Wednesday, September 25, 2013

How to Make Multi-Screen Campaigns More Interesting

Today, 71% of consumers view content on more than two screens daily.  As this number and trend begins to grow, we must consider how multi-screen campaigns can be more engaging and integrated. 

During Ad Week, Microsoft and MediaVest presented case studies demonstrating successful multi-screen campaigns in a “How to Make Multi-Screen Campaigns More Interesting” keynote.   Below outlines the 3 areas consistent in each case study:
·         Content Strategy
o   From a brand and business perspective, define the story we want to tell
o   The content cannot be static: it must adapt based on engagement wear out and composting evolution
o   All content is not created equal:  we cannot simply take creative from one channel and apply it to the next
§  Each platform has a specific purpose and expectation from the consumer
·         Consumer Journey
o   The customer context must shape the message from the above content
§  Where are your customers?
§  What do they need?
§  What is their mind frame while on multiple platforms?
o   Physically map out the customer experience to identify which screens and platforms belong in your plan
§  If your target is not active on a specific platform there is no need to be there
§  Map out when the target is on these platforms for a dayparting strategy
·         Possibly different channels at different times
·         Or “multi-tasking”/co-viewing while being on multiple screens at a time
·         Culture (of the teams involved)
o   Define the team involved with the campaign process
§  Agree on key decision makers and assign each team a task (data should always be a part of this discussion)
·         Includes agency partners and internal
o   Align on overall marketing goals
§  Define the perception change/business goals
§  Then define the KPIs
·         Do not confuse KPIs and overall goals
§  Ensure data collection and reporting is identified in the upfront
o   Invest in supporting this lasting cultural change and shift to multi-screen marketing

§  Sometimes TV will be the most important screen, but today it can also be others 

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