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