More multiscreen advertising campaigns are on the way.
In three years, about half of all media campaigns are expected to be multiscreen campaigns, according to a study from the Association
of National Advertisers and Nielsen. Multiscreen is defined as two or more screens -- TV, computer, tablet, mobile phone and digital place-based media -- running in a similar time frame.
Estimates are that only 20% of current ad campaigns are multiscreen campaigns.
The biggest issue -- and perhaps confusion -- over multiscreen campaigns is measurement. While 71% said they
currently use a variety of metrics that are specific to individual screens, 73% said they would prefer to use just one set of metrics across all screens.
What should those metrics do?
Sixty-six percent of media executives from clients to agencies to sellers want to know if advertising was delivered to the desired audience -- using reach, frequency and GRPs, per the study.
Another 67% want to know if the advertising produced the desired effect, using brand lift metrics of awareness, likeability and purchase intent.
Right now, 71% of those surveyed said they
are not currently managing multiscreen campaigns in a fully integrated manner -- managing their individual media platforms separately.
The online survey was conducted during July and August
of 2013 and was comprised of 274 people -- 119 client-side marketers, 80 media sellers and 75 agency executives. The executives averaged 17 years of experience.