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Planning Your Multi-Screen Campaign

As media and marketing professionals, how do you tap into the ever expanding landscape of multi-screen, multi-tasking, multi-engagement devices/screens that are ubiquitous in our world today? This question results in a domino effect'evoking many more questions: How are we best equipped to deliver a brand's message, value proposition and ultimately elicit conversion? How do we utilize the various screens to effectively engage the fragmented consumer who simultaneously use these devices? How do we gauge the duplication of reaching the same users vs. gaining necessary reach into the right target that may not be downloading a mobile app but is a regular visitor to a website via their laptop? Why is Multi-Screen Marketing Important? Our target audiences are multi-tasking across devices.  Even among those with just a television and computer (two screens), 52% of users report that it's somewhat or very likely that they're using another device while watching television. With each screen added to the mix, that percentage rises, 60% of smartphone users (3 screens) and 65% of tablet owners (4 screens) say that multi-device use is the norm while watching TV (source: eConsultancy, May 2012) Planners must understand the impact that multi-screen usage is having on their clients' brands as the stats derived by recent studies highlight the importance of creating a multi-screens strategy: According to a report conducted by Videology, a video advertising technology, brands who implement multi-screen marketing experience 9x brand lift An eMarketer study of TV and online video found brands achieve a 7% reach increase when adhering to a multi-screen approach  A co-authored study with Google and Nielson found multi-screen users have 17% more ad recall What Should Media Planners Consider When Creating a Multi-Screen Strategy? Time of Day Whether it's a TV ad to launch to increase awareness followed by that person searching for more info on their work desktop, then targeted by a location based incentive on mobile or longer brand engagement via a tablet in the evening, day parting is key to making this a continuum of messaging not just singular efforts. Consumption Habits We need to understand the consumption habits of our audience in order to maximize how we weight each channel in the overall media mix, so we can reach them in the right place at the right time. We should take advantage of what these different screens and their particular experience 'opportunities'? offer. When developing a media strategy, marketers need to consider all screens, what their audience consumes on each screen and when the audience consumes the content. The era of the connected consumer has just begun. To succeed, marketers must adapt media planning and buying strategies to fit the needs of the multi-tasking mavens.

The New Media Experience

Last week I visited the Consumer Electronics Show in Las Vegas and there were by my count 25,000 tablets being displayed (that number might be slight hyperbole). To be honest, I really only checked out a few of them ' one or two Androids and this Windows tablet being featured by Intel. The hardware wasn't really what caught my attention with the 2012 tablets, especially since tablets at this point aren't really differentiating themselves all that much. What caught my attention was how people were using them, talking about them, the overall capabilities that tablets offer and how they're shaping our media experience. So that led to this interesting question for you tablet owners out there. What's your favorite experience on your tablet? Is it reading, playing apps, or watching movies? What if I said that some day in the not too distant future, you'll have a hard time differentiating those experiences because you'll be doing all three at the same time? And this isn't a post about some new tablet that allows for multitasking. I'm talking about tablets redefining our media experience and storytelling as a whole. Take a look at the 'CIA: Operation Ajax'? application that's available for the iPad. It tells the story of a real-life CIA operation in Iran that took place in the 50's. It is currently classified as an 'app'? in the iTunes App Store, but is that REALLY what it is? To me, that seems to be much more than an app. On the surface, it's a graphic novel ' not exactly something that you would expect to find in the App Store. But once you look deeper into how you interact with it, it becomes something that is almost indefinable. It takes the passive pieces of literature and cinema and mixes them with the active experience of an application. You become fully-immersed in the story because you're not only reading it, but touching it, listening to a full score and pulling up interactive content that a traditional media experience doesn't allow. If you think about it, the concept isn't even that new. Many book publishers have had cross-device experiences where you can get additional information on a website, and DVD extra features have been around for years. Being able to have the entire experience on one device is just so much more immersive. And while Marvel Comics has an app that has minor animations and the iBookstore has enhanced books, this is the most in-depth experience I've seen to date. So what does this mean? In a nutshell, the opportunity for enhanced content exists. Think about reading a novel with its own soundtrack, with character back-story and short movie clips. Imagine watching a movie on your tablet and instead of playing the 'where have I seen this guy before'? game, a simple tap of the screen on the actor's face will bring up an actor bio with IMDB integration. Just think about what this will do for the textbook industry where you'll someday be able to not only read about dissecting a frog, but also dissect one on your tablet without having to smell the formaldehyde. Kermit rejoice! The capabilities are there to one day ditch the passive media experience and embrace a much richer, fully-immersive media experience. At this point, the only question that remains is whether or not content providers are going to make the investment into this enhanced content. So what do you think? Would you pay a premium price for the enhanced media experience?

MP3 Players Are Dead

It's true. There will be no such thing as a single-use device dedicated to playing digital music in 3-5 years. You should save up your old iPods and Zunes (RIP) and keep them in nice working order for the folks that will want to buy them on eBay in 2035. There hasn't been any significant improvements to the MP3 player market since the introduction of the high-capacity flash drive, 3 years ago. The thing that stinks is that there is no current device that makes playing and listening to digital music 8-10 hours a day, a practical habit. Technically, you could use your phone. Technically, you could use your computer. And technically, you could use your tablet. However, none of these are good, mobile solutions with long battery life. Within two years, you (yes, YOU) will have a multi-dimension device that acts as a cloud-based computer, phone/messaging/email device, and as an entertainment hub (think tablet but smaller and multi-dimensional). There will be exponential growth in battery life over the next 18 months with the addition of energy-efficient processors and equipment architecture, giving these multi-purpose devices 7+ days of battery life, instead of a mere few hours. So if you're an MP3 player junkie, you'll have to tough it out for a while until everyone's future devices start arriving on store shelves at the end of 2012. And yes, I already miss the Zune.

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