Cross-Device Retargeting Transforming Mobile Location-Based Advertising

Man Viewed Through Window Of Caf‚ Using Mobile Phone

While recent figures show mobile adoption continuing to move past its tipping point, a new rising percentage of mobile users represent a demographic that regularly shuffles its attention between multiple devices.

A study by Facebook revealed that over 60% of online adults in America use at least two mobile devices every day, with close to one quarter using three devices. Switching devices is also a significant part of the purchase journey. Our own data shows that 7 out of 10 searchers change devices to complete a local business search. These trends present new opportunities for cross-device marketing as well as novel challenges in understanding consumer behavior and usage patterns.

The Opportunity

A recent study by comScore showed that 80% of local searches on mobile phones convert — this is understandable, given the top searches cited in the report:

— Restaurants (23%)

— Auto Service Establishments/Dealerships (10%)

— Arts and Entertainment (9%)

This comes at no surprise, especially when considering the following typical scenario: upon arriving at a restaurant, a potential customer is faced with a long wait time to be seated. She then uses her mobile device to locate similar dining alternatives within walking distance.

This kind of mobile search and the resulting location data gives advertisers the opportunity to target their message, but an additional dimension of personalization is necessary to provide even more context to advertising. The next generation of location-based advertising will be augmented by cross-device matching technologies to truly personalize messaging based on location and intent.

Cross-device Targeting in a nutshell

In a nutshell, cross-device targeting involves piecing together data points to identify a unique user across several devices: desktop-to-mobile, mobile-to-mobile and any combination thereof.

If the consumer in the previous example is researching Japanese restaurants in the morning on her tablet and must look for alternatives in the evening on her smartphone upon arriving at the destination, cross-device targeting would enable advertisers to discern the consumer’s intent by bridging the data (and insight) from the two devices. Ad results on her mobile device would then show nearby restaurants serving Japanese cuisine, as this was the context set earlier in the day on her tablet device.

Ultimately, the promise of cross-device targeting and matching combined with mobile location-based advertising means that marketers will have the ability to not only customize content based on consumers’ locations, but also by their usage patterns on multiple devices throughout the day and night. The ability to cross-link user behavior across screens and devices will lead to deeper levels of engagement and, invariably, increased customer acquisition and loyalty.

Download our free whitepaper to learn more about how cross-device retargeting can help you reach consumers on a hyper-local level.

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