How Does the Multi-Screen Environment Change the Marketing Funnel?

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How does the multi-screen environment change the marketing funnel? In today’s multi-screen environment, how does the marketing funnel look different? How can a brand adapt its marketing strategy? The answer lies in the combination of analytics and audience insight. Analytics can help brands target the right audience, convert data from any device, and predict what audiences will want next. It can also help brands anticipate problems and resolve audience needs. In short, it’s a critical part of a successful multi-screen marketing strategy.

Multi-Screen Environment Changes The Marketing Funnel

The multi-screen environment changes the marketing funnel and the way consumers view and consume content. A well-told, seamlessly-synchronized brand story engages and motivates the attention-divided consumer. Inconsistent messaging and content style turn consumers off. Brands that leverage a multi-screen approach to marketing have found the most successful in increasing awareness and engagement across platforms. As a result, they have become a key part of the multi-screen ecosystem.

  • The multi-screen environment is a dynamic landscape that combines television, desktops, and smartphones. As more consumers own mobile devices, it’s imperative that businesses adjust their marketing strategies to keep up with these changes. Consumer behavior is changing dramatically. Multi-screen ads are more likely to prompt a purchase after a viewing. For example, Reebok extended a video creative across all of its digital channels.
  • The multi-screen environment requires marketers to align their marketing communications with their desired audience. Relevant communication complements the user experience and increases the effectiveness of multi-screen ads. As a result, marketers must expand their targeting capabilities beyond demographic profiling to target consumers based on their specific interests and behaviors. By leveraging social networks and other data, marketers can target users based on their content, keywords, and hashtags.
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Consumer media behavior is changing rapidly, and the multi-screen experience is no exception. By 2016, global online video ad spending is expected to reach US$11 billion worldwide. Despite these challenges, advertisers should not lose hope. The multi-screen environment presents new technical and creative challenges, but the multi-screen experience will continue to evolve, presenting new revenue streams for advertisers and greater competitive differentiation for brands. By adopting a multi-screen strategy, brands can benefit from an unprecedented opportunity to leverage consumer data and engage with consumers on multiple platforms.

In addition to changing consumer behavior, the multi-screen environment also alters the marketing funnel. The multi-screen environment requires merchants to be present on multiple platforms, including desktops, tablets, and mobiles. Multi-screen integration creates a convenient consumer platform for consumers. With the multi-screen environment changing the marketing funnel, it is necessary to adjust content accordingly. No one ad size fits all, so marketers must consider responsive design – a process of resizing and reformatting marketing content to fit the specific device of the consumer.

As a result, consumers are increasingly moving between devices to accomplish their goals. For example, a person watching TV may respond to a tweet or post on social media with their tablet, while at the same time adjusting the settings on their DVR using their smartphone. According to research by Ericsson, 18% of tablet owners connect their tablets to their TVs. DisplaySearch predicts half of all TVs will be connected to the internet by 2015.

Telco-Media Companies Can Help Marketers Reach The Right Customer

The modern media landscape has many different screens: traditional television, streaming media, and online media found on mobile devices. While each screen offers unique experiences, marketers must consider how consumers use each screen to reach them. Adapting your marketing strategy to meet this changing landscape requires careful planning and media buying strategies. Here are some tips to maximize your multi-screen advertising efforts. Adaptation is key to success. Read on to learn more.

First, it is important to remember that screen diversity affects the design of ads. They may need to adjust the size of branding images automatically based on the device. In addition, certain design elements may appear differently on each screen. Multi-screen marketing also adds a considerable cost to online marketing campaigns. Unless you have a large budget, you may not have the resources to adapt your marketing strategy to these different screens.

A full-funnel marketing approach requires close collaboration among all stakeholders: brand managers, performance-marketing leaders, analytics marketers, and finance professionals. The marketing team needs to work together as a team to make the best possible use of all available tools and resources. Ultimately, it increases the overall impact of marketing campaigns. It also helps the CMO gain a holistic view of the marketing funnel.

How does the multi-screen environment change the marketing funnel?
How does the multi-screen environment change the marketing funnel? – Image by Megan Rexazin from Pixabay

TV-Synced Online Advertising

The shift from print to TV-synchronized online advertising has profound implications for marketers. In the past, advertisers believed that storytelling and highly visual formats were the most effective at driving upper-funnel conversions. Today, advertisers are shifting their emphasis to measuring performance and focusing on measurement. By using TV-synchronized online advertising to reach all stages of the funnel, advertisers can maximize their effectiveness. TV-synchronized online advertising can help advertisers reach consumers at every stage of the funnel, from awareness to action.

The new media landscape has enabled advertisers to measure the relative effectiveness of their ads across the entire funnel, from brand awareness to conversions. Moreover, ad placement determines the relative return on investment, since each channel can provide a distinct set of metrics. Thus, TV-synchronized online advertising helps brands track the impact of their advertising across the entire marketing funnel. Advertisers must measure their ROI based on ad placement and the resulting conversions.

Despite the increased scalability of TV-synchronized online advertising, marketers must understand its limitations. For one, TV-synchronized ads cannot guarantee viewer engagement. More than eighty-six percent of TV viewers skip commercials. Most users are distracted by channel surfing or other devices during commercial breaks. Moreover, TV-synchronized online advertising changes the marketing funnel by bringing the same audience to digital platforms.

