Marketers to Increase Spending on Multi-​Screen Campaigns

Marketers know that choosing to run their ad campaigns in a single format is an old-​school strategy. The attention of today’s smartphonedisplayaudience is distributed across multiple devices so more marketers are increasing their spending on multi-​screen ad campaigns.  Nielsen analysts say that within 3 years, 50% of media will be spent on multiple-​screen campaigns.

The new research from Nielsen and the Association of National Advertisers found that 20% of media budgets are currently spent on multiple screens ranging from TVs to computers to mobile devices. Digital place-​based media has also entered the mix as marketers seek to connect with as many consumers as possible during a similar time frame. For example, when a consumer is watching TV at home, and his or her spouse is watching video at the doctor's office, marketers can use multi-​screen technology to ensure that these folks are seeing the same ad at the same time. These exposures not only reach a wider audience, they increase the likelihood that consumers may talk about the product or service being advertised.

The vast majority, 88%, of marketers believe this strategy will become more important in the near future but one of the toughest problems they face is the need to measure campaign effectiveness across all screens. Currently, 71% of marketers are using different metrics for each screen type but 73% would like to move to agreeing on and using one metric for every screen. Doing so, would streamline the process and reduce expenses, while increasing access to meaningful ROI data.

Most interested parties are concerned with reach and frequency (66%) and brand lift metrics (67%) in their multi-​screen campaigns. With so many digital tools available to them, 69% of marketers would also like the ability to optimize campaigns real-​time (69%).

As video entertainment and devices continue to evolve, marketers predict that their multi-​screen ad campaigns will emphasize connected rather than traditional TV. The same will hold true for traditional computers as more consumers turn to tablets and smartphones.

What’s your prediction? How much of your media budget is currently being spent on multi-​screen campaigns?

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.