WTF is Cross-Device Targeting? - WTF Programmatic UK, 11/11/14
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Sue Hunt's presentation from WTF Programmatic UK on November 11, 2014.
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WTF is Cross-Device Targeting? - WTF Programmatic UK, 11/11/14
- 1. SUE HUNT SENIOR DIRECTOR, PROGRAMMATIC
- 2. HOW DID WE GET HERE?
- 3. Late 20s/early 30s the TV set debuts About 50 years later BARB is introduced to measure audiences and provide TV ratings Mid-90s – people are buying PCs and cookies are introduced
- 4. cook•ies About 50 years later BARB is introduced to measure audiences and provide TV ratings Originated at Netscape in 1994, from “magic cookie” which may have been started as a result of - Comic that ran in San Francisco Chronicle - Fortune cookie – string of characters on a page - Some say the idea of a cookie jar Late 20s/early 30s the TV set debuts Mid-90s – people are buying PCs and cookies are introduced
- 5. Late 20s/early 30s the TV set debuts About 50 years later BARB is introduced to measure audiences and provide TV ratings Mid-90s – people are buying PCs and cookies are introduced 2010 – Commercially available tablets become available ~2015 still not a generally accepted way to measure
- 6. POPULATION WITH 4+ SCREENS Source: Magid Video Entertainment Study, 2013
- 7. MULTI-TASKING? 40% of TV viewing is background noise 55% of the time, people are using other devices while watching TV Source: Magid Video Entertainment Study, 2013
- 8. MULTI-STAWSITKCINHGIN?G 40% of TV viewing is background noise 55% of the time, people are using other devices while watching TV Source: Magid Video Entertainment Study, 2013
- 9. MULTI-SWITCHING 57% of people constantly switch between devices at any given time 59% constantly switch between multiple tabs and apps 62% constantly switch between multiple tabs and apps Source: Magid Video Entertainment Study, 2013
- 10. WHERE ARE WE TODAY?
- 11. TRACKING
- 12. METHODS
- 13. THE PROBLEM
- 14. SOLUTIONS
- 16. TAKEAWAYS Advertising needs to keep pace with consumer shifts from PC to mobile devices Device ID tracking is key to creating the optimal model for the publisher and advertiser Creative needs to capture user engagement, by device, environment and intent
- 17. THANK YOU SUE HUNT SENIOR DIRECTOR, PROGRAMMATIC shunt@tremorvideo.com
Editor's Notes
- Well first, TV sets became the form of entertainment at home. 50 years later BARB began monitoring usage at the household level. A few years after that along came the internet, and the possibility to monitor people not just households, via the use of cookies, tracking the user from site to site. From this point, business and soon home ownership of PCs proliferated.
- A cookie is a small file that lives on your computer. It contains numbers and letters that identify your web browser, but not you personally. It sends information back and forth between a site that a person visits and a computer browser, and is only read and understood by that site. They only communicate between your browser and web servers, unable to access or run programs elsewhere on a computer. Some are very helpful, and contain personal information, remembering login usernames and passwords Some are less helpful and spend weeks showing you adverts for products you’ve already bought… As ad tech companies became more familiar with cookies and learned how they could use them, they offered a means of getting the most appropriate message to the user, controlling exposure of a brand, and soon retargeting came into the picture and remains a key business model for many programmatic campaigns The actual origin of the term is debated. Some say it’s derived from a comic that ran in the 70s in the San Francisco Chronicle Some say it’s related to fortune cookies since it’s a string of characters on a page Others muse it may be derived from the concept of "Cookie In The Cookie Jar" - You fill a cookie jar with various cookies, and as needed, cookies are taken out to be eaten. Certain people will eat certain cookies, as certain websites will use certain cookies. Cookie eventually expire just as website cookies eventually expire, as they have no more meaning or use. Someone may save a cookie in the cookie jar (or temporary internet files) to come back to it later. Websites save their cookies to come back to it later, when needed
- Then Apple and Google started to expand their product base, introducing mobile devices that weren’t built on the same operating system and made cookies irrelevant on the mobile web Consumer uptake of new mobile devices exploded, making the same user untraceable across their various online behaviours Mobile devices, platforms, plublishing models continue to grow, making the problem ever more complex
- 55% of population has 4 or more screens – US 20m UK users with a tablet indicating lower, but rapidly growing rate of 30% in UK Advertisers and publishers want to be able to reach consumers across devices, and tailor their message to that screen and environment, whether feasting on PC, dining out on tablet or snacking on a smart phone. We all know that consumers don’t care what device they’re on – they just want relevant content. And they are starting to accept that free content is funded by ads, so we need to find ways to track consumers as they move from device to device
- People tell us they are multi-tasking as 40% of TV “viewing” is background noise (not active viewing) and 55% of the time people are using other devices while watching TV
- People tell us they are multi-tasking as 40% of TV “viewing” is background noise (not active viewing) and 55% of the time people are using other devices while watching TV
- We would argue that it is actually multi-switching. You can’t do two things at once.
