AdExchanger Research Singles Out Cross-Device Identification as Key to Future of Marketing
New Whitepaper Outlines Technological and Operational Considerations to Ensure Cross-Device Success
NEW YORK, May 11, 2015 /PRNewswire/ -- As consumers turn to multiple devices throughout their day, targeting across screens is ever more important and cross-device identification is becoming key to the future of marketing, according to AdExchanger Research, a practice designed to provide thoughtful analysis on the digital media and marketing technology ecosystem.
However, the challenges of rolling out cross-device marketing programs continue to plague marketers. In a new research report, AdExchanger Research explores the two potential solutions – "deterministic" and "probabilistic" – and explains the pros and cons of each to help marketers figure out the best approach to tackle the technical difficulties of cross-device identification.
"Despite its complexities, by exploring cross-device strategies today, marketers will be prepared for more personalized and effective audience engagement in the long run," said Melissa Parrish, Executive Director of AdExchanger Research. "Marketers need to accurately identify consumers across different environments in order to reach them seamlessly and efficiently – cross-device targeting is just the next wave of the digital advertising evolution."
Identifying users across devices is one of the greatest difficulties of mobile advertising, according to more than half of respondents surveyed for this research, while the ability to bridge the online and offline gap is one of the biggest benefits of this channel according to 40 percent.
"Whether or not your audience uses mobile differently from desktop, cross-device targeting generates data that can shape more skillfully planned marketing programs in the future," said Lizzie Komar, Associate Analyst and co-author of the report. "This information will better help determine nearly every facet of a campaign including sequencing, creative and messaging."
According to the report, as more marketers begin to conduct cross-device campaigns with greater accuracy, they will enjoy higher returns on their media spend. However, marketers are responsible for understanding and respecting their customers' choice to allow or disallow use of their data for marketing purposes. The paper cautions that targeting must be done in a way that is appealing and integrated to those on the receiving end.
Many of these insights were gleaned in part from a survey of more than 500 professionals across the advertising technology ecosystem, including brands, agencies, technology vendors and content publishers. The report, entitled "The Cross Device Conundrum: How and Why Marketers Must Engage Their Audiences Across Screens," is available for purchase by visiting AdExchangerResearch.com.
About AdExchanger Research
AdExchanger Research was formed in 2013 by AdExchanger to provide thoughtful analysis on the digital media and marketing technology ecosystem. As a complement to AdExchanger's editorial and publishing arm, our research practice is intended to provide ongoing guidance, advice, support and interpretation of the dynamic digital landscape. Visit AdExchanger Research at www.adexchangerresearch.com.
About AdExchanger
Founded in 2008, AdExchanger is an integrated media company – which includes publishing, conferences and research – devoted to the data-driven, digital marketing space. AdExchanger enables the exchange of ideas between all members of the "ecosystem," including agencies, advertisers, publishers, data providers, ad networks, media traders and marketing technology companies. The goal of this exchange is to help improve understanding and efficiency. The publication has 140,000 monthly unique visitors and a daily newsletter with more than 16,000 subscribers. The company also produces the leading conference in programmatic media, PROGRAMMATIC I/O, and Industry Preview, which provides an exclusive look at the year ahead in digital marketing technology. Visit us at www.adexchanger.com and follow us on Twitter at @adexchanger to stay informed on the latest news.
SOURCE AdExchanger Research
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