Conversant 6 essentials for doing cross device right
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Conversant 6 essentials for doing cross device right

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Provides a framework for what to look for in a cross-device advertising solution, from user-to-device mapping to data and creative. Simple, easy to read,

Provides a framework for what to look for in a cross-device advertising solution, from user-to-device mapping to data and creative. Simple, easy to read,

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  • 1. Insights Especially for Media Professionals Jim Nichols, VP-Marketing 6 ESSENTIALS FOR DOING CROSS-DEVICE ADVERTISING RIGHT
  • 2. 2 Table of Contents INTRODUCTION ESSENTIAL ONE: FOCUS ON THE CONSUMER, NOT DEVICES OR CHANNELS ESSENTIAL TWO: ENSURE SOUND USER-TO-DEVICE MAPPING ESSENTIAL THREE: LEVERAGE RICH BEHAVIOR AND INTEREST INSIGHT ACROSS ALL DEVICES AND CHANNELS ESSENTIAL FOUR: LOOK FOR 3 KINDS OF CROSS-DEVICE SCALE ESSENTIAL FIVE: ENGAGE USING THE INTERACTIVE STRENGTHS OF EACH DEVICE ESSENTIAL SIX: MAKE LEARNING AND INSIGHTS A PRIORITY CONCLUSIONS 3 4 5 6 6 7 7 8
  • 3. This year’s white-hot marketing topic is cross-device advertising. According to two recent surveys conducted by Bovitz Research for Conversant, both agency media pros and senior marketing leaders list cross-device as the number one topic they want to learn more about. But having an interest in cross-device, and doing it well, are two very different things. Here’s my list of the six essentials to doing cross-device marketing right: 1. Focus on the Consumer, Not Devices 2. Ensure Sound User-to-Device Mapping 3. Leverage Rich Behavior and Interest Insight Across All Devices 4. Look for 3 Kinds of Cross-Device Scale 5. Engage Using the Interactive Strengths of Each Device 6. Make Learning and Insights a Priority Read on to learn more about each of these essentials. INTRODUCTION Percent of group interested in learning more about cross-device in 2014 Source: Conversant Research 2014 60% Sr. Marketing Leaders 70% Agency Media Professionals 3
  • 4. FOCUS ON THE CONSUMER, NOT DEVICES OR CHANNELS1 It’s problematic to think and plan in device- or channel-based silos. Doing cross-device right requires that we build plans around the customer and their particular cross-device usage patterns. True cross-device advertising targets the same individuals across the several devices that they use to access the web. Reaching some people via PC and other people via a separate Mobile campaign isn’t really cross-device marketing. That matters because a great deal of industry research has shown that reaching the same people across their devices drives significantly better results. According to research from Sophos, the average American spreads their digital usage across about three devices. And comScore says that more than half of digital time is now spent on Mobile devices. A cross-device view of the consumer is absolutely essential in this environment. Even when your plans call from advertising in only one channel, like PC Display, you need a cross-device view of the consumer to get your targeting and delivery right. The average American spreads their digital usage across about three devices. Industry research has shown that reaching the same people across their devices drives significantly better results. Source: Sophos 2014 4
  • 5. Sophos also said that, on average, our digital behavior is stored across 12 IDs. How does data end up spread out like that? An ID for your PC browser, another two or more for your phone and tablet browsing, and a number of IDs for the various apps you use. Uniting these data spaces to one common ID is difficult. In fact, Conversant spent two years ensuring our solution fully delivers on the promise of cross-device marketing while also delivering on the strictest standards for privacy. There are two main approaches for user-to-device mapping: inferred device mapping and login-based or hard mapping. Inferred device mapping is a multistep process that infers a match between a user and a set of devices. Doing it involves a couple of steps. First, it requires associating everything that happens on a single device to one device ID. All the data sets for each of the IDs on a device must be aggregated to a single profile. Then you must associate devices together to a single household. One common method is by examining the IP addresses. Multiple devices on a home IP, for example, are much more likely to be used by the same user than devices that connect via different households. Household mapping is an important step. But it is not enough. Consider a household with a family of four. If these are typical Americans, there would be 12 devices associated with a household ID. But likely some of these devices would be used by one person and not others. Device-to-user mapping is inexact, but accuracy is enhanced with more data points. We need more data to make a more accurate determination. For instance, if two devices both connect at the same 16 distinct IP addresses over a 5-day period, there’s significantly more certainty that they share the same user. The more data points you add to your equation, the greater that likelihood becomes. IP addresses aren’t the only thing that can be used to infer a match. Similar browsing habits, for example, could also provide some additional assurance of a match. Shared devices have the potential for clouding the soup, though new methodologies for associating sets of behavior on a device with different users have been deployed by some providers. The other method for user-to-device mapping is what we call hard or login-based mapping. Under hard mapping, a user’s devices are linked when they login to the same site or app from multiple devices. Hard matches are usually considered more accurate than inferred matches, but the downside to them is they tend to be fewer in number. Conversant’s approach is to combine these two approaches to drive greater accuracy and the scale necessary to have a major impact on a business. We combine millions of anonymized hard matches with an industry-leading inferred device mapping process. In addition, because we offer real-time updating of user profiles, we can provide even greater accuracy in mapping devices to individual users, all while maintaining the highest standards of consumer privacy. Inferred device mapping tends to be the method most companies rely on for their user-to-device mapping. User-to-device mapping is enhanced with more data points. ENSURE SOUND USER-TO-DEVICE MAPPING2 5
