Are you delivering advertising to the screens consumers are using

Does your company have a strategy for multi-screen advertising? You’re probably missing out on significant revenue opportunities if you don’t. That’s because consumers are no longer using a single screen to consume content, and therefore, advertising must adjust accordingly.

Let’s start with the basics: What is multi-screen advertising?

A multi-screen advertising campaign occurs when you display a single campaign on multiple devices or “screens,” including TVs, desktops, televisions, smartphones, and tablets.

It’s a response to consumers’ consuming content: on multiple screens. For example, a consumer may watch a show on a television screen and then pick up their smartphone to engage with the show using social media. Or the consumer may use their tablet to respond in real-time to a live event.

A Mordor Intelligence study, “Multiscreen Advertising Market – Growth, Trends, COVID-19 Impact, and forecasts (2022 – 2027),” confirmed that 90% of the users switch from device to device to perform an action.

In essence, the user is no longer constrained to the traditional TV hung up on the wall. So neither should advertisers be restricted to advertising campaigns targeted to a single screen.

So how should advertisers respond?

Embrace multi-screen advertising, as it offers multiple benefits to your company. Here’s what you should do:

• Create more personalized and accessible advertising. You can easily make your advertising specific to your customers no matter what screen they’re using. With screen-specific data in hand, you’ll better understand what they watch, when they watch it, and what actions they take. Use this data to create even more effective campaigns.
• Build more emotional connections. Motista’s “Leveraging the Value of Emotional Connection for Retailers” white paper reveals that consumers make purchases based on emotional responses. You’ll get better results if you can create intentional campaigns specific to various platforms targeting this kind of response.
• Develop a cohesive approach to marketing. Your advertising campaigns will never work better together than on a multiple-screen approach. Get the most out of your content and use it as visuals on social media and other platforms to allow continuity and efficiency.

Are you ready to give multi-screen advertising a try?

The first step should be to assess which networks to use to target customers effectively.

Then, develop a unique approach for each device or screen and create content for each platform.

Finally, track performance and assess campaigns. Then, make adjustments to your multi-screen advertising strategy to get even better results.

Our team is happy to help your company develop a multi-screen approach. Just give us a call!