NEW YORK: Marketers are responding to the rise of dual- or multiscreening among consumers by allocating an increased proportion of their media budgets to "multiscreen advertising", a new survey has suggested.

A report from the Association of National Advertisers (ANA) and Nielsen, based on a on a survey of 274 client-side marketers, media sellers and agency executives.

It found that 20% of media budgets were currently earmarked for multiscreen campaigns, defined as those running during a similar time frame across two or more screens, including TV, computer, tablet, mobile phone and digital place-based media. Within three years it expected this proportion to reach 50%.

Even though there was a clear consensus among respondents about the direction the industry was taking – 88% agreed that multiscreen campaigns would be very important in three years – a significant percentage (71%) admitted that they had not yet taken an integrated approach to managing such campaigns.

One of the biggest hurdles to achieving the integrated management of multiscreen campaigns, however, remains the difficulty of properly measuring and comparing the different channels being used.

This point was emphasised by Bill Duggan, group executive VP of the ANA. "Measurement is the biggest issue that will influence the rate of growth for multiscreen advertising," he said in a statement reported by Ad Exchanger.

"The industry needs to adopt measures that are consistent, comparable and combinable across screens to provide a complete picture of a campaign's effectiveness," he added.

The survey found widespread agreement with these sentiments as 71% of respondents indicated they currently used a variety of metrics which were particular to individual screens. But almost three-quarters (73%) said they would prefer to use just one set of metrics across all screens and the same figure wanted consistent methodologies to be used across media.

When asked about specific metrics, two-thirds said they would like to use reach, frequency and GRPs to be sure their advertising was reaching the target audience. A similar proportion said they wanted to be able to use brand-lift metrics to assess awareness, likeability and purchase intent.

Survey respondents also highlighted other factors that they regarded as important in achieving integrated measurement of a multiscreen campaign, with 69% mentioning both real-time measures for optimisation and the ability to understand the competitive landscape.

Data sourced from Ad Exchanger; additional content by Warc staff