The Growing Importance of Cross-Device Measurement

As MediaPost recently stated “Cross-device tracking is the latest Holy Grail of digital advertising. “ (read the whole article here). For marketers to know if the successful consumer engagement was done on a laptop, tablet, or smartphone is a knowledge with real strategic value.

Cross-device tracking continues to be one of the main topics of discussion in the ad industry. To track the consumer journey across all different platforms can be a real challenge for brands. Fragmented knowledge of the consumer behaviour can affect the ability of marketers to understand their prospects preferences and to know when is the best time to interact with them. Relevancy and reflectiveness are best achieved with knowledge when and how to act.

But why do advertisers need to include mobile in their marketing mix in the first place? For one simple reason - mobile, and especially mobile programmatic is gaining power. Think about this: almost everyone of us now is using different devices. Laptops, smartphones, tablets, they are all part of of our daily mix. The trend in the advertising industry is that their importance as advertising channels will only increase. Recent report published by Business Insider on the Programmatic Advertising Growth, Mobile Real-Time Bidding (the auction-based programmatic ad buying that allows advertisers to target in real-time their most appropriate audiences) is growing almost twice the rate of all other programmatic mediums.

To build the effective strategy, marketers need the right tools. Mobile media buying includes both smartphones and tablets. And although they are different devices, they both present marketers with the same challenge - measurement. How do you measure the activities on the mobile devices, and how do you connect them with your other advertising channels?

Such integration of sources is now possible thanks to AdTech solutions like the Data Management Platform (DMP). DMPs allow marketers to not only connect all their offline and online systems under the same roof, but to collect insights of all of their channels of interaction in a comprehensive manner. Fragmentation of knowledge is avoided and better measurement is assured.

In conclusion think also about this: the time people spend using mobile devices is now exceeding the time they spent in front of the TV screens (data by localystic). The digital age is already here, it is not something we should expect. How many of you have a phone or a tablet right next to them? Just like advertisers and marketers are more or less glued to their mobile devices, the same goes to the target audiences they are trying to reach. To track the consumer journey across all channels is becoming the key factor for the effective marketing conversation.