The Rise of Multi-Screen Campaigns Hinges on Measuring Conversion Across Screens -- Sophie-Charlotte Moatti

While US brands spend around 70Bn a year on TV advertising the smartphone revolution is creating opportunities for a new type of campaign called amp8220multiscreenamp8221 Its promise Let consumers engage with their favorite brands when and where itamp8217s most relevant and keep the conversation going across devices While itamp8217s still the early days and the key components of the enabling ecosystem are just being set up some innovators have experimented successfully and been able to monetize TV consumption on mobile and online channels But one question remains unanswered What will it take to unlock TV consumer data for use by digital ad networks at scale Multitouch attribution is a possible answerTV ad budgets are moving to multiscreenUS adults spend a whopping 250Bn hours a year watching TV 99 of the US population owns at least one TV with an average of 25 TV screens per household According to the Collective Advertising Playbook the top 10 US advertisers spend 6080 of their media budget on TV These are big numbersBut as people spend more time consuming media on nonTV screens advertiser budgets are adjusting Collective estimates that multiscreen advertising will grow from 20 of ad budgets to 50 in the next three years Why this explosion In the US smartphone penetration has reached the mainstream 50 and 20 of people have purchased a tablet As a result people own twice the number of devices today than they did in 2000 four per person and spend as much time consuming media as working and sleeping combined 75 hours weekly according to research firm YuMeSecrets of multiscreen campaigns success Devicespecific brand identitiesBrands are taking different identities on different devices which allows them to build deeper engagement with their consumers On TV itamp8217s all about emotions and storytelling Ads are created to grab attention with exciting emotional highquality content But the most creative ads arenamp8217t always the most effective Research firm YuMe claims that the best performing TV ads are the ones with a clear calltoaction driving to the brand websiteOn PCtablets people tend to be more rational about their interactions with brands possibly because the level of creativity lags when compared with TV ads Video ads are much more effective than banner ads According to YuMe they lift purchase intent 23 times more than banner ads And while both video content and video ads get more attention from consumers online than on TV attention drop when screen switches from content to ads is 3 times larger on TV than online says IPG Media LabMobile is where brands build personalized almost intimate relationships with consumers Mobile is the perfect device for hypertargeted advertising eg locationbased especially since Apple recently released iBeacons which let tiny wireless transmitters push targeted notifications to nearby smartphones something Android has supported for a while This comes with a number of privacy concerns which havenamp8217t been fully addressed yetBecause they deepen brand engagement multiscreen campaigns are effective at getting consumers to take action says the Interactive Advertising Bureau Early multiscreen success stories include Augmenting reach by getting through to audiences traditionally missed with TV increasing frequency with multiscreen media mix optimization and conquering new consumer segments through targeting competitorsamp8217 audiencesGetting the ecosystem ready for prime time Ad network settopbox optimization toolsThe pioneers who executed the first multiscreen campaigns are startups which have come and gone over the past 23 years like Miso GetGlue recently sold to iTV and IntoNow sold then shut down by Yahoo Mostly scale is what these startups lacked When people multitask while watching TV they are on the web or social networks and donamp8217t typically interact with thirdparty apps Brands need to reach them where they are as opposed to try and get them to a destination Hence large scale digital ad networks are eyeing the opportunity Rich of the learnings from these pioneers they are placing their bets Comcast is building a proprietary endtoend solution Apple may make a move and AOL made a few strategic acquisitionsA digital advertising network that can be optimized for reach and frequency in near realtime to maximize conversion is one piece of the puzzle The two other critical ecosystem enablers are the digital settop box a translation tool that allows TVs to communicate over the internet with digital devices and feeds a large scale anonymized consumer database indicating the profiles of specific audience groups and unified measurement tools and methodology such as AB testing to identify the most effective combinations of TV and digitalMeasuring success Old school TV metrics multitouch attributionUsing a consistent set of metrics is critical to evaluating multiscreen campaign success But when it comes to measuring performance traditional and digital media donamp8217t speak the same language and forcing one system on the other could prove as challenging as imposing the metrics system upon US consumers According to Nielsen and the Association of National Advertisers Metrics advertisers lean toward effectiveness metrics such as reach frequency and GRPs and brand metrics such as awareness likability and purchase intent These originate from TV and are foreign to many digital platforms that typically track clickthrough rates and downloadsWith consistent metrics in place the promise of multiscreen advertising may come true Being able to trace every single purchase back to the sequence of impressions that led to it across all screens something experts call multitouch attribution MTA With MTA a brand will know precisely which demo video on which site led to a sale which product comparison service made a difference which coupon tipped the decision etcMTA could get cable and satellite providers to price their consumer data which they have so far been reluctant to share because the revenue opportunity is not as juicy as what they currently capture by maintaining their walled gardens and because sharing consumer data represents a significant privacy riskWhile many obstacles remain before this becomes a reality ad networks could run powerful mobile and online retargeting campaigns based on TV consumption dataSophieCharlotte Moatti SC is a driven general manager who builds and leads teams that transform technology companies into mobilefirst organizations The mobile services she created are used by billions of people and have won industry awards such as Emmy nominations Prior to joining Facebook SC successfully sold the mobile company she founded and was general manager of a top 1 mobile commerce app at Nokia Connect linkedincominscmoatti scmoatti facebookcomscmoattiCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates at MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentaries

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

The Rise of Multi-Screen Campaigns Hinges on Measuring Conversion Across Screens -- Sophie-Charlotte Moatti

Author

Publish date

Channel

Sophie-Charlotte Moatti

The Ad Council, Huntsman Mental Health Foundation and Amazon Announce “The Mind Set” to Support Mental Health - Ad Council InSites

More Videos:

Click to Make Your 2025 Contribution to Support the MediaVillage Education Foundation

The Rise of Multi-Screen Campaigns Hinges on Measuring Conversion Across Screens -- Sophie-Charlotte Moatti

Enjoying This Commentary? There's More to Love

Sophie-Charlotte Moatti

The Ad Council, Huntsman Mental Health Foundation and Amazon Announce “The Mind Set” to Support Mental Health - Ad Council InSites

The payment was successful

Cookies