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Today’s consumers increasingly engage with media at different times and on different platforms, time-shifting TV consumption, embracing online video and gaming, and accessing the web on mobile phones. Multi-screen advertising solutions allow campaigns to reach their target audiences, wherever they are.
There are already 19 million multi-screen consumers in Europe, a figure that has doubled in the last year and includes some of Europe’s most valuable and influential consumers*. By extending ads to PC, mobile and TV screens, multi-screen advertising is now an essential strategy for improving reach, frequency and effectiveness among this group.
Microsoft Advertising is uniquely positioned to transform digital campaigns into multi-screen advertising solutions:
Developing multi-screen ad solutions can be as simple as ensuring you add new multi-screen elements to existing campaigns, such as:
- Adding video ads on MSN to a TV campaign
- Extending an MSN Homepage takeover to MSN Mobile
- Adding in-game advertising to online display
- Driving traffic to a Facebook brand page from Xbox LIVE.
Recent multi-screen research proves the increased effectiveness of multi-screen advertising solutions through a ‘Media Multiplier’ effect that improves recall, favourability and response when consumers are exposed to ads on multiple platforms: Kia achieved a 163% lift in brand rating by adding Xbox LIVE and in-game advertising to an online display campaign; Nationwide achieved a 64% increase in awareness by adding online display ads to its mobile campaign**.
Partner with us on your strategy and we can help build solutions across the entire Microsoft multi-screen network.
*Source: Forrester Research Inc, European Technographics Benchmark Survey Q2 2010
**Source: What’s on their screens. What’s on their minds: Reaching and engaging the multi-screen consumer, Microsoft Advertising 2010
Note that multi-screen advertising solutions vary by market. Contact your local sales team for more details.
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