Conversant - Cross-Device Manifesto

2014 Conversant, Inc.. All Rights Reserved.
All names and logos are trademarks or registered trademarks of their respective owners.
PRESENTED BY
May 6, 2014
The Cross-Device Manifesto
Why you need to go cross-device, and the best way to do it!
Kurt Hawks: GM Conversant Mobile
All names and logos are trademarks or registered trademarks of their respective owners. 2
CROSS-DEVICE QUIZ
6.8B people on the planet. How many have a cell phone? 4 Billion
How many people have a toothbrush? 3.5 Billion
There are more cellphones in the world than PCs. How many more? 5X
What percentage of Americans use only mobile to access the internet? 25%
How many hours/day does average American have cellphone within reach? 14
What percent of smartphone users use their phone to help with shopping? 78%
How many Americans converted to smartphones while we took the quiz? 86
CROSS-DEVICE QUIZ
6.8B people on the planet. How many have a cell phone? 4 Billion
How many people have a toothbrush? 3.5 Billion
There are more cellphones in the world than PCs. How many more? 5X
What percentage of Americans use only mobile to access the internet? 25%
How many hours/day does average American have cellphone within reach? 14
What percent of smartphone users use their phone to help with shopping? 78%
How many Americans converted to smartphones while we took the quiz? 86
HOW MANY CONNECTED DEVICES DO YOU HAVE?
US CONSUMERS AVERAGING 3 CONNECTED DEVICES
Source: Sophos 2013
USA
CANADA
UK AUSTRALIA
2.7 2.7 2.6
3.0
SMARTPHONES ARE INCREASINGLY POPULAR
35%
10%
45%
24%
56%
34%
58%
42%
0%
10%
20%
30%
40%
50%
60%
70%
Smartphone Tablet
Percentage of US Adults with a
2011 2012 2013 2014
Source: Pew Research Center Internet Surveys, 2014, 2014
Fastest device
adoption rate
ever!
TODAYS CONSUMER: ONE DAY MULTIPLE DEVICES
P
Breakfast Browsing At Work Afternoon Break Evening on Sofa
TIME SPENT IN MOBILE APPS EXCEEDS PC TIME
APP DOWNLOADS CONTINUE TO GROW
Source: Nielsen 2013
Average App
Downloads Per
Smartphone (USA)
41
DOWNLOADS PER
SMARTPHONE
MOBILE A CRITICAL PART OF PURCHASE JOURNEY
6%
14%
24%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2010 2011 2012 2013
S
H
A
R
E

