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The complexity of the advertising industry can sometimes make us forget the core purpose of ad tech. Simply put, it exists to create powerful connections between brands and consumers across multiple devices. And do you remember the last time you focused solely on a single platform? It’s probably hard to even recall such a time.
In today’s world, people use multiple devices throughout the day, whether it’s their phone, tablet, laptop or smart TV. As advertisers, our job is to reach them on each and every one of those platforms.
Cross-platform advertising is the solution that bridges the gap between devices. With all the technicalities and jargon that come with it, it can be easy to get lost in the details. But at its core, cross-platform advertising is about connecting with consumers most effectively, regardless of what device they are using. Let’s take a closer look at how cross-platform advertising works for multiple devices and how people use these devices differently.
Cross-platform advertising is delivering ads to consumers on multiple devices using a combination of targeting methods and data. The goal is to create a seamless and consistent brand experience across all devices so that consumers are more likely to engage with the ad and ultimately purchase.
For example, a consumer may see an ad for a new mobile app on their smartphone but later see it while browsing on their laptop. By reaching the consumer on both devices, the advertiser has a better chance of making an impression and driving action.
Different devices have different usage patterns and purposes. Let’s take a closer look at how people use their mobile devices, desktop and laptop computers, tablets, and connected TVs and streaming devices.
Mobile devices are the most commonly used for accessing the internet. They are compact and convenient, making them the go-to device for quick tasks such as checking social media, browsing the web, or making online purchases. According to explodingtopics.com, the top 5 most common tasks performed on mobile devices are playing games, listening to music, using social media, watching videos or TV, and paying for something bought online.
The internet usage stats for mobile devices are staggering, with over 60% of website traffic coming from them and over 4.32 billion active mobile internet users worldwide. The rise of 5G technology also means that mobile devices are becoming even more essential for internet access. By 2025, it is estimated that there will be over 1 billion 5G connections worldwide.
While mobile devices dominate internet usage, desktop and laptop computers are still widely used for certain tasks. These devices are commonly used for work-related tasks, such as creating and editing documents, video conferencing, and online research.
They are also preferred for more complex online activities, such as making large purchases or filling out extensive forms. Desktops and laptops also offer larger screens and keyboards, making them better suited for tasks that require precision or prolonged use.
According to estimates, in 2024, there will still be approximately 1.1 billion desktop and laptop computers globally. That number may seem small compared to mobile devices, but it shows the enduring relevance of desktops in professional settings.
The worldwide laptop market is projected to reach $127.5 billion in 2024, with notebook PCs and detachable tablets making up the majority of shipments. China is expected to generate the highest revenue from desktop PCs, with a projected revenue of $23,380 million in 2024.
Tablets, while not as widely used as mobile devices, are still popular for certain tasks. They offer a middle ground between the portability of mobile devices and the larger screens of desktops and laptops.
Tablets are often used for reading e-books or magazines, watching videos, and playing games. They are also commonly used in educational settings to replace traditional textbooks.
There were 1.28 billion tablet users worldwide in 2023, with an average usage time of 7.42 minutes per user in the United States. Most tablet users are in the 5-10-year-old age range, with North America leading in market share.
Tablets were the original mobile computing device. While they have seen a decline in popularity due to the rise of smartphones, they still have a place in the market.
In recent years, connected TVs and streaming devices have become increasingly popular for consuming media. Connected TVs refer to televisions that are connected to the internet directly or through a streaming device such as Roku or Amazon Fire TV. Gen Z is expected to make up 55 million CTV viewers in 2024, showing the appeal of this platform among younger demographics. CTV user Pharmaceutical penetration is high among ages 25-54 at 80% and ages 12-17 at 75%.
Roku currently leads the CTV device market share with a 48% share of voice, followed by Samsung Smart TV and Amazon Fire TV. By 2024, it is expected that CTV will make up 60-80% of revenue for 24% of brands. The popularity of CTV is also reflected in the viewing habits of different age groups, with 62% of people ages 18-34 watching video on a connected TV daily.
