Driving Results with Cross-Device
Marketing Solutions
Adometry XCMO Summit
10.10.13
Consumers Move Seamlessly Across All Devices.
Actually, They Do That 27 times every hour!
Screen Switching:
• Digital Nati...
A complete change in consumer behavior: We are all
multi-tasking on multiple screens throughout the day

Strictly Confiden...
But The Problem For A Marketer is: Today’s Marketing
Solutions Are Far From Seamless
MARKETER VIEW WITH TRADITIONAL MARKET...
Tapad: A Unified View of Cross-Device Consumers
Tapad’s Unified View of customers across devices enables:
• Cross-device A...
Tapad Device Graph™
The Power of Device Bridging
Cross-Platform Remarketing,
Audience Buying and Analytics

Device Bridgin...
Tapad Is a Market Leader in Privacy
OUR OBJECTIVE IS TO ENSURE THAT EVERY MOBILE CONSUMER
IS EMPOWERED AND INFORMED.

The ...
Tapad Device Graph™
Media
The Power of Device Bridging

Media Applications:

Cross-Platform Remarketing,
Audience Buying, ...
Tapad Device Graph™
Cross Screen Commerce Personalization
Creating a Continuous Commerce
Experience Cross Devices
•
•

•

...
Tapad Device Graph™ & Adometry
Measurement: Cross-Device Advanced Attribution

Tapad’s Device Graph
Adometry’s Advanced
At...
Tapad Device Graph™ & Adometry
Measurement: Cross-Device Advanced Attribution
Simple Attribution Methodologies

Cross-Devi...
Tapad Partners with Leaders in the Ad Tech ecosystem
DIGITAL FIRST-PARTY

ANALYTICS & MEASUREMENT
PLATFORMS
TAPAD DEVICE G...
Tapad “Cracks the Code” of Cross-Device Marketing
In the Press:

“10 Startups to Watch”

Backed by a “Who’s Who of ad tech...
Financial

Technology

Travel

Retail

Auto

Other

Tapad is trusted by 160 of the Fortune 500 Advertisers

14

Strictly C...
Q&A

Strictly Confidential

15
Thank You!
Are Traasdahl
Founder / CEO
are@tapad.com

Strictly Confidential

16
Upcoming SlideShare
Loading in...5
×

XCMO2013: Driving Results with Cross-Device Marketing Solutions

1,841

Published on

Tapad's Are Traasdahl shared firsthand experiences in leveraging display advertising, mobile sites, location, and apps to take full advantage of small and medium screen devices.

