Many marketers are already investing plenty of dollars in multi-screen campaigns as they follow consumer behavior, but now they want to better quantify the results. The current rush to develop content marketing campaigns is also driving the desire for better measurement, the report found.
“Marketers risk missing consumers for broad chunks of time if they cannot push content to a digital device,” the report said. “eMarketer estimates that for 2014, those with access to the mobile internet will spend, on average, 2 hours 14 minutes on a smartphone, 2 hours 43 minutes on a tablet, and 2 hours 39 minutes on a desktop."
Better cross-screen measurement can illuminate which aspects of a campaign work best and whether brands are effectively moving consumers through the “customer journey.”
Nielsen agency solutions EVP David Hohman said in an interview with Beet.TV that one of the big areas for marketing this year lies in attribution. Brands want to analyze the impact of a campaign across screens and measure on which device they’re connecting with their audiences and driving the desired reaction, he has said.
That sort of measurement can help marketers deliver the right message on the right device, since screens can be effective in different ways. Some are better at awareness, some at intent and some at purchase.