Modern audiences often use multiple screens to take in information, play games, watch shows and movies, and do work. In the marketing world, this has driven advertisers to meet the audience members where they are. Consequently, multi-screen targeted advertising has become an important way to connect with potential customers and spread messages.
You may not be sure if your marketing plans will work well with a multi-screen focused digital advertising approach. If you're trying to figure out where this style of advertising might fit in your plans, look at these four scenarios when messaging on multiple screens tends to work well.
The more a person registers the existence of a brand, the more they will likely internalize the imagery, products, services, and messages associated with it. If you're working on a single screen, such as advertising on traditional TV, you might not be reinforcing your brand enough.
However, the human mind tends to be curious about things it sees several times in different places. If someone sees an ad for a brand while streaming a show and then sees it the next day on Facebook, for example, they may connect the two. This may work better than just seeing the same ad in the same medium twice.
Many users simply don't use what were once the traditional screens for taking in media. If you're not connecting with them on their mobile devices, there's a good chance you're not connecting with them at all. They will almost certainly have a phone, and some will have one for work and another one for personal use. Likewise, many will have tablets, and some may use laptops.
A major benefit of the move toward the multi-screen focused advertising model is it can provide instant feedback. If you want to know how many people have viewed an ad, that's right there in the data for mobile and smart devices. Similarly, you can build profiles for users. If you want to get granular, it's often possible to identify individual users and tie them to a database of marketing information. This allows you to then target advertising toward clusters of users with similar interests in and responses to specific marketing appeals.
Different elements of a multi-screen campaign can tell different aspects of one story. This allows you to avoid creating a stale message. It also makes advertising more engaging because viewers can follow characters, themes, and developments as they see the second or third leg of a campaign within a few days.
For more information on Multi-Screen Targeted Digital Advertising, contact a specialist near you.