With consumers spending up to 1/3 of their digital time on mobile devices, marketers are scrambling to shift the right amount of ad money to the right digital formats. According to a new ValueClick Media and Greystripe study, the best strategy may be the one that distributes the mobile budget across multiple devices, ensuring that the target audience sees the promotions throughout the media day in a variety of formats.
Currently, consumers use an average of 3 different devices to access online material each day. Tablet and smartphone access times peak at about 8:00 p.m., while PC access time peaks at around 4 p.m. 75% of media buyers say they are seeing effectiveness increase when they use cross-device campaigns. Currently, about 30% of the digital media spend is now steered toward these types of campaigns.
- Optimized performance of media budgets 52%
- Expanded campaign reach 50%
- Cost-efficient 50%
- Retarget the user across different devices 43%
- Streamline media buying 38%
This style of ad campaign is relatively new and marketers are looking for some help to be certain they maximize the value of their investment. ValueClick Media President Bill Todd cautions that “There’s a lot of noise out there, and it takes major commitment to get cross-device right, especially at the scale that major brands need.”
As marketers explore this strategy, they’ll be especially interested in metrics like reach across all screens (82%), return on ad investment (82%), and performance by device (80%).
Have you experimented with cross-device campaigns? Are there other measurements that have proven useful to you in 3‑screen campaigns?