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Advertising effectiveness for cross screen models
 

Advertising effectiveness for cross screen models

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Join representatives from Jumptap and Operative to learn about how their approach to advertisers has changed, shifting the focus of the conversation from channel/screen specific models to a ...

Join representatives from Jumptap and Operative to learn about how their approach to advertisers has changed, shifting the focus of the conversation from channel/screen specific models to a user-centric advertising model. They will discuss this topic from a marketer/sell-side perspective and will also address the technical and business challenges they’ve identified using these models. Ultimately, the goal is to understand how a cross-platform / cross-screen approach starting with the right audience can effectively deliver targeted content.

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    Advertising effectiveness for cross screen models Advertising effectiveness for cross screen models Presentation Transcript

    • Advertising Effectiveness for Cross Screen ModelsThank You for joining, we will begin momentarily. February 28, 2013 Join the conversation on Twitter - #iabxscreens
    • Agenda Welcome & Housekeeping ● Nicole Horsford, Member Services, IAB Speakers ● Matt Tengler, Senior Director of Product, Jumptap General Overview on Cross Screens & Challenges Faced by Advertisers Today ● Matt Gay, GM Media Optimization, Operative Discussion on how companies are solving these challenges as it relates to Cross Screen Advertising Q&A Join the conversation on Twitter - #iabxscreens1
    • Questions? Attendees should ask questions using the GoToWebinar user interface. Please type questions into the Question box on the GoToWebinar user interface at any time during the presentations. ● We will create a queue and answer as many questions as possible following the presentations. ● Additional questions should be directed to Nicole Horsford, Nicole@iab.net Join the conversation on Twitter - #iabxscreens 2
    • A Quick ExplanationWhen I say Screens and Channels I mean: Screens Channels Owned Search Display Social Video3
    • Why Cross Screen / Channel Matters4
    • Why Cross Screen / Channel Matters5
    • Why Cross Screen / Channel Matters6
    • Why Cross Screen / Channel Matters 33% of sephora.com traffic is from mobile and tablet “Customers don’t view mobile, tablets, Web and stores separately,” Ms. Marcus [Director of Mobile and Digital Store Marketing] said. “They are ways for consumers to shop when and where they want.” Source: http://www.mobilecommercedaily.com/sephora-exec-mobile-orders-up-167pc-year-over-year7
    • Why Cross Screen / Channel Matters It is how consumers behave It is how consumers expect us to behave8
    • But Advertising Is Still Sold Like This… AdWords Enhanced Campaigns Buying: Cross screen9
    • And This… Facebook Exchange (FBX) Users: Owned  Social10
    • And This. Jumptap Cross Screen Audience+ Users: Mobile  PC11
    • Consumers Expect This12
    • But They Are Getting This13
    • And It’s a Hard Problem To Solve Walled gardens Funnel specialization Fragmented data Different standards across screens User ‘re-association’14
    • How Are The Walled-Gardens Fairing?The large platform plays are trying to bring more people into their gardens  Search  Social  Video / Display  Login  Email  Email  Login, Social, TV  Search  OS / App Eco  OS / App Eco  Social  Search  Display  Login  Email  TV  Email  Display, Social, TV  Search15
    • Will One Garden Ever Be Big Enough?16
    • Networks Will Have to Evolve Advertising User networks Walled gardens Buy across channels Specialization Optimize the entire funnel Fragmented data Centralize interactions / learnings Different standards across screens Simplify buying User ‘re-association’ Connect user experiences17
    • Who Will Benefit? Consumers will get a more connected and cohesive message Advertisers will get better insights, attribution and efficiency Platforms that can connect and optimize across screens and channels will get the advertising dollars18
    • Q&APlease type questions into the question feature This webinar will be made available on iab.net/events_training/interactive_insights_webinars Please contact nicole@iab.net with questions.