The Power Of Screens: Reaching Users Across Devices
In digital advertising, it’s increasingly important to reach the most relevant audience in the most relevant ways to drive results for your business. How each brand communicates what is relevant is up to them. But what’s consistent across the advertising landscape is the power of screens, or the ability to reach the right audience across multiple devices with your message.
MAXIMIZE YOUR ADVERTISING IMPACT ACROSS ALL SCREENS FOR BETTER RESULTS
According to a recent study, the average American has access to more than ten connected devices in their home. At the top of the list were mobile devices, computers, and smart TVs. This presents a unique opportunity for advertisers to reach relevant audiences across a variety of device types with different ad formats.
With advertisers prioritizing the engagement of their target audience–guiding them through the buying process using online advertising–a cross-screen strategy suddenly becomes crucial. It’s just as important to partner with an advertising platform that offers these capabilities at scale. When you work with an ad platform that can target with precision across device types using a variety of ad formats–like CTV, display, video, native, and audio–you increase your ability to exceed your performance goals.
CROSS-DEVICE DELIVERY & MEASUREMENT OFFERS MORE OPPORTUNITIES TO SUCCEED
When an ad platform can help an advertiser reach their intended audience across more devices tied to a specific user, it increases the probability of campaign success. Here are three reasons why that’s true:
- People have differences: Not all users interact with ads the same way on the same devices–some users will engage better on certain devices than others.
- Data tells a story: When you work with a transparent platform, data will always tell the story. With cross-device delivery, you learn more about a user’s interests (or lack thereof) in your product or service based on their interactions with your ads.
- Better optimizations for success: As data tells a clearer story, the algorithmic side of the real-time bidding (RTB) environment takes over. You learn faster about your audience and can make quicker optimization decisions to reduce waste and maximize results.
Whatever you deliver, you should be able to measure. And there’s no quicker way to get to informative outcomes than through an unstructured approach that emphasizes user-specific behaviors over general segmentation. The more you trust the data to tell the story, and the more opportunities you offer it, the better your chances are at success.
DON’T OVERLOOK THE CRUCIAL ROLE CREATIVE PLAYS IN A CROSS-SCREEN STRATEGY
No matter how effective your strategy is, it’s hard to drive performance without a compelling creative. This is especially true of CTV, which takes on a more premium role within digital advertising compared to other ad types. We recently interviewed Chris Maccaro, CEO of Beachfront, who said this:
“It takes technology development and revised thinking on the brand side to understand how creative works in a CTV environment, and how you can move people through the funnel in a CTV environment… Creative is going to play a role in making it a full-funnel effort.” – Chris Maccaro, CEO of Beachfront
Advertisers must understand the differences in viewing experiences for consumers, and how creatives can be produced and adjusted to encourage consumers to move down-funnel towards an end goal. A platform partner with creative-driven tools will ensure your ads are reaching consumers effectively and showcasing your brand message positively. That’s the beauty of digital–it offers the ability to dictate control through creative, optimizations, and targeting.
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