Contributor: ANDY MIHALOP | group head at facebook atlas and previous head of network agencies and digital.
As consumers continue to shift to multi-screen usage, spending approximately 30% of their time on mobile and moving seamlessly across three or more devices (according to Facebook data), brands need to ensure that they are creating relevant and meaningful advertising experiences that span the cross-device consumer journey.
Despite the consumer shift in time spent on mobile, brands are failing to keep pace with advertising investment on mobile, and when they do, many are failing to create value for consumers and customers. The result is a significant rise in the use of ad blockers that shows no sign of slowing.
According to a recent report from GlobalWebIndex, in the last quarter of 2015, 36.7 per cent of mobile users said they used an ad blocker on their mobile within the last month. The data in the report indicates that it is the younger demographic who are at the forefront, with over 40 per cent of mobile users aged 16-34 saying they had blocked ads during the last month.
It can be argued that the rise in ad blocking is a result of industry practices that have created a poor advertising experience for consumers, particularly the use of retargeting. This is made worse when advertising is effectively served, tracked and measured in silos across the mobile web and in-app advertising, where different methods are used to measure the impact (cookies on the mobile web and advertiser/device ID in mobile applications). Frequency capping becomes a huge challenge, creating at best an irritating experience for consumers with expensive mobile data plans and, at worst, visiting an app store to download an ad blocker.
In order to reverse this trend, brands need to realize the importance of identity.
As the cookie becomes an outdated proxy for digital measurement that doesn’t allow seamless user journey tracking across all mobile environments (browser and applications), a persistent identity becomes the mechanism to allow brands to address the challenges of cross-device measurement and targeting, therefore creating more engaging, timely and relevant advertising experiences that create value for the consumer and, as a result, better business outcomes for brands.
Logged-in, or first party data, has always been critical as marketing shifts to be data led, and programmatic, but now this data becomes even more important as it will provide brands the ability to better measure and understand the cross-device consumer journey in order to drive personalized targeting across mobile devices. The modern marketer needs the ability to engage consumers with sequential storytelling across multiple devices with accuracy and scale in order to win in a mobile first world.
Any views or opinions represented in this post are personal and belong solely to the author and do not represent those of people, institutions or organisations that the author may or may not be associated with in a professional or personal capacity unless explicitly stated.