United Internet Media: Multi-screen storytelling: Sky Deutschland

This paper by United Internet Media examines multi-screen storytelling from Sky, which, the researchers contend, enables the definition of the sequence of devices or ads within a digital campaign.
  • The technique involves addressing a single person in a certain, predefined order, and transporting ad messages in a more emotional way in form of a storyline by a specific order of creations.
  • Included is best practices for storytelling across campaign steps, within ads, and how to increase ad recall with each further campaign step.
  • The shopping cart increased with every campaign step; the number of multi-screen contacts increased the share of shopping cart, as well as an increased awareness of the brand despite a high base level....

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