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Exponential Advantages of Multi-Screen Advertising

Exponential Advantages of Multi-Screen Advertising Kamal Kaur
Multi-screen advertising is too powerful for advertisers and brands to overlook anymore. TV, the original screen, is an effective way to help build brand awareness, but the “spray and pray” method leaves many metrics to be desired. Desktop display fills the void of unknown audiences, as there are a bevy of targeting technologies and ability track ad impressions, engagement and ultimately ROI. And then there is mobile. Smartphones and tablets are the newest and final pieces of the multi-screen puzzle that some advertisers are hesitant about. As with any new platform, mobile brings confusion and anxiety to the marketplace, but it also brings new opportunities and the potential for huge rewards.

According to eMarketer[1], mobile spending will rise 62% in 2012, and for good reason. Mobile marketing provides advertisers the sole opportunity to connect with consumers already in the purchase mindset: in-store and researching products for the last time before making a final purchase decision. Brands should take advantage of the devices’ native capabilities such as GPS and search as well as the high user engagement rates with mobile creative and the availability of cross-platform social sharing data.

Brands still wary of mobile advertising need to realize that 47% of media is now consumed on smartphones and tablets[2]; 44% of Americans own smartphones; mobile adoption rate is at 120% in the US[3]; and 80% of smartphone owners don’t leave home without them[2]. These numbers can’t be ignored.

While it’s no doubt that TV and desktop display still capture a decent amount of our attention, any brands not utilizing mobile advertising solutions are handing consumers over to the competition on a silver platter. A retailer’s mission is no longer just to get consumers into a store. Now, more than ever, they are challenged to be the product of choice wrung up at the register.  With smartphone devices in their hands, shoppers are able to compare prices, read reviews, locate a store with the product in stock or order the product to be shipped to their home from virtually anywhere.

This past August, Google released a study that revealed not only are consumers more engaged on smartphone devices, but also that they often switch between devices throughout the day. Users shift between multiple screens in two ways—sequentially and simultaneously. Simultaneous usage involves using more than one device at the same time for either a related or unrelated activity. Smartphones are most frequently used with another device. Sequential usage, however, is moving from one device to another at different times to accomplish a task. The top activities most commonly performed sequentially between two devices are browsing the Internet (81%), social networking (73%), shopping online (67%) and searching for information (67%)[2].

The multi-screen experience is growing rapidly among millennials, making it imperative for brands to focus advertising across platforms, especially since 34% of the time users will just grab the closest device to complete a task[2].  By creating a marketing strategy that encompasses all four screens, advertisers can be more certain that the right audience will be exposed to their messaging. And, by leveraging data from both display and mobile, brand marketers can amplify consumers down the purchase funnel.

[1] eMarketer, US to Top Japan as World’s Biggest Mobile Ad Market, August 2012

[2] Google/Ipsos/Sterling, The New Multi-screen World: Understanding Cross-platform Consumer Behavior, 2012

[3] Lopez Research, The Future of Mobile is Right Time Experiences, 2012

At RadiumOne, Kamal manages all aspect of mobile and display business units. Prior to joining RadiumOne, Kamal managed the media team at Yahoo! Ad Network. There, she provided leadership and direction in all aspects of the Yahoo Ad Network and also...

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