New whitepaper “Still Mixing It Up” features cross-screen advertising case studies from a major car brand, energy brand, hotel chain and telecom company.
Videology, a leading provider of converged TV and video advertising released a whitepaper on leveraging TV and digital video simultaneously to drive the greatest advertising results.
In 2016, there are more screens than ever, more content than ever, and more opportunities for clients to get their message out to consumers using smart, cross-screen strategies. And the evolution has happened quickly: In Q3 2014 only 35% of campaigns on the Videology platform were bought in a cross-screen approach; in Q3 2016, almost 90% of campaigns are bought to run on more than one screen.
“For today’s consumer – especially in the younger demographic – jumping from screen to screen throughout the day is second nature,” said Scott Ferber, Chairman and CEO of Videology. “Advertisers need to follow their audience in order to have their message heard; siloed video and TV plans are just not going to achieve the most optimized reach or results in today’s multi-screen environment.”
A follow up to the company’s 2014 report, ‘Mixing it Up,’ the paper, titled ‘Still Mixing It Up,’ reveals four of the best examples of cross-screen planning, including:
A major car brand who employed multiple targeting techniques, who found that cross-screen targeting drove 52% greater sales lift than demo targeting alone.
An energy brand who succeeded in boosting incremental reach by more than 100% through adding video to a maxed-out TV plan.
A hotel chain who found the most optimized exposure level for TV and video in order to drive online bookings.
A major telecom company who used online video to drive brand awareness and favorability, and found that the cross-screen approach was more effective in doing so than traditional targeting.