We all know that in the not-too-distant-past, advertisers had a much easier time reaching consumers. With one TV and limited channels, brand messages were easily broadcast to mass audiences. These days, however, media consumption has splintered with the proliferation of video-enabled devices and new content delivery methods. The exponential rise of mobile allows consumers to essentially watch video wherever they are, and coupled with a plethora of delivery methods, whenever they like. The reality is, most consumers now have a serious case of ‘media ADD’, giving marketers serious challenges. But believe it or not, this presents an incredible opportunity.
This continuous consumption of media across screens is rampant among consumers. We all know this. In fact, most of us are guilty of contributing to it!
For the true trailblazing advertisers, the real opportunity lies within this ‘media ADD’ and screen fragmentation. Although multi-device usage has increased, so have both the number of consumer touch points as well as the platforms advertisers have to choose from to connect with their audience. This opportunity to reach consumers in more ways and more places begs a question. How do you pick the right multi-screen media mix to make an impact?
Many advertisers and media planners now consider a comprehensive multi-screen approach to reach key audiences, adjusting for the rapidly changing media ecosystem. To support this approach, there are a variety of cutting-edge targeting capabilities to reach the right audience, at the right time, on the right screen. Household Targeting, recently launched by YuMe, is an example of one of these new techniques, bringing engaging ad experiences to multiple members of the household across a variety of devices. This level of targeting not only allows advertisers to reach their exact audience, but it allows their message to reach the influencers and purchase decision-makers.
Multi-device targeting creates a higher chance of getting brand messages in front of the right audience through reinforcement across screens, providing TV-like frequencies. By targeting a complete household full of multiple devices, instead of traditional TV demographic segments, advertisers and media planners can eliminate the guessing game of who, what, when, and where. They can continuously provide relevant ads, to their intended audience, on the best screen, at the appropriate time.
Thus screen fragmentation does offer a great opportunity to those brave enough to play within a constantly fluctuating terrain.
About the Author
Ed Haslam, SVP Marketing, YuMe, is a strategic marketing executive with substantial experience in online media, networked communications, and infrastructure computing. Prior to joining YuMe to oversee Marketing, Ed was co-founder & VP Marketing of Ludic Labs (Groupon), which developed both the social media community Diddit.com and local commerce service OfferFoundry.com.