Little screen, meet big screen

Little screen, meet big screen

Multi-screen marketing refers to the concept of catching people ‘in the moment’, displaying relevant ads across a range of different devices. Jon Mowat, of video marketing agency Hurricane Media, explains what makes it so powerful.

As digital marketing technology strides forward, it seems that innovation is constantly on the horizon. We’ve already been told that 2016 is the year of mobile video marketing, with video fast becoming the primary usage for mobile devices, with Cisco’s highly-respected Visual Networking Index predicting video to account for 82% of all consumer Internet traffic by the end of the decade.

And then there was the Augmented Reality whirlwind of Pokémon GO in the summer, which was a boon for high street traders quick to react with timely promotions.

With the growing connectivity of everyday life, marketers are able to bring together multiple devices to create seamless content delivery, and understanding how these technologies can be exploited is vital to maximising the effectiveness of your marketing strategy.

The key concept driving modern advertising is controlling the context in which content is displayed; by finding ways to present the right content to the right audience at exactly the right time, advertisers can vastly increase the chances of conversion. Multi-screen marketing opens up a whole new set of contexts in which businesses can display their brand message, but the real strength of this approach lies in bringing together several different media channels.

For example, brands can synchronise the display of TV and mobile ads through services like Audiblemagic; if a consumer’s phone detects the audio of a specific advert (even a competitor’s ad), it can automatically display complementary content.

This enhances the impact of TV advertising since mobile ads can be interacted with, and by using behind-the-scenes technology like Wywy’s SiteSync it’s even possible to alter the appearance of your website for five minutes after your TV ad runs, displaying a temporary homepage designed specifically to convert customers who’ve seen the commercial (this tactic resulted in Hyundai’s conversion rate rising from 0.7% to 3.3%).

Coupled with second-by-second analysis from OneSoon’s new Adalyser program, marketers now have a tremendous ability to adapt and analyse their campaigns across several different platforms.

This seamless ad experience can even carry over outside the home, with digital out-of-home (DOOH) signage allowing advertisers to catch audiences on the go.

Multi-screen technology has been around for a while now, but what’s driving it to become the next big thing in digital marketing is the data analysis that allows brands to identify and market to highly specific conditions.

This is what we call "moment marketing", the ability to run ads tailored to an exact circumstance - to display Manchester United merchandise after they win a big match, to advertise package holidays to Hawaii in towns where it’s been raining all day.

This impressive degree of granularity means that marketers can pick and choose the exact moments when their audience is most receptive, and reach them with tailored content.

The effectiveness of this multi-screen approach hinges entirely on a thorough understanding of your audience: all the granularity in the world won’t help if you’re trying to reach the wrong crowd.

Therefore, a successful multi-screen marketing campaign requires thorough market research to succeed: the increasing precision of these tools needs to be matched by an in-depth understanding of your audience.