Here are five key targeting plays from the Drawbridge Cross-Device Playbook that rely on cross-device identity and scale to enable marketers to reach relevant users wherever they are.
Drawbridge retargeting, or remarketing, helps marketers reach website visitors later with related ads on other devices. Retargeting campaigns can be on the same device or across devices.
Example: One online travel company retargeted visitors across devices and saw high click-through rates that led to a 60% increase in conversion rates.
Drawbridge brand conquesting is used by marketers to reach users of a specific, and often competing, product or service in order to build their own customer base.
Example: A large computer software vendor leveraged cross-device data to reach users of a competing service, leading to 50% higher engagement rates.
3. Audience Extension
By helping marketers reach “lookalike” consumers with similar attributes to those that they know are likely to convert, Drawbridge helps brands meet campaign performance objectives while reaching a larger audience across devices.
Example: Drawbridge helped a major consumer electronics manufacturer triple its cross-device consumer reach while maintaining performance levels 3x above the baseline, as measured by shopping-cart additions.
4. Real-World Context
Offline data provided to Drawbridge by advertisers and other third-parties is commonly used for reaching qualified consumers, but this information also becomes a rich data point about a connected consumer. It can then be used to enhance online marketing across all of a consumer’s devices at a later time. In addition, Drawbridge enables marketers to understand how online ads impact offline behavior.
Example: Drawbridge leveraged cross-device data to help a retailer reach qualified consumers, driving a 58% lift in foot traffic to a store location (as measured by a third-party), beating the goal by 3x.
Drawbridge sequential messaging helps marketers tell a story and guide consumers through their purchase path, even as they switch devices. Global frequency caps can also be put in place to optimize ad budgets and increase effectiveness and engagement.
Example: A major consumer electronics brand worked with Drawbridge to deliver sequenced ads across devices, and saw engagement triple on ads after the first in the sequence.