Half Of All Ad Campaigns Will Be Multiscreen By 2016
Multichannel
Oct. 31, 2013 –Media spend attributed to multi-screen advertising campaigns is expected to grow to 50% in the next three years, according to a study by ANA (Association of National Advertisers) and Nielsen conducted among client-side marketers, agencies and media sellers.
Multi-screen campaigns are defined as those that run during a similar timeframe across two or more screens including TV, computer, tablet, mobile phone, and digital place-based media.
Multi-screen campaigns account for approximately 20% of budgets today.
Key Findings:
IMPORTANCE
- Nearly half of respondents (48%) said they believe multi-screen advertising campaigns are very important in effectively delivering marketing messages today; The vast majority of those surveyed (88%), predict that multi-screen campaigns will be very important in three years.
MEASUREMENT ISSUES
Measurement is seen as the biggest issue for multi-screen advertising.
- The majority (71%) said they use a variety of metrics specific to individual screens, but, understandably, 73% would prefer to use just one set of metrics across all screens.
When asked what specific metrics they would like to use:
- 66% expressed the need to determine if the advertising was delivered to the desired audience – using reach, frequency, and GRPs (Gross Rating Points)
- 67% said determining whether the advertising produced the desired effect – using brand lift metrics to assess awareness, likeability, and purchase intent
Other critical multi-screen measurement elements of importance to client-side marketers, agencies and media sellers:
- Consistent methodology across media - 73%
- Real-time measures for optimization - 69%
- Ability to understand the competitive landscape - 69%
THE FUTURE OF MULTI-SCREEN CAMPAIGNS
There are other areas and opportunities for the future of multi-screen campaigns:
- In assessing changes to the importance of specific screen types to multi-screen campaigns over the next three years, respondents highlighted a shift from traditional to connected TVs, and a relative decline in PCs versus connected mobile devices (i.e. smartphones and tablets).
- There is strong interest in using video as a platform across multiple screens, and opportunity for use of video to grow.
- Branded entertainment and native advertising are expected to increase as interest in content marketing is on the rise.
About: ANA and Nielsen conducted the Integrated Multi-Screen Campaign survey online during July and August of 2013 among a total respondent sample of 274 people. This sample comprised 119 client-side marketers drawn from the ANA membership, as well as 80 media sellers and 75 agencies drawn from a proprietary Nielsen database. The respondents have an average of 17 years of experience in the industry.
Source: Nielsen, ANA AND NIELSEN STUDY REVEALS MULTI-SCREEN ADVERTISING TO RISE DRAMATICALLY, Oct. 31, 2013.
