We live in a multi-screen world, where an action begun on one device is often completed on another. Marketers are eager to follow a consumer all the way along this cross-device chain of actions. That’s the cross-device retargeting challenge, and YP has entered the game with a new product, aptly named Cross Device Retargeting, that helps brands do just that.
According to comscore data from a survey that YP commissioned, 73 percent of YP searchers switch devices to complete local business searches.
YP is working with Tapad to power Cross Device Retargeting, which enables advertisers to begin serving messages to consumers wherever they start a search, and as they switch devices, they can continue targeting that consumer, across desktop and mobile websites and within apps.
“National brands are trying to focus beyond location to precise behaviors,” said David Lebow, Chief Revenue Officer at YP, in a statement. “With cross device retargeting, we now have the ability to reach consumers at critical moments in the purchase process no matter the device they’re using.”
Retargeting is increasingly critical to marketers. One survey conducted jointly by Adroll (a retargeting company) and Qualtrics found that the share of marketers that report spending 10 to 50 percent of their budget on retargeting rose from 53 percent in 2013 to 71 percent last year. Budgets are going up because retargeting works. According to the same survey, “92 percent of marketers report retargeting performs equal to or better than search, 91 percent equal to or better than email, and 92 percent equal to or better than other display.”
The larger context here is of course the shift from desktop to mobile search. In recognition of that trend, for example, Google tested out a desktop to mobile retargeting product last year.
Speaking of Google, YP recently earned the search giant’s 2014 North America Premier SMB Partner (PSP) Award for “Highest Growth.” This award recognizes the Google partner with the highest new AdWords revenue from new accounts. YP touches about a half million SMB advertisers with its various print, desktop and mobile products.