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. Clarity on objectives and audience will aid smart multiscreen planning
The best balance between ‘mass impact’ and ‘targeted’ video channels depends on campaign objectives. Choices will be different if the objective is to make a new proposition famous versus driving sales during a promotional period among top prospects. ‘Video Neutral Planning’ can help optimise reach with the most important segments of the target audience and thus maximise campaign outcomes. Key is to understand the scale of each media channel and how much it costs, how video channels combine to generate reach, the impact per point of reach and segments of the target audience each channel performs against.