Kurt Hawks outlines three key strategies for improving cross-device marketing campaigns, emphasizing the importance of integrating cross-device data, delivery, and insights. Brands need to leverage smartphone and tablet usage effectively and measure ad interactions within mobile apps to optimize their campaigns. Additionally, creative strategies should reflect the unique strengths of each medium to enhance consumer engagement and drive better results.

1. Insights especially for media professionals
By Kurt Hawks, General Manager – Conversant®
Mobile
3 WAYS TO
IMPROVE YOUR
NEXT CROSS-
DEVICE CAMPAIGN

2. Every month I speak with dozens of brands on how
to do cross-device marketing more effectively. The
reasons for committing to cross-device are self-
evident to most marketers. Many have also studied
“what works” in cross-device – the “best practices”
principles that drive better program metrics.
Yet the realities of the programs that many brands employ fall short of these success
principles. Critical ideas get lost as we rush to get something up on “Internet Time.”
Here are three of those basic ideas that matter – and the simple steps brands can
take to get better results for their next cross-device campaigns.
INTRODUCTION
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3. Cross-device marketing needs to be about a lot more than simply
putting ads on different screen types. Taking a cross-device
approach to data, delivery and insights gathering is important to
unlocking the full value of cross-device.
• Cross-device data: comScore says that 60 percent
of the average person’s digital time is spent using
smartphones and tablets. Your audience profiles need
to incorporate learnings from across all screens to truly
understand the user.
• Cross-device delivery: To do cross-device right, you
need to leverage the best media to reach, connect and
convert as the consumer migrates between devices
throughout the day. It’s about getting it all right. Right
screen. Right place. Right time. Right message.
• Cross-device insight analytics: Once your program
is in place, you need to dig in and uncover both the
individual and interconnected value of each channel in
conversions. We need to understand the role of each
channel in a user’s decisions.
I’ve reviewed dozens and dozens of programs and have seen
again and again that when brands take a cross-device approach
to each dimension, metrics get better immediately and longer-
term optimization drives greater performance improvements.
With so much research data indicating that four out of five mobile
interactions take place in apps versus on the mobile web, it’s plain
to see that we need to identify and implement ways to remove
the reporting and optimization blind spot in mobile apps.
Right now, many companies have no way of measuring
ad interactions that take place in app environments.
Fortunately, new tools are available to help mitigate this
challenge. Deploy them straight away. Understanding all of
the consumer interactions that take place in apps can drive
greater insights and optimization, unlock cost effective
media opportunities and drive greater scale.
LEVERAGE ALL THREE:
CROSS-DEVICE DATA,
DELIVERY AND INSIGHTS
IMPLEMENT TOOLS TO
MEASURE AND OPTIMIZE MOBILE
ADVERTISING DELIVERED IN APPS1 2
Understanding all of the consumer
interactions that take place in apps can
drive greater insights and optimization,
unlock cost effective media opportunities
and drive greater scale.
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4. CAPITALIZE ON THE RESPECTIVE
CREATIVE STRENGTHS OF EACH MEDIUM3
It may be easy to simply repurpose messages from one screen type to another. But a more
fruitful approach is to consider the interactive strengths of each medium as you lay out
your creative strategy, and reflect those respective strengths in your executions.
By spending just a little time identifying potential opportunities, you can define and
implement far more effective cross-device programs.
Perhaps none of these recommendations are surprising. Yet the reality is that something often
happens between when we set our strategic intentions and when we actually get programs up.
We must think of these principles as “need to haves” rather than “nice to haves.”
• Take advantage of the out-and-about nature of
mobile audiences by stressing activation in your
ads. Store finders. Discounting, etc.
• Showcase attractive product visuals, videos and
other rich experiences in tablet executions.
• Use the efficiency and data-entry advantages of PC
display to provide frequent messaging reminders
and connect people to online purchase options.
By spending just a little
time identifying potential
opportunities, you can define
and implement far more
effective cross-device programs.
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5. ABOUT THE AUTHOR
Copyright 2014, Conversant, Inc. All rights reserved. Conversant is a trademark of Conversant, Inc.
Kurt Hawks is General Manager – Mobile for Conversant. Kurt is responsible for driving the cross-device strategy for Conversant as well
as overseeing mobile operations across Conversant’s business units. He focuses on developing cross-device personalized marketing
offerings that put the individual at the center, rather than in segments or silos. Prior to Conversant, Kurt served as a senior associate at
Monitor Ventures, where he focused on evaluating investment opportunities and building early-stage businesses in the areas of mobile,
media, software and business services. Previously, he served as an engagement manager at Monitor Group where he advised clients
on various corporate strategy issues including development of growth strategies, organizational design and new business creation.
ABOUT CONVERSANT
Conversant, Inc. (NASDAQ: CNVR) is the leader in personalized digital marketing. Conversant helps the world’s biggest companies
grow by creating personalized experiences that deliver higher returns for brands and greater satisfaction for people. We offer a fully
integrated personalization platform, personalized media programs and the world’s largest affiliate marketing network – all fueled by
a deep understanding of what motivates people to engage, connect and buy.
For more information, please visit www.conversantmedia.com.
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