Cross-Device Advertising: Brands Demand, Tech Providers Supply

Every day, people are spending time on smartphones, laptops, tablets and television. It’s the era of cross-device usage and brands want in on the action. In a February 2014 report from Conversant, 59% of US senior-level marketers and agency decision-makers cited cross-device advertising as a digital channel they planned to use this year. Video advertising came in at a close second with 57%. However, there is still a learning curve—70% of U.S. agency media professionals chose cross-device advertising as the subject they would like to learn more about in 2014 (poll from Bovitz for Conversant).

For brands and advertisers, having a consistent marketing message across screens is incredibly important. New research from Forrester says 71% of consumers react negatively to inconsistencies in brand experiences across devices, and 10% say they stop interacting with the brand altogether because of these inconsistencies. Similarly, 75% of the study’s 1,500 respondents said they would react negatively if the brand experience differed between mobile devices and computers.

As the demand for cross-device advertising grows, tech providers worldwide have released various solutions for companies of all sizes. In France, startup Tapvalue has recently raised $2.2 million to grow its cross-device tracking and advertising platform for offline retailers. Simply put, Tapvalue is giving brick and mortar businesses access to modern advertising technology.

“Our technology lets you know everything about your users’ paths,” said co-founder and CEO Frédéric Valette in a phone interview. “We are able to bring together online and offline data to show you the right ad on the right device at the right time and place.”

Tapvalue collects profile, device and location data that will enable retailers to target and retarget existing and potential clients with ads to make them come back to their stores. The tech company is combining offline and online data to make it simple for physical retail businesses to engage in cross-device advertising.

Yesterday Turn, a marketing and software and analytics platform, announced the launch of programmatic TV, giving marketers the power to find and target audiences online and offline, across every device and channel. Sq1 is the first agency to join the Turn Beta Connect program and is now offering clients programmatic TV capabilities.

Turn’s new feature is an expansion of the cross-channel and cross-device capabilities of its Audience Suite data management platform (DMP). Brands and marketers will be able to use first- and third-party data to build audience segments in Audience Suite, then forecast availability against inventory provided by TV supply side platforms (SSPs) accessed through Turn Campaign Suite.

“Turn gives the brands Sq1 works with an unprecedented ability to leverage audience data and take action to reach consumers across channels and devices,” says Ernie Capobianco, CEO of Sq1. “Opening the programmatic TV channel will help us to bring the nation’s largest retailers better and smarter strategies for bridging online and offline tactics and delivering powerful cross-channel results.”

Turn is embracing simplicity and offering buyers of digital media and TV a single software interface and a single login through the Turn platform where they can access billions of ad impressions and data points from a vast array of online and offline data and inventory providers.

“TV is the next frontier for data-driven marketing and Turn is pioneering in this drive into the vast programmatic television landscape for the world’s top brands and agencies,” says Joshua Koran, SVP of product management, Turn. “We have built on our in-house domain and technical expertise to design a system to help marketers understand and leverage audience insights to create a single, unified view of consumers and simplify engaging them across the various inventory sources, ad formats and devices they interact with on a daily basis.”

Viable cross-device advertising solutions are available to brands and marketers around the world. Because so many media professionals are eager to learn about cross-device marketing and how it can positively affect campaign results, we should  see an increase in tailored solutions for small and big brands alike.

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