The Importance of Multiscreen Advertising: How and Why Advertisers Should Leverage an Omni-screen Targeting Approach 

Intro  

She’s sitting on her couch and the game is on. She has one hand in a bag of tortilla chips and the other wrapped around her phone, TikTok lighting up the screen. She’s been excited to see the game, but she’s also been thinking about her recent headaches and wants to see what her favorite influencers have been saying about their own headaches. This is today’s consumer. 

Multiscreen advertising refers to the practice of delivering ads across multiple digital devices or screens that consumers are using simultaneously within their household. In today’s digital world, audiences are increasingly engaging with more than one screen at once, often watching TV while also using a smartphone, tablet, or laptop. 

Advertisers capitalize on this behavior by targeting the same audience across various platforms and devices. This approach enables the delivery of coordinated, complementary messaging that boosts brand visibility and consumer engagement. It also provides a strategic advantage in reaching the right target audience across multiple touchpoints, creating a more personalized advertising experience. 

However, this approach comes with challenges. One significant issue is ad fatigue, where consumers become overwhelmed or irritated by seeing the same ads repeatedly across different devices. Additionally, maintaining message continuity across multiple screens is crucial to ensure that the messaging feels cohesive rather than fragmented. Also, because users today consume content across several screens. In other words, fragmented media consumption – which leads to shorter attention spans and increased competition for consumer focus. Capturing and holding audience attention challenges advertisers in a multiscreen space. Without careful management, these challenges can dilute the effectiveness of a multiscreen strategy, undermining engagement and ROI. 

When executed thoughtfully, a synchronized multiscreen approach not only enhances consumer interaction but also optimizes reach, etc. 

  

Background  

In today’s digital driven world, media consumption is at an all-time high. As eMarketer indicates among U.S. adults, media consumption averages 12 hours and 37 minutes per day, with video accounting for more than half that time (US adults average 6 hours and 45 minutes per day watching video). Furthermore, U.S adults spend 2 hours and 15 minutes (2:15) on CTV per day. Mobile averages 4 hours (4:00) per day among US adults. This extensive engagement often involves simultaneous use of multiple media forms, highlighting the fragmented nature of current media consumption. 

This fragmentation poses challenges for advertisers aiming to deliver effective messaging. Consumers frequently divide their attention among various devices—such as watching video content exclusively on CTV vs. Linear TV—leading to divided focus and potentially diminished ad recall. For instance, a study conducted by MRI Simmons found that 98% of U.S. households are accessible through a total TV advertising approach, with 43% reachable exclusively via streaming TV.  

Additionally, research conducted by Spider AF shows that audiences are more likely to be disinterested in a brand ad if they can tell they are being targeted. In other words, because most digital video ads are data driven (targeting based on IP address, user behavior, etc.) and users are constantly being served the same brand ad on CTV, mobile, etc. This may cause a negative effect to the user causing harm to a brand activating a multiscreen campaign. To combat this, advertisers can take several steps to mitigate the risks of ad fatigue and overexposure. One key strategy is implementing frequency capping, which allows brands to limit the number of times an individual user sees an ad within a set period. This not only reduces the likelihood of ad burnout but also helps maintain a positive user experience. Moreover, brands can refresh their creatives regularly to keep the messaging engaging and relevant. Creative refreshes can help prevent the ad from feeling stale and ensure that the audience remains engaged. Dynamic Creative Optimization (DCO) is another powerful tool, allowing advertisers to tailor their ads based on user data (geographic, etc.) and contextual, delivering more personalized content that keeps the message fresh and important. Additionally, leveraging sequential messaging across devices can ensure that the brand story unfolds in a way that feels natural and engaging, rather than repetitive. By carefully planning the order and timing of messages, advertisers can create a more coherent and impactful experience that feels less intrusive and more engaging for the audience. 

Together, these strategies (frequency capping, creative refreshes, DCO, and sequential messaging) allow advertisers to optimize their multiscreen campaigns, minimize ad fatigue, and foster a more authentic, engaging brand experience. 

Keeping all challenges in mind and with CTV viewership increasing 15% YoY (February 2025) and mobile engagement surpassing 4 hours daily. Advertisers must embrace a cross-platform strategy that aligns media investment with evolving patient and HCP behaviors.   

Research   

For a healthcare multi-screen advertising campaign, the devices that make the most sense to target users across multiple screens include mobile phones, tablets, laptop/desktop, CTV and here is why; people often use laptops or desktop computers for browsing the web, researching health-related topics, or engaging in mobile device activities while watching TV.  

A multiscreen study by Facebook focused on the relationship users in the U.S spent between TV time and with mobile devices. The in-home eye tracking study in the U.S revealed that 94% of users kept a mobile device on hand while watching TV.  

Even further, the study finds that users just focused on the TV screen 53% of the time with one of the top reasons of looking away was to use their mobile device. Considering the data showing the relationship between TV time spent with a mobile device, it is evident that users in the U.S are attainable to reach via a multiscreen targeting approach. 

