Amplify the View: Moving Beyond the Single Screen
Mark Yesayian, Chief Digital Officer
When it comes to media interaction, consumer behavior and expectations have changed. Too often, brands that focus on TV as their primary marketing channel don’t dedicate enough attention to the benefits of the digital world. They simply want consumers to have good thoughts about their brands after seeing their TV ads. It’s why they use slogans mixed with jingles such as “Like a Good Neighbor, State Farm is there;” talking animals such as ducks yelling “Aflac;” or a do-it-all sales representatives named “Flo” who connects emotionally with viewers.
But we live in a multi-screen world where consumer attention is divided across screens of all shapes and sizes. In fact, according to Nielsen, 84% of smartphone and tablet owners use gadgets when they’re watching TV. While television may often serve as the starting point for media interaction, nearly half of consumers quickly turn to their smartphones or to their tablets to use apps or browse the Internet to find out more about the content they are watching.
To be effective in reaching today’s connected consumers, it’s critical for brands to understand that what people see on TV needs to be brought to life across other channels. It’s a practice we call “amplifying the view.”
What does it Mean to Amplify the View?
Amplify the view means thinking about the consumers’ journey beyond the initial touch point.
When brands amplify the view, they lead consumers to the information they need to validate the message. They guide them from the TV to the digital evidence that the brand is worthy of a like, a rating, review, a newsletter registration and ultimately, an exchange of dollars for goods or services.
These transactions provide the digital proof that other customers need to validate their own interactions with the brand, while also serving as key metrics for understanding customer engagement and campaign success.
Moving Beyond the Single Screen
Following an Amplify the View philosophy ensures that marketing campaigns are integrated across all layers; TV, the web, mobile, social and other touch points, where consumers can expect to see, hear and experience your brand.
While the general theme presented in TV ads may be carried into other media, most brands do not consider what people will do next with the information, or more importantly what they want them to do next.
Certainly, TV is still king in terms of viewers and ad dollars, but many TV-focused advertisers are not getting as much engagement from their advertising as they could; in many cases because they don’t pay enough attention to the integrated digital world. The same can be said of brands whose entire focus is digital marketing. They miss the broad reach and engagement that only TV can offer.
There are five keys to a successful, integrated campaign that amplifies the view:
- Think like a customer. Conduct research to determine what people are doing when your ads air.
- Understand customer interactions across channels. Learn when and why your consumers are using their other screens.
- Validation from peers, friends and trusted third parties. Determine what prospective customers need to find when looking for “digital proof”
- Think beyond the sale. Make sure you have a plan for engaging consumers after they have bought your products.
- Measurement across all channels. Determine the parts of your marketing ecosystem that are really contributing to your success.
Regardless of where a campaign begins, brands need to fully understand the opportunities they can access when they amplify the view from a single channel to a multi-layered, integrated campaign.
What does Amplify the View Look Like?
To truly understand what amplify the view looks like; consider a recent campaign we launched for a well-known CPG company. In preparation for a new DRTV ad, our client asked the question, “What will our customers want to do once they see our offer?” The result was an integrated TV and digital campaign to help drive sales and awareness.
The new DRTV spot ran across multiple TV networks with an invitation to consumers to go to a microsite landing pages to learn more about the products and purchase a special, limited-time offer. We ran paid search and digital media campaigns targeting women over 50, offering free samples in exchange for their contact information. We also invited a network of bloggers to sample the products and offer free 30-day sample packs to their readers.
Immediately after registration, we sent a confirmation and thank you emails. On scheduled days following the orders, whether referred by digital media or bloggers, we also sent new customers special email offers, invitations to post comments and reviews, and enewsletters. From each touch point, our clients received valuable analytics as consumers left digital evidence of their interaction with the campaign.
Turning Passive Customers into Brand Advocates
When you focus on amplifying the view and fully leverage the multi-screen world, your passive customers become brand advocates. They leave comments on Facebook, retweet a branded hashtag or become part of an email list. They leave proof of their own engagement, buy products or services and leave digital data trails that you can use to create even more personalized messages and campaigns.
So what’s holding you back from amplifying the view?
For some brands, it’s the fear of the unknown or a lack of confidence in their ability to measure success. They have always done it one way, and adding screens or layers to a campaign seemingly complicates things. It can be difficult for brands to say, “I don’t know,” or to give up a little control of a process that has worked for them for so many years. Regardless of where a campaign begins, brands must embrace a more integrated approach. They need to connect and control all of the disparate communication channels, and then measure their effectiveness and impact on ROI.
Amplifying the views starts with something as simple as asking the questions, “What else do consumers need to see?” “Where will they go to see it?” and “What do we want them to do next once they have it?” When you have these answers, you can anticipate what might happen next. You can determine the best way to amplify the view, eliminate any challenges and then deliver the right information at the right time and in the right way to drive transactions.