Mul*-?screen
lessons
to
apply
5
During
simultaneous
usage,
content
viewed
on
one
device
can
trigger
speci?c
behavior
on
the
other.
Businesses
should
therefore
not
limit
their
conversion
goals
and
calls
to
ac?on
to
only
the
device
where
they
were
ini?ally
displayed
Consumers
shop
di?erently
across
devices,
so
businesses
should
tailor
the
experience
to
each
channel.
It’s
also
important
to
op?mize
the
shopping
experience
across
all
devices.
For
example,
consumers
need
to
?nd
what
they
are
looking
for
quickly
and
need
a
streamlined
path
to
conversion
on
smartphones
6
Most
of
the
?me
when
TV
is
watched,
another
screen
is
being
used.
These
instances
present
the
opportune
?me
to
convey
your
message
and
inspire
ac?on.
A
business’s
TV
strategy
should
be
closely
aligned
and
integrated
with
the
marke?ng
strategies
for
digital
devices
Smartphones
are
the
backbone
of
our
daily
media
use.
They
are
the
devices
used
most
throughout
the
day
and
serve
as
the
most
common
star?ng
point
for
ac?vi?es
across
mul?ple
screens.
Going
mobile
has
become
a
business
impera?ve
7
8
45