Multi-Screen Campaigns to Grab Half of Media Spend in 2016. What Will be the Key Drivers?

November 4, 2013

NielsenANA-Drivers-of-Increased-Multi-Screen-Spending-Nov2013By 2016, 88% of client-side marketers, media sellers and agencies believe that integrated multi-screen campaigns will be very important for effectively delivering a marketing message, according to results from a study [download page] conducted by Nielsen and the Association for National Advertisers (ANA). In keeping with that outlook, respondents predict that multi-screen campaigns will comprise an average of 49.3% of media spend in 2016, up from 20% this year. Some attributes will drive that spending lift more than others.

Given a list of of attributes and asked how likely each would be to lead them to increase spending on integrated multi-screen campaigns, respondents pointed first to verification that advertising achieved the desired result, with 71% giving that a top-box rating on a 5-point scale of likelihood. It’s of course not surprising that good results would spur more spending. The next-biggest driver is more illustrative of the challenges inherent to multi-screen advertising: consistent metrics across screens. About 6 in 10 respondents said that consistent metrics would be very likely to spur increased spending.

For the moment, those consistent metrics are proving hard to come by. Currently, 71% of respondents are measuring the effectiveness/ROI of their integrated multi-screen campaigns by using a variety of metrics specific to individual screens. Just 1 in 10 use one set of metrics across all screens.

That’s clearly not the preferred way of going about measuring effectiveness, though: about three-quarters would prefer to use one set of metrics, against one-quarter would prefer to continue using a variety of metrics specific to each screen.

Respondents also weighed in on the most critical characteristics for integrated multi-screen measurement, indicating that the most critical are: consistent methodology across media (73% rating very or extremely critical); real-time measures for optimization (69%); and the ability to understand the competitive landscape (also 69%).

As for which metrics are most important in enabling the media planning and buying process? Brand lift (67% rating a top-2 box on a 5-point scale) and audience measures (66%) take top billing, with far fewer (31%) concerned with click-through rates.

About the Data: The Optimizing Integrated Multi-Screen Campaigns survey was conducted online, by ANA and Nielsen, during July and August 2013 among a total respondent sample of 274 people. This sample was comprised of 119 client-side marketers drawn from the membership of the ANA, as well as 80 media sellers and 75 agencies drawn from Nielsen’s proprietary database. The respondents surveyed have an average of 17 years of experience in the marketing/advertising industry.

For the purposes of the survey, “integrated multi-screen campaigns” were defined as campaigns that have the same set of marketing objectives and run during a similar timeframe across two or more screens, including TV, computer, tablet, mobile phone, and digital place-based media.

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