Integrating the 3 Screens

Interesting article from “Defining Insights” from my friends at Definition6

Integrating the Three Screens That Matter in Your Interactive Marketing Programs

Where does video fit into your interactive marketing strategy? Today, many brands are asking themselves this question, trying to find new ways to integrate video across the three screens that matter: TV, Internet and Mobile.

Video is more effective at engaging audiences than other media. As the lines between digital and traditional continue to blur, you need more effective strategies for integrating video across your interactive marketing, particularly around rich media and mobile marketing programs. Determining which channels will yield the most significant lift is challenging, but it’s clear there is incredible opportunity for leveraging video, and we’ve only begun to scratch the surface in terms of what video can do across all your interactive marketing programs.

When it comes to the three screens that matter, there’s never been a better time to get in the game. According to Nielsen, video viewing across the “three screens” continues to increase and has hit record levels. The average American watches more than 151 hours of TV per month (an all-time high). 150 million Americans now watch online video each month (roughly 80 percent of the U.S. population). Internet viewers watch an average of 3 hours of online video per month, while mobile video users watch nearly 4 hours per month on mobile phones and other devices.

Beyond content distribution, video can provide a powerful boost to your online advertising effectiveness. Recent studies indicate that rich media with video now outperforms all other online ad formats (including standard rich media and Flash-based content). When you add video to your rich media content, you’ll start measuring online viewer engagement in minutes, not seconds. Many clients report online viewer engagement averages of two to four minutes for rich media ads that incorporate video.

While Definition 6 provides integrated, interactive marketing services across all areas of online marketing and advertising, our expanded capabilities around online video will help you capitalize on new and emerging opportunities for integrating video to drive more results for your investments. How can your organization leverage video more effectively for integrated, interactive marketing and reach audiences across the three screens that matter? …. Learn more about Definition 6′s rich media and online video capabilities on our website.