Drawbridge recently released the Five Tips for Using Cross-Device Advertising Effectively white paper, which detailed easy practices for maximizing the performance of cross-device campaigns. In this series of blog posts, we’ll dive deeper into each of the five tips.
Tip #1 – Create a Cross-Device Strategy
A recent Google study indicated that 90% of consumers use multiple devices sequentially to complete a task over time, including online shopping and planning trips. Agencies and brand advertisers know this, and are increasingly adopting cross-device tactics to deliver more relevant ads to cross-platform audiences. The first step in any cross-device campaign is creating a solid strategy – going in blindly will not work for these advanced campaigns.
What “Cross-Device” Is and Is Not
Cross-Device doesn’t just mean running a mobile campaign and a desktop campaign. While that could meet the requirements of a “multi-device” campaign, in this context, cross-device means leveraging data across devices. Whether using data from desktops to retarget users on their mobile devices, and vice-versa, or using mobile web data to target users within mobile apps – proper cross-device campaigns are targeting the same users across their devices, so cross-device identity is key.
When building a cross-device campaign, make sure you have thought out your goals and objectives and have an idea of how you will reach these goals. Is this a desktop-to-mobile campaign that will use the targeted audience’s desktop browsing to fuel mobile display ads? Or is your goal to reach users in an app based on actions from mobile web? Most cross-device technology providers offer specific user segments, such as women in their 30’s with iPhones, or Men with Android tablets who like to golf. These audience profiles are built with detailed cross-device data which lets advertisers build customized campaigns.
Work with your cross-device provider to determine your specific campaign strategies, but know that as long as you’re using cross-device data, your campaigns are already on track to be effective!