Tech Talk with Drawbridge: Powering the Cross-Device Ecosystem

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In this rapid-fire presentation, Drawbridge will discuss how marketers can improve mobile and cross-device ad targeting.

Marketing Technology

Confidential and Proprietary. Copyright © Drawbridge, 2013.

Confidential and Proprietary. Copyright © Drawbridge, 2013.
Cross-Screen Growth
49%
Multi-Platform
Consumers56%
80%
Multi-Device
Screen-Switchers90%
Mobile Device
Usage While
Watching TV
Multi-Device
Shopping

Confidential and Proprietary. Copyright © Drawbridge, 2013.
Mobile’s Explosive Growth
Mobile Growth over the last 3 years exceeded desktop growth in 15
years
0
10
20
30
40
50
60
Q1 1995 Q1 2000 Q1 2005 Q1 2010 Q1 2013
M

Confidential and Proprietary. Copyright © Drawbridge, 2013.
Cross-Device Challenges
Mobile browsers and apps are (mostly)
cookie-less: Traditional targeting systems
don’t work.
Consumers are on multiple devices:
Marketers need to manage media buys for
the same consumer across devices.

Confidential and Proprietary. Copyright © Drawbridge, 2013.
Drawbridge Has Solutions
Drawbridge targets mobile devices
without cookies.
Drawbridge operates cross-device:
Retargeting, frequency capping, opt-
outs, etc.

Confidential and Proprietary. Copyright © Drawbridge, 2013.
Device Pairing Technology

Confidential and Proprietary. Copyright © Drawbridge, 2013.
Scale and Precision
Devices Paired
1 0 3 2 3 5 0 25
L E A D I N G A U D I E N C E C R O S S - D E V I C E P R O G R A M M AT I C
P L AT F O R M

Confidential and Proprietary. Copyright © Drawbridge, 2013.
Cross-Device Audience Reach
G L O B A L M O N T H LY A C T I V E U N I Q U E U S E R S
0 100 200 300 400 500 600 700
Estimated based on publicly available representations of active users and evaluating mobile specific
usage
D R A W B R I D G E
F A C E B O O K
G O O G L E
Y A H O O
T W I T T E R
Reference in notes

Confidential and Proprietary. Copyright © Drawbridge, 2013.
Cross-Device Platform
C O N N E C T I N G B U Y E R S A N D P U B L I S H E R S A C R O S S D E V I C E S

Confidential and Proprietary. Copyright © Drawbridge, 2013.
Tier 2 Auto Campaign
Situation
Drawbridge placed pixels on desktop and mobile pages to optimize towards mobile
conversion events such as “locate dealer”, “zip code submit” and even dealer level
website engagement.
Results
Top performing partner of 4 on the
media plan
Reduced cost by 2x over other
media providers while maintaining
campaign objectives

Confidential and Proprietary. Copyright © Drawbridge, 2013.
What’s Next!

Confidential and Proprietary. Copyright © Drawbridge, 2013.
Questions?
Contact: rich@drawbrid.ge

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Tech Talk with Drawbridge: Powering the Cross-Device Ecosystem

4. Confidential and Proprietary. Copyright © Drawbridge, 2013. Cross-Screen Growth 49% Multi-Platform Consumers56% 80% Multi-Device Screen-Switchers90% Mobile Device Usage While Watching TV Multi-Device Shopping

5. Confidential and Proprietary. Copyright © Drawbridge, 2013. Mobile’s Explosive Growth Mobile Growth over the last 3 years exceeded desktop growth in 15 years 0 10 20 30 40 50 60 Q1 1995 Q1 2000 Q1 2005 Q1 2010 Q1 2013 M

6. Confidential and Proprietary. Copyright © Drawbridge, 2013. Cross-Device Challenges Mobile browsers and apps are (mostly) cookie-less: Traditional targeting systems don’t work. Consumers are on multiple devices: Marketers need to manage media buys for the same consumer across devices.

7. Confidential and Proprietary. Copyright © Drawbridge, 2013. Drawbridge Has Solutions Drawbridge targets mobile devices without cookies. Drawbridge operates cross-device: Retargeting, frequency capping, opt- outs, etc.

9. Confidential and Proprietary. Copyright © Drawbridge, 2013. Scale and Precision Devices Paired 1 0 3 2 3 5 0 25 L E A D I N G A U D I E N C E C R O S S - D E V I C E P R O G R A M M AT I C P L AT F O R M

10. Confidential and Proprietary. Copyright © Drawbridge, 2013. Cross-Device Audience Reach G L O B A L M O N T H LY A C T I V E U N I Q U E U S E R S 0 100 200 300 400 500 600 700 Estimated based on publicly available representations of active users and evaluating mobile specific usage D R A W B R I D G E F A C E B O O K G O O G L E Y A H O O T W I T T E R Reference in notes

12. Confidential and Proprietary. Copyright © Drawbridge, 2013. Tier 2 Auto Campaign Situation Drawbridge placed pixels on desktop and mobile pages to optimize towards mobile conversion events such as “locate dealer”, “zip code submit” and even dealer level website engagement. Results Top performing partner of 4 on the media plan Reduced cost by 2x over other media providers while maintaining campaign objectives

Tech Talk with Drawbridge: Powering the Cross-Device Ecosystem

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