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2016: The Start of Cross-Device Programmatic Advertising

Brandon

January 21, 2016
Brandon

As technology and consumer demand begin to catch up to each other, targeting to only one or a particular device will soon be replaced with a more holistic targeting approach.

Digital marketing is the result of consumption habit swiftly moving to all mobile, digital forms. Growth in U.S. digital display ad spending is projected to grow to $21.55 billion in 2016 and an additional $5 billion in 2017 up from $15.43 billion in 2015, according to eMarketer.

With this market’s projected growth, big brands are doubling their ad spend and increasing cross-device targeting. One big brand that saw success in its digital campaign in 2015 was the hotel chain, Red Roof Inn.

In Red Roof Inn’s digital campaign, offers were made to travelers stuck at the airport or on the Interstate, based on flight information and traffic patterns, according to Adweek. “Last-minute bookings increased by 60 percent,” Adweek reported.

Red Roof Inn’s digital campaign saw such success last year that the brand plans to extend efforts in ad spend and geotargeting in international markets this year.

Learn more here.