Fragmented Marketing Efforts for the Win

Author Avatar
Written by Digital Surgeons,
• 3 min read

Cross screen marketing is the answer to…what were we talking about? Oh yeah, the short attention span of today’s audience. No one can seem to focus on anything for more than five minutes without checking their email or social networks on their phone. Who cares about commercials anymore when your head is buried in a tablet the moment a show pauses for commercials? Fragmented attention spans call for fragmented marketing efforts.

Same Message, Multiple Locations

  Wait, rewind, how could fragmented efforts be preferential? Fragmented doesn’t have to mean unfocused. Cross screen marketing allows consumers to be reached where ever their fragmented attention spans land them. Cross screen marketing is the practice of carrying out an integrated campaign across different “screens” (tablet, mobile, computer, television, etc.) It’s time for marketers to break out of what is comfortable and address the behaviors of their audience. If your audience uses their tablet in the evening while watching TV, why don’t you target your effort in both places? It may not be the easiest solution out there because it’s still in it’s infancy, but it sure does work.

Very Positive Results

  How well does it work? Purchase intent for the film Contraband spiked 72% when the same message was presented simultaneously between screens (screens meaning mobile phones, tablets, TV, computer, etc.) according to an AdColony report. If cross screen marketing is enough to convince people to see Contraband then this is truly a powerful new means of advertising.

Open for Innovation

  The sky is the limit when it comes to cross screen marketing; it is still a relatively uncorrupted space in the digital marketing world. Recently an API was released for developers to begin creating cross screen applications that integrate between a wide range of devices and TV programs. Gone are the days where including a hashtag at the bottom of a commercial is considered social. Developers can now create streaming programs with ongoing dialogues, polls, and bonus content.

All Screens are Not Created Equal

  There is now research to suggest that consumption of the same content on different platforms makes a difference. A study from Strategy Analytics found that video consumption on a tablet was more Beta (extremely engaged, conscious and alert) while TV was more Alpha (passive, relaxed). Research like this shows that it is no longer a battle of creating the right content, but also where said content is displayed. It is no longer satisfactory to have an only digital campaign or only television campaign; there must be cross-over between the screens to be fully effective. Creativity across platforms is the answer to this generation’s lack of…distinct ability. Where was I going? Oh yeah, short attention spans.