Programmatic advertising campaigns need to address a fundamental shift in how people consume content and the various ways in which they might do so. With an array of content-delivery options at their fingertips, some people have taken to primarily using one device to access content; others are now reading, watching, or listening to their content on multiple devices throughout the day. Someone might visit a news or shopping website three times in one day but from a different device each time. In addition to delivering different creative for each of these different devices, advertisers must track data by device to ensure that they are getting the biggest bang for their programmatic buck.
More than a few media watchers predicted that 2016 would be the year that cross-device programmatic marketing would break out as a major strategy for engaging consumers. It’s a well-known advertising truism that repetition, not reach, is key to getting consumers to respond to an ad – it is better to have 100,000 people see your ad three times than have 200,000 people see your ad only once. With the proliferation of cross-device marketing, brands are increasingly garnering the benefits of repetition by displaying an ad message to the same person multiple times across different devices.
Failing to create a mobile-friendly ad and hoping to catch a potential buyer while they’re on their laptop rather than their phone reduces a company’s chance to reach said buyer. Sending a message that your customers will receive whether they’re on their phones, laptops, or tablets improves your brand’s ability to reach them without having to buy more ads on one type of device. It also allows your brand to maximize effectiveness by customizing messages based on the device on which it will appear. Identifying and analyzing ad response in terms of clicks and views by device can also tell your brand if one type of user is more likely to buy rather than just shop.
The rewards that come from cross-device programmatic marketing are huge, and other brands are already reaping the benefits. Red Roof Inn took advantage of how stranded airport and interstate highway travelers take to their smartphones to find lodging after flight cancellations and during traffic delays. Using a mobile geotargeting advertising strategy to get in front of these consumers, the lodging giant increased its last-minute room reservations by 60 percent.
Compared to traditional marketing strategies, cross-device marketing requires more data analysis and more creative production to execute a campaign. As a result, media buyers must be more sophisticated – they must understand how cross-device strategies work and properly educate their content teams to maximize the effectiveness of these strategies. This means making sure that copywriters craft different messages for every device that their target customers use in their day-to-day lives.