Master Cross Device in 10 minutes

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A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.

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Master Cross Device in 10 minutes

  1. 1. MASTER CROSS-DEVICE ADVERTISING IN ABOUT 10 MINUTES CONVERSANT INSIGHTS ESPECIALLY FOR MEDIA PROFESSIONALS Cross-device advertising is the digital marketing trend of the year. Use this research-packed guide to master cross-device and get the best results for your brand.
  2. 2. WHY THIS REPORT IS IMPORTANT Marketers need to master cross-device advertising in order to effectively reach and engage today’s consumer. It’s critical to incorporate multi-device consumer behavior into the strategies used to take brands to market. Conversant, Inc. commissioned this study in 2013 to give you the facts, separate the truth from the hype, and provide a concrete checklist of what to look for as you evaluate potential cross-device media partners. 2
  3. 3. FIRST THINGS FIRST: WHAT DOES “CROSS-DEVICE ADVERTISING” REALLY MEAN? An integrated advertising program to reach the same user across multiple digital devices like smartphones, tablets and laptop computers. 3
  4. 4. Table of Contents 4 WHY CROSS-DEVICE SHOULD MATTER TO YOU MARKETERS SEE THE IMPORTANCE OF CROSS-DEVICE CROSS-DEVICE DRIVES SUPERIOR MARKETING RESULTS WHAT MARKETERS ARE SAYING ABOUT CROSS-DEVICE WHAT THEY WANT: MARKETERS’ WISH LIST FIVE QUESTIONS TO ASK FUTURE CROSS-DEVICE PARTNERS CROSS-DEVICE PARTNER EVALUATION CHECKLIST 5 7 7 8 10 12 14
  5. 5. WHY CROSS-DEVICE MATTERS 53+4753% of digital media time now on mobile devices. CONSUMERS ARE USING MORE DEVICES TO ACCESS THE WEB THEY’RE ALSO SPENDING A LOT MORE TIME BROWSING VIA SMARTPHONES AND TABLETS NET: Your marketing efforts should reflect today’s cross-device consumer behavior. 3+ 12+ Americans use an average of 3+ devices Their behavior is tracked on an average of 12 + cookies Source: SophosLabs (2013). Mobile Device Survey. Source: comScore (February 2014). Mobile Future in Focus. 5
  6. 6. 10% 8% 6% 4% 2% 4 AM 12 PM 8 PM8 AM12 AM 4 PM 0% Tablet Computer WHY CROSS-DEVICE MATTERS “Primetime” varies by device Smartphone NET: Cross-device insights and data help you reach the right consumer, on the right device, at the right time. Source: comScore (February 2013). Mobile Future in Focus. 6
  7. 7. Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study. MARKETERS SEE THE IMPORTANCE OF CROSS-DEVICE CROSS-DEVICE DRIVES SUPERIOR MARKETING RESULTS 76+24 75+25 77+23 89+1176% Three quarters want cross- device data for Mobile targeting messages/offers 75% Of media buyers have seen increased effectiveness with cross-device campaigns As a result, cross-device now represents almost 1/3 of digital media spending 77% Almost 8 out of 10 say cross-device targeting is important 89% A majority believe it’s critical to target the SAME user across DIFFERENT devices NET: Cross-device starts with the consumer. The consumer must be at the center of your planning, not platform or device silos. NET: Money follows performance. Investing more in cross-device can drive greater marketing effectiveness. 19% 24% 30% 2009-2011 2012 2013 7
  8. 8. 52% 830= 50% 730= 50% 530= 43% 490= 38% 270= 38% 250= WHAT MARKETERS ARE SAYING ABOUT CROSS-DEVICE BENEFITS Marketers see great benefits to using one partner when advertising across devices OPTIMIZE PERFORMANCE OF THE ENTIRE MEDIA BUDGET EXPAND REACH OF CAMPAIGNS MORE COST-EFFICIENT RETARGET THE SAME USER ACROSS DEVICES EXTEND SUCCESSFUL DISPLAY AUDIENCE SEGMENTS INTO MOBILE STREAMLINE THE MEDIA BUYING PROCESS Percent of marketers who value these benefits of cross-device advertising: Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study. NET: Think holistically. Choose a single partner to help optimize your budget, expand your reach, and drive overall campaign efficiency. 8
  9. 9. 52% 830= 50% 730= 50% 530= 43% 490= 38% 270= 38% 250= WHAT MARKETERS ARE SAYING ABOUT CROSS-DEVICE TRACKING AND REPORTING COMPLEXITIES METHODOLOGIES FOR CONNECTING DEVICES LACK CREDIBILITY MOBILE, ONLINE AND TABLET ARE MANAGED AS SEPARATE BUDGETS LACK OF A SINGLE POINT OF CONTACT DIFFICULT TO HIT MY SPECIFIC TARGET AUDIENCE THROUGH CROSS-DEVICE ADVERTISING TOO MANY PRIVACY ISSUES INVOLVED Percent of marketers who identify these barriers for greater utilization of cross-device advertising: Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study. NET: Look for a partner that provides accurate matching methodology and comprehensive performance tracking. OBSTACLES Marketers also perceive significant executional hurdles that cross-device partners must help them overcome 9
  10. 10. FEATURES AND CAPABILITIES Leading marketers look for these top features and capabilities in a cross-device solution 84+16+R 84+16+R 83+17+R 82+18+R 78+22+R 78+22+R 77+23+R 73+27+R 73+27+R CROSS-DEVICE ANALYTICS AND INSIGHTS TO MEASURE CAMPAIGN EFFECTIVENESS ACCURACY OF METHODOLOGY USED TO TARGET AN AUDIENCE ACROSS DEVICES ABILITY TO OPTIMIZE EFFECTIVELY ACROSS DEVICES ACCESS TO A WIDE RANGE OF ENGAGING CREATIVE FORMATS FOR EACH SCREEN REACHING THE SAME HOUSEHOLD ACROSS MULTIPLE DEVICES FIELDING SEQUENTIAL ADVERTISING CAMPAIGNS REACHING THE SAME USER ACROSS MULTIPLE DEVICES PROTECTS AUDIENCE PRIVACY/DOES NOT VIOLATE AUDIENCE PRIVACY EASY MEDIA PLANNING USING A SINGLE PARTNER WHAT THEY WANT: MARKETERS’ WISH LIST NET: Move quickly, but also recognize the need for a smart and strategic approach when picking your cross-device partner. 84% 82% 77% 84% 78% 73% 83% 78% 73% Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study. 10