- UK - 35m smartphones (75%), and 19,4m tablets (40%). 93% of 18-34 year olds no longer rely on PC AOP/Comscore
- The goal of cross-device tracking is to be able to know that the person using smartphone X is the same person who uses tablet Y and laptop Z, and then allow brands to find and message that person accordingly.
- Login data Some companies require you to log in no matter which device you’re on – social networks, email, your daily habits. These companies’ advantage will increase now that they’re all operating ad networks, and building or acquiring platforms, enabling them to track their users across devices on other websites. Publishers that have convinced users to create profiles and sign in with them on different devices have a similar advantage. If you play fantasy football on Yahoo, you have to create a profile and use it for both the desktop and mobile app experiences, thus making you visible across those devices. That’s true for paywalled publishers and on demand TV too, requiring subscribers to sign in across devices. For many publishers, though, login is not essentially, meaning the best cross-device tracking option is to partner with an ad tech company and give advertisers an educated guess. IP Address still offers one way to track by household across devices but can hit the wrong user. Your 8 year old son may not share mum’s interest in john lewis shoes, amazon dual account, or dad’s media preferences Probablistic models have also been built to varying success, looking at your behavior and building assumptive models based on history Ultimately, a unique device ID needs to be detected and passed, at least enabling publishers and advertisers to distinguish device type and likely browsing tendency for mobile devices
- The inability to track consumers across devices is one aspect preventing brands from spending heavily on mobile advertising. UK digital ad spend is expected to pass the £20bn for the first time into 2015, with mobile having grown 96% through 2014 to over £2bn, but search and social still make up a significant % of that. If publishers and platforms can prove that a mobile device resulted in a later purchase on a desktop, and vice versa, then brands would be more willing to spend on mobile display. Tracking consumers across devices is also integral to understanding how consumer behavior differs on mobile versus desktop. The prevailing wisdom is that these devices fall in different places along the purchase funnel, but exactly where remains unclear.
- Ultimately, advertisers and publishers both really want to be able to track one consumer across every device they use, using a device ID. As technology evolves and companies find a way other than cookies we’ll be able to better tailor the advertising experience for consumers, advertisers and publishers. Projections for 2015 point to a further 60% growth in 2015 to £3.2bn thereby, overtaking print. (Emarketer) One frequency metric – so you feel like you’re seeing the same ad a thousand times We’ll be able to build creative that works across devices so mobile advertising will get better Advertisers won’t have to think about each device on its own and they can think about “anything with a screen” We’re already seeing huge interest in our all-screen buying capabilities since launching in April 2014. Advertisers don’t want to have to worry about mobile vs. desktop and we’re making it easier for them to put one budget against video and running it anywhere consumers are watching it.
- Ultimately, advertisers and publishers both really want to be able to track one consumer across every device they use. As technology evolves and companies find a way other than cookies we’ll be able to better tailor the advertising experience for consumers, advertisers and publishers. One frequency metric – so you feel like you’re seeing the same ad a thousand times We’ll be able to build creative that works across devices so mobile advertising will get better Advertisers won’t have to think about each device on its own and they can think about “anything with a screen” We’re already seeing huge interest in our all-screen buying capabilities since launching in April 2014. Advertisers don’t want to have to worry about mobile vs. desktop and we’re making it easier for them to put one budget against video and running it anywhere consumers are watching it.
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