Cross-device retargeting shown to provide massive lift in user engagement
CB12, a breath spray business, wanted to find their target audience at different times of day.
Challenge
We were tasked to find CB12’s target audience in the AM within “rational” environments such as news, weather and business. During the PM, we were to find the same user on either the same or their secondary device within more “emotional” environments such as lifestyle, entertainment and social.
Solution
By choosing cross-device targeting order to reach the client objective, we were able to find the same user in different day parts, within various environments, across multiple devices.
Setup was structured as follows:
Cross device retargeting has shown to provide up to 10X greater uplift in user engagement than what is generally seen with standard same device retargeting. This allows Cadreon to:
Results
Desktop: Of the initial 1 million users that were seen in the morning on a desktop, 6% were subsequently found on a different device. Where users were retargeted on a secondary mobile device, we saw a 5,000% uplift in engagement.
Mobile: Of the initial 1.6 million users that were seen in the morning on mobile devices, 10% were subsequently found on a different device. Where users were retargeted on a secondary mobile device, we saw a 500% uplift in engagement.
Tablet: Of the initial half a million users that were seen in the morning on mobile devices, 12% were subsequently found on a different device. Where users were retargeted on a secondary mobile device, we saw a 700% uplift in engagement.