Mobile-First Approach To Cross-Device Campaigns
With the surge of smartphone usage, consumers are increasingly connected. According to the latest eMarketer estimates, in 2017 private media usage is dominated by mobile usage making the smartphone the most personal device, used by 2.73 billion people. In the age of connectedness, however, the regular digital consumer now owns on average 3.64 devices. For marketers this means that their targeted consumer is always connected, working simultaneously on several devices at once. What enables multiple device targeting is data.
Understanding the changing behavior of mobile consumers in a connected multi-platform environment, adsquare took the pioneering approach to break out the device silos and introduce adsquare Cross-Device audience extension solution. adsquare’s data exchange is built mobile-first and supports Mobile Advertising IDs (MAIDs), mobile signals such as location, as well as dynamic data such as events or weather. Starting with MAIDs as the most persistent identifier, adsquare integrated with leading cross-device companies enables marketers to extend their 360° audiences and reach users on multiple screens and platforms.
Our partners Drawbridge, Tapad and Crosswise combine deterministic and probabilistic data, resulting in more than 90% accuracy rate, as verified by Nielsen. adsquare audience extension solution gives marketers the opportunity to combine cross-device silos for more impactful and effective campaign and success stories are coming fast. We’re delighted to share with you the first among them.
Case study: International NGO
adsquare clients worldwide use our Cross-Device Extension to reach consumers on multiple devices for higher branding impact. In a recent campaign, a leading Agency Trading Desk used adsquare for an international NGO with the goal to generate new donors for a non-profit organization. Our client leveraged adsquare 360° mobile audience data and cross-device identity data from our trusted cross-device partners for their cause awareness campaign.
Because of the specific niche target-group and an extensive whitelisting of publishers, the NGO’s campaign reach was limited. In the campaign time of 6 weeks, only 846.050 unique users could be reached via advertising in apps. adsquare’s Cross-Device audience extension allowed our client to extend the campaign to Desktop and Mobile Web. With an impressive match rate of 46%, the campaign could be delivered to 1.235.233 devices. The NGO considered the campaign a complete success.
Learn more about adsquare Cross-Device extension from our Resources page.
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