The Cross-Screen Marketing Ecosystem Explained
The question ad buyers have is whether advertising across screens can really help drive forward an overall campaign goal better than TV-only or traditional online campaigns.
A growing number of mobile ad industry companies are arguing that a cross-screen approach integrating mobile is more effective. They're betting that with an increasingly powerful cross-screen pitch they can sell marketers on mobile.
In a recent report from BI Intelligence , we take a deep look at cross-screen marketing, analyze how audiences are becoming increasingly screen agnostic, examine how cross-screen advertising can be made effective, dig into measurement and analytics techniques and problems, and offer a side-by-side comparison of the different mobile tracking technologies that are driving the boom in cross-screen marketing.
Here's a brief overview of why cross-screen marketing is a game changer:
- It's where consumers are: Users consume the same content — perhaps presented in different manners — across screens . There are already contexts in which consumers are known to habitually use two devices simultaneously. For example, it has become a widespread habit to watch TV while using a tablet or smartphone. That behavior has translated to a growing spate of so-called second screen and social TV marketing campaigns . The opportunities for cross-screen marketers will multiply as we move across screens to accomplish tasks, or use them simultaneously.
- Cross-screen tactics are already achieving real results: AdColony, a mobile video ad company, employed a cross-screen marketing strategy for a client's consumer packaged goods brand. They targeted one set of users with just a TV ad about the brand, and another set of users with a combined TV, iPad, and iPhone campaign. Unaided brand recall was 43% for audiences who had been exposed to the cross-screen campaigns, and only 6% for the TV-only campaign. Purchase intent was 18% for the TV-only crowd, and 31% for the cross-screen campaign's audience.
- Cross-screen retargeting will become increasingly powerful: I n cross-screen retargeting, users are tracked and presented ads from sites they have visited in the past . While this technique is now familiar on PCs, it's only recently that retargeting across screens has become feasible. Drawbridge, a startup that retargets from desktop to mobile, claims they have achieved a jump of 338% return on investment for certain clients when using cross-screen retargeting .
- As will frequency capping: Frequency capping, w here an individual is only presented an ad a defined number of times in a time period to avoid overwhelming and desensitizing prospects, should help cross-screen marketing become more powerful as well.
In full, the report :
- Analyzes how audiences are becoming increasingly screen agnostic
- Examines how cross-screen advertising can be made effective
- Digs into the measurement and analytics problem
- Offers a side-by-side comparison of the different mobile tracking technologies
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