single screen. According to Forrester Research, 18% of tablet owners connect their tablets to their TVs3. By the end of 2015, DisplaySearch forecasts that over half a billion connected televisions will have shipped to consumers4. And finally, a report from Ericsson found that 35% of iPhone and Android users admit to using non-voice applications before they even get out of bed in the morning5. The popularity of the multi-screen experience is poised to dramatically change content consumption habits, with far reaching implications for marketers as well as Telco-Media companies.
In the table below, we have analyzed the key features of multi-screens, across various consumer experience characteristics.
According to research by Microsoft on the behavior and attitudes of multi-screen consumers, adults aged 18 to 34 find more value in multi-screen experiences than adults in the 35 to 64 age range10. Multi-screens enhance the content consumption experience for this younger market segment. Naturally, a younger generation that can afford multiple, connected devices and is actively engaged on social networks is a desirable advertising target.
The advance of technology has blurred the line between content and commercialization. This has led to a growth in consumer acceptance of advertising and marketing programs; as long as it is done well. For instance, multi-screen consumers are often willing to share their personal information to ensure they get more relevant coupons, deals and offers.
Implications for Multi-Screen Advertising
As today’s consumers demand pervasive connectivity and accessibility, it is imperative for marketers to integrate a multi-screen strategy into their plans. Success will yield the following benefits:
- Increased brand awareness creating a competitive edge in the market. A study conducted in Nielsen Media Labs proved that for groups that saw a specific ad across multiple screens - TV, PC, smartphone and tablet - the brand recall jumped dramatically to 74%, versus 50% for TV only11.
- Influence the consumer’s brand association and buying behavior by constantly engaging them with meaningful dialogue and branded experiences. For instance, media buys should target the second screen that consumers use to search and shop during commercial breaks. Marketers, along with publishers, agencies and networks, should provide timely and compelling consumer experiences for specific mediums, at a specific consumer touch point.
- Drive the purchase intent as 78% of multi-screeners choose highervalued products or services as a result of digital media versus 66% of non-multi-screeners according to one study12.
Smart marketers understand that consumers have begun to control brands. In this scenario, it is wise to listen to consumers while gently persuading them every now and then. Telco-Media companies can play a key role in driving multi-screen conversations with consumers. In the process, multi-screen advertising can generate enormous benefits for Telco-Media companies in the form of new revenue streams and strong competitive differentiation.
Leveraging the Multi-Screen Advertising Opportunity
Campaign planning and management in the new and complex digital media ecosystem can pose a critical challenge for brand marketers and agencies. Marketers need to understand how their brands can stay ahead of the curve by effectively building multi-touch cross-media campaigns. With their vast subscriber reach and access to subscriber data, Telco- Media companies can help marketers navigate the changing dynamics of a multi-screen world. This section presents the key elements of building effective multi-screen advertising strategies. These include:
- Multi-Screen Touchpoint Identification
- Ad Targeting
- Ad Innovations
- Ad Delivery
- Privacy Protection
Each of these elements is explored in greater detail in the following sections.
I. Multi-Screen Touchpoint Identification
Marketers need to understand the perceptions and usage patterns of multi-screens in order to optimize spend allocation. Typically, marketers focus brand planning efforts and investment on the medium that has mass reach – most often, TV. Even in cases where they pick both TV and online video, the focus is often skewed heavily in favor of TV. However, marketers must recognize the amplifying effect of the online medium. Those who watch online ads tend to research the product further, discuss it with friends, and end up transacting.
With multi-screens gaining popularity, marketers need to provide a unified experience across screens. Multi-screen consumers are more likely to make a purchase after viewing an ad if it provides a unified experience. For example, Reebok as part of their multi-platform approach experienced a 131% lift in brand response conversions after extending its video creative across all digital screens - PCs, mobile phones and tablets - to promote a specific product line13 .
Telco-Media companies can leverage their access to consumer homes and devices to deliver data-driven insights on multi-screen consumer behavior. These include insights on time of use, device preference by type of activity, and patterns in media consumption by customer segment. These insights can serve as the foundation for building unified cross-screen advertising strategies.
