Cross-screen advertising is the next big trend, said Chih-Han Yu, CEO and Co-founder, Appier, at a press session in Singapore today morning.
Yu was sharing insights from the Taiwanese marketing technology company’s latest and inaugural report on the ever-evolving multi-device advertising landscape.
The report, titled ‘Asia’s First Cross-Screen User Behavioural Insights H1 2014’, was based on a sample size of 345 billion ad requests and bid results from Appier’s database from the first half of this year.
All results were drawn from actual user behaviour data from 10 markets: Hong Kong, Indonesia, Japan, Korea, Macau, Malaysia, Singapore, Taiwan, Thailand and Vietnam.
According to the report, cross-screen advertisers targeting Asia should take note of these four things:
1. Content: The content of the advertisement is more important than the size of the device. There is, however, a growing preference towards larger mobile phone screens (more than 4.7 inches) and smaller tablet screens (less than eight inches).
Most of the Asian markets surveyed showed better click-through rates on smartphones as opposed to tablets. The only exception was Taiwan, which had a 30 per cent difference between click-through rates for smartphones and tablets.
2. Ad format: Rich media and native ads allow for higher ad engagement since users get to interact with these formats. This is as opposed to traditional image ads.
Marketers should also add rich media to native ads to boost engagement and conversion rates.
3. Timing: Thursday is a good day to advertise on smartphones and tablets, as mobile users start to prepare for the weekend.
Smartphone traffic is also generally higher on Friday, Saturday and Sunday, with Friday being the highest in volume across markets, while tablet traffic is highest on Thursdays instead.
Furthermore, marketers should look out for three particular sets of timing: during lunchtime, right after work, and right before bedtime. Mobile traffic is also highest at 8 PM across markets.
4. Right devices: Marketers can leverage user behaviour and machine learning to target new customers and individuals who might already be familiar with its brand. For example, if a person showed interest in a particular brand on his or her laptop, the marketer can make use of data and retarget the customer with a mobile ad instead.
User behaviour between devices can be rather complex as well; “half of all users showed similar interests across devices” while a quarter showed no similarities.
In the future, ‘cross-screen advertising’ will no longer be limited to tablets, smartphones and desktops. Soon, the phrase will also be applied to smart watches and other wearable devices.
Appier also predicted that by 2016, a quarter of the world will have at least two mobile devices. By that time, most people would have specific uses for each device they own. The challenge for marketers is to understand how to target a potential customer with the trove of data available, and which ad to serve which customer on which platform.
“As we move into the era of multi-screen, digital marketing campaigns can no longer be relied on manual AB testing,” read the report. “Cross-screen user behaviours are more complex than ever before, and we must leverage machine learning to help us sort through this ocean of big data to achieve ultimate RoI.