These days it is common to see when performing online activities, consumers prefer to move between devices[Browsing Web on your iPad and accessing Facebook / WhatsApp on Mobile]. In addition, increasingly, consumers apply two or more devices simultaneously, such as finding critics’ reviews or cast information on mobile phones while watching a movie. Given consumers’ multi-screen activities, cross-platform marketing strategies demonstrate favorite outcomes, especially those campaigns that are packaged with mobile ads.
Multi-Screen Mobile Advertising Strategies
Thus, we think that mobile ads could be more effective by packaging into multiscreen/ multi-channel marketing campaigns for online marketers. Such strategies include
Content migration: Web content can be synchronized across mobile and PC internet to offer seamless experience to users. For example, one could continue to watch a video on the go from the last stop on her PC, or sync mobile search to their PCs to conduct more in-depth research, etc
Cross-screen retargeting: Users are tracked and presented ads for websites they visited in the past. While this technique is now familiar on PC via caches and cookies, it is only recently that retargeting from desktop to mobile (or vice versa) delivers 3x ROI on ad spent, according to Drawbridge, a start-up providing cross device ads solutions.
The effectiveness of multi-screen ads depends on advertisers to know 1) how and on what devices targeted audiences are consuming content, 2) track and measure consumers’ responses, 3) apply new techniques to measure ad leads to follow up actions, such as more research on other devices or offline sales leads.
Cookies: Cookies enable advertisers and publishers to track user activity when they move across different internet platforms with relevant ads.
Algorithm: Powerful algorithms might profile specific users based on device ID when users activate certain apps or mobile websites. Such device fingerprints can be anonymously collected if two events are registered on an app’s servers that originate from a device with the same characteristics, and are highly correlated.
Multi-screen solutions would reduce mobile cannibalization expand their existing competitive advantages in the traditional PC Internet, in our view.
The new AdWords is designed to simplify marketing campaigns across multiple devices, and to increase adoption rates of mobile advertising among SME customers. The new AdWords simply gets rid of mobile cost per click (CPC) because advertisers do not pay for clicks any more, but for conversion, which is particularly true on mobile devices. “Smart marketers understand that clicks from different platforms and devices result in differing conversion rates, and return on investment.