Table of Contents Hide
- The Multiscreen world
- What are the significant obstacles in Multiscreen Digital Video Advertising, and what must advertisers know?
- How to leverage the multiscreen ad strategy
- Understanding the Multiscreen Digital Video Advertising
- Targeting the ads
- Ad delivery and developments
- Best Framework for Multiscreen Digital Video Advertising Platform
- Tips for better multi-screening strategy
- Multiscreen Video Distribution Challenges and Opportunities [Study]
We are currently living in a world of connectivity. Today, people are more connected to smart devices than their fellow people. Technology had shot as a wave and continued the journey with new developments and innovative ideas. Here is the new thing to know about Multiscreen Digital Video Advertising.
Today, people have changed their way of using technology. Regarding video consumption, things are striking as we are habituated to watching video content on multiple device screens. There comes multiscreen video viewing, which leads to multiscreen video marketing.
Yes, this multiscreen viewing behavior also brings several challenges to marketers in different ways; there is a need for the best multiscreen video advertising strategy to reach people with video content supported by multiple devices.
In multiscreen targeting, marketers need to understand the existing ecosystem, how the consumers are watching the multiscreen, what the multiscreen ecosystem is, and how to leverage the strategy if you target the multiscreen to maximize the ROI with your advertising efforts.
The Multiscreen world
Existing research reports revealed that people are using multiple smart devices while watching video content on TV. The main screens emerging across the web are PCs, Laptops, TVs, Mobiles, Tablets, Gaming Consoles, and many other smart devices available in the market.
Mainly, two types of video lengths play a significant role in advertising: thirty-second and ten-second video ads. These video lengths were tested in various research findings. Multiscreen videos must be targeted when branding because every screen is different, and your content must be optimized for the particular screen to deliver the best viewing experience to the audience.
Today, consumers are more particular about ad cluttering. The new technology has faded the line between content and commercialization, leading to advertising and programs on different marketing.
What are the significant obstacles in Multiscreen Digital Video Advertising, and what must advertisers know?
Including the multiscreen strategy in your marketing plan can reap significant benefits like brand awareness, influencing the consumers’ buying behavior, and helping attract customers to your product or service buying pages.
Marketers must understand the customer choices, and today, consumers have reasonable control over the brands. Advertisers with a multiscreen strategy can drive better conversations and conversions from consumers.
However, it is not easy to target your video content across the web by optimizing it to most of the screens available on the internet. Suppose any of such screens are not sold fitted with the range. In that case, it may fail to reach the particular consumer using the specific device, which clearly impacts the brand or services you are advertising.
How to leverage the multiscreen ad strategy
Planning the ad campaign and managing the things are novel and complicated ecosystems. There are many complex challenges for the marketers as well as the agencies that are dealing with the multiscreen ad strategies.
Understanding the Multiscreen Digital Video Advertising
Marketers must make honest efforts to focus on investment medium and must need a massive reach. Multi screens are gaining tremendous popularity, and marketers must work on it to create a unified experience. With data-drove insights, usage, deliverability, etc., plays a vital role in building multiscreen solid and cross-screen strategies for advertising.
Targeting the ads
To make a significant impact with your multiscreen campaigns, the marketers must combine the ads with the targeted market and personalize the messages and ads to the consumers. So, the customer experience still gets leveled up. Expanding the marketers’ capabilities to address this new medium is necessary.
The ads must be targeted based on the user-specific interests and social points of view based on the keywords, content, tags, and social media platforms. Content consumption through mobile devices has already developed well, and new companies are targeting social networking services.
Ad delivery and developments
Another critical challenge for multiscreen marketers and advertisers is the ad-blocking software blocking the essential ads. So, to break that problem, the advertisers are marketing ad content by creating it more compelling and relevantly. The overlays, in-app ads, and campaigns are now personalizing to bring a better ad experience, go beyond the ad blockers, and generate high click-through rates across the web.
