• by Bruce Falck , Op-Ed Contributor, September 14, 2015

We all know video consumption is on the rise. But while 95% of American households own a TV, one thing is abundantly clear: prime time is quickly becoming a thing of the past.

Viewers are no longer gathering in the living room every Thursday for the “must-see TV” line-up. Instead, they’re turning to tablets and mobile phones to watch programs on-demand and stream the latest episode of shows like “Game of Thrones.”

All this growth is catching up. According to Nielsen, the number of mobile video viewers in the U.S. is expected to reach 116.9 million by 2017.

As a result, there are new challenges for advertisers that have depended solely on TV ads to reach their audience. Unfortunately, TV ads alone are no longer cutting it.

Once advertisers have reached 60%-70% of their audiences, they often reach a point of diminishing returns on their TV buy, per Nielsen. To target the remaining 30%-40%, they must spend more money to reach fewer people.

While TV still offers the broadest reach for advertisers, mobile video is becoming an integral part of how they connect, engage and convert customers.

Bottom line? In this multiscreen world, there is no one-device-fits-all approach. With that in mind, here are five tips on creating a solid cross-screen strategy that will connect fragmented audiences.

1  Use mobile video to complement TV ad buys.

TV alone is no longer the most effective way to reach your audience. When deciding how to spend your ad dollars, be sure to make room for both mobile and TV ads. Nielsen’s research indicates that mobile ads can easily increase a marketer’s targeted reach by as much as 12.7%, while reducing the cost per target rating point (TRP) by as much as 13.7% (CPG targeting females 25-54).

2  Customize your ads for each device.

Make sure your ad creative is diverse. While a 30-second video slot might be suitable for consumers streaming online video content, mobile ads offer the opportunity to reach consumers via proximity. Various ad formats offer distinct opportunities for engagement, and tailoring your ad content will help you get the most out of your ad dollars.

3  Revisit your KPIs.

With consumers watching video content on a variety of devices, revisiting your KPIs is crucial. Keep in mind performance and metrics vary from TV to desktop and even mobile.While completion rates might be an effective form of measurement for pre-roll video ads, comScore suggests mobile ads perform better on late-stage metrics, such as likelihood to recommend and purchase intent.

4  Targeting is key.

To effectively reach and engage your audience, make sure your campaign includes audience targeting. Whether you’re reaching specific segments based on demographics, past activity and viewing behavior, or by device or carrier, targeting helps you reach the right consumers at the right time.

5  Focus on implementation and frequency.

While buying the right ad space for your target audience is important, the buy side is only half the battle. Make sure you’re also monitoring the implementation and frequency of your ad campaigns. Ensuring your ads aren’t playing too frequently / infrequently across devices ensures end-user enjoyment and positive brand engagement.

While the uptick in digital video consumption means more opportunities for brands to engage with consumers, it also means advertisers need to make the shift to cross-screen. To navigate this fragmented audience, it’s crucial brands adopt a targeted approach that ensures maximum engagement and strategy.