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The Ultimate Guide to Cross-Platform Advertising 30 July 2020

 

We have entered an era where people spend more time online than they spend with their near and dear ones. The 21st-century online audience is constantly switching between different devices while expecting the most personalized experience. For advertisers and publishers, it becomes increasingly important to maintain connectivity across all channels — and this can only be achieved with cross-platform advertising. 

 

What is Cross-Platform Advertising?

Cross-platform/channel advertising refers to the process of disseminating paid advertisements to prospects across multiple devices like desktop, mobiles, tabs, etc. and on a variety of digital marketing channels like social media, streaming platforms, search engines, and so on. The ultimate goal is to direct consumers toward purchasing a product or service.

 

Why Do You Need Cross-Platform Advertising?

Well, to put this straight- getting hold of your customers’ attention can be a tough nut to crack when there are so many distractions fluttering around. This is especially true when there are innumerable channels to advertise a product or service online- including search, display, social media, mobile, video, etc. Then, when you consider multiple device types — mobile and desktop — the opportunities multiply even more.

While most brands are already utilizing one or two of each, expanding their strategy to include all of the above would ensure their message is reaching the right audiences at the right time, and delivering an optimal experience.

For achieving this, you must be where your consumer is- ie, the social media channels, websites they visit, and the devices they use. The ways of communication are expanding, and with it brings more opportunity to your business, brand, or agency. And this is exactly where cross-channel advertising excels.

Cross-platform advertising allows you to get the maximum out of your ads- it proliferates your message across several channels and extends your reach to attract your customer’s attention, no matter where they are. But equally important is getting your timing and targeting right. Without proper segmentation, it’s time, effort, and money getting wasted.

 

Retargeting to the Rescue: How does it Help?

As consumers’ media consumption habits become increasingly fluid, it also becomes more difficult to track where they’re spending their time. So, how do you get your message across an ever-expanding audience? You guessed it right- through Retargeting.

A form of online advertising, retargeting is a cookie-based technology that uses Javascript code to anonymously ‘follow’ your audience all over the web showing related ads to their Internet behavior and initial purchase intent. 

Since prospects rarely convert after coming across the first ad on web pages they visit, cross-channel advertising and retargeting becomes an effective tool for increased conversions. Marketing across multiple channels leads them on a persuasive ad journey, giving them more chances to convert on the ad offer.

By targeting prospects who have already shown interest in your ads on other channels, advertisers know they’re delivering more personalized ads to a receptive audience — and likely increase conversions and/or sales.

 

Choosing an Ad-Server that helps in Retargeting across Cross-Channel Platform

There are two options to execute a cross-channel ad campaign. The first option is the more difficult one where you do all the hard work, piece the data together yourself, and upload it into each channel individually. Or, you can opt for the easier option – use a platform like Muvi Ad Server to manage the entire process for you. Muvi Ad Server helps you run cross-platform advertising campaigns across a range of channels and devices. With Muvi Ad Server, you can manage your ad inventory with advertisements of all formats and streamline delivery workflow, ensuring quickest go-to-market time, and more. 

 

Here are some of the features you should look for in a potential cross-channel ad-enabled platform- 

 

  • Ad serving and management across several channels/platforms. These include mobile, desktop, tabs, search, display, social and video
  • Monitoring and measuring ad traffic through ample reports and analytics features. 
  • Uploading digital creative and assets
  • Dynamic ad retargeting based on data and product inventory
  • Experimentation and A/B testing features across several channels
  • Multi-format ad delivery system across all channels

 

Wrapping up,

A proper cross-platform ad strategy can truly work wonders in terms of rejuvenating your stagnant marketing funnel. Providing an integrated experience across all channels — including your post-click landing pages — will give prospects a more personalized experience and increase conversions.

Muvi Ad Server lets you host and deliver multi-format ads to your websites and apps seamlessly across multiple platforms. Not only that, but you also get to Keep 100% of the Ad Revenue!

 

Take a 14-Day Free Trial of Muvi Ad Server, now!

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Sreejata Basu
Sreejata is Associate Content Writer for Muvi’s Marketing unit. She is a passionate writer with a background in English Literature and music. By week Sreejata spends her time in the corporate world of Muvi, but on weekends she likes to take short hiking trips, watch movies and read interesting travelogues.

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