Cross-screen marketing is an increasingly important strategy for simultaneously accompanying target groups on different end devices and efficiently supporting them on their customer journey. Through the targeted use of different media - from smartphones to televisions and tablets - the brand message can be placed where users are often travelling on multimedia and in parallel. This is not just about being present on multiple screens, but also about the intelligent networking of these channels. This makes it possible to increase the attention of the target group and effectively support their purchasing decisions.
Cross-screen marketing: What does this mean in concrete terms?
Cross-screen marketing utilises the fact that many people regularly use several devices at the same time. They watch TV while surfing on their smartphone, shopping or using social media at the same time. This opens up opportunities for cross-media campaign management that appeals to users with coherent messages across different devices.
An example from the consumer goods industry shows how a brand achieved significantly higher brand awareness by synchronising TV commercials and mobile advertising banners than by using TV alone. The combined approach on smartphone, tablet and TV demonstrably led to better recall values and a higher willingness to buy.
Cross-screen marketing is also used in the entertainment industry to reach fans on as many channels as possible. For example, a major streaming provider promoted its new series universe via an interactive video game launch as well as via social media platforms and TV adverts. This multidimensional embedding noticeably increased fan interaction.
Advantages and practical examples of cross-screen marketing
Cross-screen marketing makes it possible to pick up users in their multi-platform media usage and activate them in a targeted manner. Some of the advantages are
- Increasing reach and boosting brand awareness
- Improved engagement and conversion rates through customised content
- Effective segmentation and personalisation thanks to cross-device data
In retail, for example, a link is often created between online and offline experiences. Customers receive information in-store via a digital touchscreen, which they can then use on their smartphone for later purchases. This networking ensures seamless customer journeys and significantly higher customer satisfaction.
A well-known fashion brand increased its sales by a factor of six to seven through a cross-media strategy. It combined in-store experiences with mobile offers and online shopping, allowing customers to be addressed flexibly and individually.
Cross-screen marketing was also successfully used in the area of entertainment by linking live TV events with interactive app features. Viewers were able to take part in surveys or access bonus content on their smartphone at the same time, which increased user loyalty.
BEST PRACTICE for a customer (name withheld due to NDA agreement): The implementation of a cross-screen campaign, in which specific retargeting ads were played out on several mobile devices in parallel to the TV advert, led to a measurable increase in brand interaction and conversion clicks of over 30 percent within a few weeks. Personalised content based on user behaviour was particularly successful.
Success factors of a cross-screen marketing strategy
In order for cross-screen marketing to be fully effective, a few points are particularly important:
- Cross-device user recognition: Technologies such as cookies, logins and device fingerprinting can be used to identify users across different screens.
- Consistent messaging strategy: The message must be standardised across all channels and yet adapted to the respective medium.
- Data protection and user rights: User consent and data security are essential to maintain trust and fulfil legal requirements.
- Mobile optimisation: As smartphones are usually used as the main device, web and advertising content should be designed to be mobile responsive.
- Marketing automation and retargeting: Automated campaigns that retarget users on different screens increase the probability of success.
BEST PRACTICE for a customer (name concealed due to NDA contract): Thanks to precise user analyses, an online shop was able to use targeted cross-screen retargeting. Customers who had visited the shop on their mobile phones but not made a purchase received appealing advertising messages in the TV environment that provided further purchase inspiration. This link increases recognition and accelerates purchasing decisions.
The importance of content and interactivity in cross-screen marketing
Relevant content plays a central role in cross-screen marketing. Campaigns are more successful if they offer interactive elements that work well on different devices. Quizzes, surveys or exclusive content invite users to stay with the brand for longer.
For example, one sports game developer integrated live TV events with in-game rewards. Viewers were able to take part in activities via their mobile device while playing the game, thus building a stronger emotional bond.
BEST PRACTICE with a client (name hidden due to NDA contract): A media agency relied on synchronised advertising campaigns at a football kick-off. Exciting live surveys on mobile devices supplemented the TV coverage and led to significantly more interactions and brand contacts.
My analysis
Cross-screen marketing is becoming increasingly important for brands in order to reach consumers effectively in today's media world. The multiscreen use of the target group offers a variety of points of contact for intelligent networking of channels. Synchronisation, personalised content and interactive formats create lively brand experiences that build trust and support purchasing decisions. Partners such as iROI-Coaching are available as experienced consultants to provide companies with strategic support in the implementation of their cross-screen projects and to provide practical impetus.
Further links from the text above:
Planning Your Multi-Screen Campaign - Amp Agency
4 Cross-Channel Marketing Examples to Get You Inspired - WebFX
Cross-Channel Marketing: A Complete Guide - Salesforce
What is Cross-media Marketing? Examples - ESIC
The Power of Cross-Device Marketing: Connecting Across Screens
Cross-Screen Marketing 101: Integrating CTV and Mobile Ads for Maximum Impact
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