February 25, 2014
In today’s edition of MadAve Mobile Tim Ware, our VP of Mobile and Connected TV Sales, sat down with Managing Editor Anna Baskin to share his best practices for a successful multi-screen campaign. See a snippet below, and check out the full interview here.
First, you need to establish clear goals and objectives because the creative execution will be directly informed by the goal(s) to be achieved. For example, awareness, time spent, or engagement. Then you need to conceive creative for optimal consumption and engagement by device.
- Different devices elicit different types of behavior and interactions – a mouse click is very different than a screen swipe – so you need to design and build to maximize the response based on differing behavior. It’s fairly well known that smartphones generate more frequent and shorter visits that augment an individual’s video consumption throughout the course of the day. Not asking a user to do too much with smartphone video ads is a good practice, as it’s more cumbersome to interact when users are typically on the go and don’t have time to be overtly disrupted by a sales pitch. Our most successful campaigns utilize frequent brand messages that mesh well with broader campaign. Meanwhile, tablets have been shown to drive longer sessions and engagement. As a result, tablet video ads can more effectively pitch and influence consumers to interact with relevant ads, as users have tendency to have greater tolerance and time. Exposure across multiple screens will better influence recall and post-exposure awareness, and Tremor Video has set out to prove that, having just released new products that can guarantee a Cost-Per-Shift (brand awareness) in mobile.
- Screen size is important to consider when planning a campaign across devices because editing and graphics require different treatments for different sizing. For example, if you aren’t considering the screen size when you run video on mobile, you can lose details such as facial expressions or products in the background becoming too small. Medium shots become wide shots in mobile. Transitions and fades that play well in larger viewing environments often become pixelated, corrupted, or jittery when confined to a mobile environment.
- Smartphones and tablets enable touch interactivity, so take advantage of this element that isn’t available on computers or laptops.
- Think about the message immediacy mobile devices offer, and build experiences differently. People are used to a lean-forward experience on the computer, whereas mobile is more utilitarian and surfing on a tablet is more of a leisure activity.
- Remember that no two screens are identical ,so the ad experiences shouldn’t be built as one-size fits all. Engage and delight consumers, do not disrupt them. Great creative targeted to the right person in the right environment at the right time is the best way to engage consumers on any device.
Once you have smart goals and creative that works across devices, you absolutely must work with a company that utilizes technology to optimize campaign performance based directly on brand marketers KPI’s. Reach and price are important, but they don’t meet the objectives that marketers care about, like engagement, consideration, perception and intent.