducted the online study of web users 18 years and older about activities they engaged in while online in October.

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