Multiscreen media consumption is happening across audiences and markets. It brings with it challenges for brands in how they manage media planning, as consumers have adopted new technologies much faster than research methodologies have evolved. Choosing the right approach to measure the basics, along with embracing the engagement that these platforms offer, will help advertisers deliver well rounded and effective communication.
Multiscreen planning is defined as the practice whereby more than one screen is used in a campaign. This can span on and offline media channels, such as television and digital. It also applies to the use of more than one digital connected device such as mobile and desktop.
1. Advertisers tend to overvalue digital screen media
A 2018 study conducted by marketing and media consultancy Ebiquity concluded that there is a disconnect between the scale of investment in online media and the actual value it delivers. They found that advertisers tend to overrate the value of online video and paid social versus what they are proven to deliver. The analysis used the attributes advertisers look for in a media channel – targeting, ROI, positive emotional response, brand salience and reach – and evaluated the evidence of each medium’s delivery against them. Online video and social media ranked ninth and seventh respectively whereas advertisers perceived them as second and third, behind TV.