Content Plus Three Equals Integration
While content such as TV programs, commercials, articles, websites, social media, and anything marketers use to attract and engage consumers has always been the driver behind consumers’ brand interactions, lately it's “all the rage,” thanks to an increase in providers and outlets from which to receive content.
According to Nielsen’s 1st Quarter 2010 Three Screen Report, for example, the typical American consumes more than 35 hours of TV, more than two hours of time-shifted TV, almost four hours of internet content, 20 minutes of online video and four minutes of mobile video per week. Consumers, it seems, are adding platforms rather than replacing them.
So how do marketers effectively stay atop this torrent of content? They integrate their message communication. The very survival of their brands depends on it. Marketers can no longer rely on stand-alone message delivery platforms and efforts. Rather, they must integrate horizontally on the basis of content.
Integrating your video arsenal is a good, easy and almost necessary first step. But effectively combining TV spots with interactive and mobile is more than buying media and creating commercials and landing pages; it's using online channels to extend the reach of TV in a way that recognizes that viewing today encompasses more than an offline screen.
Integrating the three screens
Focusing solely on the three screens (TV, internet and mobile) and integrating these channels requires the use of front-end components that do the following:
- use multiple touchpoints to surround consumers in a 360-degree-type approach;
- offer a seamless experience in support of the brand/product; and
- are relevant to consumers and meet expectations.
This is especially important as consumers pass through the three different stages of the development cycle in their engagement with a brand — the decision process, communicating and purchasing.
At minimum, there are three technically sound types of placements for gaining more mileage from TV spots across both the internet and mobile applications. They include the following:
Related story: Researching the Mobile Marketing Opportunity