{"id":46961,"date":"2013-11-25T23:09:08","date_gmt":"2013-11-25T22:09:08","guid":{"rendered":"http:\/\/www.corporate-eye.com\/main\/?p=46961"},"modified":"2021-01-07T19:33:10","modified_gmt":"2021-01-07T18:33:10","slug":"1-out-of-2-marketers-believe-in-multi-screen-advertising-but-only-1-in-4-have-done-it","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/1-out-of-2-marketers-believe-in-multi-screen-advertising-but-only-1-in-4-have-done-it\/","title":{"rendered":"1 out of 2 Marketers Believe in Multi-screen Advertising but Only 1 in 4 Have Done It"},"content":{"rendered":"

\"multi-screenThere 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<\/a>.<\/p>\n

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.<\/p>\n

The Problem with Multi-Screen Advertising<\/h2>\n

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.<\/p>\n

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.<\/p>\n

Missing Multi-Screen Metrics<\/h2>\n

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

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

    The Future is Multi-Screen Marketing<\/h2>\n

    The world has gone multi-screen<\/a>, 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<\/a> 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.<\/p>\n

    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.<\/p>\n

    Image: Sean MacEntee<\/a> <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

    There 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 […]<\/p>\n","protected":false},"author":1,"featured_media":46965,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[235,1024,8077,8078,8075,8076],"class_list":{"0":"post-46961","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-brand-marketing","9":"tag-digital-marketing","10":"tag-dual-screen-advertising","11":"tag-dual-screen-marketing","12":"tag-multi-screen-advertising","13":"tag-multi-screen-marketing","14":"entry"},"yoast_head":"\n1 out of 2 Marketers Believe in Multi-screen Advertising but Only 1 in 4 Have Done It - Corporate Eye<\/title>\n<meta name=\"description\" content=\"Research shows huge gaps in multi-screen advertising despite expected growth in near future. 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