In addition to TV-synchronized online advertising, marketers must consider the audience segmentation that enables them to reach their target consumers. For example, car ads no longer need to target all viewers of a single TV show. Instead, they can target the audiences of those who are more likely to convert. In addition, top-of-funnel TV engagement can be achieved at a lower cost than the traditional one. Some of the most valuable television moments require seven-figure budgets, but you can also reach a large number of potential buyers for a much lower cost.

Another advantage of TV-synchronized online advertising is that it enables marketers to track the effectiveness of their advertising campaigns. By combining TV-synchronized advertising with data and analytics, marketers can create a more precise and targeted advertising strategy. In addition to that, connected TV provides marketers with a new performance channel that allows them to track ad completion rates and actions. Moreover, it is projected that the number of connected TV viewers will double by 2023.

Another benefit of TV-synchronized online advertising is that it can be adapted to a wider audience. Broadcast companies generally target larger areas with linear advertising, which can result in wasted dollars in terms of reach and frequency. But cable TV allows advertisers to target a smaller geographic area and still reach a large audience. They can also target local neighborhoods or even specific demographics. In addition, the ability to retarget prospects in a specific neighborhood is also a significant factor.

FAQs About Multi-Screen Environments Effect To The Marketing Funnel

How does multi-screen advertising or multi-screen marketing work? And how will this affect your marketing funnel? We’ll cover the answers to these questions and more. Read on to find out how to make the most of this growing trend. Multi-screen advertising and multi-screen marketing are both rapidly changing how we market. But what are the benefits for both? And how do we use them?

How does a multi-screen environment change marketing?

The multiscreen environment has shifted consumer purchasing behavior. Unlike traditional media, multiscreen environments include mobile devices, desktops, and television. Consumers increasingly divert to a second screen out of habit or boredom, while others watch TV to do productive work. Because of this, marketers must consider the impact of the multiscreen environment on their advertising efforts. In multiscreen environments, consumers are more likely to purchase a product after viewing an ad on a second screen.
Whether a consumer is on a mobile phone, a tablet, or a computer, the multiscreen environment demands that a marketing strategy adapts to these new habits. A multiscreen environment means integrating primary data and identity solutions. For example, in today’s multiscreen environment, a single brand must be present on multiple platforms and integrate with its competitors. In this way, they can offer a convenient consumer experience for their customers. Unlike traditional advertising, this environment requires a more sophisticated strategy than simply placing ads on search engine results pages and landing pages.

How does the multi-screen experience work?

If you want to succeed in marketing your brand to multiscreen users, you must understand their needs and behaviors. A well-told, seamless brand story is what motivates today’s attention-divided consumer. Consumers are turned off by inconsistent messages or content styles across different screens. The best multiscreen marketing campaigns engage consumers across all screens by delivering the same story. Here are a few strategies to help your brand succeed in marketing to multiscreen users.
Increasingly, consumers expect relevant ads and experiences on every screen. They are increasingly comfortable with ads that are contextually relevant and based on what they’re watching, whether they’re watching TV or surfing the web. While the marketing funnel may remain the same, the digital channels are changing the television watching experience. With TV watching experiences being complemented by digital channels, marketers must integrate identity solutions, primary data, and other data into their strategy. While traditional advertising professionals have long sought more transparent, assertive solutions and cost-effective methods, today’s world is a highly disruptive environment, including rapidly changing technology, regulations, and consumption habits. The multi-screen experience adds value at every intersection, and brands must respond accordingly to ensure that they capture consumers’ attention.

What is multiscreen advertising?

The term multiscreen advertising is often confused with omnichannel marketing, but it is a much simpler concept. According to Nielsen, video consumption has increased by 74% over the past year, and people are now watching video content across multiple screens. 40 percent of respondents said they stream videos on their mobile devices daily and 25 percent said they did so weekly. By using a range of different media, multiscreen advertising allows marketers to reach their target audience more efficiently.
This report provides a strategic analysis of the Multiscreen Advertising market and presents key statistics about the industry. It also provides information on key participants, their profiles, and business data. It also discusses the key market drivers and challenges, as well as a five-year outlook. If you’re interested in learning more about Multiscreen Advertising, we highly recommend this report. It will give you the inside scoop on the fastest-growing segment in the industry.

What is multi-screening?

The debate over second screening and multi-screening can be resolved by addressing the related debates. Early uses of second screening elected the television as the main focus of attention, but nowadays mobile phones and tablets have replaced laptops and televisions as the main companions for watching television. Thus, these devices are often the focus of attention. A more encompassing term for second and third screening practices is dual screening, which is an alternative to assuming the preponderance of one medium. Alternatively, multi-screening refers to both.
Multi-screening is a common practice for individuals who use multiple devices to do different tasks simultaneously. A study by Fast Web Media revealed that almost 10 million people in the UK are tweeting about television while watching it. With this data, brands can tap into a network of four million conversations about brands. Unlike traditional television advertising, people who multi-screen are more likely to stay in the room and view adverts. A study by Thinkbox found that people spend an average of 81% of their time multi-screening.