75% of marketers say targeting the same user across PC and mobile devices reaps better results.
Online consumers are moving targets, bouncing from tablets to smartphones to PCs as they handle their digital to-do lists. That’s why marketers are dedicating 33% of their budgets to cross-device campaigns this year, up from 24% in 2012, says a new study by Greystripe and ValueClick Media.
Cross-platform campaigns are gaining momentum because more consumers are using more devices to access the Web. The average U.S. consumer now uses more than three devices to jump online, says the study, and 33% of all digital media time is spent on smartphones and tablets.
The more than 200 media planners surveyed in the study strongly supported retargeting online users across smartphones, tablets, and PCs:
- 89% said it’s critical to target the same user across different devices
- 75% said cross-device targeting brings better results
- 50% said cross-device targeting is more cost-efficient
See the full study for more findings on cross-device campaigns. For more views, see our recent posts on Yahoo!’s approach to marketing across screens and the differences between tablet and smartphone users.