Cross-device targeting in digital advertising | Choozle UPFRONT
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Nov 20

Reach holiday shoppers everywhere with cross-device targeting

As the holidays quickly approach, itŠ—’s the perfect time to take advantage of all the people browsing and shopping online. After all, thereŠ—’s no better time to increase your return on investment and conversions than the holidays, when people are continually thinking about which gifts and experiences they should give to their loved ones. One of the best strategies to reach the maximum amount of people possible is to run your campaign across multiple devices.

 

 

What are the different devices I can advertise on?

The Choozle platform allows you to advertise your brand on multiple devices. This includes display advertising on computers, tablets, and mobile devices. In addition, our digital marketing platform campaigns on social, video, and display mediums, so that you can diversify where and what kinds of ads youŠ—’re running.

 

How does a cross-device strategy help me reach more people?

The different types of people that use different devices and different websites can answer the first part of this question. A cross-device strategy would allow you to reach every generation more effectively.

A 2016 report from Nielsen found that members of Generation X (people between the ages of 35 to 49) spend about 32 hours a week consuming all media, while millennials (aged between 18 and 34) spend about 27 hours. In contrast, those over 50 spend about 20 hours on all media—and they’re more likely to be using a desktop or laptop computer or tablet than a smartphone for that media consumption. By spreading your campaign across all the devices, your brand is more likely to reach not only more people but also more types of people.

 

How do I know if my brand is benefitting from a cross-device strategy?

Luckily, the Choozle platform makes it incredibly easy to track how your different campaigns are doing. You will be able to see how many impressions were served, how many were won, the click-through rate (CTR) associated with your campaign. If a campaign isnŠ—’t performing as strongly as you’d like, you can easily optimize your ad groups, along with their targeting, in the Choozle platform as well as compare to see what campaigns are the most successful across what devices and the audience insights associated with those wins.

 

For mobile, should I advertise within an app or on the web?

Part of a cross-device strategy is balancing what places your audience is going to be so that you can serve them with ads that will guide them on a path to making a purchase. Mobile internet users are shown to use both the web and apps consistently. But, users spend 86 percent of their time on apps such as gaming, social media, messaging, and Youtube, and 14 percent of their time in the mobile web browser. While these numbers may lead you to invest more in-app advertising, also keep in mind that having a foot in both the mobile app and the mobile web is important to reach the largest amount of customer possible.

So, as more people turn to the web to research and buy those last-minute gifts for the holidays, itŠ—’s the optimal time for you to ramp up your digital marketing strategy. If youŠ—’re not already advertising on mobile, now might be a good time to start. By using programmatic advertising across multiple devices, you will have the ability to reach holiday shoppers everywhere.

About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.

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