The numbers may vary, but one thing is clear: People are using multiple screens throughout their day, and often simultaneously. For example, the Video Over Internet survey reports that 77% of people surveyed admitted to using the computer while watching television. Nielsen and the Association of National Advertisers reported that 95% of marketers believe multiscreen campaigns to be at least a little important.
With the widening adoption of smartphones and tablets, the need for multiscreen ad campaigns will only increase. To answer that need, a variety of companies are working to build multiscreen ad solutions. Below are four such companies showing how multiscreen should be done.
Multiscreen ad platform EngageClick soft-launched in late 2013, with an official launch following just last month. The platform was developed specifically to offer multiscreen solutions for advertisers looking for one place to create, deliver, manage, and optimize ads across multiple screens – including smart TVs.
Perhaps because the startup’s main focus was on multiscreen solutions, EngageClick is already showing major success with brands. According to the launch press release, it has been able to increase ad campaign performance on average from 50% to 700% for those brands already using it. Although it doesn’t name the companies, EngageClick claims the top 10 mobile ad revenue makers in 2013, the top three largest digital ad agencies, and one of the top three largest sites for Internet news and traffic.
Creative ad tech company Aarki recently announced the release of Aarki Studio at ad:tech San Francisco. Aarki Studio is a creative marketing suite that allows advertisers to create multiscreen ads easily, as well as measure engagement and ROI across multiple devices.
What Aarki has built with Studio is an easy-to-use approach to the creative side of multiscreen advertising. The suite is especially effective for advertisers looking to spread the same message and ad across multiple devices without having to recreate the content. Its drag-and-drop interface simplifies both creation and distribution, and changes can be made to the ads even after the campaign has launched – a handy feature for a new frontier in advertising that will need tweaking.
Agency ZenithOptimedia has partnered with ad tech firm Collective to bring advertisers data that helps them determine what TV ads to buy. ZenithOptimedia is utilizing Collective’s TV analytics platform to align TV preferences with the online behavior of customers, both existing and prospective.
Rather than launch tools to build multiscreen ad campaigns like others on the list, ZenithOptimedia and Collective are building a system to make multiscreen habits work in their favor. By drawing a line between online behavior and TV preferences, the agency told attendees at the American Association of Advertising Agencies Transformation conference that it has been able to increase conversion and improved efficiencies in TV ad buys for its clients. According to a press release from Collective, CEO Joe Apprendi says “Making TV buys even 10% more effective in a $70B market can drive billions in savings for advertisers.”
Flite, a cloud-based advertising platform, combines content marketing with real-time and multiscreen ads. It’s the only SaaS-supported ad platform that powers both display and mobile advertising, and the first to offer a real-time design tool for multiple screens. Not only can advertisers build responsive content, but advertisers are also able to stream dynamic content like social media, video, and image galleries directly into ads.
What’s unique about Flite is that the platform is built into the cloud and therefore easily accessible for many enterprises. Just recently, Flite announced a partnership with Atlas – acquired by Facebook last year – to integrate its real-time content advertising features into Atlas’ ad-server solution. Flite is one of the first to form a direct API integration with the firm. Now advertisers can utilize Flite’s cloud-based features while also taking advantage of Atlas’ analytics.