We’ve known for a long time that advertisers prefer a ‘complete solution’ with coordinated media elements in a media plan. Media companies that can deliver a fully- integrated media proposal have an advantage in that competitive situation. That is why ambro.com developed the Integrated-Hybrid Media Sales Training courses some time ago.
Now, a study by the Association of National Advertisers, in conjunction with Nielsen, has some metrics for you on “multi-screen” marketing. MediaPost reported that according to the survey only 20% of all campaigns are ‘multi-screen’ today. But ANA executives say they expect half of all campaigns to be multi-screen by 2020. That portends a big change coming.
You don’t have to be a television company to synchronize a campaign with a TV media-buy. Will your sales team know how to propose to synchronize ads on your the tablet-delivered site with the TV ads on the screen across the room? If not, you’ll be missing an opportunity.