Marketers have been quick to react to the mobile revolution, and advertising within browsers and apps on smartphones and tablets is now a major part of most consumer marketing strategies. However, with recent trends indicating that consumers research and make purchase decisions across multiple devices, cross-device marketing is quickly overtaking the mobile-only mindset. The following is an excerpt from the latest Drawbridge white paper, Approaches and Tips for Effective Cross-Device Advertising.
Deterministic vs. Probabilistic Device Pairing
Deterministic device matching is person-based targeting that involves collecting private data, and using that data to connect users across devices through a login system. This method has 85-95% accuracy due to users’ login actions. For example, if a user has logged in to Facebook in both mobile and desktop environments, Facebook can serve targeted ads across devices with near-certainty that it is the same user.
However, the companies engaging in this device pairing use private data, and users have concerns about how this data is being used, stored, and shared or sold. Also, many of the deterministic approaches rely on “walled gardens” that have no visibility outside of the login system used (Google, Facebook, etc.). Scaling across browsers, apps, or devices is limited to the number of logged-in users.
Probabilistic modeling is used in many fields where large amounts of known data need to be analyzed to make assumptions about the unknown, such as in weather forecasting or stock market trend predictions. Because this method does not rely on login information, any private data is kept out of the hands of advertisers and publishers. The level of scale for probabilistic device pairing is incredibly large, because users can be paired across providers, applications and operating systems.
A drawback to probabilistic pairing is that the pairings cannot be 100% certain. However, as the algorithms get smarter and identify more data points and trends, the probability that the paired devices belong to the same user increases dramatically.
Once you device to run a cross-device campaign, use these five best practices to develop your plan:
1. Use past insights to drive the new strategy. Utilize any data you have from past campaigns, including information about revenue from mobile, your user base, etc.
2. Know your audience. Go beyond just gender, age and basic demographic segments. Target audience segments based on behaviors and pinpoint high-value and high-engagement audiences.
3. Input drives output. What you give is what you get. Set key performance indicators (KPIs) and keep an eye on the campaigns to maximize the return on ad spends.
4. Optimize. Set the creative to be specific for each device, and continually use data to tweak strategy.
5. Be consistent. Each platform, operating system and device should have its own creative, but messaging must stay constant to fuel a good brand experience.
For more approaches and tips for effective cross-device advertising, download the full white paper.