The Power Of A Multi-Screen Approach


Last year, we published an article on the importance of utilizing a multi-screen approach to building your brand and increasing awareness. It explored how a person could begin shopping for something on their smartphone and eventually (as most consumers did) switching to a laptop to complete their order or continue shopping. You want your presence to be transferable across each platform.

Our society has become so inundated with technology that our multitasking can be second nature and difficult to detect. While watching television, most of us are toying around with our smartphone or iPad at the same time. Just last night, I was watching NFL football, listening to a podcast from my phone, and writing a short story on my computer.  Now that I think about it, that short story probably didn’t have very focused structure. That’s what second drafts are for, I suppose. The point is that I’m not alone. Consumers are constantly multitasking between all the screens in their lives, which is why it’s important for a brand to be firing on all cylinders by reaching all possible platforms.

This year, marketers are craving common metrics to measure the effectiveness of  a multi-screen reach. According to a new study, 7 out of 10 marketers are not measuring this approach in an integrated manner, which means that each platform is being examined in an isolated setting. This is a problem because it ignores the combined effect that each component brings to the table of sharing a brand’s message. Developers are currently working on establishing a common, universal measurement of metrics to fully understand the effectiveness of a multi-screen approach.

So what are ways of fully optimizing the multi-screen approach? SMG’s Richard Hocking says that a 30-second TV commercial can serve as a preview to a larger experience. “The traditional 30-second TV spot is the trailer for a  much more engaging experience across other screens. It’s what connects all the others together. When you layer on additional video screens, the results are really impressive indeed.” Engaging viewers with an interesting concept or presentation and then inviting them to continue the experience on their phone, computer or iPad can bring really great results. It’s the curiosity bug that many brands are taking advantage of. Who can resist the allure of “press this button and see what happens?” The challenge is to create a strong enough impression within thirty seconds, but restrain enough to employ a sense of mystery and excitement. Companies should put together some of their best minds from marketing and sales to brainstorm all the ways this could be achieved.

Developers are also working to make the multiscreen experience less indirect. At Samsung’s Dev Con this year, the Multiscreen SDK (Software Development Kit) was unveiled. It will allow the content from your phone to be played on your television immediately. The app is similar to Chromecast, but allows a device to detect other compatible devices to which it can transmit content. Technology such as this will make it easier to integrate the multi-screen reach.

Though tracking metrics of multi-screen approaches can be difficult, the data analytics provided by Mainstream Data allow a company to see what kind of device each view is coming from and through which venue the consume was able to view that content. This will make tracking the success of a company’s multi-screen technique much easier.

The message is clear that utilizing a multi-screen approach is not something can be avoided in this day and age. It’s rare for somebody to not be on at least two devices at the same time and if a brand wants to build it image and resonate with customers, a strong, platform-spanning marketing strategy is a must.