Media consumption is growing, and Americans are finding new ways to extend the viewing hours in their day through the use of multiple screens. One way is multi-tasking, as nearly 90% of mobile and tablet owners say they watch TV while using their devices at least once during the day. The emerging use of tablets and mobile phones to engage with content offers marketers new opportunities to make consumer connections.

The record breaking advertising growth that digital media has seen, with online video and mobile experiencing the highest year over year increase, is propelling brand marketers’ multi-platform strategies. It has become critical to identify the ideal combination of media weight to reach their desired consumers and influence their behavior to capitalize on the opportunity.

La Quinta Inns & Suites—whose core consumer is the 25-64 year-old male business traveler—recently turned to Nielsen to measure its latest cross-screen campaign, and the effort yielded five-star results.