For the last couple of years, online marketing and online advertising has evolved into a race for better CPM, conversion and high pitched segmentation efforts on both mobile, social and web based advertising platforms such as Google and Yahoo. The problem with most platforms however is, that marketers tend to ignore platform switches of consumers. E.g. a person being targeted and reached via SEM on a web client might moments later be using his mobile, playing on a console or chatting with friends on his tablet. Instead of being channeled into platform specific segmentation and either under or over-targeting parts of the target audience in various channels, it serves a point to rethink segmentation and targeting with the means of modern day technology.
Technology is an enabler for a new set of questions to be asked:
Companies like drawbridge have started to use algorithmic modelling to pair a user’s devices, which allows to target one user on all his devices. More information on drawbridge’s technology can be read in their current whitepaper.
Without disappointment, you cannot appreciate victory:
The major drawback to date of technology side providers like drawbridge is the exclusion of another major hub of screen time: consoles! Consoles do still allow great advertising possibilities by, like other in game advertising formats, capitalising on the deep player immersion during gameplay. Although Sony has earlier this year patented a new form of in-game advertising by interrupting gameplay for on screen advertising, it is questionable if this format will capture the in-game advertising potential and thus leave the door open to alternate technologies to emerge and capture a major foothold.
What marketers should start asking themselves:
Is it more effectively to spread advertising budget cross channel based on channel specific segmentation / targeting data or is it more beneficial to follow a specific user cross screen / channel with dynamic messaging efforts. You decide!