There is an increasing number of people using more than one device every day, including tablets, smartphones, laptops and desktop computers. This means it is imperative for marketers to focus on cross-device advertising in order to target users across multiple channels.
More and more marketers in the US seem to understand the importance of cross-device advertising, results from a Conversant poll carried out earlier this year show. Some 59% percent of senior-level marketers and agency decision-makers said that cross-device marketing is the digital tactic they intend to start using more of in 2014. Cross-device advertising is closely followed by video advertising, which was mentioned as a preferred channel by 57% of marketers.
In order to make cross-device advertising an integral part of their marketing efforts and ensure it delivers the desired results, marketers are feeling like they need to delve into the details and improve their knowledge of this marketing method, eMarketer reports. Marketers are increasingly looking to extend their understanding of cross-device advertising, with 70% of industry professionals stating that cross-device advertising is the field they want to learn more about this coming year, according to a survey conducted by Bovitz on behalf of Conversant.
Mobile advertising is a medium that 61% of US marketers want to learn more about and is also the second most widely used marketing channel in the country. Display, meanwhile, emerged as the most popular marketing technique among professionals, coming ahead of social advertising. Social, surprisingly, was not so popular and just 41% of marketers want to know more about it. This is probably because marketers have been studying the trend for several years.
Source: http://www.scriptablesolutions.com/article.cfm?ArticleNumber=128
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