Buzzword Breakdown: Cross-device targeting

cross-device targeting

Welcome to the next installment of Buzzword Breakdown. If you have heard the phrase cross-device targeting before but are not sure what it means, here is a quick breakdown.

What is cross-device targeting?

Cross-device targeting is serving ads to the same consumer across multiple devices. These devices can include smartphones, tablets, desktop computers and connected TV devices, such as Roku TV or a Smart TV.

Why use cross-device targeting?

Cross-device targeting is a great way to appeal to your target audience in a holistic experience. This targeting tactic focuses on the consumer and their engagement across all of their devices. If you want to blanket a user on their cell phone, tablet, and other devices they interact with on a daily basis, this is the most effective way to do so. You can even run the same creative concepts on all devices or you can choose to run different ad concepts per device.

Does cross-device targeting work for niche audiences?

For campaigns with smaller audiences, it’s ideal to use cross-device targeting so you are effectively advertising to your audience with the most impressions available. Using this method allows you to maximize your message to the right prospects.

Is cross-device targeting effective for time-sensitive campaigns?

Absolutely. Cross-device targeting gets your message in front of your target audience whenever and wherever they are. Whether it’s a holiday campaign or a time-sensitive promotion or sales event, this is a great tactic to utilize. For example, a Black Friday sales event where your products are discounted for a specific number of days is an ideal use. During this promotional window, you’ll be able to get in front of your audience on all their devices that they are using to ensure they have every opportunity to take action.

Get in touch with SWBR to discuss your campaign needs, goals, and objectives. From there we’ll put together a custom campaign specific to your business.



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Ernie Thomas



Advertising is in Ernie’s DNA as he’s a third-generation family member to join the business his late grandfather founded. With that pedigree comes an almost six sense of identifying the “it factor” needed to create campaigns that spark customers to action. Ernie (or ET) uses his outgoing personality to connect with clients to build strong collaborative relationships. He digs deep to uncover new opportunities that will make a measurable difference for each client’s business. A graduate of Eastern University and Saint Joseph’s University (MBA), he has the book smarts and experience to elevate brand communications with strategies that challenge the status quo. He’s always guiding Team SWBR toward the correct target audiences, smartest campaign messages, right digital channels and best traditional tactics suited to boost sales.

When he’s not working, Ernie enjoys spending time with his wife and daughter. He’s also an avid golfer still searching for his first hole-in-one.