Brand Strategy Being Driven by Multiscreen, Multitasking Consumers

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New Report from ScreenMedia Daily Reveals Multiscreen Advertising Campaigns That Use Digital Place-based and Location-based Media Increase Reach for Brand Marketers

It’s now commonplace for consumers to divide their time and attention across multiple screens and devices. Multiscreen, multitasking consumer behavior has become a key driver of today’s media planning and marketing strategy, according to a new report from ScreenMedia Daily.

“Consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify. Gaining visibility in today’s marketplace means planning across the entire ecosystem,” says Lionel Tepper, Managing Editor, ScreenMedia Daily. “Brand planners and strategists are increasingly turning to digital place-based and location-based media to amplify reach as part of multiscreen advertising campaign planning.”

According to a recent study by the Association of National Advertisers (ANA) and Nielsen, multiscreen advertising campaigns will account for more than 50% of all media spending by 2017.1 The study, which polled client-side marketers, agencies, and media sellers, defined multiscreen campaigns as those that run during a similar timeframe across two or more digital screen platforms, including television, computer, tablet, smartphone, and digital place-based media.

Digital place-based (DPb) media is unique because it intercepts on-the-go consumers with relevant, highly targeted messages as they move through the day. Digital place-based networks, also known as digital out-of-home (DOOH) media, utilize networked digital signage displays with highly targeted messages to reach consumers in venues such as transportation hubs and shopping centers. DPb media is part of the larger omnichannel ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.2 Location-based mobile marketing and digital place-based media can be bought in tandem as part of a multiscreen campaign and share similar targeting and audience capabilities.

Visit ScreenMedia Daily to download our free 2014 Location Trend Report: Why Location Is the New Currency of Marketing. Learn more about ScreenMedia Daily at:

About ScreenMedia Daily: ScreenMedia Daily provides news, information and insight on the location-based mobile marketing and place-based digital out-of-home advertising space. We help marketers deliver the right message, in the right place, at the right time to reach on-the-go consumers. Our readers and opt-in subscribers are senior-level marketing executives and directors from a variety of industries, including advertising, media, mobile, audio-visual, finance, and government. Our goal is to provide media strategists and marketers with the resources to navigate this fast-changing media landscape.

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1. Nielsen, ANA and Nielsen Study Revels Multi-Screen Advertising To Rise Dramatically, October 2013

2. Google Think Insights, Mobile Search Moments Study, March 2013,

References were accessed on January 18, 2014.

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Lionel Tepper
since: 01/2009
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