cross screen

The Tracking Solutions That Could Lead An Explosion In Mobile Marketing

Source: http://www.businessinsider.com/explosion-tracking-mobile-marketing-2013-6

The effectiveness of any advertising campaign rests on a brand’s ability to effectively deliver their message to a target audience.

As advertisers look to follow consumers across screen, brands need to know how and on what devices target audiences are consuming content. They need to track and measure a single individual’s responses to ads across multiple screens and attribute any results — such as conversions — to the appropriate ad placement.

The technical hurdles are formidable.

In a recent report from BI Intelligence, we take stock of cross-screen marketing, digging into the measurement and analytics problem, and offer a side-by-side comparison of the different mobile tracking technologies. We also analyze how audiences are becoming increasingly screen agnostic and examine how cross-screen advertising can be made effective.

Access the Full Report By Signing Up For A Free Trial Today >>>

Below are some of the leading mobile tracking solutions (click to expand):

slide1 58

slide2 21

Cookies enable advertisers and publishers to track user activity as they move across the desktop Internet and target them with relevant ads, but they are the most contested area of cross-screen tracking and don’t migrate to model. Algorithmic models can be used in conjunction with cookies, or without them. Powerful algorithms might profile specific users based solely on their actions and digital profile as they move across certain apps or mobile website, and give them with a unique device fingerprint on the server side. However, since the method is statistical, it can make errors. The various Mobile device ID schemes create a device-specific number that will identify your phone wherever i! t goes, across apps, mobile browsers, etc.

It’s clear that intermediaries and solutions providers are in a race to provide the technical solutions that will allow marketers to integrate mobile seamlessly into cross-screen campaigns and properly attribute the results achieved. As these solutions develop and improve, they will fuel the already rapid growth of cross-screen marketing.

For full access to the report Why Cross Screen Marketing Will Be A Game-Changer For The Mobile Industry, sign up for a free trial subscription today. 

 

Please follow SAI on Twitter and Facebook.

Join the conversation about this story »

    

Tags: , , , , , , , , , , , , , , , , ,

Tuesday, June 4th, 2013 news No Comments

drag2share: Time Spent with Devices – TV Still Dominates

source: http://feedproxy.google.com/~r/businessinsider/~3/FJljhR2nvUk/the-5-things-you-need-to-know-in-mobile-2013-55

timespentperdevice1. Why Cross-Screen Marketing Will Be A Game-Changer For The Mobile Industry [REPORT]The question ad buyers have is whether advertising across screens can really help drive forward an overall campaign goal better than TV-only or traditional online campaigns.

In other words, is it worth the trouble? A growing number of mobile ad industry companies are arguing that a cross-screen approach integrating mobile is more effective.


drag2share – drag and drop RSS news items on your email contacts to share (click SEE DEMO)

Tags: , , , , , , , , ,

Friday, May 31st, 2013 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

Augustine Fou portrait
http://twitter.com/acfou
Send Tips: tips@go-digital.net
Digital Strategy Consulting
Dr. Augustine Fou LinkedIn Bio
Digital Marketing Slideshares
The Grand Unified Theory of Marketing