Throw away your screen-by-screen media planning rule books. In this study we will show you how consumer behavior is changing the way you should plan to market across screens. We started this study assuming the tablet was the ultimate media consuming device. At the Guardian Mobile Business Summit in late 2012 we convened a panel of mobile industry experts from both the supply and demand side to discuss open questions in the industry about mobile advertising and the idea for this study was born.

We learned that screen type matters much less than environment and content type. We, as consumers are screen-agnostic when it comes to the content we consume, but where we are located drives a lot of what we choose to consume. Screen size is a driver in the amount of time a consumer is willing to spend consuming media, with the smartphone being the perfect compliment to stackable short session length content while on-the-go. The tablet and laptop are used more for longer session lengths at home. We are consuming more at home across all screens and are more responsive to advertising messaging in the comfort of our own homes. The tablet is more akin to the laptop than a smartphone and therefore should not be considered a “mobile” device by media planners.

Our old pre-conceptions about lean forward vs. lean back mode being tied to screen type are debunked with these results as well. On-the-go is indeed more commonly associated with lean forward and smartphones are the most used across screens while on-the-go. Tablets and laptops are used to consume more media at home than on-the-go … so labeling them a lean forward medium is simply not accurate. Lean forward is a more complex mode because it is a function of location, content, and screen. Media opportunities are not simply a function of screen; they are multi-modal functions of environment, content, and screen.

This study revealed the power of pre-roll video – showing pre-roll as a far superior ad unit type to banners for all brand metrics. Publishers – make sure you put video content on your tablets and smartphones too. Your consumers want to see it here, creating a great revenue opportunity!

Multi-screen consumer use trends are not splitting the media opportunity, they are unifying it. Through subtle but important nuances within consumer trends, we are realizing unique opportunities to reach a targeted audience in different contexts with ad units of different lengths and interaction modes. It is not all about the screen. All screens have the potential to work for the number one spot for relaxed medium consumption – the home.

For more on the results of this study, as well as a copy of the report please visit our research section.