Screens, Screens Everywhere II: Key Principles for Messaging Across Today’s Complex Multiscreen Environment
Arti Bulgrin built upon the original presentation on this topic, presented at the 2014 ARF Audience Measurement conference (click here to view the event presentation). So much has changed since then. This webcast presented new, actionable principles based on new insights on continuing and emerging challenges in today’s marketing environment.
At this webcast we covered the following:
- Different screens can produce comparable ad impact, but not always.
- Forget addressability; use mobile video to extend category reach.
- The long and the short of it: mix ad lengths and formats for maximum effect.
- Other things being equal, video can perform equally well on TV and mobile; but, on average, most mobile ads underperform TV.
- Mobile is seen as a tool for targeting and addressability, but instead the focus should be on extending reach with less frequency. The fact is, for mobile video, targeted creative does not perform better than standard ads.
- Short form ads are effective reminders of long form ads. So long and short duration ads in combination can efficiently produce significant lift in memory effects.
Presented by: Artie Bulgrin – EVP, Strategy & Insights, MediaScience
September 26, 2018