Millward Brown is among one of the many research shops predicting a marketer emphasis on multi-screen promotions this year. But what exactly does that mean and how can marketers optimize this strategy? As part of their analysis of this year’s hot trends, the firm spoke with several experts and compiled its findings in the 2014 Digital and Media Predictions Report. Reading through this report can help you determine if you are using the latest screen technology and tactics to your best advantage.
With so many people now possessing mobile devices and accessing online content, the focus on the screen is more important than ever before. Marketers must maintain consistency between devices. Monique Lynch explains that marketers also need to be aware of how consumers are using various content types through multiple screens and she defines the following behaviors:
- Meshing – When consumers use several devices to locate content on a related topic. For example, consumers may watch a TV weather forecast and also use a smartphone to verify the specific information about an upcoming storm.
- Stacking – When consumers use several devices simultaneously to access unrelated content. This might mean watching a TV show while doing email.
- Shifting – When consumers start a task on one device and complete the task on another device. Some consumers use their mobile phones to search for a product they’re going to order but then wait until they’re in front of their desktop PC to complete the order.
The marketer's challenge is to follow the consumers across the use of these screens and present consistent messaging at the right time. Effective use of Big Data is the key to success on this front.
Another analyst, Catie Williams, is encouraging marketers to explore non-traditional outdoor screens. Wearable screens, in the form of apparel or fitness equipment, present new opportunities for marketers to reach consumers. The same holds true for taxis which boast LED-enabled signs that change messages as the vehicle travels from one neighborhood to the next.
Read the rest of the predictions here and let us know what you think. Are there other leading edge uses of screen technology that should be added to the list?