It has been demonstrated that the integration of video advertising across platforms has significant halo effects on other channels. According to a Comscore research, for example, commercials that used a four-screen strategy (TV, CTV, desktop, and mobile) increased aided awareness among 18–34-year-olds by 17.4%, while the general public saw a gain of 6.3%. This synergy across platforms emphasizes how crucial it is to coordinate video strategy with social media and SEM initiatives to optimize brand engagement and conversion. 

As additional context, CTV serves as a powerful platform for brand awareness and long-form storytelling. A study by Comscore found that CTV advertising led to a 25% increase in brand awareness and a 25% boost in ad recall. While Mobile acts as interactive second screens, offering engaging experiences such as scanning QR codes displayed on CTV ads (interactive ads). This interaction facilitates access to educational content, bridging traditional and digital media. Interactive videos transform complex information into engaging content, improving patient and professional engagement. Moreover, healthcare professionals (HCPs) utilize mobile apps for tasks ranging from information management to clinical decision-making at the point of care. And it is no question, users in the U.S are scanning QR codes on CTV as eMarketer forecasts 99.5 million QR scans in 2025. Tablets are instrumental for in-depth research, especially among HCPs. As this digital survey/study found that 40% of HCPs use a tablet, with the iPad being the most popular device. Nearly half of these tablet users reported using them in clinical settings, primarily for accessing point-of-care information and electronic medical records. Providing bedside tablets in healthcare settings enhances patient access to care, educational resource portals, enriching the patient experience.  

Target Audience  

The way ads are consumed has evolved with the rise of multiple devices like smartphones, tablets, and laptops. Research from MNTN shows that 83% of adults aged 18-34 value multiscreen experiences more than older demographics because of the use of social networks, making them an ideal target for this advertising approach. While engagement decreases to 66% among adults 55+, this group remains significant, as 29% of adults 55+ rely on pharmaceutical companies for health information. This age demographic still holds value as it creates a frequency to drive brand recall in the pharma space as stated in a 2024 survey. Additionally, income plays a role, with 90% of individuals earning $80K+ engaged in multiscreen viewing compared to 69% of those earning $40K as stated by MNTN statistics. And while these variables are important, regarding pharma audience segmentation- we can look at the following case study conducted by IQVIA and CMI Media Group. This case study illustrates how integrating Connected TV (CTV) advertising with mobile video remarketing effectively targets healthcare professionals. A leading psoriasis medication brand collaborated with CMI Media Group to run a cross-channel campaign. The strategy combined CTV and mobile ad exposure to reach dermatologists, a key audience for the medication. By leveraging these digital channels, the campaign successfully engaged the target audience, leading to measurable increases in prescription activity. This case exemplifies how combining CTV and mobile video advertising can effectively guide HCPs through educational and consideration phases, enhancing engagement and driving conversions in the healthcare space. All in all, these insights highlight the importance of tailoring multiscreen campaigns to diverse audiences based on age, medical specialty income, and consumer behavior providing brands with an appropriate pool of factors to consider when looking to deliver a multiscreen device campaign.  

Key Strategies for executing a multi-screen campaign  

Media consumption and consumer reach are the main priorities when it comes to executing a multi-screen campaign. Since the explosion of smart devices and the increase in the number of screens an individual uses, multi-screen advertising is only expected to significantly grow within the next five years as Mordor projects a compound annual growth rate (CAGR) of 35.2% during the forecast period from 2025 to 2030. Furthermore, there is an importance in consistent, cross-platform messaging as it relates to creating a holistic brand experience. For pharma, this means messaging on CTV with mobile, laptop and tablet experiences. Omnichannel targeting allows for the opportunity to utilize engagement techniques with interactive elements such as QR codes or clickable links on mobile to connect viewers to more in-depth educational content or health services. Regardless of the many benefits a multi-screen campaign can have, there are also a few cons. There is no longer a captive and submissive audience with the rise of multi-screens. Brands are competing for the attention of viewers. Each device requires a different approach. Therefore, the below highlights key strategies to execute a multi-screen video campaign:  

• Data-driven optimization and cross-channel synergy: Leverage AI and programmatic platforms to optimize campaigns across devices in real-time, ensuring compliance with regulations and maximizing ROI. Additionally, integrating SEM and social media strategies with Video can amplify campaign effectiveness. For example, a Nielsen study found that combining TV and Facebook advertising led to a 16% lift in ad recall and 7% increase in brand favorability compared to TV alone. Using social media, search, and video channels in conjunction, advertisers can create a unified brand story that guides customers through the marketing funnel. AI driven optimization is reshaping multiscreen strategies through AI-driven analysis that can identify viewing patterns, optimize ad placements, and personalize ads for each viewer based on their watching habits and preferences. As seen in this case study conducted by OptimizeRx, a GI brand’s addressable TV (ATV) advertising was underperforming due to targeting a broad audience that included individuals with acute GI conditions, rather than focusing on chronic sufferers who were the primary target. Therefore, this brand leveraged AI to analyze privacy-compliant, real-world medical claims data, OptimizeRx refined the target audience by narrowing the indication segments from eight to four, concentrating on chronic sufferers and excluding acute cases. As well as AI geolocation analysis identified hyperlocal areas with high concentrations of the target audience. This precision allowed for tailored ad delivery, maximizing impact while minimizing ad fatigue. As a result, AI helped this brand achieve a 10:1 return on advertising spend (ROAS), demonstrating AI’s effectiveness in enhancing campaign efficiency and effectiveness in a video space.  

