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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