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Do You Have A Multiscreen Marketing Strategy?
The document discusses the importance of multiscreen marketing, highlighting that consumers frequently use multiple devices to engage with brands throughout their purchasing journey. It emphasizes the effectiveness of television advertising alongside digital platforms, noting that integrating these mediums increases brand awareness and purchase intent. Marketers are encouraged to adopt a multi-channel strategy to effectively target consumers at various stages of their buying process.
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Do You Have A Multiscreen Marketing Strategy?
- 1. THE POWER OFMULTISCREEN MARKETING
- 2. Today’s consumers ownmultiple devices and move seamlessly between them throughout the day. EVERY DAY IS A DIGITAL DAY Source: Millward Brown, “Digital & Media Predictions 2014”.
- 3. CONSUMER SCREEN TIME Consumers spend time on multiple screens and often do so simultaneously. 7.5 HOURS OF SCREEN TIME PER DAY OVER 1 HOUR OF MULTITASKING PER DAY Source: IAB. “The Multi-Screen Marketer”, May, 2013. • Searching • Shopping • Socializing • Staying Connected :48 SMARTPHONE 2:48 COMPUTER :18 TABLET 4:36 TV :12 TV/SMARTPHONE MULTITASKING :06 TV/TABLET MULTITASKING :54 TV/COMPUTER MULTITASKING
- 4. CHOOSE A MULTI-CHANNELSTRATEGY Successful marketers use multiple channels to reach consumers at each stage. AWARENESS ENGAGEMENT AWARENESS ENGAGEMENT PURCHASE PURCHASE Lay the foundation to establish your brand in the mind of the consumer so they search for “you” specifically. First impressions are also formed online and have major impact on what consumers buy. Drive your customers deeper into the sales cycle by engaging them online. Facilitate a shift from consumer to customer by reaching your target audience at many stages in the purchasing cycle.
- 5. Follow the Journeyto Purchase model and you will touch consumers along their path to purchase—no matter where they happen to be. THE CONSUMER JOURNEY TO PURCHASE TV is the number one driver of brand awareness Say a TV ad prompted them to go online to find out more 51% Source: Google, “The New Multiscreen World”, Aug. 2012 AWARENESS ENGAGEMENT PURCHASE Download ‘TV Marketing in a Multiscreen World’ to learn more about the “new” rules for reaching connected consumers.
- 6. TV ADVERTISING STILLMATTERS Television is still the most watched, the most persuasive and the most influential medium there is. • TV is rated the most effective advertising channel by small to medium size businesses1 • TV advertising is the top way in which Americans learn about new products and brands2 • 6 in 10 TV viewers say they would act on a TV commercial3 • TV is the dominant driver of word-of-mouth, both online and offline4 Source:1Vocus, Feb. 2013. 2Ipsos, July 2013. 3Viamedia, July 2013. 4Ad Age, Feb. 2013.
- 7. CABLE TV DOMINATESBROADCAST Consumers spend twice as much time viewing Cable versus Broadcast. • Cable dominates in virtually all programming genres—capturing 84% of total GRPs. • Cable continues to invest in high-quality, original programming. Viewers Spend Over 18 Hours With Cable/Week Ratings Gap Between Cable And Broadcast Has Increased Year After Year Source: CAB Analysis of Nielsen time period level data. LIVE+SD. Share of impressions by source. Jan-June 13. CAB Analysis of Nielsen NPower Live+SD. English Broadcast 6; Jan-June 2013. CAB Source 2013 SNL Kagen; projections Broadcast Ad Supported Cable
- 8. CABLE IS THEMOST EFFICIENT FORM OF TV ADVERTISING Targeting your message ensures that advertising dollars are wisely spent. • Target consumers with shared interests, family type or income. • Reach consumers within a select geographic area. • Reach your target customer on a variety of engaging networks by genre. Source: CAB.Analysis of Nielsen NPower. C3 program level. M-Sa 8-11p & Su 7-11p; LIVE+SD; 9/19/11-5/27/12.
- 9. DIGITAL ADVERTISING –MORE RELEVANT THAN EVER Consumers use the Internet to make decisions about which goods and services to buy: • 85% make decisions related to their children • 75% make decisions related to healthcare • 68% make decisions related to money matters The rise in personal technology use allows marketers to connect with customers when they are the most easily influenced. THE INTERNET IS MORE INFLUENTIAL IN THE CONSUMER PURCHASING DECISION THAN ANY OTHER MEDIUM Source: Fleishman Hillard. “Digital Influence Index Study conducted in partnership with Harris Interactive”, Jan. 2012.; Nielsen, “How the Internet Affects New Product Purchase Decisions”, 2013. Learn more about the past, present and future of digital media. Check out ‘The Evolution of Online Advertising‘ infographic.
