Mobile Campaigns

Supercharge Your Mobile Campaign With Cross-screening

Nine in ten Australians reach for a mobile device to access the internet- but mobile on it’s own isn’t the only touchpoint brands have for connecting. Context brings about an entirely different opportunity- where the amount of mobile use is just as important as where mobile is being used. Now that more consumers are picking up a mobile device as they watch tv, opportunities for cross-screening are quickly on the rise.

Taking advantage of true cross-screening capabilities means matching up a brand’s technology to all the devices consumers are using. In some cases, it can mean supplementing a TV ad with a complimentary mobile ad. It works like this: Although seeing an ad on tv can increase a craving for a certain food, seeing it both on TV and mobile at the same time can double up the impact. For marketers who want to understand this type of advertising and use it to supercharge their mobile campaign, timeliness and location data play a large part. Cross-screening is a dynamic opportunity, but it doesn’t have to be complicated. We’ve outlined the flow of how you can make it work in your pre-existing campaign.

Timing creates opportunity

A consumer watching a TV ad is choosing to do so at that specific moment. The impact of that moment multiplies when a similar ad also appears on mobile at the exact same time. While many TV viewers turn to mobile to fill time during the ad breaks, mobile usage represents an opportunity with this break in focus. This opportunity comes down to timing, and brands must master it to serve up native ads on mobile without a disruptive viewing experience. And while consumers love to interact, engagement shouldn’t be forced. Mobile ads geared to sync with what’s being catered to TV shouldn’t require consumers to take action. One option, TV sync, uses synchronised programmatic ad tech, where mobile complements TV, and reach/engagement can actually be measured more effectively.

Where traditional methods of repurposing TV content for digital was normal, today’s consumer needs all pieces of advertising to work together from the start. While creating incentive for consumers to patron a store helps your initiative, sending the message that they should visit right now is compelling. Interesting, relevant ads are critical, but timing separates the potentially lucrative from the sure thing.

Opportunities leverage location data

To maximise cross-screen marketing campaigns in real time, location data is key. Proper usage of this type of data allows marketers to reach consumers when in close enough proximity to the TV, in moments of sync. This way, marketers can understand when to deliver what ad, and via location-based data, ensure someone is there to view it. By considering the data, brands can serve up smartphone ads tailored to audience profiles of your campaign, and do so in real-time. This type of mobile campaign can also utilise conquesting, so that brands are able to serve up mobile ads after their competitors ads are featured on TV.

In contrast, brands can use cross-screen initiatives to conquest competitors TVCs, by delivering mobile ads to consumers who’ve just seen a competitor’s ad. Unfortunately, just as easily as brands can conquest their competitors, their competitors may already be conquesting them. Marketers should look to optimise their mobile campaign by implementing data-driven preventative measures, and engage the right audiences with the right message.

Relevancy creates familiarity

As mobile campaigns become more automated, companies must understand the importance of relevant ads. While TV ads can’t be personalised to fit whomever is ‘in the room,’ they can be either ignored or watched. As for the consumers who chose to watch the ads, mobile marketers can complement that ad, and add a sense of familiarity by presenting the same brand experience on an additional screen. By serving up the same brand message on TV to consumers’ mobile devices, the mobile ads feel relevant, and leave a stronger impact.

A Forrester study found that 75% of consumers reacted negatively when brand experiences differed between mobile devices and computers, with 10% even abandoning the interaction due to the inconsistencies. The moment consumers connect with an ad across two different screens, the higher the likelihood of cross-screen opportunities. While privacy concerns can keep some consumers from receiving a brand’s mobile ad, the ones who are open to participating are open to it on every screen. By placing the right message on the right screen, measuring results across the marketing funnel, and being upfront about consumers’ privacy, marketers can further their brand’s mobile campaigns by leveraging cross-screen opportunities. This type of omnichannel approach puts the customer at the center of the strategy, and opens up the space for more unique mobile campaigns as ad technology increases.

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