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

  • Be the first to like this

No Downloads
Views
Total Views
1,841
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
47
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Today’s consumers move seamlessly across devices.Device Proliferation: There are more internet-connected devices than ever before – the average connected household has nearly 6 devices!Co-viewing: Consumers are mingling the use of mobile and laptop, connected tvs and ipads – 40% watch TV while using a mobile or tablet device each day!Screen switching: And the switching is constant. Digital Natives – those users who grew up in a connected world – switch screens 27X every non-working hour!And finally, purchase behaviors cross devices. How many times have you been standing in line, and you took our your phone and browsed for an item that you later purchased on your computer? Well, you’re not alone. Purchasing across devices is a mainstream behavior.
  • While all this cross-device activity is great for consumers, marketing solutions today aren’t as seamless.Right now I appear to your advertiser as though I am 5 different consumers since I have 5 different internet connected devices. Because of the way media is currently bought, sold, and measured, my view as a marketer isn’t the complete picture.Instead, I have: Incomplete view of my consumer; hard to tell if she is the same user on mobile as on a laptop and whether she’s seen my ads before, or with what frequencyDifficulty targeting consumers across device – it would be great to tailor my creative if I knew I was reaching the same user in different environments; today, that’s nearly impossibleAnd finally, it’s hard to track – there hasn’t been the same level of data and analytics across devices that we’ve come to expect from other forms of digital marketing; and those that do exist, typically exist within the mobile channel and don’t extend to other platforms.
  • While all this cross-device activity is great for consumers, marketing solutions today aren’t as seamless.Right now I appear to your advertiser as though I am 5 different consumers since I have 5 different internet connected devices. Because of the way media is currently bought, sold, and measured, my view as a marketer isn’t the complete picture.Instead, I have: Incomplete view of my consumer; hard to tell if she is the same user on mobile as on a laptop and whether she’s seen my ads before, or with what frequencyDifficulty targeting consumers across device – it would be great to tailor my creative if I knew I was reaching the same user in different environments; today, that’s nearly impossibleAnd finally, it’s hard to track – there hasn’t been the same level of data and analytics across devices that we’ve come to expect from other forms of digital marketing; and those that do exist, typically exist within the mobile channel and don’t extend to other platforms.
  • Tapad solves these problems, and is the first cross-device advertising solution to do so. Our goal is to unify and advertisers view of consumers across all digital devices. Right now I appear to your advertiser as though I am 5 different consumers since I have 5 different internet connected devices. Tapad turns me from being 5 consumers into ONE consumer WITH 5 devices. Our technology provides a unified view of cross-device consumers, enabling three things: cross Device targeting and retargeting,Cross-device audience buyingCross-device analytics & attributionThe way we do that is through a technology called “Device Bridging”  What device bridging does is anonymously associate multiple devices together to build “The Device Graph”
  • So this is a representation of the device graph for visual purposes.  The Device Graph enables Cross Platform Retargeting, Cross-Platform Audience buying and Cross-Platform analytics. We populate the device graph in a number of different ways.  One way is through BD partnerships. We work with publishers who have large audiences logging in across devices - computers, tablets, mobile phones. They pass us matching anonymous unique identifiers enabling us to associate devices. A more sophisticated methodology (and the one that is patent-pending and proprietary for Tapad) is through home based WiFi networking.  Each time we see the same devices connected to the same home network, we increase what we call the "strength score" or the likelihood that these devices should be associated.    Strength scoring is really rules-based methodology where after a certain consistency and frequency, you can start to draw very confident conclusions.  For example, if you see the same 5 devices 10 days in a row, or 20 out of 30 days you can very confidently associate those devices together.  A third way we’ve begun to validate The Device Graph connections is through geo-device clustering – where the same devices continue to be associated on the same networks (either on the home WiFi or outside of the home). For instance, my phone, iPad and Laptop were all in NY last week, SF and Seattle the week before, so Tapad can draw confident conclusions that those devices belong to the same user.So while the visual representation on the screen is very flat, the actual “Device Graph” would look more three-dimensional and devices would be clustered around different types of connections at all different frequencies in all different locations. Once these connections are established, we can do things like cross-platform retargeting, and cross-platform mobile audience buying. 