  • 6. The amount of user interest data available to identify the right target audience often varies significantly by channel and device. You can, for example, get really granular in audience development in PC-based Display, but interest- based targeting in Mobile is often more rudimentary. Doing cross-device right requires a profile that has both rich interest and behavior data as well as sound device-usage insights. Look for a partner that integrates interest and cross-device insights into a single data management platform (DMP) that can be called upon in real-time. To get the most out of cross-device, marketers need a DMP with access to vast amounts of exclusive browsing, interaction, shopping and buying data, combined with the best third-party interest data and device usage insights. Make sure that you field programs with the scale necessary to move the needle. In cross-device you need to pay attention to three kinds of scale: Any partner should provide this information. For best results, evaluate potential partners on these metrics of scale and their ability to provide a high degree of user-to-device mapping accuracy. LEVERAGE RICH BEHAVIOR AND INTEREST INSIGHT ACROSS ALL DEVICES AND CHANNELS LOOK FOR 3 KINDS OF CROSS-DEVICE SCALE3 4 Pureplay mobile vendors see less of a user’s total digital activity than do companies that offer both PC-based Display and Mobile solutions. A company that unites both display and mobile data in a single DSP can provide a 360°consumer view. Inquire about the user-to-device mapping accuracy of vendors. Number and Quality of Potential Ad Opportunities Number and Quality of Profiles Number and Quality of Data Points Per Profile 6
  • 7. Cross-device is not something you set and forget. Set learning objectives with every campaign. Ask yourself, “What additional cross-device target insight can I learn from this effort?” Your programs can progressively reveal unique aspects of your audience’s unique cross-device behaviors. They can provide perspective that can also help guide strategies in other areas of marketing. Ensure that your partner has the resources necessary to uncover such insights. ENGAGE USING THE INTERACTIVE STRENGTHS OF EACH DEVICE5 Standard units are easier to execute and sometimes key to delivering an acceptable overall CPM. They can provide the breadth necessary to deliver critical mass for a brand. It also makes sense to deploy more engaging and interactive units in programs. Make units with real stopping power a centerpiece of your programs, and use banners and other standard units to provide the massive footprint necessary for impact. Add multiple ways to interact. Give people a choice of CTAs. Make units with real stopping power a centerpiece of your programs. Set learning objectives with every campaign. Ask yourself, ‘what additional cross-device target insight can I learn from this effort?’ MAKE LEARNING AND INSIGHTS A PRIORITY6 7
  • 8. CONCLUSIONS Recent data from eMarketer show that more than a third of total ad spend is running through Mobile devices. For years, many marketers have approached Mobile and Tablet advertising with a combination of facts and hunches. Let’s make a concerted effort to minimize the hunches in 2014. Ask the questions necessary to identify the strategies that can meet your needs. The best results will go to those that focus on the essentials. ABOUT THE AUTHOR Jim Nichols is VP-Marketing for Conversant, Inc. His 25-year advertising agency, brand management, and market research career spans over 80 categories, from packaged goods and beverages to financial services, software and technology. Brands he’s helped develop include ABC Daytime, Bank One, Brach’s, Cablevision, Cap’n Crunch, Comcast, Darden Restaurants, Disney Parks and Resorts, Hyundai, Kodak, Lakerol, Microsoft, Ofoto, Oracle University, Pfizer, Register.com, Schick, Sega, Showtime, SOAPnet, Suave, Symantec, Unilever (36 brands), Virtual Makeover, Wachovia, Zone.com and more than forty digital media companies and technologies. Jim’s experience spans B2B and B2C, and includes a strong track record marketing to both broad audiences and specific market segments including African Americans, Hispanics, and Mothers. He holds a BA from University of Pennsylvania and an MBA in marketing from University of Chicago. ABOUT CONVERSANT Conversant, Inc. (NASDAQ: CNVR) is the leader in personalized digital marketing. Conversant helps the world’s biggest companies grow by creating personalized experiences that deliver higher returns for brands and greater satisfaction for people. We offer a fully integrated personalization platform, personalized media programs and the world’s largest affiliate marketing network – all fueled by a deep understanding of what motivates people to engage, connect and buy. For more information, please visit www.conversantmedia.com. Copyright 2014, Conversant, Inc. All rights reserved. Conversant is a trademark of Conversant, Inc. As you formulate your cross-device programs, ask the questions necessary for you to identify the strategies that can really meet your needs. 8