Multi-screen marketing: Opportunity or threat for brands?
Is your brand orchestrating the sing-along? Tom Roy ponders over whether consumers’ multi-screening is an opportunity or threat for brands (from Campaign Middle East, October 26, 2014) Our target audience today is consuming media across multiple screens at the same time. Multi-devices and multi-tasking has become a key driver of today’s media planning and marketing. You’ve heard all of this before. But here’s my question: is this an opportunity or a challenge? Earlier on, the ad industry jumped at the idea of an increase in consumer engagement across multiple screens. This was a broadening of horizons beyond TV (the ‘first screen’ once). We talked about the shift from monologue advertising (lean back TV) to dialogue and lean forward engagement. Experience, participation, multi-platform engagement became buzzwords. What we blinked on was the fact that the proliferation of screens today fuels fragmentation – it causes consumer ADD – Attention Deficit Disorder. And we were caugh...