The Cross-Device Manifesto

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A concise look at cross-device consumer behavior and the best marketing strategies to capitalize upon it.

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  • 84% of mobile time spent in-app. Increasing time spent in-app
  • We deliver a 360˚ individual customer view by uniting PC, Mobile and Tablet data. This is done against a single profile in a single DMP. That’s unique.

    Most companies rely on data from one set of devices, or have data partnerships with vendors in other channels and devices. Yet partnerships mean a long delay before all of the data are associated with a single ID.

    Our platform associates all of an individual user’s activity across channels and devices in real-time. This enables us to more precisely identify likely responders for your target audience and then message to them immediately.

    This is really important – it’s not a nuance.

    In November, Comscore reported that 50% of a user’s digital time is spent on mobile devices like smartphones and tablets. Without that data in real-time, you get only half the picture about a user.

    And the cross-channel and cross-device data we are associating with those profiles is also very different.

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  • ValueClick Media and Greystripe were already delivering better matching before we became Conversant. In fact, we had already united the data and media platforms of these companies. With our united company and platform we create even better matches for enhanced results. Our new offering has a three layer process from cross-device matching.

    The first layer is totally new – and consists of what we call hard (or deterministic) matches. A hard match is when a user logs into the same app on multiple devices. Here’s an example – a user signs into an app on their smartphone in the morning, then again on their laptop later that day and on their tablet that night. We can link the single user to all three devices. This is a hard match. The really exciting part is that we have millions of such matches from across the network.
    Second, we dramatically grow scale through algorithmic modeling using IP addresses, interest-based analysis and our direct SDK integration across 20,000+ apps. We have also developed a new algorithm proven to be significantly more effective and accurate.
    Finally, we leverage the recency of our platform to drive even greater precision. Because we associate online events in real-time with profiles, we are able to ensure a higher match accuracy. We are also able to recover from an event like cookie deletion more quickly using our proprietary technology.


    Let’s finish our discussion with measurement and insights.

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  • The Cross-Device Manifesto

    1. 1. © 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
    2. 2. © 2014 Conversant, Inc.. All Rights Reserved. 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
    3. 3. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.3 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
    4. 4. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.4 HOW MANY CONNECTED DEVICES DO YOU HAVE?
    5. 5. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.5 US CONSUMERS AVERAGING 3 CONNECTED DEVICES Source: Sophos 2013 USA CANADA UK AUSTRALIA 2.7 2.7 2.63.0
    6. 6. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.6 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!
    7. 7. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.7 TODAY’S CONSUMER: ONE DAY – MULTIPLE DEVICES P Breakfast Browsing At Work Afternoon Break Evening on Sofa
    8. 8. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.8
    9. 9. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.9 TIME SPENT IN MOBILE APPS EXCEEDS PC TIME
    10. 10. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.10 APP DOWNLOADS CONTINUE TO GROW Source: Nielsen 2013 Average App Downloads Per Smartphone (USA) 41DOWNLOADS PER SMARTPHONE
    11. 11. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.11 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 SHAREOFALLONLINESHOPPINGTRAFFIC USA Black Friday Shopping from Mobile Devices Source: IBM, 2013
    12. 12. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.12 ROLE OF MCOMMERCE GROWING RAPIDLY Source: Piper Jaffray and eMarketer, 2013
    13. 13. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.13 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
    14. 14. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.14 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
    15. 15. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.15 THREE ASPECTS OF CROSS-DEVICE 1. Targeting 2. Delivery 3. Measurement
    16. 16. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.16  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
    17. 17. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.17 Anonymized Hard Match Algorithmic Matching Data Recency + + CROSS-DEVICE: ACCURATE DELIVERY STRONG CROSS-DEVICE MAPPING ESSENTIAL
    18. 18. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.18 CROSS-DEVICE: NEW MEASUREMENT APPROACHES MOST USE MULTIPLE DEVICES FOR THEIR BUYING PROCESS 2013: IPSOS and Google
    19. 19. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.19 CROSS-DEVICE: NEW MEASUREMENT APPROACHES MOST USE MULTIPLE DEVICES FOR THEIR BUYING PROCESS 2013: IPSOS and Google
    20. 20. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners. 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 Mobil e Only Display + Mobile Engageme nt Rate 0.66% 1.78 % 4.42% eCPO $249 $598 $132
    21. 21. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners. 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 RateSales 59% Lift 229% Lift
    22. 22. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners. 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 =5XThe Conversions CASE STUDY
    23. 23. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.23 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 RateAverage Engagement Rate
    24. 24. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.24 FOUR KEY TAKEAWAYS 1. Don’t ignore cross-device. It represents the future of digital and direct 2. It’s not just delivering ads on different devices. It’s 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
    25. 25. © 2014 Conversant, Inc.. All Rights Reserved. All names and logos are trademarks or registered trademarks of their respective owners.25 THANK YOU! Kurt Hawks General Manager – Mobile Conversant, Inc. http://www.linkedin.com/in/kurthawks www.conversantmedia.com
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