  11. 11. 82+18+R 82+18+R 81+19+R 80+20+R 80+20+R 77+23+R 76+24+R 75+25+R 73+27+R REACH ACROSS ALL SCREENS RETURN ON ADVERTISING INVESTMENT IMPACT ON BRAND LIFT IN COMBINATION ACROSS MULTIPLE DEVICES PATH TO CONVERSION IMPACT ON OFFLINE RESPONSE AND/OR RETAIL TRAFFIC GRP’S ACROSS ALL SCREENS IMPACT ON SALES IN COMBINATION ACROSS MULTIPLE DEVICES PERFORMANCE BY DEVICE PERFORMANCE IN COMBINATION ACROSS MULTIPLE SCREENS WHAT THEY WANT: MARKETERS’ WISH LIST NET: Look for a cross-device partner that reports and delivers on the key performance measures you care about most. 82% 80% 76% 82% 80% 75% 81% 77% 73% Source: Advertiser Perceptions, Conversant, Inc. (2013). Mobile & Cross-Device Study. MEASUREMENT Today’s ROI-focused marketers seek a broad set of measurements for cross-device campaigns 11
  12. 12. 1 Does your solution provide comprehensive and insightful behavioral targeting data? Cross-device campaigns are most effective when you can understand and see the richest possible audience data. Choose a vendor that offers a complete data set that’s actionable across devices. Conversant’s single DMP provides exclusive action-oriented display and mobile data for precise targeting. 2 What is your user-to-device matching methodology, and is it accurate? Matching consumers to devices is complex. Your partner needs a sophisticated matching algorithm. Conversant offers a proprietary methodology that matches individual consumer profiles to devices with over 80% accuracy. 3 What ad creative options does your solution offer? Look for a vendor with a variety of engaging ad formats to support your campaign objectives. Conversant’s in-house creative team offers captivating product carousels, interactive video, social engagements and more. 4 Can I get brand-specific insights from you as part of our engagement strategy? Basic reporting isn’t enough. Your vendor should have cross-device experts that will provide genuine insights on the behaviors of your brand audience. Conversant provides both a comprehensive measurement and insights suite to ensure the richest possible learnings. 5 Has your solution been proven effective in real world campaigns? The value of cross-device is too important to place in the hands of an unproven vendor. Look for an experienced partner with real cross-device campaign results. Conversant has delivered proven cross-device campaigns with outstanding results. FIVE QUESTIONS TO ASK WHEN EVALUATING CROSS-DEVICE PARTNERS NET: Take the first step in finding the best cross-device partner by asking these five questions. 12
  13. 13. ABOUT THIS REPORT METHODOLOGY The Mobile & Cross-Device Study was conducted online between March 11th and 25th, 2013. Respondents were offered a cash incentive by Advertiser Perceptions on behalf of Conversant in exchange for completing the survey. 201 U.S. survey respondents who are involved in mobile/tablet and online (desktop/laptop) media placement decisions completed this survey. Respondents represent brands that have spent at least $1 million on digital advertising and $500,000 on mobile advertising in the past 12 months. Advertiser Perceptions is the world leader in providing the media industry with research-based advertiser insight and guidance necessary for strengthening brands and increasing advertising sales, market share and competitive advantage. Advertiser Perceptions specializes in determining, analyzing and communicating what advertisers think — their plans, opinions and motivations. Advertiser Perceptions’ proprietary database of media decision-makers is one of the largest in the world. The advertiser survey and questionnaire development process employed ensures optimal response. Singular focus and media industry expertise enables Advertiser Perceptions to effectively analyze and accurately interpret the research that is conducted on behalf of clients who represent many of the largest in international media. ABOUT CONVERSANT, INC. 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. 13
  14. 14. PARTNER EVALUATION CHECKLIST Keep this checklist nearby A true cross-device marketing solution should include all five elements listed below: Does the vendor have a data management platform (DMP) with proprietary action-oriented display and mobile data? Does the vendor have an accurate user-to-device matching methodology to reach the same individual across devices? Does the vendor offer the agency the option of in-house creative with engaging ad formats for all devices? Will the vendor present a full suite of reporting with audience insights and campaign measurements? Has the vendor demonstrated robust cross-device results? CONTACT For more information on our cross-device solutions, contactyourConversantrepresentative today at: cross-device@conversantmedia.com To learn more about this cross-device study, visit our website: www.conversantmedia.com Copyright 2014 Conversant, Inc. All Rights Reserved. 14

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