To succeed in a cross-device world, advertisers should develop personalized experiences for each screen with messages tailored to the device and, when possible, to the consumer, says Michael Lampert, Managing Partner and Group Digital Director at MediaCom in an interview with Beet.TV. That kind of ecosystem needs more complex measurement and also attribution, he adds.
“How can we look at the entire customer journey across devices and look at attribution, both inter- and intra-digital attribution to figure out the best way to communicate with people across the journey,” he says. Ideally, advertisers will want to deliver the right message on the right devices based on traits the marketer knows about the consumers. “You need relevant KPIs by touchpoint, and by channel. You need to structure the KPIs around the program and the individual,” he says, adding that marketers need to understand how different devices build awareness, intent and purchases. “Attribution is the future of the industry. If you can’t measure the platform, and help me understand the best stream of impressions prior to an event than I’m not sure about the value of the platform.”