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Cross-Platform Marketing Is No Longer Just for New Brands

July 4th, 2019   ||    by Oriana Schwindt

A TV used to be just a TV—tubes that sent pictures to a screen. Now, your TV is a portal to the entire internet: In 2018, 74 percent of households in the US had an internet-connected TV device, and 29 percent of households had a connected smart TV, according to research cited by Multichannel News. That 74 percent is up 9 percent just from 2016. This means the era of cross-platform marketing has well and truly dawned.

Cross-platform marketing is now a crucial element of any campaign, even for local advertisers. But this requires a different kind of thinking than traditional, linear TV advertising. Here are five topics to keep in mind.

1. Different Creative for Different Platforms

You cannot simply port over your 30-second linear TV commercial to the digital realm. Well, you can, but doing that is less effective than tailoring your creative. Audiences that watch TV programming via a connected device or an app on their smart TV tend to be younger, while linear TV watchers tend to be older, reported Nielsen.

2. Better Measurement Is Coming

One of the things digital ad sellers tout is their ability to measure exactly who saw an ad and for how long. By contrast, TV can feel slightly more limited in its measurement, even with Nielsen’s increasing abilities.

But connected and smart TVs present an opportunity. Automatic Content Recognition, the ability for smart TVs to send information about what a household is watching back to the TV manufacturer, is poised to change the TV measurement game, described Forbes.

3. Know the Difference Between Advanced TV and Targeted Advertising

Targeted advertising simply refers to how you choose which audience you most want to see your ad. Advanced TV is how you deliver your ad—digitally, through a connected or smart TV. Advanced TV enables a much more granular level of targeting.

4. Newer Brands: Think Old School

Newer brands, like Harry’s, grew up in the digital marketing world and don’t need to be told twice that creative isn’t portable across all platforms or that the internet presents opportunity, as detailed by The Washington Post. What they might be surprised to hear is that TV drives online purchases, according to Multichannel News.

One thing to keep in mind is that even when the audience watching your creative on TV is the same as the audience watching it online, they’re still coming to an ad with different expectations.

5. Established Brands: Think Like an Amphibian

Brands like Geico and Old Spice were early adopters of the cross-platform marketing mindset, which has served them well. Mashable reported on Geico’s “BroStache” campaign in 2011, which relied on not just a TV spot, but a mobile app as well. Nearly a decade after Old Spice unveiled its “Smell Like a Man, Man” campaign, which leveraged TV and social presences, the campaign remains one of the most indelible of the current century. This one campaign took Old Spice from a “neglected” P&G property to a leading brand, according to Campaign.

Go Forth and Cross-Pollinate

When it comes to cross-platform marketing, a hybrid approach that blends the sensibilities of both linear TV and digital is the way to go.

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