The reasons for committing to cross-device are self-evident to most marketers. Although many marketers have studied "what works" in cross-device -- the principles that drive better program metrics -- the realities of the programs that many brands implement fall short of best practices. Critical ideas are lost as we rush to get something up on "Internet time." Here are three critical strategies, and simple steps brands can take to get better results for their next cross-device campaigns.
1. Leverage all three: cross-device data, delivery and insights
Cross-device marketing needs to be about much more than simply putting ads on different screen types. Taking a cross-device approach to data, delivery and insight gathering is important to unlocking the full value of cross-device marketing.
In my review of dozens of campaigns, I have consistently seen that when brands take a cross-device approach to each dimension, metrics rapidly improve and longer-term optimization drives stronger performance improvements.
2. Implement tools to measure and optimize mobile advertising delivered in apps
With so much research data indicating that four out of five mobile interactions take place in apps versus on the mobile Web, it’s clear that we need to identify and implement ways to remove the reporting and optimization blind spot in mobile apps.
Right now, many companies have no way of measuring ad interactions that take place in app environments. Fortunately, new tools are available to help mitigate this challenge, and they should be used now. Understanding all of the consumer interactions that take place in apps can drive greater insights and optimization, reveal cost-effective media opportunities, and drive greater scale.
3. Capitalize on the respective creative strengths of each medium
It may be easy to simply repurpose messages from one screen type to another. But a more fruitful approach is to consider the respective interactive strengths of each medium as you lay out your creative strategy, and reflect those in your executions.
By spending just a little time identifying potential opportunities, you can define and implement far more effective cross-device programs.
None of these recommendations are surprising. Yet the reality is that often, something happens between the time that we set our strategic intentions and when we actually get programs up. We must think of these principles as “need to have” rather than “nice to have.”