The way of advertising and marketing had changed the entire online marketing ecosystem. Cross-screen is one of the options for marketers and publishers to promote their services. The Cross-Screen Measurement has no straight definitions, and it usually means promoting on various channels and the analysis of the viewer behavior towards the campaigns you are running and some cookie-based methods.
The targeting becomes expanded with the new ways for both marketers and publishers to reach the consumers. There are many ways the enables the marketers to target the ads towards the customers.
People are using the multiple screens viewing as the usage of mobile devices has increased rapidly since a year.
Table of Contents
- How can you know that your Marketing can withstand the Cross Screen capability?
- Measurement of cross-screen and its impact
- Here are some of the things that are used in measuring the cross-screen marketing and advertising
- Here are some five things that can help advertisers to go with cross –screen advertising
- Guide to Cross-Screen to Cross-Media Measurement
How can you know that your Marketing can withstand the Cross Screen capability?
Identify from the Device Level:
You need to start from your device not from your browser as it depends upon the multiple identifications and doesn’t just rely simply on cookies. You need to ingest the multiple identifiers from the customers in reconcile back.
You need to understand the linking between the devices and unlock the true potential online. The linking must utilize the highly developed algorithms.
Measurement of cross-screen and its impact
There are four paths of multi-screening behavior was going which differentiated based on the content gazing, multitasking, information, discovery, connection, and sharing.
Basing on these above four pathways, the cross-screening is targeting. Consumers are relating to each device in different ways while consuming the content online. So, marketers and advertisers are targeting the different ways basing on the consumer viewing activity and the behavioral targeting with the cross-screen approach.
It is a challenge for the marketers to get the gaze from the customers in their moment of distraction, which means people used to check emails while they get distracted in work. So, the marketers must catch the attention of the consumers across the multiple devices.
For advertisers, cross-screen measurement is essential than buying the media to maintain the effective KPIs.
The cross-platform KPIs varies from platform to platform basing on the strategy that was built specifically for the cross-screen advertising.
There are no standard industry KPIs for the cross-screen marketing and advertising. It varies from the advertisers, products and the services.
Here are some of the things that are used in measuring the cross-screen marketing and advertising
There are some viewing platforms and many options for the content providers. KPIs are something that is targeted based on the audience behavior towards purchasing or choosing the services just like the influence metric.
It also embraces the disturbance that is occurred in the cross-platform content consumption. It indicates the relevant conversations reported on specific platforms that drive the revenue. These are some new metrics they are going to get customized the deliverables using the secondary guarantee.
When it comes to mobile viewers, the viewing habits changes, and 90 percent of viewers are using a smartphone while watching television to get more and more information about what they are watching on television. The usage of multi-screen viewing was significantly increased these days with cheaper data plans and affordable smart devices.
Measurement is basing on the fragmentation of audience; The audience can be segregated based on the GRP Currency and ratings, impressions, etc.
Mobile devices had already proved its power in both marketing and advertising. When it comes to cross-screen advertising, Advertisers used to target things like ad format, messaging to serve the customer needs as well as to sell the product or services to the customers in a precise way. Marketers have to understand the present scenario to cope up with the cross-screen targeting across multiple devices.
Here are some five things that can help advertisers to go with cross –screen advertising
Advertiser will have great opportunity to meet millions of people with their products and services using the cross-screen advertising. With the selection of right targeting options, you can reach your targeted audience before you start your campaign. You can match the same customer on different platforms.
2.Choosing the right Screen with good Message
Every advertiser thinks an idea for an individual screen for suppose TV and brainstorm for the rest of screens like Mobile, tablets, laptops, etc. all these formats need be worked together to chase the cross-screen advertising. There are several opportunities to meet the consumers with cross-screen advertising.
You need to have your definition for cross-screen while you are using for your business. The scaling will need for your business. If you are not able to achieve the right scaling to integrate into your campaign, you are more likely to lose a chance to meet the customer.
Don’t just throw the things on customers for the sake of your promotion or marketing. Know your audience and at what time they are active on social media. So that you can build good loyalty and trust from the customers that can, in turn, build you strong, loyal customer base for your company.
• Cross-screen marketing is exactly with the marketers who like to get more priority for their online business.
