Powering Conversions With Multiple Screens

Posted by WhatRunsWhere on March 18, 2014
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multi platform advertising This morning I woke up and checked the weather on my smartphone.  I then bundled up and headed for my morning train, where I proceeded to read the newspaper on my tablet. Upon reaching the office I logged onto my laptop and began sifting through my emails.

Within 2 hours of waking up, I had already accessed the online world using 3 different devices. And I’m not alone. As of June last year, it was reported that over 54% of American digital consumers were engaging with at least two platforms for online access.

With so many people using multiple devices to get online, it makes online marketing much more complex, but it also presents new opportunities.


1. Track Your Channels Together – Not Separate

Take the initial example of my morning and how I used three different devices to get online. Now imagine that in this example I also happened to view and click three ads from the same brand, once on each device.  One being a banner on my desktop, another was a mobile ad on my smartphone, and the third one was an email on my laptop.

If this brand were tracking their mobile and desktop advertising separately, I would have appeared as three unique visitors, rather then one, which will affect my conversion rate. This is why it’s vital to track your channels together.

Tracking multi-screen engagement is tough, but not impossible. Last fall Google introduced Estimated Total Conversions to give marketers more insight into how AdWords drives conversions. It shows both the conversions you see today, like online sales, as well as an estimate of conversions that take multiple devices to complete.

2. Consistency

People are very quick to leave sites and look elsewhere if they can’t find what they are looking for. Be sure to keep your channels consistent with each other. Keeping a succinct look and feel between you desktop and mobile sites.  Allow consumers the feeling of familiarity regardless of which device they are using.

Take a look at Best Buy’s different homepages. Since they use responsive design their mobile site is always consistent with their desktop version…

Multi-Platform AdvertisingMulti-Platform Advertising

3. Take Advantage of Multiple Channels

Now that we have multiple screens customers are spending more time staring at them than ever.  But what screen are they looking at?

Almost 50% of American online shoppers only use their mobile devices to make purchases but the better half of the population still prefer purchasing on their desktops.  So be sure to place your ads within desktop and mobile ad networks to ensure that you aren’t cutting your ad reach short.

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How are you tackling your multi-platform advertising? Share your tips in the comments below!


Topics: Digital Advertising, Mobile Marketing, Strategy


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