In our current series “Why Digital Video Advertising?” we’ve covered the importance of knowing your audience and maximizing your audience reach with targeting. Identifying how and on which devices your target audience consumes media is extremely important when it comes to video advertising. Cross-device targeting on multiple screens helps capture users who have visited a particular advertiser’s website or apps across multiple devices, extending your audience reach. Sit tight as we explain how this works!
Why multiple screen/devices?
Nielsen reports that the average American owns 4 digital devices and spends more than 60 hours per week engaging with media across those multiple screens. Sixty hours—that’s more time than most full-time employees spend at work. This demonstrates the massive opportunity for advertisers looking to reach consumers online, and conversely, it shows just how much those advertisers will leave on the table if they don’t maintain touchpoints across all the screens consumers are using. Leveraging multiple screens and devices goes hand-in-hand with two targeting techniques: cross-device targeting and retargeting. Targeting across multiple devices starts when a consumer visits a company website on one device–say, a desktop.
When a user switches to their smartphone and visits the same brand’s site or app, the publisher may require a sign in each time they use it, taking the opportunity to collect useful information about the user and each of the devices they have used to access their account. Tracking this info allows the publisher to understand all the devices used by a particular customer to visit their site and engage with their brand.
What’s the importance of cross-device targeting?
Targeting consumers across multiple devices allows you to create a seamless and consistent retargeting program. Once a consumer browses your site, they’ll be served relevant retargeting messages across all their devices—not only the one they used for their first visit. Think of it as sending a reminder to users who already visited your site. A recurrence of an ad from a desktop to mobile or tablet devices gives advertisers a chance to connect with a potential consumer while the brand is still fresh in their mind.
Another great reason use cross-device targeting for your video advertising is to allow for intelligent sequential messaging. Industry data has demonstrated that sequences of advertisements can engage consumers much more effectively than a single repeated call-to-action. Understanding how your consumers move from one screen to the next gives you the ability to retarget them with the appropriate installments of a sequenced message rather than serving them the same ad time and time again.
In the digital age that we’re in, targeting across multiple screens takes your video ads to the next level, helping to keep them in front of the right audience on any device. Get ready for next week–we’ll be tackling the art of video ad viewability!
Check out the rest of our “Why Digital Video Advertising?” series:
Olivia Tinney, Marketing Coordiantor