Today’s consumers aren’t just mobile-first—they’re everywhere. They browse on their phones during lunch, research on their laptops at work, and stream content on connected TVs (CTVs) in the evening. For marketers, this presents both a massive opportunity and a growing challenge: how do you create a unified, high-performing strategy that spans mobile, desktop, tablet, and CTV?
Welcome to the era of multiscreen marketing—where success depends on your ability to deliver consistent, personalized experiences across every screen your audience touches.
The Challenge: Fragmentation
One of the biggest hurdles in cross-platform marketing is fragmentation. Each platform has its formats, targeting capabilities, engagement behavior, and measurement frameworks.
- Mobile is performance-driven and immediate.
- Desktop is often research-heavy and high-intent.
- Tablet blends casual browsing with high-value purchases.
- CTV is passive, brand-building, and increasingly shoppable.
Trying to run separate campaigns for each channel can lead to inconsistent messaging, duplicated efforts, and siloed data. On the other hand, shoehorning a one-size-fits-all strategy across devices risks poor engagement and wasted spend.
The Opportunity: Seamless User Journeys
The good news? A unified cross-platform strategy enables marketers to follow the entire user journey—from awareness on CTV, to consideration on desktop, to conversion on mobile. When done right, this holistic approach can dramatically improve performance.
Key benefits include:
✅ Improved attribution — Connect touchpoints across screens to better understand what’s driving results.
✅ Smarter budget allocation — Shift spend to the platforms and formats delivering the highest return.
✅ Stronger brand consistency — Ensure messaging and creative feel cohesive, regardless of where users engage.
Best Practices for Cross-Platform Success
- Use a Unified Measurement Framework
Leverage tools that track users across devices using deterministic or probabilistic matching. This gives you a true view of your funnel—from the first impression on CTV to the final click on mobile. - Tailor Creatives to the Screen
While your message should stay consistent, your execution should adapt. Short, vertical videos work on mobile; cinematic storytelling shines on CTV; and interactive formats perform well on desktop and tablet. - Adopt Cross-Platform DSPs
Platforms like The Trade Desk, Liftoff, and Google DV360 support multi-device buying with consolidated reporting. They use AI to optimize bids across channels in real time, increasing efficiency and ROI. - Leverage First-Party Data
As third-party tracking fades, brands must build and activate their user data across platforms. Retarget your app users on CTV, or re-engage desktop visitors with mobile push—seamlessly.
The Future Is Multiscreen
In a world where users fluidly move between devices, siloed marketing is no longer effective. Brands that thrive in 2025 and beyond will be those that treat every screen as part of one connected journey—one message, many touchpoints, driven by unified data and cross-device strategy.
From mobile to multiscreen, the future of marketing is not just about being where your users are—but showing up how they want, when they want, on the screen they’re on.
Are you ready to go beyond mobile?