Everyday Multiscreening. How the simultaneous usage of multiple screens affects information processing and advertising effectiveness

Today, people have access to a variety of screens, such as a television, laptop, smartphone, and tablet. Screen saturation and the convergence of these technologies have led to an increase in combining different screens simultaneously, also known as multiscreening. Even though distractions in the form of different screens are ever present, it is still relatively unknown how multiscreening affects information processing and advertising effectiveness compared to single screening. Therefore, the aim of this article is to disentangle the phenomenon of multiscreening and how it affects information processing and advertising effectiveness by 1) exploring the phenomenon of multiscreening in daily life, 2) examining how multiscreening affects advertising outcomes, and 3) examining the facilitating role of task relevance. This article is an overview of a dissertation that examined these three objectives. The current article discusses one literature review and five empirical studies, all based on different datasets.