NEW YORK ? Early findings from a currently-running campaign from Sony Pictures Entertainment presented at the 2013 IAB Cross-Screen Content & Consumers: AfterFronts conference points to the effectiveness of cross-screen advertising.

During the ?This Is The End: A New Beginning for Interactive Video? session, executives from Innovid and Sony Pictures Entertainment presented a look at a video campaign that is currently running to promote the upcoming film, ?This Is The End.? The campaign is running across online, mobile, connected TV and gaming platforms.

?The changing consumer media trends make it harder than ever to reach this audience, so the goal is to create a non-traditional approach,? said Elias Plishner, senior vice president of worldwide digital marketing at Sony Pictures Entertainment, Los Angeles.

?This included showcasing a consistent message across desktop, mobile, connected TVs and gaming platforms,? he said.

Plugged-in users
Sony Pictures is working with Innovid on a multiplatform video campaign to promote the studio?s upcoming film, ?This Is The End.? The film premieres in theaters on June 12.

One of the biggest challenges with promoting the film is that is rated R and needs to reach consumers aged 18-34 years-old who are increasingly becoming tougher to reach through traditional tactics.

Sony sets aside a chunk of money ? called the innovation budget ? that is used for new media budgets for each film. The trick though is that the money needs to be used for something that the company has not done before.

The campaign included experiences across multiple screens across different Crackle properties. It is running across seven different devices.

The 8.1 percent mobile engagement rate represents the percentage of tablet consumers who saw the ad on their device and interacted with it.

The goal for the film studio was to drive video views, and ultimately drive presale sales.

To do this, the campaign placed QR codes on the campaign's landing pages in the connected TV and gaming console components to let consumers scan to buy tickets.

The gaming console portion of the campaign on Playstation devices also generated a 96.2 video completion rate.

Multi-screen consumers
Nowadays, consumers not only devour content across multiple screens, they also rely on digital platforms as a primary way to watch content.

As the viewing experience gets better with higher video speed and quality, video should be part of a marketing mixes for brands across all screens and devices.

The goal is to move consumers seamlessly across multiple screens with content that are tailored for the platform.

The challenge with pushing the content to all these platforms is scale and quality.

Responsive Web design has garnered a lot of attention from marketers in creating seamless experiences, and the same needs to apply with video design, according to Tal Chalozin, cofounder/chief technology officer at Innovid, New York.

?The term in the Web world is responsive Web design, where I design my Web site, and it is responsive to the device that it is consumed with,? Mr. Chalozin said.

?We are saying that the exact same thing should happen in television,? he said. "If I want the user ? the viewer ? to now interact, and this is a new type of television, I need to build the right technology and the right call-to-action to empower that."

Final Take