The Power of Cross Screen Advertising
In the vast ocean of consumer attention, a single media splash is akin to dropping a pebble into the abyss. It creates a ripple, yes, but does it propel a brand towards its desired destination – conversion? In today’s fragmented media landscape, the answer is a resounding no as it demands a cross-screen advertising strategy that guides consumers through their multi-touchpoint journey.
The advertising funnel is no longer a straight path, consumers move between screens, engaging with content on DOOH, CTV, mobile, and desktop. A single ad exposure is rarely enough to drive action. Brands need a seamless, multi-screen approach that reinforces messaging at every touchpoint, leading to better recall, consideration, and conversions. From DOOH advertising in high-traffic locations to immersive CTV ads and personalized retargeting on mobile and desktop, multiple exposures are essential to drive conversions.
Why Double Down? The Echo Effect
Doubling down isn’t just about more ads, it’s about creating an echo effect. Each touchpoint strengthens the last, building familiarity, trust, and driving action. Each exposure builds upon the previous one, creating a cumulative effect that propels the consumer towards your brand. Just like in the sea, the waves build upon each other, and create a strong force to move the boat to its destination.
Understanding the Echo Effect
Awareness: Reaching the Right Audience on the Right Screen
Creating brand awareness starts with visibility. DOOH provides high-impact visibility, boosting brand recall through strategic placements in busy environments in locations like malls, transit hubs, and corporate spaces, where consumers are most receptive. Studies show that 71% of people actively notice DOOH ads, making them a powerful first touchpoint. Along with visibility and impact brands must extend their messaging beyond initial exposure for lasting impression, reinforcing their presence through multiple screens media.
Consideration: How Cross-Screen Advertising Influences Consumer Decision
Consumers rarely convert after seeing an ad just once. They need reminders and additional context before taking action. This is where CTV and digital retargeting come in. While DOOH grabs attention, CTV enhances brand storytelling in a distraction-free, immersive environment. When paired with desktop and mobile ads, brands stay top-of-mind as consumers browse, research, and compare options. Cross-screen strategies increase brand favorability by 32% compared to single-channel campaigns, proving that repeated exposure drives stronger connections. By ensuring a consistent brand presence across multiple screens, you strengthen consumer trust and move them closer to purchase.
Conversion: Turning Cross screen exposure into Action
The final push happens when a brand remains visible throughout the consumer’s decision-making process. Mobile and desktop retargeting ensure the last mile of engagement, reminding users of what they’ve seen on DOOH and CTV with personalized offers and CTAs.
For instance:- A commuter sees a DOOH ad → Watches a CTV reminder ad at home → Receives a mobile discount offer → Makes a purchase.
Multiple touchpoints create a higher likelihood of conversion, ensuring brands don’t lose potential customers before the finish line.With a powerful cross-screen advertising strategy, brands ensure better audience engagement by combining DOOH advertising, immersive CTV ads, and precise mobile and desktop retargeting.
Benefits of doubling down impact with multiple-touchpoints
✔ Higher brand recall – Strengthens the consumer journey with seamless touchpoints reinforce messaging.
✔ Better audience targeting – Reaching the same user at different moments reduces media waste.
✔ Optimized conversions – A well-structured cross-screen funnel drives measurable business results.
✔ Seamless brand presence – Programmatic DOOH captures attention and makes impact, CTV deepens the narrative, and digital ensures action.
Conclusion: A Seamless Consumer Journey with Lemma
Grabbing attention is impactful but making it count is what drives results. A well-crafted cross-screen strategy doesn’t just showcase your brand, it guides consumers from curiosity to conversion.
Lemma ensures no opportunity is lost, turning awareness into action through data-driven targeting and seamless integration.The brands can connect DOOH’s large-scale visibility, CTV’s immersive storytelling, and mobile/desktop’s precision targeting into a single, measurable strategy. By ensuring each touchpoint complements the next, with Lemma’s data-driven cross-screen advertising strategy, brands can maximize visibility, improve brand recall, and achieve better conversion outcomes. Stay top-of-mind and Stay connected by driving real results with cross-screen advertising.
