The Era of Cross-Screen: How Advertisers Can Sift Through the Pack - Adam Chandler

Ladies and gentlemen in case you haven39t been paying attention crossscreen is officially the hot topic of 2013 Everyone from mobile platforms and DemandSide Platforms DSPs to PC ad networks are positioning themselves as crossscreen players and vying for a piece of the coveted pie Whether you call it crossscreen multiscreen or crossdevice it39s about one thing following and reaching the consumers across screensWith the intensification of this quotdevice schizophreniaquot amp8211 consumers jumping from device to device starting a task on one screen and finishing on another amp8211 it39s crucial that advertisers and brands meet their audience wherever they39re spending time Consumers expect a holistic message regardless of device or medium and sending multiple messages across multiple mediums without a connection strategy can result in a fragmented consumer experience It can also be a nightmare to manage disconnected siloed campaigns across mobile and pc But with so many players jumping on the crossscreen bandwagon how can advertisers sift through the packLet39s start with the challenges First and foremost mobile lacks cookies This means advertisers and publishers who are used to tracking consumers using cookies run into hurdles when extending into mobile Second there is the lack of attribution Considering that there isn39t a simple common standard for tracking from mobile to pc it39s hard to know when you39re actually seeing the same consumer on a separate screen Add these issues up and you39re left with advertisers asking themselves whether or not the 39reach39 is really there Can these ad tech platforms actually deliver more than a handful of the same consumers across multiple screens The bottom line is that some can and some can39t Any advertiser or brand looking to make the crossscreen leap should consider these three factorsReachAdvertisers need to understand the real crossscreen reach an ad tech player can deliver Some players may have significant reach in mobile and smaller reach in PC while others may have the reverse neither case really works Advertisers have already been burnt by players who deliver a socalled crossscreen campaign where 99 of the reach was on the PC and 1 was in mobile It39s crucial that advertisers work with partners with reach on both sides Many of the players with the highest crossscreen reach will be those that started in mobile Of course we39re biased but the proof is in the pudding With mobile39s lack of a prominent cookie mobile players already needed to figure out a way bridge the iOS and Android platforms app and mobile web experiences and tablet and smartphone devices in order to deliver a comprehensive campaign The groundwork has been set using that algorithm to bridge online and mobile is the logical next stepQualityDo you know how ad tech players that claim crossscreen match audiences across screens If you39re an advertiser you should because they tend to fall into two camps probability matching and onetoone matching Providers that use probability matching will see two consumers behaving the same way in mobile and PC and decide that it39s the same individual consumer This is essentially an educated guess not a true matchOnetoone matching leverages a combination of tactics such as publisher logins and IP addresses The publisher login approach is used by ad platforms that work with a publisher whose users login to both mobile and PC versions of the site or app The user who logs in to a dating app on their smartphone and the same dating site on their PC can easily be seen as a onetoone match This is the gold standard of crossscreen matching but can only be used on those audiences who have logged in across screens A second tactic of onetoone matching is IP matching or identifying a consumer across screens because they39re using the same IP address An essential part of this type of matching is to ensure that the IP address isn39t linked to a place of business but rather a householdWhile onetoone matching is still not a perfect science the accuracy is increased by using a combination of tactics that are all stronger than probabilistic matchingUnified ReportingAdvertisers and agencies are deluged with reporting from their many partners in mobile online TV and other mediums To help simplify and solidify results a crossscreen partner should deliver one unified report This isn39t just about ease of consumption but rather the ability to see the frequency of reach to the same consumers Look for frequency capping and retargeting to garner the optimum target reach Unified reporting should reflect this and also show how the advertiser increased engagement through multiple touch points Push your ad tech partner to bring you the insights that matter most in a unified wayWhat39s Next What39s the next frontier for crossscreen Television While true scale and accuracy are not yet fully available there are a select few companies beginning to test across mobile PC and television Stay on the lookout for fully integrated capabilities toward the end of 2014 In the meantime the number of ad tech companies that say they can do mobile to PC crossscreen is increasing by the week On a bandwagon that is beginning to creak from the weight of its riders advertisers need to sift through the pack in order to find the best fitAdam Chandler is Senior Vice President of Sales at Jumptap Chandler is a media sales and management veteran and has spent the last 14 years working in digital advertising Adam can be reached at adamchandlerjumptapcom Read all Adam39s MediaBizBloggers commentaries at The Chandler Files Check us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may 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The Era of Cross-Screen: How Advertisers Can Sift Through the Pack - Adam Chandler

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