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In past decades, the only “screen” most B-to-C marketers concerned themselves with was the TV screen. However, marketers who want to succeed in the rapidly evolving communications environment of the present are going to have to begin adapting a three-screen approach to their video content. Television is still the overwhelming favorite for consumer who access video content (see Nielsen’s Three-Screen Report), but computer video viewing, and rapidly evolving mobile video can be critical adjuncts to television.

The report highlights some interesting statistics:

• Almost 99% of the video watched in the U.S. is still done on television.
• Traditional TV usage in the U.S. remains at an all-time high at approximately 153 hrs a month.
• Teens age 13-17 continue to be avid viewers of mobile video; they report viewing an average of 6.5 hours of video on their mobile phones each month.

As the report highlights, there is substantial difference in viewing habits between different demographic groups. Any marketer who approaches video content with a one-way-fits-all mentality could be making a big mistake. Smart CMOs and other marketing execs don’t think of TV, computer and mobile video as discrete strategies. They understand that a three-screen mentality will ultimately create an integrated strategy that will create optimal results.