A critical analysis of cross-device advertising on consumer reach: Evidence from a retail chain in Kano, Nigeria
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- NGN 5000
Background of the study
Cross-device advertising has emerged as an essential strategy for reaching consumers across multiple platforms, ensuring that brand messages remain consistent regardless of the device used. For retail chains in Kano, Nigeria, employing cross-device advertising allows marketers to capture consumer attention on smartphones, tablets, and desktops, thereby maximizing reach and engagement (Nwankwo, 2023). This strategy leverages data-driven insights to deliver targeted advertisements that adapt to the user’s device and context. By integrating campaigns across various devices, brands can create a seamless customer journey that enhances overall campaign performance. However, technical challenges such as device fragmentation, inconsistent user experiences, and difficulties in measuring cross-device impact complicate the advertising process. This study critically analyzes the effectiveness of cross-device advertising in expanding consumer reach for a retail chain in Kano. It explores the benefits of a unified advertising strategy as well as the limitations that may hinder its execution, providing actionable recommendations for improving cross-device campaign efficiency (Oluwaseun, 2024).
Statement of the problem
Retail chains in Kano face obstacles in achieving uniform consumer reach due to fragmented advertising across multiple devices. Challenges such as inconsistent ad formats, tracking difficulties, and varying user behaviors across devices contribute to suboptimal campaign performance. This study seeks to investigate these challenges and evaluate how cross-device advertising strategies can be optimized to enhance consumer reach and engagement (Nwankwo, 2023).
Objectives of the Study
To analyze the impact of cross-device advertising on consumer reach.
To identify challenges in executing cross-device campaigns.
To propose strategies for optimizing cross-device advertising effectiveness.
Research Questions
How does cross-device advertising affect consumer reach?
What challenges limit the effectiveness of cross-device campaigns?
How can advertising strategies be improved across devices?
Significance of the study
This study provides crucial insights into optimizing cross-device advertising to enhance consumer reach. Its findings will help retail chains in Kano to create unified campaigns that deliver consistent messaging, leading to improved engagement and increased sales (Oluwaseun, 2024).
Scope and Limitations of the Study
This study is limited to a critical analysis of cross-device advertising on consumer reach within a retail chain in Kano, Nigeria.
Definitions of Terms
Cross-Device Advertising: The practice of delivering consistent ads across multiple digital devices.
Consumer Reach: The extent to which an advertising campaign is viewed by potential customers.
Retail Chain: A group of retail stores operating under a unified brand.
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