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BizReport : Advertising archives : June 10, 2013

Mixpo: Expect even more multi-screen campaigns

Look for even more ad agencies and marketers to push campaigns across screens. That according to the new Master Multiscreen Video Advertising report from Mixpo. After polling more than 300 industry pros, their data shows that almost three-quarters of ad agencies are already pushing multi-screen campaigns to their consumer base.

by Kristina Knight

Added to that, the report shows 90% plan to initiate a multi-screen campaign over the coming year. Meanwhile more than 80% of media companies pushed campaigns across screens and 96% plan to do so this year.

The full report can be downloaded here.

"The traditional media mix is no longer. This is about the new media mix and the ways to ensure that video advertising thrives within it," says Anupam Gupta, CEO of Mixpo. "Given the complexity and the need to execute flawlessly across any screen, guidance from the industry is to partner with best-in-class experts to nail multiscreen video."

"Every marketer should be thinking multiscreen first," says Jeff Lanctot, Global Chief Media Officer at Razorfish. Consumer behaviors on this front are well established, and if you're ignoring consumer behaviors you're not doing your job. Once that's acknowledged, the priority becomes creative and analytics. How can I deliver my message in a compelling and appropriate way across devices? And do I have the analytics tools and partners to know what works?"

Why the increased push across screens? Because consumers are already looking cross-screen for entertainment, news and other content.

In April comScore reports more than 180 million Americans watched nearly 40 billion video clips online; about 13 billion of those clips were video ads. Video ads now account for 25% of all video views.

While most clips are still watched via Google properties, including YouTube, it is interesting to note that the social space is now pushing more video content. Facebook, for instance, pushed more than 25 minutes (per viewer) of content.

Image via Shutterstock

Tags: comScore, Mixpo, multi-screen campaigns, video advertising, video content, video trends, viral marketing

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