How to Capture the Attention of Multiscreen Consumers

We’ll reach for our phones because the TV alone isn’t enough to entertain us, but this constant overstimulation leaves us wanting more. The fact that we’ll often use the ad breaks to check our phones throws the effectiveness of TV advertising into doubt, but the truth is whatever outlet consumers choose, marketers can no longer take a captive audience for granted.

Here are some tips to capture attention in a multi-screen media environment.

Dispatch from CES: Giant TVs, Obsequious Gadgets, and Artificial People

I’m fresh from a couple of days wandering the halls of the Consumer Electronics Show, affectionately known as CES — the annual conference that descends upon Las Vegas in January and proffers the latest in technological solutions to improve every aspect of our daily lives. This is my first time attending the world’s biggest technology conference, where 4,500 companies this year are vying for the attention of 180,000 attendees, according to my Uber driver.

As I made my way through the crowds at the massive Las Vegas Convention Center and other conference venues, I tried to get a sense of the common themes defining consumer innovation as we begin a new decade. 

Where to Go from Here: The Outlook for Programmatic Advertising in 2020

eMarketer recently estimated that U.S. advertisers spent nearly $60 billion on programmatic display in 2019, and over the next two years, continued investment in areas like connected TV and OTT will drive programmatic ad spending to $80 billion.

As the ad industry launches into 2020, the ever-evolving programmatic landscape will introduce a fresh set of opportunities and challenges that will shape strategy in the new year. Here’s what to expect. 

GroupM Details the State of Digital Marketing’s Hottest Medium: Video

For marketers looking to capitalize on the video boom, Street Fight has the latest from GroupM’s second annual State of Video report. The highlights include continued difficulties with measurement, emerging options to target effectively across channels, a look at Amazon and Facebook’s quest for domination, and social video’s fallibility and how brands can overcome it.

Placed Expands Attribution Solution to Measure TV-Driven Offline Visits

Placed launched television measurement as part of its ad exposure and attribution measuring services today, expanding its omni-channel attribution technologies to the full suite of advertising landscapes.

NinthDecimal Partners with TiVo to Measure TV Advertising’s Real-World Influence

In today’s digitally-focused advertising climate, overlooking TV’s influence is easy. It still accounts for the largest share of U.S. media spending, but with marketers increasingly focused on generating hard metrics-based ROI for every aspect of their campaigns, the challenge has been tying TV’s impact to real-world business results. With the launch today of a TV measurement solution in partnership with TiVo, NinthDecimal is banking on TV becoming a bigger piece of the ROI puzzle.

Rocket Fuel’s Medici: Within Two Election Cycles, Everything is Going to Be Done Programmatically

“In politics, advertising is definitely still a TV-centric world. But we’re moving in a direction where the voter is going to be a 360-degree touchpoint, and the media accessibility is going to be very easy. Everything is going to be done programmatically, and I think you’ll see that shift within two election cycles,” said Rocket Fuel national director of politics and advocacy JC Medici.

Street Fight Daily: xAd Launches Blueprints, Square Buys Into Food Delivery

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… xAd Launches Blueprints To Track In-Store, Not Just Near-Store, Visits For Location Marketing (Marketing Land)… Square Acquires Fastbite To Add Cheap, Fast Meals To Caviar (TechCrunch)… Maps in iOS 8.3 Lets Business Owners Claim POIs, Removes Select TripAdvisor Reviews (Apple Insider)…