This article emphasizes the importance of precise device and carrier targeting for advertisers. It explains how to optimize ad campaigns by using advanced targeting options in OnClickA, enhancing campaign performance, engagement, and conversions.
Given that many brands have mastered effective audience targeting, it's crucial to adopt more precise and detailed targeting techniques to remain competitive in the ad tech industry. A comprehensive device detection solution is essential for every component of the ad tech ecosystem, including DSPs (advertisers and ad agencies), ad exchange platforms (marketplaces), and SSPs (publishers).
For advertisers, having more detailed device targeting options allows them to reach a highly specific audience that is most likely to interact with their ads. Additionally, it is important to ensure that ads are optimized for the devices on which they are viewed.
However, it's crucial to check carrier and browser requirements before submitting campaigns, as improper targeting can lead to minimal traffic or ineffective results. You should always take your time and learn how to use these targeting options effectively before making any major changes to your campaign’s targeting settings.
Understanding Carrier and Device Targeting
Mobile carrier and connection type targeting are two advanced options that serve the same purpose. As the name suggests, they help you narrow down traffic based on the mobile internet service provider (ISP) or the type of connection that’s being used which is either a cellular network or WiFi connection. It’s worth noting that connection type and mobile carrier targeting should not be used on their own. They should always be paired with GEO, device, OS, and other common filters you would normally use in your campaign.
There are many benefits of using mobile carrier targeting. Because you can
- Filter the audience
- You can exponentially improve your campaign's KPIs
- You can also produce higher-quality leads and build more profitable campaigns
Device capabilities also significantly impact ad performance. High-end devices with superior screen resolution and processing power can handle more complex and interactive advertisements, leading to higher engagement rates. However, the differentiation in performance becomes even more pronounced when considering device targeting. One of the primary distinctions between Android and Apple (iOS) devices is
- Android, holding a larger global market share, often results in a higher volume of impressions. However, this does not always translate to higher engagement, as markets, where Android devices are prevalent, might have a broader income range, including lower-income users who may not engage as readily with premium offers.
- In contrast, Apple devices, typically associated with higher-income users, often see higher engagement and conversion rates for premium products and services. This is reflective of the purchasing power and spending behavior of the average Apple user.
Importance of Matching Offers with Carriers
When examining how different offers may perform across various carriers and devices, several factors come into play. From the perspective of carriers, user demographics are crucial. For example, a carrier known for catering to younger, tech-savvy users might be an excellent choice for promoting the latest gaming app. Conversely, a carrier with a higher proportion of older, more affluent subscribers could be better suited for luxury travel offers. Additionally, the specific deals and partnerships that carriers have can also influence ad performance. Exclusive content or promotional tie-ins with carriers can provide a significant boost to the relevance and appeal of certain offers.
Setting Up Carrier and Device Targeting in OnClickA
To set up Carrier and Device Targeting in OnClickA, navigate to the "Mainparameter" > "Device type" > “Device Vendor” > then, “Device model” section in the campaign creation flow. We also offer the ability to target people via their language, browser, operating system, IP2 location type or by activating IPv6.
Practical Tips for Implementation
- Segment based on device: Want to target iOS users to let them know about your new iPhone app? Or get feedback from Android users for an upcoming release? Create separate campaigns for each type of device so that you can adjust bids independently and optimize for efficiency.
- Offer an optimized experience: Make sure your website or landing page is optimized for mobile if you plan to use device targeting. X also partners with you to ensure that ads are properly rendered for users. For example, users with lower bandwidth capabilities may see fewer video-based advertisements than those with higher bandwidth. This is done to ensure a positive interaction between your ads and the user.
- Target by mobile carrier: If you're a mobile carrier advertiser, consider using carrier targeting to create more efficient campaigns by targeting your customers or customers on other networks.
- Reach people with new devices: to reach those who are most likely to be interested in new apps or services for their devices. Remember, narrowing your campaign by device, carrier, or new mobile device targeting can limit your reach. It’s a good idea to have multiple campaigns running - one applying more niche criteria at a higher bid and another with broader targeting and lower bids.
As more and more users access the internet through their mobile devices, mobile targeting becomes an increasingly important part of mobile marketing strategy. Companies can reach and engage their mobile audiences more effectively by tapping into the power of targeting based on your audience carrier and mobile devices.
Ready to take your campaigns to the next level? Start implementing carrier and device targeting in your OnClickA campaigns today and see the difference in your conversion rates.
