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BizReport : Advertising archives : October 03, 2014

Why attribution is important in cross channel strategy

Brands must begin to implement a cross-channel attribution model that allows insights across all channels, apps and devices. That being said, it's still the early days in mobile marketing, particularly on the attribution front. There is still work to be done to enable brands to precisely understand the customer journey and the impact of each channel on sales. But marketers shouldn't let the perfect be the enemy of the good.

by Kristina Knight

Kristina: How are social media hubs like Facebook and Twitter changing emerging ad channels?

Ben Witte, Head of Mobile Growth, AdRoll: Facebook and Twitter have emerged as key players in the advertising ecosystem because they give marketers access to huge user bases and offer robust targeting capabilities. Whether you're talking about desktop or mobile, Facebook and Twitter have some of the largest and most engaged audiences online. (There are 1.23 billion monthly active users on Facebook, 241 million on Twitter).
From an advertising perspective, I like to think of Facebook and Twitter as identity platforms with programmatic native ad inventory available. In this multi-screen world, they're both uniquely positioned due to the fact that their audiences are typically logged in across all of their devices - smartphone, tablet, and PC - which makes cross-device user identification relatively straightforward.

Kristina: How about app installation - what are apps affecting multi-screen marketing strategies?

Ben: Facebook's Mobile App Install ads have been a successful mobile advertising unit. They perfectly served the needs of app developers looking to drive adoption of the apps they built on top of the iOS and Android platforms over the past five years. Additionally, they were easy when it came to attribution.

However, I think what app developers are starting to realize is that driving an app install is only the beginning. What's really important is what happens after the install. It's important to think about what your downstream goals are - whether it's getting users to engage regularly or in the case of commerce or game apps, making an in-app purchase. This is easier said than done, as one in five installed apps is abandoned after the first use.

Tags: AdRoll, advertising, cross channel advertising, tips

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