As the importance of integrated multi-screen strategies is expected to grow in next three years, marketers and advertisers need to measure the ROI of their campaigns with common metrics across screens, according to Optimizing Integrated Multi-Screen Campaigns Report released by Nielsen.
The report, published in partnership with the Association of National Advertisers (ANA), was based on the results of a survey involving 119 client-side marketers, 80 media sellers and 75 agencies. Close to half of respondents rate integrated multi-screen campaigns as very important, while 88 percent expect such campaigns to be very important three years from now.
An average of 20 percent of spend was allocated to integrated multi-screen sales in 2013, and more than double the amount (49 percent) is expected to be allocated in three years.
Client-side marketers, media sellers and agencies are going to invest more in integrated multi-screen campaigns. They list three elements in understanding this strategy:
- reach (understanding the audience who saw the advertising),
- resonance (effectiveness of advertising in influencing opinion),
- and reaction (ultimate sales outcome).
In fact, 71 percent of respondents believe this integrated approach can achieve desired results. Sixty-one percent agree that integrated strategies enable them to use consistent metrics across screens and 59 percent responded that integrated multi-screen campaigns help them target the right audience.
Despite the effectiveness of integrated multi-screen strategies, more than 7 out of 10 marketers are not currently managing their multi-screen campaigns in a fully integrated manner. Nineteen percent of respondents still keep channels separate for message delivery (siloed), while 52 percent use a combination of siloed and integrated approaches.
When asked how to measure the effectiveness (ROI) of integrated multi-screen campaigns, 73 percent of respondents said that they would prefer one set of metrics across all screens. This indicates a gap between marketers’ expectation and their current practice, as 71 percent are currently using a variety of metrics specific to individual screens.
A deeper look at multi-screen measurement reveals that the majority of the client-side marketers (79 percent) and media sellers (76 percent) surveyed are more likely to use one set of metrics across all screens, compared to 58 percent of advertisers.
Client-side marketers, agencies, and media sellers also hold different perspectives when it comes to critical characteristics for multi-screen measurement. Media sellers (81 percent) and client-side marketers (71 percent) rate consistent methodology across media the most critical quality of integrated multi-screen measurement.
Agencies, however, have a different take, as they consider real-time measures for optimization (77 percent), integration with proprietary platforms (71 percent) and ability to understand competitive landscape (70 percent) the more critical metrics.
Meanwhile, client-side marketers rank audience measures (66 percent) most important in enabling media planning and buying process. Media sellers vote for brand lift (74 percent) as an essential element. Agencies, at 72 percent, add on-target percent of delivery as another important measure.
Looking forward, this report also provides expectations for industry evolution, including:
- Tablets and mobile phones are predicted to be the most important screens in three years.
- Media sellers expect traditional TV importance to hold steady.
- Branded entertainment is seen as best-suited ad platform for multi-screen advertising.
- Client-side marketers see increased opportunities for video and native advertising formats.
This recent joint report from Nielsen and ANA is based on data during July and August 2013. You can download the full version here or register for Nielsen’s Optimizing Integrated Multi-Screen Campaigns webcast on November 21.
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