Magnite Hong Kong research finds 50% of viewers use second screens
Magnite published research indicating that over 50% of Hong Kong viewers use secondary devices while watching TV. The report advocates for industry shifts toward attention-based measurement and cross-device frequency capping to improve programmatic omnichannel campaign performance.
Key Takeaways
- Carousell Media reports that 90% of its users are on mobile, often searching for products immediately after seeing them on TV
- Havas Media is shifting measurement frameworks from basic impressions to attention-based metrics to better correlate with brand outcomes
- Publicis Media advocates for sequential storytelling across devices to manage frequency and avoid redundant ad exposure
- South China Morning Post is redesigning content into multimedia formats to better serve second-screen consumption habits
Why It Matters
The high rate of multi-device usage in Hong Kong necessitates a move away from siloed channel planning toward unified programmatic orchestration. For the streaming ecosystem, this means CTV is no longer a standalone reach vehicle but the top-of-funnel trigger for mobile-based conversions. Advertisers must now prioritize cross-device frequency capping and identity solutions to prevent budget waste on repetitive messaging. As the industry matures, the focus will shift from traditional CPM benchmarks to attention-based measurement that tracks how multi-screen exposure drives actual business outcomes. Watch for whether regional DSPs integrate more granular attention metrics to bridge the gap between media reach and return on ad spend.
Read full article at magnite.com
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