If you’re not harnessing the power of advertising across different devices, you almost certainly should be, especially if you are serving ads on Desktop, Mobiles and Tablets.
Programmatic Display via DoubleClick allows advertisers to target users and content across multiple devices, including and not limited to; Desktop, Smartphones, Tablets and even Smart TVs. It’s now common knowledge that users behave differently on different devices and advertisers need to adjust display campaigns accordingly. Furthermore, more importantly, users device preferences change throughout a working day and this too must be taken into account.
76% of the UK population use a Smartphone to browse the internet or use mobile apps on a daily basis, while Tablet use is far superior to Desktops in the evenings. In addition to this, research shows that users are commonly in a ‘browsing‘ state of mind on non-desktop devices, be it on their daily commutes, in the evenings in front of the TV or on the weekend when out and about.
As internet access on mobiles gets ever quicker and publishers are investing heavily in mobile and tablet optimised sites, these devices have become a powerful and enjoyable web browsing tool…
Are we seeing a rise in Conversions on non-Desktop devices?!
So, why do advertisers avoid implementing a multi device display strategy? Lack of Conversions…. Cost per Acquisition (CPA) across the three main devices varies considerably.
Depending on the brand, a conversion could be anything from viewing a page to making a purchase. We know the main barrier to purchases on Smartphone devices is that users feel more comfortable using a Desktop to enter personal and financial information, mainly for security reasons but also due to it being fiddly – we’ve all experienced the “big thumbs, small boxes” nightmare.
If you’re pushing consumers to fill out credit card details, passport numbers or any long forms, don’t expect to gain great conversion metrics from Smartphones. In this case, create micro conversions on your site that are mobile friendly, be these a video view, a blog visit, or a contact us page visit to enable you to quantify engagement and set KPIs accordingly. After all, Smartphone devices are a powerful medium for brand engagement and awareness:
![Multi Device Usage CPA]()
Can we account for accidental clicks!?
However, if you’re at all involved in online advertising (which I assume you are) you’ve probably already brought to mind the phrases “accidental clicks“, when considering the figures. Click Through Rate is almost universally accepted as being inflated on Mobiles and Tablets. This brings us back to the importance of those micro conversions. Using micro conversions we can measure brand engagement and interaction which will paint a much more valuable picture than relying on Click Through Rate alone.
Can we Track Multiple Devices?
The lack of cross-device attribution… The dream scenario would be to see conversion paths across devices so we could answer the big questions such as:
- How many users first see an ad on mobile and then visit the website on desktop?
- How many users interact with your brand on mobile and then use a desktop to convert?
- How often am I serving impressions to the same users across devices?
Although these questions remain unanswered, many companies are currently focusing on developing and perfecting this technology so it won’t be long before flawless cross-device attribution becomes measurable.
As you now appreciate, implementing a multi device strategy for display across all devices is essential to reaching your target audiences and measuring cross device attribution. But more so than this, advertisers must be aware of how consumers behave on different devices and adjust their targeting accordingly in order to make advertisements more targeted and relevant for customers and no just be another opportunity lost advertisement statistic.
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