  • So this is a representation of the device graph for visual purposes.  The Device Graph enables Cross Platform Retargeting, Cross-Platform Audience buying and Cross-Platform analytics. We populate the device graph in a number of different ways.  One way is through BD partnerships. We work with publishers who have large audiences logging in across devices - computers, tablets, mobile phones. They pass us matching anonymous unique identifiers enabling us to associate devices. A more sophisticated methodology (and the one that is patent-pending and proprietary for Tapad) is through home based WiFi networking.  Each time we see the same devices connected to the same home network, we increase what we call the "strength score" or the likelihood that these devices should be associated.    Strength scoring is really rules-based methodology where after a certain consistency and frequency, you can start to draw very confident conclusions.  For example, if you see the same 5 devices 10 days in a row, or 20 out of 30 days you can very confidently associate those devices together.  A third way we’ve begun to validate The Device Graph connections is through geo-device clustering – where the same devices continue to be associated on the same networks (either on the home WiFi or outside of the home). For instance, my phone, iPad and Laptop were all in NY last week, SF and Seattle the week before, so Tapad can draw confident conclusions that those devices belong to the same user.So while the visual representation on the screen is very flat, the actual “Device Graph” would look more three-dimensional and devices would be clustered around different types of connections at all different frequencies in all different locations. Once these connections are established, we can do things like cross-platform retargeting, and cross-platform mobile audience buying. 
  • So this is a representation of the device graph for visual purposes.  The Device Graph enables Cross Platform Retargeting, Cross-Platform Audience buying and Cross-Platform analytics. We populate the device graph in a number of different ways.  One way is through BD partnerships. We work with publishers who have large audiences logging in across devices - computers, tablets, mobile phones. They pass us matching anonymous unique identifiers enabling us to associate devices. A more sophisticated methodology (and the one that is patent-pending and proprietary for Tapad) is through home based WiFi networking.  Each time we see the same devices connected to the same home network, we increase what we call the "strength score" or the likelihood that these devices should be associated.    Strength scoring is really rules-based methodology where after a certain consistency and frequency, you can start to draw very confident conclusions.  For example, if you see the same 5 devices 10 days in a row, or 20 out of 30 days you can very confidently associate those devices together.  A third way we’ve begun to validate The Device Graph connections is through geo-device clustering – where the same devices continue to be associated on the same networks (either on the home WiFi or outside of the home). For instance, my phone, iPad and Laptop were all in NY last week, SF and Seattle the week before, so Tapad can draw confident conclusions that those devices belong to the same user.So while the visual representation on the screen is very flat, the actual “Device Graph” would look more three-dimensional and devices would be clustered around different types of connections at all different frequencies in all different locations. Once these connections are established, we can do things like cross-platform retargeting, and cross-platform mobile audience buying. 
  • While all this cross-device activity is great for consumers, marketing solutions today aren’t as seamless.Right now I appear to your advertiser as though I am 5 different consumers since I have 5 different internet connected devices. Because of the way media is currently bought, sold, and measured, my view as a marketer isn’t the complete picture.Instead, I have: Incomplete view of my consumer; hard to tell if she is the same user on mobile as on a laptop and whether she’s seen my ads before, or with what frequencyDifficulty targeting consumers across device – it would be great to tailor my creative if I knew I was reaching the same user in different environments; today, that’s nearly impossibleAnd finally, it’s hard to track – there hasn’t been the same level of data and analytics across devices that we’ve come to expect from other forms of digital marketing; and those that do exist, typically exist within the mobile channel and don’t extend to other platforms.
  • While all this cross-device activity is great for consumers, marketing solutions today aren’t as seamless.Right now I appear to your advertiser as though I am 5 different consumers since I have 5 different internet connected devices. Because of the way media is currently bought, sold, and measured, my view as a marketer isn’t the complete picture.Instead, I have: Incomplete view of my consumer; hard to tell if she is the same user on mobile as on a laptop and whether she’s seen my ads before, or with what frequencyDifficulty targeting consumers across device – it would be great to tailor my creative if I knew I was reaching the same user in different environments; today, that’s nearly impossibleAnd finally, it’s hard to track – there hasn’t been the same level of data and analytics across devices that we’ve come to expect from other forms of digital marketing; and those that do exist, typically exist within the mobile channel and don’t extend to other platforms.
  • MOVE TO APPENDIXPlug into your existing Marketing Technology Platforms (e.g., Google Analytics, Omniture, etc.)Clients own their dataData won’t be shared with other customersTarget and optimize your First-Party segments and/or Third-Party Data providers audiences seamlessly across web, mobile, tablet, and CTV
  • Here are just a few quotes and clippings from the press we’ve received over the past few months. The industry is taking note. From being named one of Forbes’ Most Promising Companies and Ad Age’s “!0 Startups to Watch” to having CNBC say we’re changing the world of advertising, Tapad’s proprietary technology is helping marketers reach consumers on all their devices efficiently and effectively.Now let’s take a look at the ways Tapad can help you reach your marketing goals – through innovative targeting & measurement.
  • Note that ad agencies are concentrated in NYC (why we are here!)
  • Before:Old TVOld laptopNewspaperFlip phoneNow (all surrounded by the cloud):Smart TVNew laptop - Macbook AiriPad with NYTimesiPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds)Xbox
  • Before:Old TVOld laptopNewspaperFlip phoneNow (all surrounded by the cloud):Smart TVNew laptop - Macbook AiriPad with NYTimesiPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds)Xbox
  • XCMO2013: Driving Results with Cross-Device Marketing Solutions

