Marketers using Multi-screen campaigns
Lexus Case Study “The Other Side of Lexus” connected ads put consumers in the driver seat.
To engage 25–34 year old men and promote its F Series performance vehicles, Lexus partnered with Team One and Microsoft to launch an innovative multi-screen campaign called “The Other Side of Lexus”. In this Creative Sequencing, Seth a car and sport enthusiast, begins the first part of Lexus’s extreme sport series “Ride with the Other Me” on one screen, then is able to follow a progressive story of adrenaline-pumping adventures, including sky diving, cliff jumping, and stunt driving, across different devices throughout the day, each time picking up where the series left off. The campaign culminates in a full-screen experience where Seth can watch more videos and explore the high-performance Lexus F Series. Take a look!
Lexus used this innovative multi-screen campaign to build relationships with millennial men and succeeded by increasing awareness for their sport vehicles, reaching their target on a broader scale. The most effective content are based around a story that gets the attention of others to engage with your brand longer. All the high impact content led to an above benchmark click-through rate of 1.3% and 2.1% user interaction rate. The online video ad played a crucial role for Lexus to reach their audience wherever they are and extend the impact of their integrated campaign.
According to Nielsen, Millennial males are, in theory, elusive creatures. They’re commonly thought of as cord cutters who can’t be—and don’t want to be—reached. But many marketers remain eager to connect with this young, digitally savvy group. Millennial Men 18-34 years old are perceived as innovators, trend starters and predictors of the next big thing, millennial males lead the pack, in one way or the other. Nielsen
With consumers constantly switching between desktop and laptop computers, tablets, mobile phones, wearable devices, and connected TVs, it’s difficult to target users with relevant ads. However, a multi-screen strategy is the future for marketers. According to an October report from eMarketer, U.S. adults are expected to spend 22.9% of their time in 2014 on mobile devices (non-voice), compared to desktops/laptops at 17.7%. The average time spent on mobile per day has jumped from 3.7% in 2010 to 13.4% in 2012 and now to 22.9% for 2014 (per the chart below).
This increase signals that consumers are quickly taking hold of more screens, and marketers should follow. Marketers should understand the role of each device in order to know how to evaluate the performance of the campaign and the performance by platform. Streaming media is appealing to marketers because it represents a seamless way to integrate audio and video into a website and it allows companies to speak directly to current and prospective customers and to promote their products in a visual, interactive manner.
“Technology is putting consumers in control of what, where, when and how they consume content, so it’s incumbent upon marketers to go find their audience and aggregate meaningful impressions across multiple video screens,” said Andrew Ward, group VP of national advertising sales for Comcast Media 360.