• The cross-screen marketing is nothing but reaching the customers across all devices.
• There is a tremendous increase in usage of multiple devices while watching the content.
• That means people who are watching TV are also watching their tablet or smartphone.
• Some people are watching two different programs using two different screens parallel. As a result, the cross-screen marketing got more priority today.
• Cross-screen marketing goes on content first approach and marketers can think beyond the mobile and prioritize the specific platforms.
• Marketers need to understand the current position of the cross-screen digital marketing and advertising ecosystem.
• They can gain a better understanding of challenges faced by the marketers that deploy the cross-screen campaigns.
Finally, follow these above suggestions and know more information about cross-screen marketing and advertising.
Guide to Cross-Screen to Cross-Media Measurement
What is cross-screen? The ever changing segment of advanced technologies has been able to offer various options for the publishers/marketers to promote their product/service.One of the advancements in the promotion includes cross-screen. Guide to Cross-Screen to Cross-Media Measurement is explained here. What is cross screen capability – though there is no clear definition (even from reliable sources like Wiki), the technical word ‘cross screen’ in general include some or many of the following:
• Using various channels like display, mobile, in-app .
• Analysis of the viewer’s behaviour in regard to the ad campaign by the marketer.
• Cookie-only based methods (though they are considered as extremely limited and often inaccurate).
Cross-screen is meaningful connections between a marketer,his many devices & audience data and engagement of the same with the end users of the marketer. Cross screen to be more effective has some pre-requisites:
1) Persistent ID & ID reconciliation:
Identification of the device is the base layer that enables all other capabilities.The identification has to be persistent, accurate, non-invasive and anoymized.
2) Date management:
As massive amounts of data is ingested, there has to be an appropriate platform (including multiple APIs) to enable the targeted audience to view the content across various platforms.
3) Cross-screen association:
Association is the link between devices that unlocks the true potential in the viewer and hence is treated as the bread and butter of the cross-screen technology.
What is Cross Media? It is nothing but measuring audiences of TV & online.It is considered as the best option to find the actual viewers of content on all platforms.As the marketer adopts a strategy to promote his content across various platforms, it is equally important to measure (accurately, constantly) the response of his content across different media. For monitoring the cross media there are apps that can measure the approaches across different media channels like:
• TV across platforms
• TV and radio
• TV and other online audiences
As cross media measurement is important, there are technologies/apps that enable the broadcasters & pay TV operators to:
i) Understand the total number of viewers across TV & other online platforms.
ii) Consolidate the value engaged across platforms.
iii) Sell customized media packages to target audience covering all platforms.
Cross-Screen Measurement Trends:
Now that there is enormous awareness is cropping up among the marketers, the cross-screen measurement is going viral. There are majorly two companies offering cross screen measurement and they are Neilson & Comscore (merging with Rentrak).Both adopt different ways to measure the cross screen campaigns.While Neilson is panel based Rentrak is set top box data based. The latest trends in cross screen measurement can be:
• To leverage TV data online
• Targeting by genre of TV viewership.
• Targeting by customers (cartons for grownups, golf enthusiasts).
• Targeting by network & custom segments.
The future trends in cross screen measurement can expect to see the beginning of the next of programmatic evolution.Adoption, as well as programmatic, will also increase and reach a new level of sophistication. Consumers will be delighted to have the online experience with content across a number of devices simultaneously.Automated cross-screen campaigns have already become the norm. Ads need to work across a variety of screens.
As measurement (of customer behavior) is yet to equal the progress of programmatic ad delivery, the advertiser is finding it difficult to gauge the performance of their cross-screen efforts. New technologies are being worked out to better track users across devices.One of the examples of new technologies is Video Metrix Multi-Platform (by comScore) that will measure video impact across multiple devices like desktop, mobile, OTT & tablet etc.
The cross screen ad measurement is expected to become more advanced to offer the marketer with relevant information with greater transparency and will enable brands to deliver the intended audience with targeted and engaging ads.
In view of the fact that the average consumer is the owner of minimum 3 devices, (desktop, mobile, and laptop) cross-screen advertising is becoming the order of the day in content promotion.Cross-screen and cross-media are the multiple options that the marketer can use to promote his products/services online.The marketer is required to assess the latest trends and ensure that his ad campaign is successful.