By: Deann Harvey and Shane Metzger, DG MediaMind
Today’s consumers occupy a multi-screen world. They’re online, they’re mobile, they’re watching TV – sometimes all at once. That fragmentation presents a challenge for marketers seeking to reach a given audience, not only in terms of finding the media that’s reaching that audience but also to deliver a campaign at scale. At its simplest, this is why multiscreen advertising campaigns are vital for brands wishing to stay relevant, effective, and competitive.
There are other good reasons, of course. Just as retargeting ads boosts awareness and recall, a campaign that appears on several screens has a multiplier effect. Dual-screening, where several channels are synchronised to work together (often by the companion device to the main screen syncing to the main audio) is perhaps the most striking example of how a multi-screen campaign can add value. On top of repetition, the campaign’s effect is amplified by the dialogue between the devices creating a richer or more interactive experience.
For example, while a TV spot may present a brand in a gorgeous HD widescreen format, a smaller second screen like a tablet or smartphone can be presenting options to interact. Read more…