Best Framework for Multiscreen Digital Video Advertising Platform
The best multiscreen advertising platform must have integrated management, analytics, and inventory management. The management of Ads and analytics go hand in hand. Before these things, the ad must be managed with the profiling of the concerned user ad; then to the ad engine, and next to ad delivery, and finally, your ad must fulfill all requirements to go for multiscreen targeting.
Tips for better multi-screening strategy
A multiscreen advertising strategy must possess good storytelling that connects the audience across multiple platforms. According to the research reports, it was concluded that multiscreen users are getting more interactive with the micro video TV ads and TV ads promoting apps. Follow these tips to achieve things in a better way.
• Know your audience and their favorite places across the web.
• Go with cross-screen analytics to track your audience’s interest.
• Try mixing web banners and rich-media ads to deliver compelling content to provide the best user experience.
• Generate real buzz across the multi-screens.
• Establish the right objectives and analyze the metrics after campaigning.
• Be responsive to the audience across the screens
• Remember that you must reach and provide the audience with the same type of experience, which must not vary from screen to screen.
Finally, multiscreen video advertising is the future and emerging way of reaching the audience through targeted ads.
Multiscreen Video Distribution Challenges and Opportunities [Study]
What is multiscreen video distribution? This technology wherein the original content is used for promotion across various devices, maybe a TV, net, or mobile. This is becoming increasingly necessary given that the viewer is not limiting his interest to one device but wants to enjoy the content on multiple devices. Multiscreen distribution is defined as ‘access anywhere, anytime, and any platform.’ When we talk of multiscreen video distribution, this comes with many more challenges, and if those challenges are properly tackled, they will be opportunities.
A quick look at the gradual evolution of the relevant technologies indicates that previously, TV offered most of the entertainment, including the news, sports, and, of course, the ads to promote products/services (to be used by the marketers).
There came an era where the focus was mainly on content marketing. There appeared (and still operating) many channels offering online content promotion like YouTube, Periscope, LinkedIn, etc.
With the technical changes adding more and more features to mobile phones, the customers started demanding that they also be able to enjoy the content on their mobiles and online platforms.
While this is an attraction for the marketer (as he can promote his content amongst many viewers with different devices), this is a challenge for the marketer.
This given the fact that the functionality of different devices is different. While the PC offers a more comprehensive screen, the mobile has a limited screen size where the content can be viewed.
Similarly, the PC has better connectivity as the same is stationary, whereas the mobile is very limited. While many users share the PC, there are many preferences about content to be promoted (as each user will have their own intentions). Mobile users have fewer preferences as the number of mobile users is limited to one.
Coming to advantages PC offers over mobile, PC can present a variety of colors (thereby increasing the effectiveness of the content). In contrast, mobile devices have limited capability to deliver more and more colors and special effects.
Another advantage of PC over mobile is that the PC can have a larger storage capacity, enabling the user to save the content for future view (subject to the platform’s guidelines offering the range). On the other hand, the mobile phone always comes with lesser storage capacity.
Now that the challenges are clear about multiscreen video distribution, the marketer must handle them to convert them into opportunities. There are a lot more ways by which he can achieve this objective.
There are online tools that provide the marketer with an advantage whereby he can ‘create (the content) once and use various screens.’ The marketer must also establish a truly collaborative environment where all these screens (across various platforms) are interconnected. The market has to ensure consistency of the user experience.
As a beginning in this direction, the marketer needs to develop multi-role user production platforms. Unified toolsets (that present themselves in different ways) need to be adopted through the end product, which might be slightly different.
Media asset management systems clubbed with high-capacity storage must be adopted to ensure reliable retrieval speed. There is a framework called Integrated Media Enterprises (IME) as a combined effort towards this end.
While on the subject, it may not be out of place to mention that IME has three main criteria: agile, collaborative & and open. The marketer also needs to take the help of system integrators and professional service providers.
The multiscreen video distribution is a challenge and an opportunity for the marketer to promote his products/services to viewers across various platforms and also promote the goodwill of his company.