We’re all used to watching TV with our laptops out and smart phone to hand yes? We’ve all seen the ads that prompt you to befriend a brand on Facebook. Classic multi-screen marketing; one to grab your attention, one to do the thing it’s asking you to and a third to share the fact you’re doing it.
It’s an advertising tactic that’s steadily grown over the last few years and with consumer figures doubling across Europe in the last year to reach 19 million it’s a theory that’s proving to work.
But the really clever stuff is achieved when brands recognise how people really want to interact with them.
When multiscreen marketing is executed to coherently synchronise across screens simultaneously, you’re closer to achieving what the user wants.
Brands need to design content that actively shifts from one screen to another in line with user engagement. More and more people are interacting now with what is known as an ‘ecosystem of screens’. It’s no longer clever to design digital platforms that only offer the desired service on one, they need to connect, and so we need to design systems that service multiple devices, seamlessly.
Because consumers now increasingly engage with media at different touch points, in different places and on different platforms, multi-screen advertising provides brands with a solution that will allow you to reach your audience wherever they are.
With traditional broadcast being challenged and often neglected by consumers with the power of choice at their fingertips, it’s essential that brands realise this is a strategy for improving reach, frequency and effectiveness.
Go forth and multiply cross screen brands…