Corporate Eye

1 out of 2 Marketers Believe in Multi-screen Advertising but Only 1 in 4 Have Done It

multi-screen media marketingThere is a significant gap between the goals of multi-screen advertising and the reality. That’s according to a study conducted by Nielsen and the Association of National Advertisers (ANA): 2013 ANA/Nielsen Optimizing Integrated Multi-Screen Campaigns.

The study found that 48% of marketers believe multi-screen advertising campaigns are very important to delivering their brand marketing messages to consumers yet only 24% have actually executed a multi-screen ad campaign. Given the fact that 88% of marketers believe multi-screen advertising will be very important within the next three years, they better get moving.

The Problem with Multi-Screen Advertising

Despite the expected skyrocketing growth of multi-screen media and content viewing, there is a reason why multi-screen advertising isn’t growing as quickly. The biggest problem according to this study is performance measurement.

Overall, 71% of marketers use a variety of tools and metrics that are specific to each “screen” to track campaign performance, which causes a decrease in productivity and measurement inaccuracies. Similarly, 71% of marketers are not managing multi-screen campaigns in a fully-integrated manner. It’s not surprising that 73% of respondents to this survey want a single, standard set of metrics that they can use to measure campaigns across all screens.

Missing Multi-Screen Metrics

Based on this study’s findings, marketers want five specific metrics to measure the performance of their multi-screen campaigns more effectively:

  1. Consistent methodology across media = 73%
  2. Real-time measures for optimization = 69%
  3. Ability to understand the competitive landscape = 69%
  4. Ability to determine if the campaign produced the desired effect = 67%
  5. Ability to determine if the campaign was delivered to the right audience = 66%

The Future is Multi-Screen Marketing

The world has gone multi-screen, so marketers need to widen their “screen focus” despite the massive fragmentation challenges that multi-screen viewing creates. This isn’t a new discovery. In fact, one of the 2013 brand marketing trends that I discussed here on the Corporate Eye blog this year is multiple screens. There is no going back to single screen media consumption, so your marketing plan should reflect a fully-integrated strategy and should include multi-screen advertising.

What do you think? Have you integrated multi-screen campaigns into your marketing plan yet? What challenges have you faced? Leave a comment and share your thoughts on the future of multi-screen advertising.

Image: Sean MacEntee

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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more. She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
 
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