This percentage decreases to 54% for ages 35-54 and 24% for ages 55+. The use of connected devices is also on the rise, with 75% of people in the United States aged two and older owning a TV-connected device in 2020, up from 58% in 2020.
People-based advertising, cross-device or cross-platform advertising, aims to connect people’s devices and online activity. By identifying and targeting the same consumer on multiple devices, advertisers have a better chance of reaching their target audience and delivering more relevant ads. Let’s explore some key methods and technologies enabling people-based advertising.
Cross-device identification (CDI) is the process of identifying and linking a consumer’s multiple devices to their individual profile. CDI aims to understand and track the consumer’s behavior on each device to deliver personalized advertising.
If a consumer switches from their mobile phone to their tablet, CDI helps recognize and connect the two devices to the same user. The process involves collecting, analyzing, and connecting data from various sources, such as device IDs, login information, IP addresses, and cookies. Maketers use CDI to track and analyze customer journeys that involve multiple devices, allowing them to deliver more targeted and relevant advertising.
Device graphs are the foundation of cross-device identification. They are a database that links a consumer’s different devices to their profile through a common identifier such as an email address or login information.
Device graphs enable marketers to map out a consumer’s journey across devices and deliver more personalized ad experiences. Device graphs are continually updated as new devices and data sources emerge, ensuring accurate and up-to-date consumer profiles.
Deterministic matching directly links a user’s multiple devices through known identifiers such as email addresses or login information. Highly accurate, deterministic matching is a reliable method for cross-device identification. In contrast, probabilistic matching uses statistical analysis to identify patterns and make educated guesses about device connections.
Probabilistic matching doesn’t rely on known identifiers but instead looks at factors such as device type, location, and browsing behavior to link devices. While less accurate than deterministic matching, probabilistic methods are useful in situations where deterministic data is unavailable.
Data management platforms, or DMPs, are technology solutions that help companies collect, organize, and analyze large amounts of data from various sources. In the context of people-based advertising, DMPs play a vital role in connecting devices by centralizing and managing consumer data from different touchpoints.
By combining data from multiple channels such as websites, social media, and mobile apps, DMPs create a comprehensive view of the consumer’s behavior and preferences. The data can then target specific audiences and deliver personalized ads across devices.
Marketers rely on various device data to effectively target advertising across different devices. Let’s explore some examples of the data types used for cross-platform advertising.
Location data is collected through GPS signals and Wi-Fi connections and provides information about a user’s location. The geo-location data can target ads based on a user’s specific location, helping businesses reach their target audience at the right place and time.
For example, a local coffee shop can use location data to target ads to people within a certain radius, promoting their latest offers and driving foot traffic. When combined with other data, such as browsing behavior, location data can create a more personalized ad experience.
Information about a user’s device type and operating system is valuable for targeting ads optimized for specific devices. For instance, a clothing retailer might want to target ads for their mobile app to users who have iOS devices and promote their website to Android users. Knowing the device type and operating system can also help tailor the ad format and design to provide the best user experience.
Behavioral data includes information about a user’s online activity, such as websites visited, search queries, and purchases made. Contextual data refers to the content of a webpage or app that a user is currently using.
Combining these two types of data allows advertisers to deliver relevant ads based on a consumer’s interests and current context. For example, if a user is browsing for hiking gear on their desktop computer, they may see ads for outdoor equipment on their mobile device later in the day.
Cross platform advertising is changing the way marketers reach and engage with their target audience. By connecting devices and understanding consumer behavior across platforms, advertisers can deliver more personalized and relevant ad experiences. Cross-device identification, device graphs, and data management platforms are all critical components of people-based advertising.
As technology continues to evolve and consumer behavior shifts, people-based advertising will become more sophisticated. Marketers must stay updated with the latest methods and technologies to effectively target their desired audience across devices.
