A 21st Century Marketing Strategy Requires Cross-Device Measurement: Article 2 of 2

November 2, 2016 mogointeractive

In my last blog post, I talked about the rise of the digital omnivore and some of the measurement challenges associated with mobile devices and multi-device user behavior.  In this post, we’ll take a closer look at the digital advertising industry’s current cross-device measurement (reporting) technology and why it’s bound to be a game-changer.

Google Becomes the Industry Standard

Traditionally, technology and media platforms could only track conversion events back to a single device using 3rd party cookies.  As you can imagine, this creates insurmountable challenges when an ad is served to a user on one device, and that same person uses another device to complete the intended action.  Until very recently, marketers were unable to track this sort of conversion event, and because of this, the entire advertising industry has been undercounting campaign conversions, many times a substantial amount (up to 40% in extreme cases, based on a review of 100+ Mogo display campaigns).  Over the past few years, a number of forward-thinking tech companies, including Google and Facebook, have begun work on cross-device measurement solutions.  Both of these tech titans rolled out their cross-device measurement solutions within the last 15 months.

Unlike DoubleClick Campaign Manager (Google’s 3rd party ad server), Facebook’s Atlas ad server currently has a rather minimal market penetration. In July of this year, Google rolled out cross-device measurement and reporting to DoubleClick Campaign Manager (DCM), which immediately created a huge amount of buzz within the digital advertising industry. Taking DCM’s dominant position as the leading 3rd party ad server into consideration, it’s really no surprise that Google’s cross-device measurement technology has become the industry standard which all other vendors are benchmarked against.


Cross-Device Measurement Improves Marketing Strategy

The DoubleClick Digital Marketing Suite is the same technology that many of the world’s largest brands and their agencies use to serve ads and measure the effectiveness of digital marketing campaigns. Organizations which the lack of insights derived from cross-device reporting will inevitably waste large sums of media dollars based on an outdated media plans and marketing strategy.  Consider that the average American now spends more time per day on their mobile devices compared to desktops/laptops (eMarketer).  Using 3rd party cookies, one’s ability to track conversions across devices and in mobile environments is severely inhibited.  This mobile blindspot is largely to blame for brands unwillingness to invest in channels like mobile which have limited measurement capabilities (how does traditional media get away with this?!).


Delivering Actionable Insights with Cross-Device Measurement

A real-world case often best exemplifies how these sort of things play out.  The Tech Museum of Innovation is a Mogo Interactive client whose museum is located in the heart of Silicon Valley.  The Tech’s typical patron tends to skew younger in age; many are parents with young children, young adults, and teens visiting the museum.  These demographic segments tend to be heavier users of mobile devices.  Using DoubleClick’s cross-device measurement, Mogo was able to attribute an additional 25.5% conversions (online ticket sales), and 38.6% more site visits. We were amazed to find out that 45% of all site visits involved a mobile device at some point during the consumer’s decision journey to the Tech’s website.  Mogo was able to share these insights with the Tech, and recommended that mobile become a vital component of the Tech’s programmatic media campaigns.

Want to get all the details about the Tech Museum campaign above?  Be sure to check out the case study on the Tech Museum’s Cyber Detectives campaign on our Customer Success Stories page.

Mogo Interactive utilizes the Google DoubleClick Digital Marketing suite as the foundation of our product offering. To learn more about how this advanced technology can help your organization drive conversions and revenue, click here.