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BizReport : Advertising archives : October 22, 2014

Top 3 tips to create a solid cross-device strategy

There are two main goals of a cross-channel approach: to recognize the same people as they engage with social media, video, display and mobile ads from screen to screen to screen and to use the information from the interactions on any one screen, in real-time, to improve the interactions on all other screens. Achieving these goals will improve advertising results, eliminate waste, decrease advertising costs and drive greater return on ad spend.

by Kristina Knight

"The big opportunity in linking data intelligence to a 360-degree view of the consumer is being able to read, in real-time, the consumer's intent," said Eric Bader, CMO, RadiumOne . "By tracking consumer social sharing activity, and reading the signals that a consumer may be in the market for a category, brand or product, a marketer can reach that consumer, in the right place at the right time with a relevant ad immediately, while the consumer is still at peak consideration. Being in-market and reacting in real-time are the efforts that become most important to a marketer's investment strategy."

How can brands create a better cross device strategy?

First, collect audience data from anonymized CRM systems, from ad performance, from social platforms and from the physical world.

"Marketers need one place where they can collect all their usable, anonymous data in real-time. At a minimum, this involves using a Data Management Platform (DMP) to pull in first-party regular website data, mobile website data and in-app data," said Eric Bader, CMO, RadiumOne.

Second, unify the data into anonymous digital personas.

"Marketers need a way to link each individual person's multiple anonymous identifiers to just one anonymous identifier, an anonymous digital persona ID. In a marketer's DMP, a single anonymous digital persona ID should link together all the relevant identifiers and associated data for a single person. Ideally, every person in the marketer's target audience will be represented in their DMP by an anonymous digital persona ID. It takes a combination of two methods to map identifiers together: deterministic and probabilistic matching," said Bader.

Third, activate persona-based campaigns.

"Marketers that get this far in solving the digital conundrum will find it much easier to plan and buy media that targets the audiences they want to reach. However, to take full advantage of audience segments in a DMP, marketers need the DMP to connect in real-time with a Demand-Side Platform (DSP). In addition, the DSP needs to reach all major real-time channels: display RTB, mobile RTB, video RTB and social RTB," said Bader.

Image via Shutterstock

Tags: advertising trends, multidevice advertising, multiscreen advertising, RadiumOne

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