Gone are the days of families sharing a single computer. Now is the time to think of each screen as a separate computer. Our smartphone, for example, is not a phone, it is a computer. What about our TV? Today, most of the content we watch on it can be accessed through a computer called Smart TV.
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Why did you bring this up? Because today, advertising players have an unprecedented opportunity to be able to connect brands with their customers wherever they are, regardless of screen. Instead of thinking in silos as we have done in the past, we now need to create synergies between desktop, mobile and connected TV, in order to deliver more effective advertising experiences.
Experience is everything
Today, most connected TV campaigns are indistinguishable from Line TV campaigns. However, CTV should not be seen as a derivative of traditional television, but rather as a powerful and relevant tool, which makes it possible to broadcast the brand message.
The large home screen really offers an immersive experience, especially effective from a celebrity perspective. For example, we found that consumers are 2.5 times more likely to remember a brand on a large screen than any other medium. Our research shows that advertising on CTV followed by an impression on desktop increased branding opinion by an average of a third.
Layouts distributed on desktop and mobile can be expandable, enriched, and interactive today. Indeed, Internet users in this digital environment accept any brand experience, to discover a product or service in more depth. For example, in products that require a reflection in the buying process, such as cars, travel, or even mattresses, connected TV and then the digital mix has more than doubled the intent to buy.
Halo effect
We call this synergy between the screens, the “halo effect”.
A branding aura is created when your media strategy includes synergy of all the screens in the home. The ability to respond to every step of the purchasing journey requires a personalized message and experience for each screen.
Where is your aura? Closer than you think.
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