Mobile Has Big Role to Play in Cross Device Advertising

Cross device advertising campaigns have taken off as companies decide to leverage smart phones, tablet computers and other devices to target customers and get their message across platforms in a timely and efficient manner. This year especially, there has been iphonegreat progress in expanding the scope of cross device advertising, as smart phones continue to become more popular, and more consumers engage with a variety of devices according to their convenience.

Now more than ever, marketers across the country are looking at targeting not just customers who are on  their smart phones,   but also those who use their tablet computers at home, or move onto a laptop or desktop in the office. It’s important to keep your message consistent, while also making sure that your potential customers are targeted across all devices.

Right now, the technology is still in its nascent stages, but as technology becomes more advanced, and provide more information about a person’s geolocation and other details, companies are likely to become more savvy about targeting consumers using mobile ad serving and tracking abilities. Already, companies are coming up with better and more engaging ad units that can target consumers efficiently across devices, and deliver messages while making sure that each message is uniquely presented across platforms.

The point is not to have the same template advertising flash across all devices. The aim is to capture attention and target customers across devices, delivering the same message in a different manner.

All consumers are likely to have mobile devices in their possession at any point in the day. Whether a person is at work, or at home, shopping or eating out, or at a sporting event, he’s very likely to have a mobile device in his home. Computers and tablets are less likely to be used, and for the most part, data seems to indicate that tablets and laptop computers are still used mainly at home.  There are important implications in all this seemingly mundane data for marketers. Mobile marketers have now realized that the need to constantly target customers regardless of what device they are using at any particular point in time.

It is now becoming clear to marketers that cross device devising advertising that allows them to get their message across consistently, and literally 24/7,  is a effective, and cost and time-efficient. No longer is it necessary to book the highest and priciest TV spots to target your customers, as they wind down in front of the TV after long day. With cross device advertising, you can frequently stream your message across devices, and rest assured that your customer will be constantly bombarded with these messages, increasing campaign stickiness.

Many people now use their smart phones for shopping. A person may start browsing for one item or product on a smart phone, and actually continue the buying process later. For instance, he may go home where he has more free time, and decide to access the Internet from his tablet computer.

Bill Heneghan, CEO of ApporClick stated, marketers need to be prepared for such changing browsing and buying behaviors by consumers, and update their advertising strategy accordingly. It is no longer enough to focus only on mobile technology, but also important to expand your advertising strategy across devices

It’s also important to keep in mind that the marketing strategy must be expanded and customers need to be targeted, while keeping in mind user experience. Campaigns that simply blast the ad 24/7 can actually backfire if they do not translate into a customer- friendly user experience.

It is now also becoming easier for marketers to conduct their ad campaigns across devices. Recently, Google Enhanced Campaigns launched a new campaign that allows marketers to execute their paid search campaigns across devices including smartphones, tablets as well as desktops, using a single campaign. Such campaigns are likely to become even more comprehensive and widespread in the days ahead.  AOL Inc and Publicis Group also recently collaborated to create a new program called Publicis AOL Line, to execute advertising across mobile tablet, smart TV and desktop computers.

Such cross device campaigns are becoming very successful, which is why they’re becoming so popular. However, there are several challenges in implementing cross device campaign. For instance, there still remain issues like the appropriate tracking of the success of such campaigns. It’s harder to develop appropriate metrics that are based on the unique capabilities, of a number of different devices like desktops, tablets and smart phones involved. There also need to be more unified reporting systems that help track the success of the campaign across devices.

Using tracking cookies on mobile devices has also proved challenging and this could affect optimization efforts. Optimization plays a major role in such cross device advertising. However, marketers are working on these issues and these hurdles are likely to be ironed out soon.

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