As smartphones and tablets evolve, the bright lines that previously separated digital, print, TV, mobile and PC are now beginning to fade away. Advertising, now more than ever, needs to be wherever and whenever the consumer wants it be, and “mobile” is not so much a device-type as it is a behavior or state of mind.
The spend on cross-device campaigns that target the same users across smartphone, tablet and laptop devices is growing as marketers discover their effectiveness. In a recent survey, 75 percent of marketers said they have seen increased effectiveness with cross-device campaigns.
Marketers are already investing quite a bit in cross-device campaigns as they follow consumer behavior, but now they want to better quantify the results. The rush to develop mobile advertising campaigns is coupled with the desire for better measurement and understanding.
More than 50 percent of marketers surveyed by ValueClick Media and Greystripe reported that cross-device campaigns expand the overall reach and help optimize the performance of the campaign. But marketers point to the time and money needed to track, build and maintain a mobile experience as the main reasons why mobile campaigns are underperforming.
Marketers want to move deeper into cross-device marketing, but they also want more from their campaigns. Specifically, they want to better understand the impact of each medium and the path to purchase.
While cross-screen advertising is becoming increasingly commonplace, it still presents a range of challenges for brands—challenges that are holding back spending growth. The key challenges are:
- Difficulty tracking audiences across multiple devices and a lack of common performance metrics were cited as the largest issues facing agencies and marketers when deploying and measuring cross-screen campaigns. Research shows that one in four marketers are yet to execute campaigns across multiple screens. For 59 percent of marketers and 68 percent of agencies, difficulty with tracking audiences across multiple devices is what’s holding them back.
- Media planning and execution often take precedence over the creative. To successfully launch a cross-screen campaign, creative cannot be an afterthought. It’s clear why reaching consumers across multiple screens and devices is appealing, but brands need to reevaluate how they resource creative and technical production to ensure they have the assets needed to run effective cross-screen campaigns.
- Cross-device advertising budgets typically are managed separately, making it difficult to keep the consumer at the forefront of planning silos. It’s time to start thinking about how to remove the silos and have a more holistic approach to mobile advertising campaigns.
If brands and agencies can come together to unlock the promise of consistent and rich ad experiences across different device screens at scale that many long for, the future of mobile advertising will undoubtedly be cross-device and creative will be able to adjust to the context in which it appears—whether that’s a phone, tablet, desktop, wearables, connected TV, or an automobile.