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BizReport : Advertising archives : March 11, 2015

More brands looking at cross screen opps

Social media cues are falling off and cross screen opportunities are becoming more mainstream. Those are key takeaways from new data out with Jun Group. According to researchers brands using social media cues - 'likes', 'follows', 'shares' - declined more than 10% between 2012 and 2014.

by Kristina Knight

Less than 23% of campaigns studied by the Jun Group included social cues, find researchers with Jun Group. But, while this kind of social interaction has lessened over the past two years video engagement by brands has increased. Their data shows that more than one-third (37.5%) of campaign proposals in 2014 required that campaigns run across devices and screens.

That is up from 13% in 2013 and 10% in 2012. Researchers also found that 'mobile only' and 'mobile optional' clauses each tanked between 2012 and 2014 as more consumers moved into the mobile space and more brands followed suit.

"Advertisers know that their customers are consuming content on multiple devices, and they are now more inclined to buy media across screens, rather than on one or the other," said Mitchell Reichgut, CEO of Jun Group.

Other interesting findings from the report include:

• Traffic driven to Facebook and YouTube declined 23% and 19% respectively
• Nearly one-quarter (24%) of campaigns now require traffic to brand-owned sites
• Campaigns requiring 3rd party studies increased 69%
• 12% of campaigns now require 3rd party verification

Image via Shutterstock

Tags: advertising trends, cross device advertising, cross screen advertising, Jun Group, mobile marketing, social marketing

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