10 Things You Didn’t Know About Multi-Screen Advertising
In today’s media world, advertising has evolved beyond traditional TV spots. The rise of smartphones, tablets, laptops, and smart TVs has led to a new form of marketing—multi-screen advertising. This strategy allows brands to target consumers across different devices. But what exactly is multi-screen advertising, and why is it important for marketers? Here are 10 things you probably didn’t know about it.
1. Multi-Screen Advertising is More than Just TV and Smartphones
Multi-screen advertising is not just about running ads on TV and mobile devices. With more and more households streaming content, brands can now advertise on connected TV (CTV), over-the-top (OTT) platforms, and even smart TVs. This broadens reach to target viewers wherever and whenever they’re watching video content.
2. It’s Data-Driven and Highly Targeted
Multi-screen advertising uses data to target specific households. For example, brands can focus on consumers based on their behaviors, preferences, or location. This guarantees your ad gets to the right person at the right time. Data-driven ads are more effective because they deliver content that is relevant to each viewer’s interests.
3. Users Are Constantly Switching Between Devices
Consumers today are constantly hopping from one device to another. They may start watching a TV show on their living room screen, switch to their phone to check emails, and later return to their laptop to make a purchase. With multi-screen advertising, brands can capture attention during each phase of this journey, creating a seamless experience for the user.
4. It Helps Build Brand Awareness
When viewers see an ad on multiple devices, it increases their familiarity with the brand. Multi-screen advertising keeps messages in front of consumers, reinforcing the idea that the product or service is worth their attention. Repeated exposure across different platforms boosts recall, making it easier for consumers to remember the brand when they’re ready to make a decision.
5. You Can Reach a Broader Audience
By advertising on multiple devices, brands create a wider net, increasing their chances of reaching more households. Different age groups, demographics, and interests use different screens. By showing up on TV, mobile, and other digital platforms, marketers gain exposure across a wide variety of audiences. This means they’re more likely to hit their target audiences no matter where or how they consume content.
6. Multi-Screen Advertising Enhances Engagement
Reaching consumers on multiple platforms also boosts engagement. People are more likely to interact with content if they see it across several touchpoints. For example, an ad that runs on both social media and TV will have a better chance of sparking a conversation or driving traffic to your website. This higher level of interaction can lead to better campaign results and stronger customer loyalty.
7. Cross-Platform Campaigns Can Be Automated
With the right tools, marketers can automate their cross-platform campaigns, allowing them to streamline the process. Instead of manually adjusting ads for different platforms, automation software can help advertisers create and distribute content across screens. This saves time, reduces human error, and improves the overall efficiency of campaigns.
8. Multi-Screen Advertising Boosts Conversion Rates
One of the biggest benefits of multi-screen advertising is its ability to improve conversion rates. When a potential customer sees an ad on one device and then sees it again on another, they’re more likely to take action. For example, they might click on the ad from their phone after seeing it on TV. This constant reminder helps move consumers down the sales funnel faster.
9. It’s More Cost-Effective than You Think
While multi-screen advertising may sound expensive, it can be a cost-effective strategy. By reaching target audiences on multiple devices, it reduces the need to run separate campaigns on different platforms. This consolidated approach helps make the most of advertising budgets, cutting down on redundancy and promoting a broader reach without breaking the bank.
10. It Offers Real-Time Analytics
Multi-screen advertising platforms offer powerful analytics that track a campaign’s performance across multiple devices. These insights help brands understand what’s working and what needs improvement. Real-time data allows marketers to make quick adjustments to their ads, fine-tuning them for better results as a campaign progresses.
The Power of Multi-Screen Advertising in Modern Campaigns
As the digital landscape continues to evolve, advertisers are finding new ways to engage with target audiences. Multi-screen advertising has become an integral part of modern marketing strategies. By reaching potential consumers across various platforms, brands can foster a stronger connection with their audience, delivering their message at the right time and in the right format. This approach not only maximizes visibility but also increases the chances of conversion by presenting ads through different touchpoints.
The beauty of multi-screen advertising lies in its ability to engage with consumers in a way that feels natural and seamless. People are no longer confined to one screen for entertainment, shopping, or social interactions. They are bouncing between their TV, smartphones, tablets, and laptops. This creates an opportunity for brands to capture their attention multiple times and in multiple ways.
Multi-screen advertising allows brands to enhance the customer experience by meeting them where they are. The combination of linear TV ads, CTV and streaming offers a holistic marketing approach.
Why Multi-Screen Advertising Is Here to Stay
With 22 million consumers in the New York Designated Market Area (DMA)1, reaching viewers across multiple devices has become a staple in advertising strategies. The flexibility and reach of multi-screen advertising make certain that marketers don’t miss out on any consumer interaction. It empowers brands to create an omnichannel presence that speaks directly to the diverse preferences of their audience.
Gone are the days when TV was the primary screen for advertising. Today, consumers engage with content across multiple devices including smartphones, tablets, and smart TVs. By targeting these multiple touchpoints, brands don’t just advertise—they engage, interact, and convert.
Moreover, advertisers have the advantage of leveraging real-time analytics and data-driven insights to enhance their campaigns. These insights help marketers understand how their ads are performing on each platform and offer the opportunity to adjust campaigns in real time. Campaign optimization becomes easier and more effective, allowing brands to allocate resources where they have the most impact.
How NY Interconnect Enhances Your Advertising Strategy
At NY Interconnect, we know how important it is for brands to connect with their audience across multiple screens. We’ve been at the forefront of TV media buying for over three decades, and our cross-screen advertising solutions allow advertisers to target audiences with pinpoint accuracy across the New York market. Our platform integrates linear TV, CTV, and addressable advertising, making it easier than ever to create cohesive campaigns that span across all screens.
With our data-driven approach, marketers can leverage advanced audience segmentation to make sure their ads are seen by the right people at the right time. We help optimize every part of the advertising strategy by offering real-time campaign analytics. This allows for adjustments to be made instantly, maximizing the return on your investment.
Our team of experts is here to help you navigate the ever-evolving landscape of multi-screen advertising. From the initial strategy to execution and optimization, we are with you every step of the way, making sure your brand’s message is heard across all the right channels.
Ready to take your advertising to the next level? Reach out to us to explore how our multi-screen solutions can work for you. Let us help you craft a campaign that engages your audience wherever they are.
Source: 1. Claritas 360, 2024