    1. 1. Driving Results with Cross-Device Marketing Solutions Adometry XCMO Summit 10.10.13
    2. 2. Consumers Move Seamlessly Across All Devices. Actually, They Do That 27 times every hour! Screen Switching: • Digital Natives switch screens 27X every non-working hour1 Device Proliferation: • 5.7 internet-connected devices per household2 Co-viewing: • 40% of tablet/smartphone owners watch TV with their mobile device daily3 Purchasing Across Devices: • 40% of shoppers consult 3 or more channels before purchase4 Sources: 1. NPD, March 2013; 2. Nielsen, “Cross Platform Report,” Q2 2012; 3. eMarketer, 2012; 4. Conlumino & Webloyalty, 2012. STRICTLY CONFIDENTIAL 2
    3. 3. A complete change in consumer behavior: We are all multi-tasking on multiple screens throughout the day Strictly Confidential STRICTLY CONFIDENTIAL 3 3
    4. 4. But The Problem For A Marketer is: Today’s Marketing Solutions Are Far From Seamless MARKETER VIEW WITH TRADITIONAL MARKETING TECHNOLOGY Resulting Challenges for Marketers, Publishers & Agencies • • • • Single Screen Point Solution gives a misleading, incomplete view of consumer Difficult to target users across devices Lack of cross-device analytics, attribution ability Lack of seamless content and commerce experience for a consumer cross screens STRICTLY CONFIDENTIAL 4
    5. 5. Tapad: A Unified View of Cross-Device Consumers Tapad’s Unified View of customers across devices enables: • Cross-device Audience Targeting • Cross-device Re-targeting & Creative Optimization • Cross-device Analytics & Attribution TA PA D V I E W STRICTLY CONFIDENTIAL 5
    6. 6. Tapad Device Graph™ The Power of Device Bridging Cross-Platform Remarketing, Audience Buying and Analytics Device Bridging – how it works: • We’ve built a predictive algorithm that processes 200 Billion data points per month to bridge devices • Anonymously associates multiple devices with a single user • Bridges computers, smartphones, tablets, conn ected TVs, and gaming consoles • Leverages intelligence across devices • 700M connected devices • Solution deployed with 140 of Fortune 500 Brands and Top US Publishers STRICTLY CONFIDENTIAL 6
    7. 7. Tapad Is a Market Leader in Privacy OUR OBJECTIVE IS TO ENSURE THAT EVERY MOBILE CONSUMER IS EMPOWERED AND INFORMED. The Device Graph is built using only privacy safe methods: “For the first time in mobile advertising, Tapad was able to deliver the DAA's Advertising Choices icon on every mobile impression delivered through their platform. Crucially, they were also able to provide a persistent, mobile web opt-out for consumers.” Scott Meyer 1. No Personal information (PII) 2. Clear notice to consumer in 100% of the ads thru the AdChoices icon 3. Consistent opt out 100% of the time thru industry first partnerships with Evidon and TRUSTe CEO of Evidon, as quoted in Advertising Age STRICTLY CONFIDENTIAL 7
    8. 8. Tapad Device Graph™ Media The Power of Device Bridging Media Applications: Cross-Platform Remarketing, Audience Buying, Sequencing • Cross-Device Targeting • Retargeting • 1st Party DMP mobile enablement • 3rd Party Data mobile enablement • Custom Segment Development • Billions of imps available monthly across computers, tablets, mobile devices, game consoles and C-TV • Banners, Video, Rich Media • Programmatic or IO based Dynamic Creative: • Sequence Messages Across Devices • Dynamically Pass data Across Platform • Easily integrate with DCO Engines or Adservers STRICTLY CONFIDENTIAL 8
    9. 9. Tapad Device Graph™ Cross Screen Commerce Personalization Creating a Continuous Commerce Experience Cross Devices • • • Provide Continuous User Experiences Across Devices Activate Visitor Intelligence to Optimize Content Experiences Across Devices • Data including Carrier, Handset, Company and use it in real time, number of Devices • Push Data to Dynamic CMS e.g. Test & Target Amplify Existing Marketing Efforts • e.g. T-Mobile conquesting site experience coordinated with a Media Campaign STRICTLY CONFIDENTIAL 9
    10. 10. Tapad Device Graph™ & Adometry Measurement: Cross-Device Advanced Attribution Tapad’s Device Graph Adometry’s Advanced Attribution DATA MODEL RESULTS Optimizer Ad Volumes Optimization Recommendations Exogenous Data KPI’s Non-Linear Predictive Model Attribution Credit Budget Constraints Media Modeler ? ? ? Forecast Predictions STRICTLY CONFIDENTIAL 10
    11. 11. Tapad Device Graph™ & Adometry Measurement: Cross-Device Advanced Attribution Simple Attribution Methodologies Cross-Device Advanced Attribution
    12. 12. Tapad Partners with Leaders in the Ad Tech ecosystem DIGITAL FIRST-PARTY ANALYTICS & MEASUREMENT PLATFORMS TAPAD DEVICE GRAPH OFFLINE FIRST-PARTY (DMP) OPTIMIZATION PLATFORMS THIRD-PARTY MONETIZATION & AD SERVERS STRICTLY CONFIDENTIAL 12
    13. 13. Tapad “Cracks the Code” of Cross-Device Marketing In the Press: “10 Startups to Watch” Backed by a “Who’s Who of ad tech angel investors…” “…Entrepreneurs who created some of the most valuable online advertising companies of the last decade.” “Most Promising Companies” Tapad is “changing the world of advertising” “Online ads can now follow you home…Tapad works with 75 of the largest U.S. advertisers.” “Has Tapad Cracked the Code of Cross-Device Advertising?” STRICTLY CONFIDENTIAL 13
    14. 14. Financial Technology Travel Retail Auto Other Tapad is trusted by 160 of the Fortune 500 Advertisers 14 Strictly Confidential
    15. 15. Q&A Strictly Confidential 15
    16. 16. Thank You! Are Traasdahl Founder / CEO are@tapad.com Strictly Confidential 16
    1. ¿Le ha llamado la atención una diapositiva en particular?

      Recortar diapositivas es una manera útil de recopilar información importante para consultarla más tarde.

    ×