With consumers continuing to stay connected across multiple devices, it’s important that marketers continue to figure out the most efficient and effective way to run cross-device campaigns. Though targeting users cross-device is still a relatively new concept, a survey conducted by Nielsen and the Association of National Advertisers suggest that U.S. marketers expect the share of their budgets allocated to multi-screen campaigns to increase by 20% this year and 50% by 2016.
Only 48% of the survey’s respondents feel that targeting users across devices is “very important.” However by 2016, 88% of marketers expect cross-device campaigns will be “very important.” And with desktop computers’ importance decreasing in the next 3 years, marketers need to continue to improve the cross-device experience by experimenting and perfecting the cross-device experience with the options already available today.
More Opportunity for Advertisers
With the increasing usage of mobile devices, it’s becoming more important for advertisers to implement new ways to engage consumers through mobile advertising all while effectively tracking and measuring ROI and attributing conversions to the right channel.
In the next 3 years for example, 75% of marketers will still find that advertising on traditional TV channels very important. Last month, AT&T U-verse announced a new feature allowing U-verse subscribers access to more than 100 live channels via the U-verse App for smartphone and tablet. AT&T has essentially laid out a framework for cross-device advertising, in that user-viewing habits can be tracked so that target ads can be displayed via smartphones or tablets. If AT&T U-verse chooses to open up advertising options to brands, advertisers can experiment with cross-device targeting using this channel. Comcast and NBC Universal have also presented advertisers with similar opportunities through a new partnership with Twitter.
Companies like SearchForce can help you manage the entire campaign process across multiple devices and publishers. If you’re managing Google Enhanced Campaigns, SearchForce gives you the ability to separate strategies across paid search and mobile devices, enabling the marketer to test different strategies and report on them.
Getting a head start on multi-screen campaigns could benefit you greatly in the future, as well as give you a significant advantage over the competition. As the numbers show, online marketers are slowly but surely realizing the positive impact cross-device campaigns can have on ROI. Is your marketing department up for the challenge? Is your campaigns structure built for scale and most importantly, change?
Need help managing your online marketing campaigns? Give a SearchForce expert a call at (650) 235-8777.