The document discusses a study by Digiday on the future of cross-channel marketing. While agencies and brands agree cross-channel is important, they differ on definitions and strategies. Specifically, they have misaligned views on which channels are highest priority. Both agree the biggest obstacle is metrics and data. The document proposes solutions like Facebook Exchange and Twitter Tailored Audiences that use first-party data for targeted, programmatic advertising across channels to help build trust and efficiency.

1. © 2014 Dstillery. All Rights Reserved. Proprietary 1 and Confidential
THE FUTURE OF CROSS-CHANNEL MARKETING:
It’s a Family Affair
(and a study conducted by Digiday)

2. About Me
© 2014 Dstillery. All Rights Reserved. Proprietary 2 and Confidential
The Multi-Channel Life
1) Data Scientist (dstillery)
2) Rock Drummer (Coastgaard)
3) Professor (NYU)
4) Traveler, Diver and Surfer (any beach)

3. An Industry Leaders Survey
Digiday brought the family together (agencies and brands) and asked:
What is the Future of Cross-Channel Marketing?
© 2014 Dstillery. All Rights Reserved. Proprietary 3 and Confidential

4. The Results?
While everyone agrees that cross-channel is the future, there
are differences between agency and brand perspectives on:
naming conventions, definitions and strategies
© 2014 Dstillery. All Rights Reserved. Proprietary 4 and Confidential

5. What’s in a name?
“That which we call a rose,
by any other name would smell as sweet.”
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BRANDS
CROSS-CHANNEL
CROSS-DEVICE

6. Channel vs. Device
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VIDEO SOCIAL WEB DISPLAY IN APP
X

7. What Channel Ranks the Highest Priority?
BRAND
AGENCY
© 2014 Dstillery. All Rights Reserved. Proprietary 7 and Confidential
Agencies and
Brands completely
misaligned on top
two priorities.
SOCIAL MEDIA
DESKTOP DISPLAY

8. Some Perspectives
On Social
“Marketers are likely more familiar with the concept
of social media profiles.”
Social profiles are “user-volunteered information.
It’s accurate data versus guessing and matching.”
© 2014 Dstillery. All Rights Reserved. Proprietary 8 and Confidential
On Desktop/Mobile Display
“Its all about the reach…
and how much bang can I get for my buck?”
Sources: Steve Katelman EVP, Global Strategic Partnerships, Digital, Omnicom
Media Group; Florence Su, Senior Manager, Search Engine and Mobile Marketing,
Americas at HP; Jordan Drew, CMO of Anderson Kent Financial Services

9. Towards Reconciliation
BRAND
© 2014 Dstillery. All Rights Reserved. Proprietary 9 and Confidential
What is the Biggest Obstacle
to Cross-Channel Success?
While we don’t all have
the same channel
priorities, we all agree
on the challenges.
METRICS AND DATA
AGENCY
METRICS AND DATA

10. Boiling it down
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We all want…
Trust and Efficiency
We just all don’t agree on how to get there.

11. A new recipe for trust and efficiency
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12. A new recipe for trust and efficiency
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Your Data and Customers
Programmatic Scale
and Efficiency
Trusted Platforms

13. FBX
FBX is a way to access FB
inventory using your data
as the key driver.
Ads are targeted/served
using RTB protocols
© 2014 Dstillery. All Rights Reserved. Proprietary 13 and Confidential

14. Twitter Tailored Audiences
Twitter TA available via one of a handful of approved partners
(yes, including Dstillery!)
SHOWS INTENT
A user visits the Hawaii section
of Stava Hotels’ website.
© 2014 Dstillery. All Rights Reserved. Proprietary 14 and Confidential
IS IDENTIFIED
Dstillery tells Twitter that the user
can be included in
@StavaHotels’ In Market for A
Hawaii Hotel audience.
RECEIVES TWEET
That same user sees a highly
relevant Promoted Tweet
from @StavaHotels in their
Twitter timeline.

15. LinkedIn Smart Audiences
© 2014 Dstillery. All Rights Reserved. Proprietary 15 and Confidential
Amplified Targeted On & Off
• Web browsing history
• Mobile app usage
• Visits to physical
locations
• Mobile device
specification
LinkedIn
• Targeted across the
highest-quality mobile,
video, and display
exchange inventory
• IAB and NAI compliant to
ensure brand safety
LinkedIn Audiences
• Job Title
• Company Size
• Education
• Connections
• Groups
• Industry

16. Yes, we can all get along.
“At the end of the day, marketers care about return on investment.”
Source: Trip Foster, B2B marketing executive
© 2014 Dstillery. All Rights Reserved. Proprietary 16 and Confidential

17. © 2014 Dstillery. All Rights Reserved. Proprietary 17 and Confidential
THANK YOU!
www.dstillery.com/crosschannel