• Consistency/Brand Messaging Continuity: Advertising is constantly evolving and is no longer a singular experience and can thrive through omnichannel platforms. Even further, running a multiscreen campaign through the programmatic pipes allows for regulatory control across platforms: DSPs give pharma brands control over where and when their ads are shown, ensuring that they only appear on appropriate, compliant platforms. Ads can be tailored to meet the regulatory requirements of each device, whether that means adding disclaimers (ISI, etc) in video ads or adhering to specific content restrictions for certain medical claims. Whether the brand is targeting consumers on mobile or engaging HCPs on desktop, the platform can automatically ensure compliance with regional laws and industry guidelines, thus protecting the brand’s integrity. As an additional insight, Thumbista discovered a viewer might start a program show/series on a mobile device and finish watching on a smart TV, requiring advertisers to ensure consistency/presence across these platforms. Therefore, consistent brand representation is super important. Leveraging a programmatic multiscreen video campaign ensures that a pharma brand’s message is represented in a compliant manner across all platforms and devices through the holistic approach Programmatic offers. Whether the ad appears on mobile, desktop, or CTV, it can be guaranteed that the brand’s visual identity, messaging, and disclaimers (if needed) are consistent. This level of control is particularly important in the highly regulated pharmaceutical sector.  

• Cross-Channel Activation: A true multiscreen campaign doesn’t stop at video. It activates audience interest across the entire funnel by pairing high-impact video impressions with actionable channels like search and social. When a patient sees a DTC spot on CTV and later searches for symptoms or product names, SEM must be primed to capture and convert that moment of intent. The same is true for social media, with users increasingly seeking community validation after exposure to television. When SEM bidding strategies and Paid Social targeting are aligned with video schedules, pharma brands can ensure they’re present at the right time when patients are seeking answers, exploring options, or taking action. 

Given the varying strategies to execute a multiscreen device campaign, it is apparent that there is value in leveraging AI + Programmatic platforms and understanding the unique experiences from the consumer side to execute a multiscreen strategy.    

Case Studies/Successful Multiscreen campaigns  

• A case example of a multiscreen video ad campaign can look like… effectively promoting pain treatment options during peak sports season (Fall/Winter) and targeting folks who are having chronic pain. The campaign leverages TV (CTV), mobile, and desktop screens to raise awareness, educate viewers on the treatment benefits, and encourage action, such as scheduling a consultation with their PCP to learn more about the treatment. A 30-second emotional ad airs on streaming platforms like Roku and Hulu, emphasizing the importance of treatment for families, healthcare workers, athletes and the elderly. The ad promotes pain treatment as a key protective measure to the discomfort pain brings, with a strong call-to-action (CTA) to learn more. A shorter, 15-second version is optimized for mobile devices, with concise messaging and engaging visuals that highlight convenience.  This multi-screen approach can drive higher engagement, increase reach, enhance brand awareness, foster trust and reinforce their role in pain management. As we see in this unbranded case study conducted by Crossix showing the impact of a TV + Digital multiscreen national campaign for a pharma brand. This campaign reached over 100 million TV households and 10 million consumers digitally. The brand discovered that overlaps between digital and TV drove the highest conversions.   

Conclusion  

Multi-screen pharmaceutical advertising enhances reach and engagement but requires strategic planning, execution, and compliance with privacy regulations. By leveraging cross-device video approaches in conjunction with integrated SEM and social media strategies, pharma brands can deliver seamless, personalized journeys that convert awareness into action.​ A holistic multiscreen approach ensures that each touchpoints works together to drive engagement, inform decisions, and ultimately driving better health outcomes and brand loyalty. Technological advancements and deeper platform integration will continue shaping the future of multi-screen advertising, allowing brands to engage health-conscious audiences more effectively. With cross-platform analytics and innovative executions, pharmaceutical companies can refine their strategies, drive better outcomes, and stay competitive. CMI’s Video Investment team continues to explore next-generation solutions for healthcare to advertisers, ensuring that multiscreen video campaigns drive measurable brand impact and optimized patient engagement 

Additional resources:  

Marketbeam’s 2024 report showcases how a pharmaceutical company integrated AI into its campaign efforts, leading to a 20% increase in new patient conversions within six months.