Studies that looked at how well different types of media performed,determined that multi-media campaigns that function fluidly across multiple devices or cross-device advertising typically work the best in delivering consistent, profitable ROI’s.
Studies are showing that people across multiple generations can be found switching between devices multiple times an hour. Because they are spend so much more time with their attention divided between more than one devices at a time it has created the need for cross-device advertising campaigns that allow users to transition easily from one device to another without loosing their place. Common combinations of cross device media consumption are Phone and Laptop as well as switching between Ipad and phone.
Because people spend so much of their time with their attention split, reducing the number of clicks that it takes a person to the point of purchase is crucial.With the goal being to limit the number of clicks it takes a person to enter a website, find what they are looking for and to get through the purchase process with as few clicks as possible. In some cases a person may do their research on one device and then switch in the middle to purchase on a completely different device.
The Challenge of Cross-Device Advertising
While one of the more obvious challenges at play is how to track a cross-device campaign, there are also additional challenges involved now that there are so many different online devices at play. It is important retailers and businesses that are looking to draw traffic to their website are able to deliver a seamless and fluid transition from one device to another so as not to loose a person’s attention during this time.
“ As shoppers do their research on whatever platform is handy, it becomes more difficult for marketers to identify them as they fluidly move between devices. Marketers can’t provide a consistent experience if they don’t know how consumers are interacting across devices and the paths they take from consideration to sale. This can lead to wasted ad spending, especially when inconsistent or inaccurate data is the culprit. When handled the wrong way, integrated campaigns either fail to target an individual across devices or they overexpose a user because one individual is being viewed as multiple users.”
Research shows that campaigns that use a variety of offline and online media typically outperform those campaigns that do not, with the top performing campaigns being those that use a combination of TV, Print and Online.
By including alternative types of media,campaigns are able to be more successful at creating buyer impulses. Research has also shown that viewing print advertising improves recognition and memory so that when shoppers do get distracted they are more likely to remember to come back or they are reminded that they intended to purchase at a later time. Creating “buyer impulses” that cause a person to react to the ad in such a way that they see an ad and then go directly to the website and then purchase. Studies have shown that in fact Print advertising is a great way to trigger those responses that are most likely considered to be “buying behavior” and bringing them online.