Research by Nielsen last year found that two-thirds of marketers spent up to 25% of their media budget on integrated multiscreen campaigns. By 2016, 72% of respondents expected this share to increase to between 26% and 100%.

 

It is obvious that smart brands (and their media planning partners) know that something has changed in the way we live. For a campaign to achieve its potential it must mirror the way its target audience lives today – and for many of us, that means on multiple devices. We interact with different screens over the course of a day so brands that want to reach us need to have a similarly integrated approach to both planning and evaluating results.

 

Microsoft published extensive research on the subject, looking at the comparative strengths of formats: “Each device requires a different approach; for example, messaging on TV is the best way to deliver an emotional story and achieve brand building. Mobile advertising should feel like it’s adding value rather than creating an interruption for the consumer.” And the consumer response: finding that consumers are far more open to advertising on TV, computer and tablet than on gaming consoles and smart phones.

 

The potential is huge; thanks to the blanket approach we tend to have with our media consumption. We may only watch TV between 6 and 10, but our smart phone usage, while less concentrated, ticks along all day. Our laptop is used most during work hours, our tablet first thing in the morning. Media planners know that we are likely to be accessing screens throughout large parts of the day and, according to our demographic, know which screen will work best at a given time of the day.

 

The hitch with this potential, for the moment, is whether individual results can be effectively turned into the collaborative metrics that could provide much clearer campaign conclusions for brands. Individual formats can be judged but there are no, as yet, proven cross screen methods.

 

That will change rapidly over the course of the next year or so and we think that will largely come down to the simple account ID login. How many times do you login in a given day? Way too many times if you are anything like us and media space owners of all stripes think so too. There is a battle raging for the right to know what you are doing on screens, all the time. Facebook, Google, Twitter, Microsoft, Amazon (et cetera) are all desperate to be the one account ID to rule them all. The company that controls your sign in on all your screens wins. They win your data and the trust of the brands looking for cross screen results.

 

Wonder how any of this will affect you and your brand? We are always happy to chat media, so please contact us if you have questions about any of the above. In the meantime, I am off to grab some lunch. *Puts laptop on sleep, switches on smart phone*.