• by Kurt Hawks , June 27, 2014

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.

• Cross-device data: More than 50% of the average person’s digital time is spent using smartphones and tablets. Your audience profiles need to incorporate learnings from across all screens to truly understand the user. What’s more, you need that 360 understanding for both multi-device efforts and single-device programs. Even if you’re only buying one channel of media, like mobile, you need a cross-device consumer view to get targeting right.

• Cross-device delivery: You will need to leverage the best media to reach, connect and convert as the consumer migrates from device to device throughout the day. Right screen. Right place. Right time. Right message.

• Cross-device insight analytics: Once your program is in place, you need to dig in and uncover both the individual and interconnected value of each channel in conversions. We need to understand the role of each channel in each user’s decisions.

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.

• Take advantage of the out-and-about nature of mobile audiences by stressing activation in your ads -- for example, through store finders and discounting.
• Showcase attractive product visuals, videos and other rich experiences in tablet executions.
• Use the efficiency and data-entry advantages of PC display to provide frequent messaging reminders and connect people to online purchase options.

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.”