Where is your campaign running? The term “multiscreen campaign” can mean different things to different people. Be sure to get specifics about where your campaign will run -- on tablets, desktop and phones? On mobile Web sites? What about in-app? Will your ad be running on iOS, Android or both? Users engage differently with each device and format, so be sure that you are purchasing inventory that meets your campaign goals.
Does your creative translate across devices? We all know that building multiple versions of a creative execution is a headache, but it's 100% necessary to ensure that important verbiage isn’t crammed into a 320 X 50 ad. You also want to be sure your ad “behaves” properly in a mobile environment, responding to swipes and taps versus clicks. And of course, we want to be certain we have maximized the larger real estate of an interactive, full-screen tablet ad. And don’t forget that up to 10% of desktop traffic is actually viewed on mobile devices. Is your creative set up to support HTML5 dynamically? It would be smart to make sure it is!
How will you collect and compare performance data? Don’t let data be an afterthought.Third-party reporting tools for desktop are standard-issue. We are all comfortable with the various ad servers, trackers and metrics available. Publishers and networks track and report on performance differently, especially in mobile. Comparing performance across multiple placements, creative executions, platforms and formats is challenging. Be sure that you are prepared to take that challenge head on.
Even with all of these challenges, multiscreen marketing will be extremely valuable if you approach it in the right way, and it is becoming more accessible. Recognize that mobile has its own set of rules, but it is not in a vacuum; it is still part of the larger marketing initiative. So define your goals for your campaign, and determine how those goals fit into the bigger picture.
Ultimately, we as a community are learning as we go. As we test tools and strategies, we will learn the most effective methods, standards will continue to firm up and adoption will grow. Cautious optimism is always recommended when embarking on a new initiative. Cross-screen marketing has the potential to drive real results -- so don’t be daunted by the complexity and the challenges. Rather, arm yourself with information, invest the time and attention to continuous monitoring and help take cross-screen from a buzzword to a tried-and-true marketing strategy.