Marketers will now be able to reach and engage with the same user across a variety of different devices, sites and apps following the launch of Google’s cross-device retargeting capabilities. Google claims that the new functionality for the Google Display Network and DoubleClick Bid Manager will enable brands to “tell a single story” to a target audience.
Prior to the latest update, marketers were unable to retarget a user who had already browsed a site on mobile or desktop unless that user actively visited again on another platform. The new initiative will provide marketers with full control over their campaigns so that they can decide how frequently users see their ads across a range of devices.
The retargeting functionality aims to “close the loop” between online and offline and mobile and desktop by driving better conversion rates. A recent study by Google and Ipsos found that 60 per cent of US-based conversions now begin on one device, such as mobile, before being completed on another. The cumbersome approach to retargeting had previously made it difficult for marketers to reconnect with users who had visited sites.
Google has also updated its Brand Lift product, which measures the impact of YouTube ads and delivers key insights for brand awareness, purchase intent and organic search. Google is now extending its capabilities to show how effective YouTube campaigns are compared to TV. The search engine giant claims that YouTube has generated almost twice as many searches per impression during its early tests.
“We are excited to see the work Google is doing to better understand the impact of video,” Volkswagen Digital Media Manager Paige Parrent said. “Brand Lift now presents us with a way to specifically, credibly and scientifically compare the effectiveness of cross-media campaigns. This is interesting to Volkswagen as we move closer to measuring TV and digital platforms (like YouTube) on even ground.”
In an official blog post about new digital innovations, Google also introduced location extensions and store visits measurement to bring offline and online together effectively. Around 30 per cent of smartphone users go to a physical store to purchase a product within 24 hours of visiting an app or website, and the new features will enable marketers to use informative ads to “increase foot traffic.”