Device ID (DID) targeting is revolutionizing digital marketing by allowing advertisers to target ads directly to specific mobile devices. This innovative form of mobile advertising is gaining popularity due to its ability to drive sales. But what exactly is DID and how can marketers use it to boost performance? Here is an in-depth look at this game-changing technology:
What Is Device ID Targeting and How Does it Work?
Device ID (DID) targeting utilizes location-tracking data from mobile devices to enable precise ad targeting. Each mobile device has a unique identifier called a device ID which allows tracking of its movements over time.
Marketers can use this to their advantage by setting up geo-fences around locations of interest, such as a retail store. When a device enters the geo-fence, its ID can be captured and added to a target audience list. Later, ads can be targeted specifically to just those device IDs known to have visited the location.
For example, a clothing retailer can target devices that were detected near a fashion show venue to remarket to attendees. Or a restaurant can target devices detected within competitors’ locations to attract diners.
This is a game-changing improvement over traditional location-based targeting, which infers audience interest based on broader demographics of those living near a business. With DID, you can reach devices with confirmed location visit data signaling direct intent.
Why Device ID Targeting is a Game Changer for Digital Marketing
This level of highly precise, location-based targeting completely changes the game for digital marketers. Here are some of the key reasons it is such a revolutionary platform:
- Unparalleled Accuracy – Device IDs offer the most accurate targeting possible in the mobile world, allowing you to eliminate waste by advertising directly to perfect prospects.
- Real-Time Delivery – Target ads can be delivered directly to devices instantly as they enter specified locations through real-time tracking and serving technology.
- Remarketing on Steroids – DID essentially takes remarketing capabilities to the next level by allowing you to re-engage not just site visitors but also physical store visitors via their device IDs.
- Powerful Analytics – Since every ad impression is tied to a unique device ID, robust analytics provide incredible transparency, allowing for precise optimization of ad campaigns.
- Savings – By eliminating waste and reaching disinterested users, the effective cost per conversion goes down. You get substantially higher returns from DID-targeted ads.
- Future Predictability – Historical location data collected on devices allows for machine learning algorithms to predict locations the device is likely to visit again, further refining future targeting.
This unique combination of capabilities is enabling marketers to achieve unmatched accuracy, relevancy, and ROI from mobile advertising campaigns. The platform truly delivers the holy grail of serving the right ad, at the right time, to the precisely right audience.
5 Ways Device ID Targeting Can Boost Sales
Implementing a tailored Device ID targeting strategy comes with many major benefits that directly translate to your key business growth metrics. Here 5 ways it can significantly impact sales and ROI:
1. Laser Target Your Competitors’ Customers
One of the most effective DID strategies is targeting your competitors’ existing customer base. By dropping geo-fences around their brick-and-mortar locations, you can reach out to customers after they have visited and potentially convert them to your brand. Not only is this a great way to chip away at their market share, but it’s also extremely cost-efficient compared to broader targeting approaches.
2. Draw People In During Major Events
Large-scale events like concerts, festivals, and conferences are goldmines for device ID targeting. Tens of thousands of people congregate in one geographic area for a limited period of time. This allows you to gather valuable device ID data during the event which you can then use to engage them afterwards. Strategically targeted messaging after the event can result in massive conversion lifts.
3. Target By Demographic Behaviors
Certain locations tend to be frequented by specific demographic groups. For example, university campuses attract students and young professionals. By dropping geo-fences around these locations, marketers can build custom audiences of people matching their ideal buyer personas. Engaging them afterward allows for more personalized and relevant messaging.
4. Retarget High-Value Brick & Mortar Visitors
Device ID targeting isn’t just for events. Retail locations themselves can be targeted to re-engage visitors after they leave. This allows you to stay top of mind, promote sales and special offers, and even target customers inside competitor stores. The capabilities when it comes to brick-and-mortar retargeting are truly limitless.
5. Integrate With Your Current Targeting for Max Results
The true power of device ID targeting comes from integrating it with your existing efforts. When you combine it with tactics like custom audiences, lookalike audiences, and pixel-based retargeting, you can achieve spectacular results at very aggressive ROAS. Each strategy feeds into the others, compounding over time into conversions.
Ready to Add Device ID Targeting to Your Marketing Mix?
As you can see, device ID targeting delivers some very unique and effective capabilities when it comes to acquiring new customers and retargeting existing ones. The options are nearly endless when you tap into mobile device data and geo-targeting. If you’re ready to take your marketing to the next level, incorporating DID should be high on your priority list.
If you want to learn more about harnessing the power of DID to boost sales and lower ROI, our experts at V Digital Services can help. Contact us today to discuss developing an advanced Device ID targeting strategy tailored to your unique business needs.