Media consumption as we know it today, is multi-faceted, with consumers constantly connected via multiple devices. These multi-screen consumers stack content, i.e., they simultaneously view unrelated content on digital devices and TV; or they mesh content, i.e., the content on their digital devices often complements that on TV.
Meshed content viewers habitually turn to their second or even third screens, to have a comprehensive viewing experience by seeking answers (additional information) to questions (ideas) prompted by the broadcast – this exhibits their response to television commercials!
Information-seeking meshed viewer numbers are surging every year – this is where the opportunity lies for brands, to pursue and engage with these dynamic content consumers. The digital medium facilitates active engagement by allowing instant response and action.
Reasons for Meshing
Source: Millward Brown’s 2014 AdReaction Report
When consumers turn to second/third screens to seek more information on TV content, micro-moments are created, presenting marketers with the unique opportunity to engage beyond TV! Research shows that consumers are most receptive to TV Ads which takes the interaction forward on digital. Opportunities to engage range from linked app ads to video ads or Facebook posts; these can be automated to appear at specific times, in specific regions, to capture the audience watching a broadcast.
Source: Millward Brown’s 2014 AdReaction Report
4 GOLDEN RULES
- Be Present
Second screen users have most likely previously encountered your ad on TV – this is a powerful indicator of brand interest. Without a supplementary digital strategy, a brand is vulnerable to losing the already fragmented customer attention. By ensuring a digital presence via cross screen advertising, brands can re-engage with consumers, soliciting action and immediate response.
Search Ads are a classic example of the importance of this Golden Rule. In a recently concluded Frosterrs consumer technographic survey, it was found that 74% consumers find search engines “extremely trustworthy” when researching brand, products or services; majority of these search spikes occur within 72 hours of the commercial airing on TV. Despite these findings, more than 60% brands lack digital ad presence during the crucial 72-hour window; thereby, missing the most opportune moments for engagement with interested consumers.
Example: Engaging users before a major televised sporting event with promos on TV and delivering immediate call-to-action of downloading 7 Live streaming App at the most opportune moment resulted in augmented response as the messaging was intertwined with user interest and app utility.
- Be Pertinent
It is imperative to take advantage of other micro-moments by not only being present but also finding innovative ways of being relevant to the trigger content. Well-designed digital content can make the TV viewing experience more enjoyable, as also maximizing time spent in consumer interaction.
Example: As one of the biggest sponsors of the 2016 Rio Olympics, McDonald’s amplified their ‘Aussie Legends’ campaign to increase awareness and engagement during the biggest sporting extravaganza.
TV has always been a preferred medium for the brand, especially for new campaign launches, owing to its high reach. McDonald’s delivered user engagement during the high-buzz Rio Olympics by synchronizing campaigns across multiple screens, creating high Top of Mind recall and amplifying engagement on the second screen creating “legend on all screens”.
- Be Inclusive
Potential consumers are not just going to look for a brand. TV content is most likely to trigger a search for a product category or even competitor brands. Marketers need to ensure their brand’s presence not just for brand terms but also for category and competitor terms. By coinciding the brand’s digital advertising with competitor TVCs, consumers mindspace can be won with minimum investment.
Example: Meat & Livestock Australia Ltd (MLA) campaign to generate awareness to benefit Australian cattle, sheep and goat producers using TV Keyword sync. MLA employed a coincidence marketing strategy to sync MLA’s digital ads with organic mentions on related keywords across all FTA channels in Australia.
This resulted in high TOM owing to triggers by relevant keywords like healthy eating, beef, meat products.
- Be Consistent
Aligning the digital ad copy and the landing page with the TVC, results in better customer engagement. A generic copy or landing page, which does not connect with the TV Ad creative might prove detrimental to the campaign.TV content and commercials drive traffic to the brand’s website, the marriage of digital devices with TV along with consistent communication across devices can augment recall and engagement. smart, synchronized creatives are inevitable for optimizing brand ROI.
Example: Qantas seamlessly integrated its Christmas home-coming TV creative to target frequent flyers via Facebook. The well-designed digital ad creative, strategically aligned with the TV ad resulted in 4x better conversions than non-sync campaigns.
Synchronized advertising via strategically timed cross-screen campaigns is here to stay! Marketers need to ensure consistent presence across multiple media, to capture consumer attention on their device (screen) of choice.
Remember these 4 Golden Rules the next time you plan a campaign roll-out to maximize advertising ROI.