- 10. THE IMPACT OFONLINE ADVERTISING Digital campaigns boost brand awareness and purchase intent—even with just one exposure. Brand Impact with One Exposure Brand Impact with Multiple Exposures BRAND IMPACT: ONE ONLINE EXPOSURE VS. MULTIPLE ONLINE EXPOSURES MULTIPLE EXPOSURES CAN GENERATE THREE TIMES THE OVERALL IMPACT ON PURCHASE INTENT Source: Millward Brown’s MarketNorms®. “Percent impacted = Exposed – Control”. ComScore Video Metrix. “Top U.S. Online Video Ad Properties Ranked by Video Ads* Viewed”, June 2013. (Total U.S. – Home and Work Locations, Ad Videos Only (Content Videos Not Included). Comscore Media Trend. “Video Metrix Key Measures”, June 2013. IAB. “Internet Ad Revenues Again Hit Record-Breaking Double-Digit Annual Growth, Reaching Nearly $37 Billion, a 15% Increase Over 2011’s Landmark Numbers”. ComScore. “ComScore Releases June 2013 U.S. Online Video Rankings”, July, 2013. • Online users are 49% more likely to visit an advertiser's website if they have previously been exposed to online display or video ads.
- 11. DIGITAL AD SPENDINGVS. MEDIA CONSUMPTION Are you allocating the appropriate amount of your ad spend to Digital? Source: eMarketer,, Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share, April 2014 Untapped Audience^ Time Spent By Media Ad Spending By Media Share of Average Time Spent per Day with Select Media by US Adults vs. US Ad Spending Share Note: ages 18+; time spent with each medium includes all time spent with that medium, regardless of multitasking; for example, 1 hour of multitasking online while watching TV is counted as 1 hour for TV and 1 hour for online;*Digital includes time spent online plus time spent on mobile; **print only, ***excludes off-air radio & digital. ^Represents gap in ad spending versus consumer time spent.
- 12. INTEGRATING ONLINE WITHTV BOOSTS RESULTS Extending the message of a TV campaign to an online campaign increases reach, frequency and recall. TV + ONLINE IMPROVES RECALL & BRAND LINKAGE Source: Nielsen/ IAB, “Online Video Study”, 2013, “TV and Online: Better Together”, 2013 Purchase intent increases by more than 50% when advertisements are placed on TV and online. 36% 57% 44% 80% General Recall Brand Linkage TV Only Exposure TV + Online Exposure Need some help understanding how to brand your business? Discover the ‘7 Keys to Building Your Brand’.
- 13. COX MEDIA PRODUCTPORTFOLIO
- 14. CABLE TELEVISION Learnmore about Cable Television on CoxMedia.com
- 15. In this newera of exponential choice and personalization consumers still overwhelming rely on one source for video – television. CAPTIVATE CONSUMERS AND BRING THEM TO YOUR DOOR WITH TELEVISION BEST DEVICE FOR WATCHING VIDEO (Among Owners of Each Device) - A18-49 Source: CAB 2013 Custom Study, Video Nation: Anytime, Anywhere, Anyplace BASE: Watches video on device; 205 Overall, which of the following is the best device for watching video? Mobile Tablet Computer TV 30% 66% 3% 7%
- 16. •Create awareness usingthe sight, sound, motion and emotion of television. •Target customers by lifestyle, ethnicity and demographics. •Reduce advertising waste by focusing your message on specific geographic areas. •Bring your brand to life with award-winning, professional production. No other on-air solution maximizes your media investment like cable. CABLE BRINGS TELEVISION ADVERTISING TO BUSINESSES OF ALL SIZES Advantages of cable advertising for your brand: You can do TV! Watch this short video to discover how.
- 17. EXPRESS LINK Learnmore about Express Link on CoxMedia.com
- 18. • Move consumerstowards a two-way communication. • Showcase what makes your business unique in an exclusive television environment. • An educated consumer is more likely to buy a product or service offer. • Provide in-depth content (>30 seconds) on a platform that delivers measurable performance metrics A dedicated television channel allows consumers to ENGAGE with your brand and video content 24/7. CREATE A DEEPER CONNECTION WITH EXPRESS LINK
- 19. HOW EXPRESS LINKWORKS 1. Consumers view your TV commercial and are prompted to tune to your Express Link channel. 2. Consumers can access your channel from the program guide or input your channel number with the remote. 3. Once they tune to your channel, consumers select the content they want to engage with from the On DEMAND menu. Create a unique connection with your customers. Watch the ‘Advertiser’s Guide to Express Link'.
- 20. COX.COM Learn moreabout Cox.com on CoxMedia.com.
