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    How a cross-screen strategy can help advertisers measure real brand impact

    Sarilya Jaiswal
    Posted by Sarilya Jaiswal

    As the advertising landscape continues to evolve, you might face new challenges in measuring the real impact of your campaigns. With consumers using multiple devices and platforms to access content, it can take time to track and measure the impact of advertising across different screens. This is where a cross-screen strategy can be beneficial, enabling you to reach your target audience across multiple devices and platforms and measure the real impact of their campaigns.

    In this blog, we will explore the key elements to build a cross-screen strategy,  and how combining the interactivity of Mobile ads, the storytelling of CTV ads, and the reach of DOOH, can help you measure real brand impact.

    3 key elements of a cross-screen strategy

    1. Cohesive Brand and Message


    Maintaining a consistent brand image across multiple devices is crucial to enhancing brand awareness and loyalty among consumers. Research by Lucidpress has shown that consistent branding across all channels can increase revenue anywhere from 10% to 20%.

    By creating a consistent brand image and message throughout the consumer journey, you can establish brand recognition, build trust with consumers, and create a sense of familiarity with the brand messaging. This approach can help brands stand out from competitors, and ensure that their message is being delivered in a clear and concise manner. 

    1. Amplified Reach to Your Targeted Audience


    To effectively target an audience across devices and amplify reach, businesses can utilize advanced targeting capabilities. This enables them to tailor their message and ensure it's seen by the right people at the right time.

    By leveraging different screens, you can reach customers in various ways, creating a more comprehensive approach to advertising. This approach enables you to create a targeted advertising strategy that ensures your message reaches the appropriate audience.

    Furthermore, cross-screen marketing can help you optimize advertising campaigns. By analyzing customer interactions across different devices, you can gain valuable insights into which devices are driving the most engagement and adjust your advertising strategy accordingly.

    As more people access content on multiple devices, a cross-screen marketing strategy can ensure that you reach your audience regardless of the device they use. Implementing this approach can enhance brand recognition, increase customer engagement and drive business success.

    1. Unified Approach to Customer Journeys


    To engage with your audience and boost your brand, you need to adopt a unified approach to customer journeys that prioritizes storytelling and impact. This approach benefits from the measurability and optimization provided by programmatic advertising.

    Achieving a unified approach to customer journeys requires a deep understanding of customers’ behavior and preferences across multiple devices. This can be accomplished by analyzing customer data and developing targeted advertising campaigns that catered to their preferences and behavior.

    The goal is to create a seamless and consistent customer experience across all devices, from initial interaction to final purchase. Improving the customer experience helps you build brand loyalty and trust with your target audience, resulting in long-term positive impacts on the business.

    Today’s consumers are connected across a variety of digital screens, from connected TVs to mobile phones and digital out-of-home (DOOH) displays. As a result, it's more important than ever for you to adopt a cross-screen advertising strategy that involves these three channels, as this combination allows brands to reach their audiences with the right message, at the right time, and in the right context. Let's explore how each of these three channels can help you measure real impact and drive engagement with a few examples. 

    Household Sync: The Key to Combining Mobile and CTV Ads

    Although CTV advertising has become increasingly popular, it is important to note that while it can effectively tell a story and grab attention, it lacks interactivity, and conversion attribution is harder due to its non-clickable nature. Conversely, mobile ads provide a unique opportunity for you to engage with your target audience while they're on the move, by offering interactive and personalized experiences. It's essential for you to consider both platforms and explore ways to combine them for a more comprehensive advertising strategy.

    To enhance the effectiveness of CTV advertising, you can utilize household sync to synchronize advertising messages across multiple devices such as smartphones, tablets, and laptops, creating a more immersive experience for the viewer. Following up with a mobile device ad allows for a call-to-action and generates leads through landing pages, website visits, or direct purchases. Additionally, household sync aids in amplifying the campaign reach, by combining the more cost-effective Mobile CPMs with the higher CTV CPMS. By incorporating a cross-screen strategy with mobile devices, you can increase CTV ad interactivity, leading to a more seamless and integrated experience for viewers.

    Audience Sync: Understanding the Impact of DOOH Advertising

    DOOH advertising has become a popular way for brands to reach their target audience, but measuring its effectiveness and connecting it to specific business outcomes remains a challenge. Audience sync can help you target complementary ads to specific users that have already been reached through DOOH, ensuring that you reach the right audience at the right time.

    By using DOOH audiences as the base audience in a cross-screen strategy on connected TV, you can create a consistent and relevant brand experience while gaining insights into consumer behaviors to create more effective campaigns. Moreover, mediasmart's drive-to-store measurement also allows you to evaluate the conversion rates of users exposed to DOOH campaigns and track which users visited competitors' stores or made in-app purchases.

    CTV and DOOH Advertising: A Blend for Enhanced Reach

    Combining CTV and DOOH advertising into a cross-screen strategy can effectively target consumers with high engagement and dwell times, both indoors and outdoors, to reinforce brand impact with consistent messaging and creativity. When consistency is maintained across both channels, you can create a seamless user journey, which in turn increases the likelihood of conversions.

    Furthermore, enhanced targeting capabilities of CTV and DOOH can improve connection with audiences based on demographics, viewing habits, and reaching consumers on the go. Both channels offer data collection capabilities, such as impressions, views, and conversions, enabling brands to better understand how consumers interact with their content. By leveraging this data, you can optimize your advertising strategy and create a more personalized user journey.

    In conclusion, a cross-screen strategy is a powerful tool for you to accurately measure the impact of your campaigns. With this approach, you can target the audience across multiple devices and platforms, attribute campaign impact to specific channels, and measure campaign effectiveness across all screens while ensuring brand safety and positivity. By leveraging the insights provided by cross-screen tools, like household sync and audience sync, you can create more effective campaigns that resonate with their target audience and drive real brand impact.

    Topics: market trends, connected tv, marketing, omnichannel campaign, cross screen strategy