NEW YORK ? An Ogilvy executive at the 2013 MultiScreen Summit said that marketers need to go beyond simply creating mobile experiences for the sake of hitting a new audience. Instead, the focus should be on the value for consumers.

Executives from Ogilvy, Sid Lee and VML presented a look at how marketers can tackle multi-screen marketing during the ?Panel Debate ? Screen Wars? session. The session was moderated by Asif Khan, executive director of the Location Based Marketing Association, Toronto.

?The best multiscreen marketing occurs when there is a core drawn between the goals of the marketplace and the desires of the users,? said Robert John Davis, worldwide interactive marketing director and director of advanced video practice at Ogilvy, New York.

?What doesn?t work with brands is saying, ?X percent of your brand is on mobile,?? he said. ?Well that?s great, but what are we going to do with that, what are we going to make that something of value other than just saying, ?That?s your audience.?

Multiscreen war?
Nowadays, marketers have a plethora of screens and new technology available to them.

However, it is the consumer that is in control of which screens are most important, not a brand, per Mr. Davis.

From an agency perspective, it is all about making the experience seamless from screen to screen.

?I don?t want to know that there is another mobile platform that plays video because I assume that they all do, and I assume that all people watch video on all of them,? Mr. Davis said.

?I want to know how is your solution going to enhance the lives of my users,? he said.

Native advertising that is device-agnostic functionality is increasingly being used to create content that is inseparable from a consumer?s need.

With the growing number of screens available to marketers, finding standard ways to measure the effectiveness of a campaign is increasingly difficult.

Brand affinity and increase in product sold are alternative metrics for marketers looking to measure cross-screen campaigns instead of looking at the click data from a retargeting campaign, for example.

Building emotional experiences
In addition to creating multiscreen experiences, marketers are also challenged with creating content and campaigns that triggers an emotional value, according to Brian Yamada, executive director of channel activation at VML, Kansas City, MO.

This boils down to creating content that is contextually-relevant content.

The three considerations for creating multiscreen content is about first and foremost taking on a fan-first mentality, meaning that brands need to tap into their most loyal followers to develop content.

Secondly, the content needs to be simple, and finally marketers need to think about how consumers will become aware of the content.

?Fragmentation will continue, we will have more devices, more ways to engage,? Mr. Yamada said.

?What will be interesting is how technology will continue to evolve with facial recognition or even consumers and how they are going to share their data,? he said.

Final Take
Brian Yamada is executive director of channel activation at VML, Kansas City, MO