How to create strong ad campaigns across multiple screens

Marketing teams are still not joining the dots when it comes to planning, producing and measuring ad campaigns. People no longer consume media in a linear, predictable way, yet advertising and marketing professionals still tend to treat each platform as a separate silo. Evaluating the effectiveness of a TV ad alone, for example, won’t tell you much about the impact of a campaign as a whole.

To create campaigns that achieve brand objectives, we must mirror the way people live now: interacting with multiple screens over the course of a day. According to our AdReaction research, the typical UK multi-screen user consumes almost seven hours of screen media each day, including 148 minutes on TV, 111 minutes on their smartphone, 97 minutes on laptops and 55 minutes on tablets. Nearly a third of that time (32%) is spent watching TV and using a digital device simultaneously.http://www.theguardian.com/media-network/2014/nov/27/how-to-create-ad-campaigns-multi-screen