II. Ad Targeting
To create high-impact multi-screen campaigns, marketers need to align multi-screen ads with their desired market, just as they do for TV ads. Relevant and personalized communication that complements the user experience will increase multi-screen ad effectiveness. This requires marketers to expand their targeting capabilities to address the digital medium. Marketers should go beyond demographic profiling and target users based on specific interests and behavioral patterns. For example, social graph targeting can help marketers target users based on their social network footprint including interests and connections. Users can also be targeted based on content, keywords and hash tags, shared on social networks.
With the growth in content consumption on mobile devices, Telcos can help marketers reach the right customer at the right time based on their knowledge of customer location data. In addition, new media companies such as social networking service providers can dramatically increase the impact of multi-screen ad campaigns with their understanding of consumers’ social networking usage behavior. Together, media companies and telecom service providers can add enormous value in the delivery of targeted ads.
III. Ad Innovations
In the midst of ad blockers and opt-in features, consumers prefer advertising formats that are personal, contextually relevant and enable real-time interactions in fulfilling their needs. To be effective, marketers need to make sure ad content and messages are relevant to the consumer who sees it. The proliferation of 4G mobile networks and an all-IP world provides wider scope for ad innovations, such as those indicated in below. In-page executions, pre and mid rolls, mobile video ads and overlays, in-app ads and campaigns with a clearly defined call for action are a few of the formats attracting major video ad spends. To appeal to multi-screen users, ads need to be interactive and searchable, with actionable items across medium or devices such as ratings, reviews and recommendations. In order to generate high click-through rates and better conversions, marketers are opting for rich media ads that use html-enhanced banners, sophisticated animation, audio and video to create compelling experiences. Marketers need to simultaneously ensure that such formats are non-intrusive to the user.
While an all-IP network allows Telco-Media companies to offer new content-based services, it can also help marketers deliver ad innovations.
IV. Ad Delivery
The Digital World has spawned new systems of ad delivery. Systems such as ad networks can increase marketing ROI by providing more efficient pricing and increased audience reach. Demand Side Platforms (DSPs) can help further streamline the ad delivery process by optimizing ad placement in real-time across multiple inventory sources. Telco-Media companies should embrace these systems in order to help marketers build more effective digital marketing campaigns.
V. Privacy Protection
All stakeholders involved in multi-screen ad delivery need to proactively address users’ privacy concerns and commit themselves to protecting consumer data. This is a key to helping consumers overcome privacy fears, and will in turn be instrumental in driving the success of multiscreen advertising in the long term.
A Proposed Path to Building Multi-Screen Advertising Campaigns
In this section, we present a framework for a multi-screen ad platform that allows Telco-Media companies to help marketers deliver targeted, personalized ads. The platform enables Telco-Media companies to understand whom they are reaching with their non-addressable primary screen, mainly television, while strategically controlling reach and frequency with addressable digital media. The core components of the framework include:
Integrated Inventory Management. The proposed ad platform provides increased accuracy and visibility across a set of complex, overlapping products. The platform also offers a workflow management system that organizes communication from ad sales to ad traffickers and enables them to schedule campaigns seamlessly.
Multi-Screen Ad Innovations
- Personalized Ads
- Video Ads
- Search Driven Ads
- Ads with Calls for Action (purchase or free trial or clickto- call)
- Rich Media Innovations
- Movie Trailer Promos
Integrated Ad Management - The platform is enhanced with a dynamic ad engine that enables real-time decisions and directs relevant advertising and content to customers by mapping content with customer data. The platform offers anonymous digital consumer targeting databases reaching a national audience. In addition, it provides digital advertising technology to reach video audiences at a national scale, with repurposed TV or other creative.
Integrated Analytics - The platform offers an advanced algorithm for optimization that evaluates ad performance in near real-time with complex business rules and prioritizes communication and creative packaging.
Single Dashboard - The platform provides a single dashboard for campaign management. The dashboard helps marketers take appropriate action and innovate with new formats and positions to provide a unified experience to consumers. The benefits of a multi-screen ad platform include:
- Rich profiling of consumers to enable precise consumer targeting
- Unified experience to the end consumer to increase brand recall
- High levels of brand interaction that increase the brand loyalty index
- Increased ROI metrics and flexibility to experiment with campaign variables as part of optimization efforts
- Strong influence over the purchase intent and attribute weighting of the medium and channel that yields better conversions