This big developments of this week shared a central theme -- digital marketers are people trying to send one message to prospects using three (or possibly four) screens. Google addressed the issue on Wednesday by announcing AdWords Enhanced Campaigns. A single campaign will now auto adjust for the device used (high level desktop/tablet vs. phone) and location of the target. Time of day functionality already existed. The Latitude Group offered a good summary of what has changed from the old system and 360i offered a comprehensive look at the impact on media strategy including bidding strategies and creative. The overall sentiment seemed to be that the new system will be good for Google as increased competition will eventually drive up mobile CPC. There are also some aspects that will make businesses cringe, as outlined by ZDNet and a guest post in Search Engine Land focused on the capabilities that advertisers will now lose from the enhanced system.
Earlier in the week Twitter continued its efforts to close the loop with television by acquiring Bluefin, a social TV analytics firm. The announcement came while Twitter was still giddy over the extensive use of #hashtags in Super Bowl commercials. TechCrunch analyzed Twitter's rationale for wanting to monetize all of that TV attention.
Instagram made the point that nobody should be complacent with just one screen by creating a desktop feed for the web. Mashable, in an Op-Ed, expressed considerable remorse over a cross current shift by the quintessential mobile app. The message of the week however, was that end users are going to control which screens are used. Content providers just need to be there.