As EGC has planned for the upcoming Long Island Digital Summit, we made a point to have a breakout session specifically devoted to the multi-screen experience. For our ad agency, this is one of the most important topics in marketing planning, yet only few brands and companies get it right.
Google recently published a study noting that 90% of our media consumption occurs in front of a screen. The study also pointed out that consumption is cross-platform; consumers will begin a task on one device and then complete it on another device. The Google study notes: "TV no longer commands our full attention. In a typical day, 77% of viewers use another device while they are watching TV. Because of this, a business's TV strategy should be closely aligned and integrated with the marketing strategies for digital devices."
While researching and thinking about the best multi-screen experiences, a planner has to take key considerations into account.
- Know your end user's path. Each end user multi-tasks in a different way. I tend to use my iPhone from 6am-8am, my laptop from 9am-5pm, and TV and iPad between 7-9pm. Then it’s back to my laptop from 9pm onward. I definitely fit within a segment, but my path is different than those of others. You can and should discover your customer's path and screen habits through online research and user studies.
- Time of day and dayparting is critical. TV plays a big role as the catalyst in telling your story and getting activities started. For example, a good TV campaign should prompt users to search for you on their tablets, and share what you had to say across all of their social media platforms, making it critical that your search campaigns are optimized accordingly.
- Give a reason for users to use other devices. That reason should be more than a Facebook logo on a TV spot. Your brand hopefully has a purpose, the creative is engaging, and you can therefore prompt a user to have a conversation or take an action.
Planners need to take this converging into account for proper planning. It's not about having a mobile plan that shares your TV creative; it's about creating a campaign that takes your end user’s path at its center.
Written by Nicole Larrauri, Managing Partner