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Here's some good news about cross-device targeting: Most marketers are familiar with the concept and even some of the terminology.
The not so good news: Familiarity with the concept does not necessarily translate into execution.
That's the word from eMarketer analyst Lauren Fisher, who discusses the state of cross-device targeting in the latest edition of eMarketer's "Behind the Numbers" podcast.
"Most marketers today are pursuing cross-device options," says Fisher. For example, she says, they're targeting consumers on multiple devices and they're working with leading-edge partners like Facebook and Google.
But when it comes to truly taking advantage of the capabilities of cross-device marketing—aggregating and understanding audiences, tailoring creative for specific devices—Fisher says: "That's where the familiarity starts to fall off."
In a wide-ranging conversation, Fisher touches on some of the obstacles marketers face in tracking and messaging audiences across platforms and devices, and looks ahead to some of the changes she expects to see this year as the industry grows more expert in targeting.
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