With what seems to be an ever-growing list of platforms and devices, there are endless ways to advertise in today’s market. Yet many brands never explore their full range of options, and miss out on a world of potential. By integrating multiple devices (such as TV, smartphone, computer, and tablet) into their marketing strategy, brands can create incredibly effective and engaging campaigns. So why aren’t more brands utilizing the tools that are literally right at their fingertips?
Seven out of ten consumers use a second device when watching TV. Whether they’re sharing information with others, researching, or just bored, this gives brands a chance to deepen to the viewer’s experience. By establishing an integrated campaign that utilizes these different screens, your brand is able to engage customers more efficiently, increasing the time they interact with your brand.
According to Peter Young, 90% of media consumption happens on a screen. This time is split between four different devices: computer, TV, tablet, and smartphone. Because of the accessibility of these devices, our media viewing has shifted from primarily evening primetime, to “always-on,” meaning that consumers are able to access the latest news and entertainment stories in a matter of minutes through these devices. Implementing an integrated marketing campaign that spans across all devices will reach users in segmented markets, raise brand awareness, strengthen consumer relations, and create memorable and engaging user experiences for your audience members.
Additionally, this approach helps utilize the smartphone in advertising without being intrusive. A UK study found that “79 per cent of smartphone users questioned believe that mobile ads are intrusive.” (Murphy, 2011) Users often ignore ads that are not relative to what they are searching for, so it is critical that your mobile advertising efforts do not disrupt the user from the action they are performing. Mobile ads are considered to be twice as effective as desktop advertising (Haggerty, 2014) and perform best when users are actively searching for your service or product. By creating a marketing campaign that drives users from one device to another, marketers are able to advertise on smartphones without being viewed as intrusive.
Lastly, implementing an integrated campaign that spans across multiple devices can help your brand reach users who are partial to a single device. For instance, solely running TV commercials leaves out users who use their phones or computer as their primary informative sources. An integrated campaign across multiple devices ensures that all your bases are covered.
Developing an integrated campaign that appropriately utilizes the different screen types can improve your brand’s reach by connected with users in a fragmented market. Give us a call at (817) 616-0320, or shoot us an e-mail at digital@glintadv.com to discuss how integration and utilizing cross-screen engagement can benefit your brand.
Citations:
“90% of media is consumed on-screen – are you prepared for multi-screen.” David Young, Web. 11 July 2011. http://www.stateofdigital.com/90-of-media-is-consumed-on-screen-are-you-prepared-for-multi-screen/
“Mobile Advertising Intrusive and Largely Ignored.” David Murphy, Web. 18 July 2011. http://mobilemarketingmagazine.com/mobile-advertising-intrusive-and-largely-ignored/
“Mobile advertising more than twice as effective as desktop, BBC World News study shows.” Angela Haggerty, Web. 20 February 2014. http://www.thedrum.com/news/2014/02/20/mobile-advertising-more-twice-effective-desktop-bbc-world-news-study-shows