- 21. COX.COM DELIVERS LOCALCONSUMERS Cox Internet subscribers use Cox.com to: Cox.com is a premium site for reaching local consumers. • Access their Cox email account throughout the day. • Pay their bill, manage phone and Internet tools. • View television programming information. • Engage with local and national content within the My Connection section. 41,536,751 Total Visits 98,603,426 Page Views 8,938,209 Unique Visitors 5 minutes Average Visit Length *Source: Omniture. January-June 2014 Average.
- 22. COX.COM USERS AREA VALUABLE AUDIENCE Source: Scarborough, USA PLUS, Release 1 2013 12 Month. Target: Adults 18+ / Internet Sites Visited Past 30 Days: Cox.com 12% 20% 18% 19% 31% AGE 18-24 25-34 35-54 55-64 65+ 36% 40% 16% 8% HOUSEHOLD INCOME Under 50K 50 - 100K 100-150K 150K + 76% 20% 4% HOME OWNERSHIP Own Rent Other Cox.com visitors are more educated and earn more. • 30% more likely to be a college graduate • 27% more likely to be a post graduate • 30% more likely to have a home value of 300k+ • 118% more likely to own a second home • 52% more likely to purchase a new vehicle next year
- 23. YOUR AD WILLBE SEEN ON COX.COM ADS ABOVE THE FOLD HAVE GREATER VISIBILITY According to a Nielsen study, online users spend 80% of their time viewing information above the fold to: • 99% of ads are served in premium placements. • Maximum of two ads per page • Stand out in a low-clutter, high-quality online environment Online advertising is a vital component to your brand success. Watch this video to discover more about why you should be on Cox.com.
- 24. COX DIGITAL ADNETWORK SOLUTIONS Learn more about Cox Digital Ad Network Solutions on CoxMedia.com.
- 25. EXTEND YOUR REACHWITH COX DIGITAL AD NETWORK SOLUTIONS Benefits of Utilizing Cox Digital Ad Network Solutions: • Better Accuracy • Reduced Impression Waste • More Flexibility • Optimized Campaigns • Ease of Purchase Reach your local audience wherever they may be on the web, across a network of tens of thousands of websites. Connect to the Cox subscriber throughout their online experience. Watch this video to learn how leverage the power of Cox Digital Ad Network for your business.
- 26. Target by Geography • Zip Code • Radius • Metro Zone Target by Household Demographics • Reach audiences based on age, gender, household income and more. Target by Content Verticals • Reach audiences with specific interests like news, sports, parenting and more. TARGETING CAPABILITIES WITH COX DIGITAL AD NETWORK SOLUTIONS Target the valuable Cox high-speed internet subscriber with 100% geo-targeting precision down to the ZIP + 4 level, or expand beyond the powerful Cox footprint to reach the entire DMA.
- 27. ONLINE VIDEO Learnmore about Online Video on CoxMedia.com.
- 28. MAKE AN IMPACTWITH ONLINE VIDEO In-Banner Video and Video Pre-roll advertising placements are available on Cox.com and Cox Digital Ad Network Solutions Utilize the power of sight, sound, motion and emotion in an influential online format • Increase awareness, maintain an off-air presence, build brands and influence purchases. • Extend your reach beyond a TV audience, to your unique local audience in a highly engaging, user-initiated online environment. • Time campaigns to coincide with TV flights to maximize reach, message and brand recall. • Quickly and easily turn your 30-second TV commercial into an engaging, online interactive in-banner video or video pre-roll. Unlock the possibilities of online video. Visit our Demo Site. UN: coxmedia_guest PW: coxmedia In-Banner Video Video Pre-roll
- 29. HOW COX MEDIACAN HELP Cox Media offers advanced Cable TV and Digital advertising products that integrate together helping you reach consumers throughout their journey to purchase. Expert Consultants We’ll partner with you to develop a multi-channel strategy to effectively and efficiently reach your audience. Customized Solutions We’ll help you align business goals and address competitive challenges that maximize ROI. Effective Strategies We’ll deliver your message without waste so you optimize your advertising budget with precise targeting. Creative Services Our award-winning Production team will deliver the right message to trigger response. Campaign Management Your Solutions team can provide campaign management analysis so you maximize results.
- 30. DISCOVER MORE ABOUTCOX MEDIA Creative Gallery An investment in quality production can set your business apart from the competition. Click here to see examples of our award-winning production capabilities. Client Success Stories Cox Media delivers personalized marketing solutions. Just ask our clients. Click here to view Client Success Stories. Marketing Library Your go-to resource for information on trends in marketing and advertising. Click here to access our Marketing Library. Connect with Us Like us on Facebook at facebook.com/ConnectWithCoxMedia. Follow us on Twitter at twitter.com/cox_media. Product Guide Take a deeper dive into Cox Media’s product portfolio to learn more about how your business can benefit from our solutions. Click here to access our Product Guide.