Your advertising runs on the big screen, where attention is highest. With multiscreen the same spot additionally runs on laptop, smartphone and tablet. That is not a new ad format and not a different format, but more reach for exactly the same spot.
One spot, more devices
Multiscreen does not mean you need several creatives or produce something new. It is your in-stream spot that runs on connected TV, additionally delivered in the same high-quality streaming environments on the smaller devices. The big screen always stays at the centre, the other devices come in addition. That way you reach your audience not only in the living room, but also when they stream on the go or at their desk.
One spot, every screen!
Book a demoYou have the choice: CTV or multiscreen
With onescreen you decide how broadly your spot runs. You either book connected TV exclusively, that is the big screen, or you deliver the same spot as multiscreen additionally on laptop, smartphone and tablet.
Important here: even if you book multiscreen, the big screen stays the heart of it. Our experience shows that the spot then runs on average around 70 percent on connected TV, simply because the dominant viewing situation is the TV. So you don't lose the big screen, you add to it. Which screen fits which moment is explored in the article Big Screen vs. Small Screen.
What multiscreen brings
The benefit lies in additional reach. With multiscreen you also reach the people who are not in front of the TV right now, and you reach some of them a second time on another device. At the same time, everything runs in one campaign, with the same digital targeting by region and postal code, age, gender and interests. So you steer your ad pressure across all screens, instead of separately per device.
Co-viewing: only on the big screen
One thing that makes the big screen special is shared watching. In front of the TV there are often several people, partners, family, friends. This co-viewing is exactly a phenomenon of the TV, not of the personal devices. According to a study by the IAB, 93 percent of viewers have already watched video content together on the TV, and studies show that a large part of streaming use is shared on the TV. Smartphone, tablet and laptop, by contrast, are personal devices usually with only one viewer.
That's why we report co-viewing, but deliberately only on the big screen, where it actually happens, and not on the personal devices. That gives you an honest picture of your reach. Why shared watching increases impact is shown in the article on co-viewing.
How to use it with onescreen
You plan your campaign as usual in the Ad Manager and decide whether your spot should run only on connected TV or additionally multiscreen. You deliver just one creative, the targeting stays the same, and in the daily dashboard you see how your campaign is doing, including the co-viewing on the big screen. What connected TV as a channel is all about is explained in the overview What is CTV advertising.
Conclusion
Multiscreen is not a new format, but the same spot on more devices. The big screen stays at the centre, even with a multiscreen booking the majority runs there, and laptop, smartphone and tablet bring additional reach. You decide whether you use only CTV or all screens, and in the reporting you see co-viewing where it happens, on the TV.
Want to bring your spot to the big screen and beyond? Book a demo and we'll show you the options in 30 minutes. Or get started in the Ad Manager.
FAQ
What is multiscreen at onescreen? That the same spot running on the big screen in streaming is additionally delivered on laptop, smartphone and tablet. It is not a different ad format, but the same in-stream spot on more devices.
Does my spot then run less on the TV? No. The big screen stays at the centre. Our experience shows that even with a multiscreen booking, the spot runs on average around 70 percent on connected TV, because the TV is the dominant viewing situation.
Can I also advertise only on the big screen? Yes. You can book your spot exclusively on connected TV. Multiscreen is an additional option, not a requirement.
Is co-viewing measured on all devices? No. We report co-viewing only on the big screen, because shared watching mostly happens there. Smartphone, tablet and laptop are personal devices usually with only one viewer.
Do I need a different creative for multiscreen? No. You use the same spot as on connected TV, and the targeting stays the same too.