At the recent Tapad Unify Tech ’14 summit in New York City, we gathered the industry’s best and brightest to discuss the new cross-screen reality and how it impacts advertising, technology and branding.
Cross-screen behavior is one of the biggest trends affecting marketing today. Advertisers are already creating best practices to serve the device-agnostic consumer and seeing positive results; and publishers are quickly learning that delivering a continuous experience across screens can drive better advertising rates.
New Forrester research revealed at the Unify Tech ’14 Summit demonstrates the pervasive nature of the cross-screen environment. Some key findings include:
- 71 percent of customers react negatively to inconsistencies in brand experience across devices, with 1 in 10 claiming that inconsistencies will make them stop interacting with a brand altogether
- 28 percent of consumers expect ads to be tailored to different devices
- 21 percent of consumers expect sites to “know them across devices” when they enter the purchase path
This is supported by other findings released earlier this year that indicate the amount of time spent on mobile devices (including tablets) has surpassed time spent on desktops and laptops. eMarketer, for example, recently noted that US adults spent 43.6 percent of their overall media time with digital in 2013, including 19.4 percent on mobile phones and tablets—compared to 19.2 percent on laptops and PCs. And time spent on mobile and tablets increased by more than 44 percent from 2012 to 2013.
The advertising industry is moving quickly to capitalize on the cross-screen environment. Cross-screen campaigns ran as early as 2010, and many agencies changed their formerly device-centric internal business structures to unified, customer-centric teams. Over the last 12 months, 75 percent of marketers and 84 percent of agencies have run cross-screen campaigns. And consumers have responded -- people who see an ad on two screens are more than twice as likely to respond than those who are exposed on only one screen.*
But it’s still early days for cross-screen marketing technology. So what’s next?
“Technology partners like Tapad are the enablers, but it is up to brands and agencies how we use that power,” says JiYoung Kim, SVP, Strategy & New Solutions, Ansible.
“Mobile is an access point – a mobile phone will be with you nine out of ten times. As a brand you need to be prepared for that,” according to Phuc Truong, Managing Director, NA at Mobext / Havas Media.
We also have to look at what is disrupting the industry: “Innovation in mobile is going to happen on the platforms – Facebook, Twitter, Pinterest -- as those platforms have power in execution. Mobile is a means to that end,” said Steven Wolfe Pereira, Chief Marketing Officer, Datalogix.
As these panelists at Unify Tech ‘14 agreed, as an industry we must work together to drive cross-screen advertising forward and embrace today’s multi-screening consumers. By doing so, we’ll begin to keep pace with the rapidly evolving digital marketing space.
Are Traasdahl is the Founder and CEO of Tapad, which presented Unify Tech ’14, the definitive cross-screen summit, in NYC on April 29.