Drawbridge CEO Kamakshi Sivaramakrishnan recently busted five myths about cross-device advertising. We’re expanding on her presentation in this five-part series of blog posts.
Myth #2: Multi-Device Equals Cross-Device
Why Does This Myth Persist?
Does this image look familiar? Most Insertion Orders specify spend on mobile, desktop and tablet – a multi-device campaign. Because there are a lot of buzzwords in the industry today – multi-device, cross-device, cross-screen, omnichannel – there’s confusion between these terms, and most people assume they are one and the same. Our industry has admittedly not done a great job defining and differentiating these terms. Until now…
Here’s the Truth…
A campaign that randomly happens to hit the same consumer on different devices doesn’t make it a cross-device campaign. Allocating spend in multiple channels is different that deliberately reaching consumer across devices.
How Do We Know?
Cross-device advertising enables a multitude of targeting options that “multi-device” campaigns could never dream of. In addition to retargeting users from desktop to mobile, or mobile to desktop, or even mobile web to mobile app, cross-device identity allows advertisers to run more interesting campaigns, such as conquesting campaigns that target users of a specific product or service. Location-based campaigns can serve ads on desktop based on where that consumer was earlier with their mobile phone, and can tell advertisers how online ads affect offline behavior. Sequential messaging allows advertisers to tell a story that guides a consumer to a conversion event, even as the consumer switches devices. With “multi-device” campaigns, advertisers are lucky to hit the same consumer twice – let alone deliver advanced campaigns.