Cross-screen campaigns are an increasingly essential approach for marketers and will soon become a hygiene factor for brands targeting younger audiences, according to a new WARC report.

“Multi-screening is becoming de rigueur for people all over the world, so marketers are changing their media schedules,” says Lucy Aitken, Managing Editor, Case Studies at WARC.

One consequence of this is TV enjoying a renaissance due to its ability to amplify the effects of online video and other digital channels – and not always in the ways one might expect, the study notes.

In Cross-screen planning: Lessons from the 2018 WARC Media Awards, a sequel to WARC’s Media Strategy Report that was published in March, four winning case studies are analysed to deliver relevant advice to brands, agencies and media owners on effective cross-screen approaches to achieve maximum reach and impact.

The best cross-screen campaigns are now rather more sophisticated than simply having an ad appear on multiple screens, the report observes.

For example, many sync their mobile activity not only with their own ads but also with those of their competitors. Breeze, a Unilever-owned laundry detergent from Malaysia, had its ad on Facebook at the same time as its TV ad but also ensured it was served up when rival brands were advertising on TV.

Ads also have to take account of context, factoring in consumer behaviour as people consume more content on the go; creative executions are evolving into more bite-sized formats.

More generally, cross-screen campaigns can play an important role in uniting the branding-led and performance-led components of an integrated campaign. And by understanding the relationship between different screens and how people respond to them, marketers can improve their reach.

Second or third screens introduced into the media mix offer the potential for greater interactivity and even conversion to purchase, the study says. With more emphasis on e-commerce and social commerce, a cross-screen approach to channel planning can assist brands in achieving an ‘always on’ approach.

Finally, a cross-screen strategy for brands targeting younger audiences will become a hygiene factor. For media plans targeting younger demographics, careful consideration about what screen to lead with is required as traditional TV takes more of a back-seat role in their lives.

WARC subscribers can register for an event – Integrating Media Effectively – taking place next Tuesday in London. See more details here.

Sourced from WARC