As consumers increasingly wield multiple devices, digital marketers are recognising the importance of reaching consumers through ‘cross-screen’, but few are ready to integrated desktops, smartphones and tablets just yet.
When was the last time you sat down to watch a TV programme and gave it 100% of your attention? Chances are you were searching the web for a new winter coat, checking Facebook on your iPhone and waiting for a film to buffer on your iPad, too.
Marketers are recognising the importance of reaching consumers through ‘cross-screen’ marketing, but few are ready to integrated desktops, smartphones and tablets just yet.
Jennifer Okula, senior vice president at Millward Brown Digital, New York, said: “Many marketers are already experimenting with cross-screen marketing, but the challenges are whether marketers are creating unified campaigns that are effective for each individual platform. Many marketers are still repurposing creative, and ads that are created for desktop may not be as effective for mobile.”
One of the challenges facing cross screen is that it is very difficult to measure. There is not a universal way to track consumers across multiple devices which could restrict marketing investment. Jennifer continues: “It may be easy to put creative out there, but without an effective way to quantify the success of the campaign, the effort may be costly and inefficient.”
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I think this is really the purpose behind Universal Analytics. Are all marketers ready to use this technology to its fullest extent? Probably not. However, the technology to create these tracking scenarios is there and it’s very friendly to customization.