If you were to check any literary resource 40 years ago for the term “multiscreening,” a definition would not exist. However, our society has…evolved into a network of humans exceedingly less physically connected and more digitally connected through social media and television. Therefore, as we spend our time in a new way, traditional marketing concepts must evolve to accommodate for changes in our behavior. This change has ushered in the era of “multiscreen” marketing. An article recently posted to Adweek.com explains how Facebook IQ, Facebook’s analytics division, commissioned Neuro-Insight to conduct a case study to answer Facebook’s simple question: “How do consumers respond to television ads that they have already seen, either on Facebook or on TV?”
Neuro-Insight divided a group of participants into two pools. Half of the participants were exposed to a TV ad, while the remaining portion were exposed to the same advertisement. However, the advertisement the remaining portion viewed was a Facebook advertisement optimized for the site. A day later, both subject groups were exposed to the same advertisement on television. With the help of the participants, Neuro-Insight made an interesting discovery. Neuro-Insight discovered viewers engagement as well as detail oriented memory encoding increased by nearly 10% when exposed to a Facebook optimized advertisement as opposed to a repurposed television ad. Everyone involved in marketing needs to realize that as enticing as it can be to repurpose an advertisement for a different platform, thus saving time and money, advertisements truly need to be optimized for their platform. By optimizing advertisements you are ensuring viewers will receive the message you intend to broadcast and will be affected by the content of the advertisements. As exceedingly more data is harvested from consumers online actions, we foresee multiscreen marketing ushering in an era of inescapable exposure to marketing as more and more screens appear and as businesses seek new ways to captivate buyers.