Measurement

The Rise of Multi-Screen Advertising

In today’s digital age, consumers are increasingly using multiple screens to consume content and connect with brands. This trend has created a new opportunity for advertisers to reach their target audience through multi-screen advertising.

What is Multi-Screen Advertising?

Multi-screen advertising is a marketing strategy that uses multiple devices, such as televisions, smartphones, and tablets, to deliver advertising messages to consumers. This approach allows advertisers to reach consumers at different touchpoints and create a more personalized and engaging experience.

Benefits of Multi-Screen Advertising

There are several benefits to using multi-screen advertising, including:

Increased reach: Multi-screen advertising allows advertisers to reach a wider audience by targeting consumers on multiple devices.
Enhanced engagement: By creating interactive and personalized advertising experiences, multi-screen advertising can increase consumer engagement and drive conversions.
Improved targeting: Multi-screen advertising allows advertisers to target consumers based on their demographics, interests, and behavior across multiple devices.
Extended reach: Multi-screen advertising can extend the reach of traditional television advertising by providing additional content and opportunities for engagement on other devices.

How to Create Effective Multi-Screen Advertising Campaigns

To create effective multi-screen advertising campaigns, advertisers should consider the following best practices:

Use interactive content: Consumers are more likely to engage with advertising that is interactive and provides value. This can include things like polls, quizzes, and games.
Personalize the experience: By using data from multiple devices, advertisers can create personalized advertising experiences that are tailored to each consumer’s interests and preferences.
Use a variety of formats: Multi-screen advertising campaigns should use a variety of formats, such as video, display ads, and social media ads, to reach consumers on different devices.
Track and measure results: It is important to track and measure the results of multi-screen advertising campaigns to determine what is working and what is not. This will help advertisers optimize their campaigns over time.

Examples of Multi-Screen Advertising Campaigns

Several successful multi-screen advertising campaigns have been launched in recent years. Here are a few examples:

Mercedes-Benz: Mercedes-Benz ran a campaign that allowed viewers to vote on Twitter to determine how an ad featuring a chase scene should end.
Volvo: Volvo ran a campaign that allowed consumers to “tag” Volvo ads on TV with their Shazam app to sign up for a free test drive and get a chance to win an iPad mini.
Allstate: Allstate worked with DirecTV and the Dish Network to target renters with an ad for renter’s insurance.

The Future of Multi-Screen Advertising

Multi-screen advertising is still in its early stages, but it is rapidly growing. As more and more consumers use multiple devices to consume content, multi-screen advertising will become increasingly important for advertisers.

By following the best practices outlined above, advertisers can create effective multi-screen advertising campaigns that reach their target audience, drive engagement, and generate results.

Defending Norman Mailer

In response to Lance Morrow’s essay on Norman Mailer, J. Michael Lennon offers a spirited defense of the renowned author. Lennon, Mailer’s authorized biographer, asserts that Morrow’s portrayal of Mailer’s masterpiece, “The Executioner’s Song,” as merely an assemblage of interviews is disingenuous. He emphasizes Mailer’s extensive research, including hundreds of interviews, months of firsthand observation, and a thorough examination of court records and psychiatric reports. Lennon laments Morrow’s “trashy half-truths” and insists that Mailer’s legacy as the chronicler of the American Century remains secure.

Bragging Rights: Places to See Before You Die

Margaret Gampell shares her travel experiences, adding to the list of “28 Places to See Before You Die.” She suggests the Cappadocia region of Turkey and Vietnam’s Halong Bay as must-see destinations. While appreciating the article, Jimmy Thomas expresses disappointment that the list heavily favors man-made attractions (19) over natural wonders (9). He advocates for the inclusion of iconic natural landmarks such as Mount Everest, Victoria Falls, and the polar ice caps. Douglas W. Benoit raises concerns about the impact of environmental degradation on future travel plans, suggesting a more realistic title for such articles: “Before They Die.”

Metric Persuasion

John Farnsworth, a retired science teacher, expresses astonishment at the use of Fahrenheit in “The Coldest Place” article. He urges the adoption of the metric system, used by scientists and most of the world, for measuring temperatures. Farnsworth argues that the United States should “join the modern world” and abandon its reliance on “English” units.

Corrections

The editors acknowledge several errors in the January issue:

The ships on page 44 were not part of the Great White Fleet of 1908 but rather cruisers and gunboats from an earlier period.

The Turkish ruins on page 91 are not Ephesus but the Temple of Trajan at Pergamon.

The temperature chart on page 21 incorrectly listed the boiling point of water as 212 degrees Celsius instead of Fahrenheit. Additionally, the moon’s daytime surface temperature was given as 253 degrees below zero, which should have been 253 degrees above zero.

“Among the Spires” failed to account for the lack of standardized time in England prior to the 19th century. As a result, it incorrectly stated that it was 9 p.m. in Oxford when it was 9:05 p.m. in Greenwich.

The editors apologize for these errors and assure readers of their commitment to accuracy in reporting.

Multi-Screen Advertising: The Future of Marketing