The multi-screen juggle: How brands keep up with Gen Z

19-year-old collegian Shreya Pathak is every brand’s dream consumer. As a Gen Z, from the time she wakes up till her head hits the pillow in the night, she connects with almost 100 brands on a daily basis. From the coffee she sips first thing in the morning while listening to a podcast to the reels she checks on her social media site while commuting on a ride aggregator platforms, brands are vying to capture her attention.

However, they face one uphill challenge. In the rapidly evolving digital landscape, consumers like Pathak seamlessly transition between devices—smartphones, connected TVs (CTV), digital out-of-home (DOOH) displays, and more.

This behaviour presents a significant challenge for brands aiming to deliver cohesive and engaging messages across multiple platforms. Adtech agencies are at the forefront, crafting data-driven, cross-platform advertising strategies tailored to brand-specific objectives, ensuring unified messaging and engagement across all screens.

Adapting to multi-screen consumer behaviour

Brands like bigbasket have recognised the necessity of evolving their advertising strategies to engage audiences who frequently switch between devices. Anand Bhaskaran, head of digital and marketing communications at bigbasket, highlights the importance of a diverse media presence.

"As a B2C company, we are very aware of the diverse media consumption habits across our audience—people engage on multiple screens and across various platforms. This diversity means we need to be present on as many channels as possible to reach everyone," he noted.

For instance, during Diwali, the online grocery delivery platform employed a city-centric approach by branding autos and bikes with a 'Diwali Lit' element to create local buzz, complemented by outdoor ads, including digital OOH. This multi-screen strategy ensured that the brand maintained visibility across various touchpoints, catering to the fragmented viewing habits of their audience.

Audience targeting in India's diverse digital landscape

India's digital audience is a mosaic of regional, cultural, and demographic segments, further complicated by the rise of streaming platforms. Adtech agencies have adapted their audience targeting methods to navigate this complexity effectively.

Emphasising the importance of tailored strategies, Russhabh Thakkar, founder and CEO of Frodoh, explained, “India’s fragmented viewership requires strategies that capture regional, cultural, and demographic diversity, especially with the rise of regional OTTs.”

By leveraging Data Management Platform (DMP) integrations, proximity targeting, and location-based APIs like weather and fuel prices, Frodoh ensures campaigns reach the right audiences with messages resonant to their daily routines and environments.

Anand Bhaskaran, head of digital and marketing communications at bigbasket

For example, a health beverage brand aiming to penetrate regional markets adjusted its messaging to be more family-centric in local languages on regional platforms, reflecting the communal nature of viewing in smaller towns. This localised strategy not only drove engagement but also ensured that the messaging felt relevant and in tune with the local culture.

Highlighting the significance of understanding India's diverse demographics Kunal Kothari, founder and chief growth officer of Mobavenue, added, "Our experience in the dynamic Indian market gives us a unique advantage in driving targeted campaigns through tailored strategies and key consumer behavior insights. By leveraging India’s diverse demographics, mobile-first economy, and regional nuances, Mobavenue excels in audience segmentation and engagement across diverse markets."

Big data’s role in cross-platform measurement

Big data plays a pivotal role in achieving accurate cross-platform measurement, allowing brands to understand and optimize their campaigns across various devices and formats.

Frodoh’s Thakkar explains, "By utilising cross-platform brand lift studies and viewership analytics, brands can gauge the effectiveness of their campaigns across various devices and formats. These insights are critical in refining campaigns in real-time, ensuring that brands get the most value out of their advertising spend."

Russhabh Thakkar, founder and CEO of Frodoh.

For instance, a BFSI brand leveraged cross-platform measurement to optimize its campaign across both CTV and mobile. By using data from DMPs to track how the same user interacted with different screens, the brand achieved a 20% improvement in brand recall. This ability to understand audience engagement across multiple touchpoints is crucial for optimizing multi-screen journeys.

Aniket Suvarna, founder of a D2C snack brand, underscores the importance of real-time analytics. "Harnessing real-time analytics and big data, we fine-tune campaigns dynamically, adapting them based on user engagement. Through an iterative approach, we continuously analyse insights, refine strategies, and enhance performance. This constant optimisation ensures campaigns remain effective, relevant, and responsive to shifting audience behaviors," he stated.

Identity-based targeting amid privacy regulations

With the evolving privacy landscape, adtech companies are rethinking their approaches to identity-based targeting to improve precision in campaigns while respecting user privacy.

Sneha Bhanushali, founder of Adcraftic discusses the challenges and solutions. She opined that with privacy regulations evolving globally, identity-based targeting is becoming increasingly challenging. “The solution lies in using deterministic data sourced from trusted DMPs and anonymised behavioural insights to segment audiences in a way that respects privacy guidelines while ensuring campaign relevance,” she added.

In a recent FMCG campaign, Frodoh used household-based targeting to reach consumers with tailored messaging based on household income, purchase behaviors, and product preferences. This method resulted in a 25% increase in brand awareness, demonstrating that identity-based targeting can still be effective when done ethically and in compliance with privacy regulations.

With the digital ad landscape moving toward privacy-focused strategies, many adtech agencies are working with technologies such as contextual advertising and persona-based targeting—analysing user patterns without collecting personal data. As consumers push for greater data protection, they are also embracing privacy-first approaches to lead this transformation.

The future of cross-platform advertising

As India's digital ecosystem continues to evolve, brands and adtech agencies must remain agile, adapting to new platforms and technologies to reach consumers effectively. The rise of OTT platforms, CTV, mobile, and DOOH presents unique opportunities for personalized, dynamic creative optimisation.

Kunal Kothari, founder and chief growth officer, Mobavenue

As global consumer spending surges, the smartphone market is riding the wave, fueled by innovations in media, networking, and mobile tech. In 2023, mobile raked in $176 billion, proving its dominance. Packed with GPS, NFC, gyroscopes, and high-res cameras, smartphones are now ad goldmines, making platforms like Meta, Google, Snapchat, and Twitter essential for marketers.

The real game-changer? Programmatic advertising coupled with proximity-based targeting. SNS Insider reports that the AdTech market, valued at $583.54 billion in 2023, is set to skyrocket to $1.96 trillion by 2032, growing at 14.4% CAGR—driven by automation, personalisation, and a world glued to their screens.

Sakpal notes the potential of proximity-based targeting. “Context-driven advertising is evolving, with brands leveraging real-time data—such as weather updates and fuel prices—to deliver hyper-relevant messaging,” he noted.

A retailer, for instance, could promote raincoats and umbrellas just as a downpour begins, while a fuel brand might target drivers near gas stations when petrol prices fluctuate. These dynamic campaigns enhance engagement by aligning ads with immediate consumer needs.

At the same time, growing privacy concerns are reshaping strategies. To stay effective while safeguarding user data, brands must prioritise first-party, privacy-compliant solutions that strike a balance between personalisation and consumer trust. That is the only way they can grab the attention of GenZ audience like Pathak, and ensure they stay bound to the brand as loyal consumers.