O
F

A
L
L

O
N
L
I
N
E

S
H
O
P
P
I
N
G

T
R
A
F
F
I
C
USA Black Friday Shopping from Mobile Devices
Source: IBM, 2013
ROLE OF MCOMMERCE GROWING RAPIDLY
Source: Piper Jaffray and eMarketer, 2013
OLD MEDIA APPROACH PLAN BY DEVICE IN SILOS
Separate budgets for PC, Mobile, Tablet
Different marketing metrics, goals and measures by channel
Marketing delivery measured by device no holistic user-centered planning
Poor visibility if a user starts the buying process on one device and finishes on another
CROSS-DEVICE: USER-CENTRIC MEDIA PLANNING
Holistic planning across devices based upon user behavior
One set of common metrics
Interplay of channels in user behavior extensively measured
Visibility to track a sale if a user starts the buying process on one device and finishes on another
THREE ASPECTS OF CROSS-DEVICE
1. Targeting
2. Delivery
3. Measurement
Data from all devices/channels united in 1 DMP
Individual profiles richer and comprehensive
Profiles dynamically updated in real-time
CROSS-DEVICE: UNITING THE DATA
ALL DATA ASSOCIATED WITH ONE ANONYMOUS ID IN REAL
TIME
Conversant
United Profile
Anonymized Hard Match
Algorithmic Matching
Data Recency
+
+
CROSS-DEVICE: ACCURATE DELIVERY
STRONG CROSS-DEVICE MAPPING ESSENTIAL
CROSS-DEVICE: NEW MEASUREMENT APPROACHES
MOST USE MULTIPLE DEVICES FOR THEIR BUYING PROCESS
2013: IPSOS and Google
CROSS-DEVICE: NEW MEASUREMENT APPROACHES
MOST USE MULTIPLE DEVICES FOR THEIR BUYING PROCESS
2013: IPSOS and Google
CAMPAIGN OBJECTIVE
ENTERTAINMENT CASE STUDY
A leading cable company wanted to
increase the number of subscriptions
at a reduced CPA
WHAT WE DID
Conversant conducted a side-by-
side test for display-only, mobile-
only and cross-device campaigns.
DID IT WORK?
Cross-Device engagement rates
exceeded single device rates
eCPO for cross-device was
lower than single device
campaigns
CROSS-DEVICE SUCCESS STORY:
CABLE SUBSCRIPTIONS
Measure
Display
Only
Mobile
Only
Display +
Mobile
Engagement
Rate
0.66% 1.78% 4.42%
eCPO $249 $598 $132
One Device Cross-Device One Device Cross-Device
CAMPAIGN OBJECTIVE
TELECOMM CASE STUDY
A leading mobile company wanted to
increase online subscriptions
WHAT WE DID
Side-by-side test comparing
mobile vs. cross-device.
DID IT WORK?
Yes! Cross-device campaign
showed a 59% lift over single
devices
Cross-device engagement
outperformed single-device by
229%
CROSS-DEVICE SUCCESS STORY:
MOBILE SUBSCRIPTION SALES
Drive prospects to subscribe online
Side by side test Mobile versus cross-device
Same spend very different results
Engagement Rate Sales
59%
Lift
229%
Lift
A national direct-marketing company offering
sweepstakes and consumer offers wanted to:
o Drive users to their website where they could register
for the latest cash prize sweepstakes
DRIVING SWEEPSTAKES
REGISTRATIONS WITH CROSS-DEVICE
CAMPAIGN OBJECTIVE
Combining Display + Video outperforms a single-channel approach
WHAT WE DID
The campaign featured Custom Display and Video ad
units, targeted and optimized to reach adults 35+.
Users fell into one of two ad delivery methods:
Served display only ad, or
Served video ad, then retargeted with display ad
at a later time on a different site.
DID IT WORK?
o Users who viewed video ads and were later
retargeted with a display ad on a different site were
5X more likely to register for the sweepstakes than
those who just saw a display ad.2,500 Conversions
o Adding video increased the absolute number of
conversions while decreasing the effective cost per
action by 12%
Display + Video
= 5 X
The Conversions
CASE STUDY
CONVERSANT DATA SHOW CROSS-DEVICE
PROGRAMS DELIVER SUPERIOR PERFORMANCE
1X 1X
3.4X
5.4X
Single Device Cross-Device Single Device Cross-Device
Average Conversion Rate Average Engagement Rate
FOUR KEY TAKEAWAYS
1. Dont ignore cross-device. It represents the future of digital and direct
2. Its not just delivering ads on different devices. Its about putting the
consumer at the center of everything you do
3. To do it right, you need:
Cross-device targeting
Cross-device identification and delivery
Cross-device measurement
4. The results clearly show a great return on investment
THANK YOU!
Kurt Hawks
General Manager Mobile
Conversant, Inc.
http://www.linkedin.com/in/kurthawks
www.conversantmedia.com

Conversant - Cross-Device Manifesto

Enviado por

Dados do documento

Direitos autorais

Formatos disponíveis

Compartilhar este documento

Compartilhar ou incorporar documento

Opções de compartilhamento

Você considera este documento útil?

Este conteúdo é inapropriado?

Direitos autorais:

Formatos disponíveis

Conversant - Cross-Device Manifesto

Enviado por

Direitos autorais:

Formatos disponíveis

2014 Conversant, Inc.. All Rights Reserved.

Você também pode gostar