Your SlideShare is downloading. ×
0
Rethinking Retargeting:
The Cross-Device Opportunity
Adam Berke – CMO and President
@adamberke
#SMX
#RollAbout
Sydney, Australia
Opened April 2014
Hiring 20 by
2015
The AdRoll Story
#SMX
Media and Advertising Industries are
Evolving
#SMX
Intent data is your most valuable
asset
#RollAbout
Data is the center of the new digital advertising ecosystem
Display Search
Social
Video
Mobile
Email
Content
Mk...
Marketers have been capturing intent data
through search for years
Modern Furniture
#SMX
There Are Other Places to Capture Intent
#SMX
#RollAbout
60-Day
Holding
Period
30-Day
Holding
Period
Segment Your Intent Data
#SMX
Duration & Segment Prioritization
#SMX
Number of Impressions
Bid decay
function
Algorithms can do the heavy lifting
#SMX
Exploring cross-device retargeting
Mobile is now overtaking the same way as
Facebook did a few years ago
#SMX
"90% of consumer transactions are
started on one device and finished
on another." - Neil Mohan, Google VP of Display Adver...
Mobile usage is incremental to time spent on
desktop
#SMX
Yet marketers haven’t caught up in mobile
advertising
Source: KCPB
#SMX
We’re Now in a Multi-Screen World
Dave wants to shop wherever, whenever he
wants
#SMX
Key Differences: Mobile vs. desktop advertising
Mobile app & browser environments
• SDKs vs. pixel
• Unique KPIs
• Screen ...
Meet your mobile marketing objectives
• Cross-device retargeting
• Driving app installs
• Increase mobile conversions
• Ap...
Cross-device retargeting
Gain incremental reach and drive conversions
across mobile, desktop, and tablet.
#SMX
Reach users across desktop, mobile, and tablet
With our customers across multiple screens throughout their day,
cross-devi...
Increase app discovery and app installs
You desktop audience are the most likely to download your app, so
engage this audi...
Case Study: Trek’s omni-channel and cross-device strategy
We wanted to make sure that our current website visitors could
c...
Increase mobile conversions
Similar to desktop retargeting, continue to re-engage your potential
customers through mobile ...
Taking a multi-channel approach
#SMX
Thank You
Adam Berke
@adamberke
Upcoming SlideShare
Loading in...5
×

Rethinking Retargeting: Cross Device Opportunity By Adam Berke

1,869

Published on

SMX Advanced 2014 Session #SMX #22B - Rethinking Retargeting: Top Strategies For Driving Conversions From Key Audiences - Rethinking Retargeting: The Cross-Device Opportunity By Adam Berke @AdamBerke Of Adroll

Read more on marketing strategy on http://marketingland.com

Published in: Marketing, Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,869
On Slideshare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
133
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Transcript of "Rethinking Retargeting: Cross Device Opportunity By Adam Berke"

  1. 1. Rethinking Retargeting: The Cross-Device Opportunity Adam Berke – CMO and President @adamberke #SMX
  2. 2. #RollAbout Sydney, Australia Opened April 2014 Hiring 20 by 2015 The AdRoll Story #SMX
  3. 3. Media and Advertising Industries are Evolving #SMX
  4. 4. Intent data is your most valuable asset
  5. 5. #RollAbout Data is the center of the new digital advertising ecosystem Display Search Social Video Mobile Email Content Mktg Data #SMX
  6. 6. Marketers have been capturing intent data through search for years Modern Furniture #SMX
  7. 7. There Are Other Places to Capture Intent #SMX
  8. 8. #RollAbout 60-Day Holding Period 30-Day Holding Period Segment Your Intent Data #SMX
  9. 9. Duration & Segment Prioritization #SMX
  10. 10. Number of Impressions Bid decay function Algorithms can do the heavy lifting #SMX
  11. 11. Exploring cross-device retargeting
  12. 12. Mobile is now overtaking the same way as Facebook did a few years ago #SMX
  13. 13. "90% of consumer transactions are started on one device and finished on another." - Neil Mohan, Google VP of Display Advertising #SMX
  14. 14. Mobile usage is incremental to time spent on desktop #SMX
  15. 15. Yet marketers haven’t caught up in mobile advertising Source: KCPB #SMX
  16. 16. We’re Now in a Multi-Screen World Dave wants to shop wherever, whenever he wants #SMX
  17. 17. Key Differences: Mobile vs. desktop advertising Mobile app & browser environments • SDKs vs. pixel • Unique KPIs • Screen sizes smaller • Less opportunities to serve ads • Touch instead of click • App store distribution • Connectivity issues exist #SMX
  18. 18. Meet your mobile marketing objectives • Cross-device retargeting • Driving app installs • Increase mobile conversions • App re-engagement #SMX
  19. 19. Cross-device retargeting Gain incremental reach and drive conversions across mobile, desktop, and tablet. #SMX
  20. 20. Reach users across desktop, mobile, and tablet With our customers across multiple screens throughout their day, cross-device retargeting allows us to connect with them regardless of the device or platform they’re using. ► 50% below target CPC ► CTRs greater than 1% ► 223% more volume on Apple versus Android products ► 300% more volume on iPhone versus Android Phones ► 20% more efficient CPC on iPhone versus Android phones —Kristina Simonsen, Marketing Associate #SMX
  21. 21. Increase app discovery and app installs You desktop audience are the most likely to download your app, so engage this audience while they’re on their mobile device #SMX
  22. 22. Case Study: Trek’s omni-channel and cross-device strategy We wanted to make sure that our current website visitors could continuously engage with our product anytime they’re on mobile devices. ► 3.25% avg. CTR on mobile ► CPC $0.32 ► 160% spike in app installs — Casey Kohner, Web Production Manager at Trek #SMX
  23. 23. Increase mobile conversions Similar to desktop retargeting, continue to re-engage your potential customers through mobile web browsers #SMX
  24. 24. Taking a multi-channel approach #SMX
  25. 25. Thank You Adam Berke @adamberke
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×