Why Cross-Device Remarketing Is a Huge Deal

Reach more customers than ever!

This week, Google announced exciting plans to introduce cross-device remarketing, and the world of marketing rejoiced!

“We’re introducing cross-device remarketing for Google Display Network and DoubleClick Bid Manager to help you reach the same user across devices, apps, and sites,” revealed Brad Bender, Google’s VP of display and video advertising.

“You can now tell a single story to your audience and decide how frequently they see your ad across devices.”

Until now, remarketing – a strategy which allows you to re-target online customers who have visited your website but failed to convert – had some noticeable cross-device limitations.

Previously, users who visited a website on their smartphones were not able to be re-targeted via desktop – unless that user also visited the same website via PC. As explained by Marketing Land, this presented noticeable issues, as users were ‘effectively listed twice.’ It also meant that the frequency capping and negative list exclusion was ‘set at the browser or mobile ID level on each device.’

So How Will it Work?…

For example, let’s say you’re a retailer and want to build a customised Christmas campaign. Utilising cross-device remarketing, you could begin by targeting smartphone users during their commute to work, showing them an ad that promotes your Christmas campaign. Then that evening, you could target them again – this time on their tablets or desktop PCs – with a ‘limited time’ offer on some Christmas themed decorations.

Cross-device remarketing will be rolled out over the coming months, so be sure to keep an eye on our blog for any updates. Subscribe to keep in the loop!