Advertising in the Multi Screen World

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Google, in partnership with Ipsos conducted a study at the start of 2013 to see how consumers are using multiple screens in their lives to accomplish tasks such as shopping, social networking or watching videos. After analysing the research, they come up with 8 valuable lessons to take away:

1 The vast majority of media interactions are screen-­based, and so marketing strategies should no longer be viewed as “digital” or “traditional”. Businesses should understand all of the ways that people consume media, particularly digital, and tailor strategies to each channel.


2 Consumers turn to their devices in various contexts. Marketing and websites should reflect the needs of a consumer on a specific screen, and conversion goals should be adjusted to account for the inherent differences in each device.


For example, on a PC the conversion goal of your website might be to make a sale, whereas on a mobile the conversion goal might be to make an enquiry either by calling or via a very simple Quick Contact form. The screen of a mobile phone may not be large enough for consumers to make buying decisions, so it might be a better strategy to simplify the mobile site, gearing it towards the goal of simply making contact.

3 The prevalence of sequential usage makes it imperative that businesses enable customers to save their progress between devices. Saved shopping carts, “signed-in” experiences or the ability to email progress to oneself helps keep consumers engaged, regardless of device used to get to you.


4 Consumers rely on search to connect their experiences across screens. Not only should brands give consumers the opportunity to find them with multi-device search campaigns, strategies such as keyword parity across devices can ensure consumers can find the brand when resuming their search.


5 During simultaneous screen usage, content viewed on one device can trigger specific behaviour on the other. Businesses should therefore not limit their conversion goals and calls to action to only the device where they were initially displayed.


6 Most of the time when TV is watched, another screen is being used. These instances present the opportune time to convey your message and inspire action. A business’s TV strategy should be closely aligned and integrated with the marketing strategies for digital devices.


7 Consumers shop differently across devices, so businesses should tailor the experience to each channel. It’s also important to optimise the shopping experience across all devices. For example, consumers need to find what they are looking for quickly and need a streamlined path to conversion on smartphones.


8 Smartphones are the backbone of our daily media use. They are the devices used most throughout the day and serve as the most common starting point for activities across multiple screens. Going mobile has become a business imperative.


In summary I would recommend ensuring that you do have a mobile site, but it doesn’t have to be costly or complicated. In fact, a highly simplified mobile version of your main site might be able to address the mobile conversion goals far better than a complex one. The key is to start NOW. Start simple, and test as you go.

I’ll leave you with this video from Google with some of the related facts & figures for Australian consumers: