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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:

  • AM: Targeting a user within “affluent” content, with a frequency of one per lifetime. To gain maximize reach, we broke down the strategies into Desktop, In-App and mobile-web.
  • PM: Leveraging our cross-device graph to find the same user on the same or secondary/third device within a “lifestyle” environment.
  • We set a frequency cap at 3 per user per lifetime, ensuring no user will see an ad more than 3 times during the campaign irrespective of which device they are advertised on, allowing us to deliver maximum media efficiency.
  • 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:

  • Reduce wastage and improve user experience with the brand by frequency capping
  • Report back on a user’s journey across their devices and measure interaction and uplift between users’ matched devices.
  • 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.