AdRoll’s President, CMO & Co-Founder, Adam Berke’s keynote presentation at the 5th Digital Media and Marketing Summit in Dublin on May 28th 2014. Adam explores how data and intent data is at the centre of the new digital advertising ecosystem. Social: #digitalsummit14 @Digital_Summit @adamberke @AdRoll www.adroll.com

1. The Global Leader in Retargeting
ROI Focused 15,000+ CustomersActive in 100+ Countries
The Future of Marketing:
Leveraging Intent Beyond Search
Presented by Adam Berke, President, CMO and Co-Founder of AdRoll

2. Sydney, Australia
Opened April 2014
Hiring 20
by 2015

3. Media and Advertising Industries are Evolving

4. Ad Spend vs Time Spent

5. The Machines are Taking Over...

6. The Machines are Taking Over…
How do you anticipate the amount of your inventory sold programmatically to change over
the next year?
Somewhat More
Substantially More
No Change

8. Data is the center of the new digital advertising ecosystem
Display Search
Social
Video
Mobile
Email
Content Mktg
Data

9. Intent Data Is Your Most Valuable Asset

10. What is the most valuable type of data? INTENT!
Online bike store
Intent

11. There Are Other Places to Capture Intent

12. Targeting Based On First-Party Data = Retargeting
98% of visitors leave your site without converting. Retargeting lets you re-engage those visitors
with your ads as they browse other websites. Over 85% increase in return conversions.

13. But You Don’t Just Buy All Of The Data…
What is Twerking? Eurovision winner Ploughing Championships Cycling gear
Brian O’Driscoll Joan Burton Property Tax
buy bikes online Selfie Election 2014 Mountain bikes
Dublin GAA Dublin Bikes Scheme One Direction

14. 60-Day
Holding Period
30-Day
Holding Period
Segment Your Intent Data

15. Marketing Based On Visitor Behavior
Place the AdRoll SmartPixel
across your site
1 Segment and score visitors by
their web actions
2 A different message is
delivered to each individual
3

16. Real World Tactics

17. Build Messaging With Your Sales Funnel In Mind
Awareness: non-product content pages and <3 product pages. Strong brand
imagery, lower bid, add contextual filters.
Consideration: >3 product pages, multiple site visits, high duration
visits. Dynamic product creative, higher bids, broad reach.
Purchase intent: cart abandonment, Dynamic
product creative, high bids, broad reach, use
promotions.
Loyalty: X days post purchase.
Content campaigns. LTV
metrics.
21 days
10 days
7 days
7 days

18. Become Publisher Agnostic to Increase ROI
Placement and testing across our 200+ partners to reach your customers and drive conversions on the highest quality inventory.

19. Exploring cross-device retargeting

20. We’re Now in a Multi-Screen World
Dave wants to shop wherever, whenever he wants

21. "90% of consumer transactions are
started on one device and finished on
another."
- Neil Mohan, Google VP of Display Advertising
Forbes Article

23. *
200M+
mobile apps
downloaded
10B+
web pages
consumed
$720M+
online sales
purchased

24. FB Mobile App Install
Ads (MAI) ● If a business is going to
spend $1 promoting an App,
the best audience to start
with is their desktop
audience
● Include a clear CTA: “Install
Now” or “Buy Now”
Mobile Retargeting
Use Case 1: Drive Mobile App Installs

25. FB Mobile News Feed ads (MNF)
● MNF ads have the same
functionality as desktop
news feed ads. click ad →
mobile site
● Advertisers should mirror
their desktop campaign
strategy to mobile
Mobile Retargeting
Use Case 2: Extend Reach to Mobile, Drive
Conversions

26. We wanted to make sure that our current website visitors could
continuously engage with our product anytime they’re on mobile
devices. AdRoll allowed us to help them discover our new app to keep
them up-to-date.
►
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— Casey Kohner, Web Production Manager at Trek
Case Study: Trek’s omni-channel and cross-device strategy

28. Thank You!Adam Berke, President & Co-Founder
@adamberke