YuMe participating in multi-screen video advertising panel in September

With consumers now using multiple devices to view video content, it's important for brands to implement multi-screen video advertising strategies.

Posted on Aug 28, 2014 by YuMe

Smartphones, tablets and computers were at one time considered luxury items. Yes, these gadgets were cool to have, but not very many people owned them. Today, however, the landscape is different. People all over the world have these devices and they have become an essential part of the daily lives of many individuals.

Additionally, as these gadgets grow in popularity, more people will continue to use them, making smartphones, tablets and laptops even more universal and widespread. One of the primary activities that many consumers use these products for is watching video. The ability to watch a live sporting event, a favorite television show or movie without the need to be stationed in front of a traditional television has contributed greatly to the rise in popularity of these devices. Not only do they serve as mobile computers, but they also double as tiny TV screens. This has become one of the biggest selling points for those looking to own them.

In fact, people are cutting the cord - meaning they're relying less on TV to view programming and instead are doing so on a smartphone, laptop or tablet - at a faster rate than ever before. As such, brands have begun to realize that video marketing efforts must span across multiple screens as opposed to just one. This has created a major shift with respect to digital marketing and advertising.

Now, to be truly competitive in the marketplace, companies must embrace multi-screen video advertising to make sure they reach as many current and potential customers as possible. A brand that doesn't already have a plan in place to market to people who use laptops, tablets and smartphones has put itself at a major disadvantage and could be missing out on major revenue-generating opportunities.

Why multi-screen video advertising is important
Considering video consumption on laptops and other mobile devices is so high, brands need to develop marketing strategies that reach across a much wider audience range than what existed not very long ago. While television was once the go-to marketing tool with respect to video advertising, technology has opened the door for brands to reach a wide range of consumers using video ads.

As more people gravitate away from traditional TV viewing and continue to embrace devices like tablets, computers and smartphones to view video content, multi-screen video advertising efforts will become increasingly important in the marketing arena.

The YuMe infographic, "What Matters Most in Multi-Screen Advertising," revealed that this dramatic shift in consumer behavior will force brands to rethink and reshape their entire video marketing strategies to ensure that they are effectively marketing to consumers throughout the day, depending on the device they may be using at the time.

However, there must be uniformity and consistency when it comes to measuring ad effectiveness in a multi-screen environment. The digital video advertising space is still struggling to institute an agreed upon set of metrics that marketers can use to assess how well a campaign did with respect to consumer response and engagement.

This topic will be broached at the upcoming DMW Future of Television event on September 10. Vamshi Sriperumbudur, who serves as vice president of platform marketing at YuMe, will be participating in a panel titled, "Multi-Screen Advertising Measurement: What are the Video Metrics of the Future?," which will discuss the current environment of video advertising, strategies for success, the metrics being used and what works and what doesn't, between a variety of industry experts.

YuMe will also have an exhibit table set up during the event, so if you plan to attend, please be sure to stop by to get more information about our company.