The simplest answer to this question: because advertisers are demanding it. This stems from consumer behavior as the adoption and usage of multiple devices has quickly become commonplace. On average, Americans own four digital devices, and U.S. households spend 60 hours each week consuming content across these screens (Nielsen).
To reach these active viewers, advertisers are increasing spending on multiscreen campaigns. According to an August 2013 survey from Nielsen and the Association of National Advertisers, U.S. marketers expected the share of their budgets allocated to multiscreen campaigns to increase to 50% by 2016, from 20% in 2013. Marketers know that people are consuming video content across multiple devices; but they need to know who exactly is watching, at what time and on what device?
YuMe (with the help of Nielsen) and comScore are out give these advertisers what they need in terms of multiscreen measurement. In an attempt to ease marketers’ minds about shifting traditional TV advertising dollars to digital video marketing, YuMe partnered with Nielsen for a study that would determine the impact on reach when mixing TV and online video. YuMe also sought to measure brand metrics across multiscreen campaigns.
“What we came up with is the industry’s first multi-screen Reach Calculator that computes unduplicated reach across TV, online, smartphone, tablet, and connected TV,” stated Paul Neto Research Director at YuMe in an Ad Age article.
Neto goes on to explain that marketers can use this tool to estimate incremental reach across all screens when shifting a small percentage of their TV budgets to different screens. He gives an example of a company with a $5M budget. If this company were to shift a mere 10% of this budget (3% online, 3% mobile, 2% tablet and 2% OTT), it would see a 27% increase in campaign reach. Brands and advertisers are able to find new audiences by simply spreading their budgets across multiple devices.
Not only did YuMe and Nielsen create this Reach Calculator, but they also measured the impact of multiscreen exposure on brand metrics. When advertisers utilized three or more screens, they saw the biggest incremental gains in brand recall, consideration and recommendation. Exposure across four screens resulted in a 50% uplift in brand impact.
These numbers definitely make a case for video marketing across multiple screens. When it comes to measurement, comScore, on the other hand, has introduced “total video,” a holistic measurement of video that includes: a single, unduplicated audience; unified demography across platforms; holistic accounting of all video viewing behavior; scalable measurement of platforms and audiences; and flexibility to fit the future of advertising.
comScore also set out to prove that multiscreen campaigns perform better when it comes to overall reach. The company measured ten cross-platform advertising campaigns that incorporated some combination of TV and digital advertising. Though TV did reach the largest percentage of viewers (49%), digital platforms provided an average incremental reach of 5.8 percentage points.
“On average, nearly 1 in 8 persons reached by the campaigns were exposed exclusively via digital platforms, highlighting the importance of these channels in delivering against campaign objectives where TV may be limited or inefficient,” states comScore’s whitepaper.
This kind of measurement is vital to the growth of online video marketing. In order to break out of their traditional media comfort zones, advertisers need assurance that their digital efforts are delivering on marketing goals. The desire to invest in multiscreen campaigns exists—in a February 2014 report from Conversant, 59% of U.S. senior-level marketers and agency decision-makers cited cross-device advertising as a digital channel they planned to use this year.
However, cross-device advertising (70%) and measurement and attribution (64%) are the top two digital advertising topics U.S. agency media professionals would like to know more about in 2014. There is an incredibly large opportunity for video ad platforms to educate agency professionals about the benefits of multiscreen campaigns. If brands and advertisers have access to transparent reporting and can see the improved performance of ads delivered across several devices, there should be little to no hesitation when it comes to shifting TV advertising dollars to digital video.
Check out some more multiscreen stats in this video from Millward Brown Global.