Cross-device is top of mind for all advertisers and will become an even hotter topic in 2016. We’ve already seen incredible momentum with our OneView technology and we’re taking the next step in getting it into the hands of our customers – OneView is now available for all our customers, both managed and self-serve, in North America.
Why is this so important? For one core reason: marketers want to reach people, not cookies, with an authentic, personalized experience regardless of the device they are on. In order to create an effective marketing program, the linking of cross-device customer identifiers must be easy and complete, two factors that have been challenging for marketers in recent years. DataXu’s OneView technology helps marketers identify individuals and build a complete picture of consumer behavior across devices to truly determine the ROI of their marketing—simple as that.
“We’re at the beginning of a new era in cross-device audience management, with huge benefits accruing to the brands and agencies that do it well. What I love about DataXu’s OneView technology is that it gives marketers complete transparency into the data – the sources, the linkages and the uses – and then gives them check-box simple tools to configure.”–Sean Corcoran, SVP, Director of Digital Media and Social Influence at Mediahub/Mullen
We’re not the only ones thinking of cross-device: eMarketer’s second iteration of its cross-device targeting report was released last week, with some great insight around how marketers are thinking about cross-device. Case in point: more than 90% of global marketers report they don’t have an adequate, single view of their customers.
Alan Beiagi, senior director of products, and I, along with other industry thought leaders, are quoted throughout the report. Check it out here: Cross-Device Targeting: First-Party Data, TV and Privacy are Big Factors for 2016, and see some of the insights from the report below:
“All of the other devices tend to be personal devices—a personal laptop or smartphone,” Beiagi said. “But TVs are not always personal devices. They’re shared in the household. With the concept of cross-device being very much focused on people-based marketing, once you get to television, that one-to-one marketing might go away. And I haven’t seen anyone address that in a major way yet.”
While the inability to target TV viewers at the individual level might not be ideal for a cross-device universe that’s being built on a single-source view, it hasn’t stopped buyers from aiming to reach those individuals at the household level. DataXu’s Ohri, for example, noted the benefit of an automotive advertiser reaching decision-makers both on their personal devices and their shared, home screen. “Little kids are huge influencers when parents are buying cars,” she said. “So auto advertisers still see value in trying to reach families.”