Think Beyond TV: The Power of Multiscreen Advertising

There was a time when TV commercials were the end-all-be-all of advertising. Cord cutters were not on anyone’s radar. TV subscriber numbers were the key data for building brand awareness.   Now, the way the world engages with entertainment has changed. From streaming shows to user-generated content, people consume video content in a myriad of ways, leading to an evolution in advertising strategy.

“Today, subscriber counts tell only part of the story,” explained Becky Martin, Midco Vice President of Advertising Sales. “The question that matters to advertisers isn’t how many homes get a TV signal. It’s how many potential customers they can reach on all screens.”

A Multiscreen Advertising Approach

With so many opportunities to catch the attention of customers, focusing solely on TV subscribers overlooks the consumers connecting through digital and social channels.

“It’s important to put your message wherever and however content is viewed – via traditional TV on the biggest screen in the house, on streaming services, websites, mobile devices and social media platforms,” said Martin.

This multiscreen advertising approach allows for consistent messaging across the board, helping to increase brand awareness by reaching consumers at critical touchpoints throughout the purchase journey.

“Midco's strategy is grounded in data,” reassured Martin. “This shows a multiscreen campaign can generate stronger results than relying on a single medium by providing maximized audience ad reach, enhanced brand recall, stronger brand loyalty and increased marketing ROI.”

Expand Your Reach and Increase Your Frequency

When an advertising strategy is created, two key metrics should be top of mind: ad reach and ad frequency.

“Together, ad reach and ad frequency drive brand awareness, keeping your product or service top of mind,” said Martin. “Traditional TV is a big reach vehicle, and the largest concentrated audiences still watch content on the largest screen in the home. Yet, as viewing becomes increasingly fragmented across screens and platforms, achieving ‘big reach’ on just one platform is less attainable.”

That’s why it’s more important than ever to have a multiscreen strategy designed to reach customers wherever they are engaging with content.

“Adding a digital advertising strategy to a traditional television campaign allows advertisers to precisely target customers and increases opportunities for engagement and conversion,” explained Martin. "This includes display ads, search engine ads, streaming audio, connected TV (CTV) ads and more."

Navigate the Right Mix

While more screens can make your advertising strategy seem like a complicated puzzle, the right partner can help you put it together.

“At Midco Advertising, we focus on the advertiser’s objectives, target audience, budget and desired outcomes,” explained Martin.

“We use planning tools and audience insights to recommend the most cost-effective combination of tactics, whether the goal is awareness, consideration, website traffic, lead generation, foot traffic or sales.” 

To develop this cross-platform strategy, your Midco Advertising expert combines first-party audience insights, geographic targeting, behavioral targeting, demographic targeting and digital advertising technologies to help you reach the consumers most likely to engage with your brand.

“To connect with specific audiences at the right place and time, we deploy the right combination of tactics to reach your targeted objectives,” explained Martin.

“The result is less wasted advertising spend and greater relevance, helping your brand reach potential customers throughout the buying journey. Our targeting strategies are designed to put your message in front of the audiences that matter most to you – regardless of how they watch content.”