The Canadian marketplace has demonstrated its commitment to integrated multi-screen campaigns as a way to drive impactful advertising experiences. While media consumption is evolving across screens, content and messaging across device type remain essential elements to campaign management.
Integrated multi-screen advertising is where the industry is headed, but before we see widespread adoption, the industry has some key challenges to address. The entire marketing ecosystem needs to identify where it derives value and where it can leverage screens to derive return on investment. That’s where integrated measurement approaches and consistent real-time metrics come into play, as they help marketers optimize key performance indicators.
While the case for multi-screen campaigns is compelling, we still find that consumer usage and adoption outpace the industry’s ability to provide engaging experiences that turn viewers into consumers. There has never been a greater need to see alignment and partnership from media buyers and sellers as they work together to continue to innovate in ways that can excite consumers and push the industry forward.
As more investment flows into multi-screen advertising, what can we do as an industry to sustain and accelerate this growth in a way that is productive and profitable?