THE CROSS-PLATFORM     CONSUMER  DIGIDAY MOBILE   December 2012
“Digital Natives switch their attention betweenmedia platforms (i.e., TVs, magazines, tablets,smartphones) 27 times per ho...
A complete change in consumer behavior: We are allmulti-tasking on multiple screens throughout the day                    ...
However, multi-screen usage creates a real problem for marketers:    NO CROSS-PLATFORM IDENTIFIER (“COOKIE”)              ...
Solution:         A UNIFIED VIEW OF A CONSUMER              ACROSS ALL SCREENS  A UNIFIED VIEW SOLVES CROSS-PLATFORM CHALE...
What is Tapad?“The Tapad Device Graph Technology Gives Marketers and Publishers         a Unified View of a Consumer Acros...
How do we do it?             We’ve built a predictive algorithm that processes             200 Billiondata points per mont...
C s : C o s la r r ta g tin ish h a e r s -p tfo m e r e g      ig lye c ein d iv ga d n l c n e s n ffe tiv   r in d itio...
C s : M s a in tou e sa r s m ltip ae esg g         s r c o s u led v e s n a tly in r a e c n e s n r te e ic s ig ific n...
TAPAD-AT-A-GLANCE•   Investors: TechCrunch called it a “A hell of a list…” of online entrepreneurs. VCs include:      Firs...
Thank You!  Are Traasdahl Founder / CEO are@tapad.com                        11Strictly Confidential
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Digiday Mobile with Tapad: The New Imperative: Connecting with Consumers Cross-Platform

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Today, people employ multiple devices simultaneously, switching screens an average of 27 times an hour. It's time for marketers to meet them there -- on every screen -- with targeted, compelling messaging. But before now, reliably matching multiple devices used by the same customer was an impossibility. By cracking this code, Tapad is unifying advertisers' targeting and attribution across all screens. Are Traasdahl will describe how they do it ,and he will share the exceptional results Tapad's cross-platform campaigns are bringing in for the biggest advertisers in finance, telecom, retail, auto and travel.
Presenter: Are Traasdahl, founder & CEO, Tapad @tapad

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  • Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
  • Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
  • Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
  • Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
  • Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
  • Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
  • Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
  • Before: Old TV Old laptop Newspaper Flip phone Now (all surrounded by the cloud): Smart TV New laptop - Macbook Air iPad with NYTimes iPhone with lots of apps (e.g., Facebook, Twitter, Angry Birds) Xbox
  • Digiday Mobile with Tapad: The New Imperative: Connecting with Consumers Cross-Platform

    1. 1. THE CROSS-PLATFORM CONSUMER DIGIDAY MOBILE December 2012
    2. 2. “Digital Natives switch their attention betweenmedia platforms (i.e., TVs, magazines, tablets,smartphones) 27 times per hour, about every other minute!” http://www.mediapost.com/publications/article/172988/fickle-digital-natives-switch-platforms-every-ot.html#ixzz1uTDQN 2 Strictly Confidential
    3. 3. A complete change in consumer behavior: We are allmulti-tasking on multiple screens throughout the day 3 Strictly Confidential
    4. 4. However, multi-screen usage creates a real problem for marketers: NO CROSS-PLATFORM IDENTIFIER (“COOKIE”) = YOU APPEAR TO BE MULTIPLE PEOPLE TOTRADITIONAL ADVERTISING & INTERNET TECHNOLOGY  Result: As an advertiser, you travel 15 years back in time….No cross-platform re-targeting, no message sequencing, no content optimization and not even frequency capping across screens Strictly Confidential 4
    5. 5. Solution: A UNIFIED VIEW OF A CONSUMER ACROSS ALL SCREENS A UNIFIED VIEW SOLVES CROSS-PLATFORM CHALENGES IN ADVERTISING, COMMERCE AND CONTENTHOWEVER, IT’S A TAD HARD IF CONSUMERS ARE NOT LOGGED-IN ON EVERY DEVICE…. 5 Strictly Confidential Strictly Confidential
    6. 6. What is Tapad?“The Tapad Device Graph Technology Gives Marketers and Publishers a Unified View of a Consumer Across All Screens”Tapad bridges devices together to create a Device Graph which enables Cross-PlatformTargeting and Analytics • Cross-device audience buying and re-targeting between screens • Message sequencing and frequency capping • Cross-platform attribution analytics and brand studiesOur technology solution currently implemented with the majority of the largest advertisers andpublishers Strictly Confidential Strictly Confidential 6
    7. 7. How do we do it? We’ve built a predictive algorithm that processes 200 Billiondata points per month to bridge devices• Data Co-op model with our partners in the eco system where we are processing 200 Billion Data points per month• Huge scale, with 700 Million devices in the Device Graph today• Praised in AdAge for our thought-leadership around Privacy: No personally identifiable information combined with complete transparency and opt-out control for the consumer in a partnership with DAA and Evidon Confidential Strictly Strictly Confidential 7
    8. 8. C s : C o s la r r ta g tin ish h a e r s -p tfo m e r e g ig lye c ein d iv ga d n l c n e s n ffe tiv r in d itio a o v r io s TOP AUTOMOBILE CLIENT #2 Imp conversion rate in r a e b 8 xusing cross-platform retargeting c e s d y .7 vs. contextual targeting* 8 x .7 in r a e ce s * Tapad is the first company to ever provide these metrics to marketers, so our reporting methodology continues to 8 be refined and data is directional. Strictly Confidential
    9. 9. C s : M s a in tou e sa r s m ltip ae esg g s r c o s u led v e s n a tly in r a e c n e s n r te e ic s ig ific n c e s s o v r io a s TOP AUTOMOBILE CLIENT #1 When users were exposed to ads on both computer and mobile/tablet devices, conversion rate for unique users in r a e b 4 xwhen c e s d y .3 compared to exposure on only computers* 4 x .3 in r a e ce s * Tapad is the first company to ever provide these metrics to marketers, so our reporting methodology continues to 9 be refined and data is directional. Strictly Confidential
    10. 10. TAPAD-AT-A-GLANCE• Investors: TechCrunch called it a “A hell of a list…” of online entrepreneurs. VCs include: Firstmark Capital (Pintrest, RiotGames, Lot18) and Avalon (Zynga, Tacoda)• HQ in NYC with offices in Detroit, Chicago, San Francisco, Los Angeles and Miami• Customers: big publishers and every major advertising agency and 40 of the 50 largest advertisers in the US, including in the following verticals:  Telecoms  Financial Services  Media and Cable  Automotive  Entertainment  Retail and Consumer Goods  Travel/Airline• According to AdAge: Tapad has “a serious piece of weaponry” …the end of “spray and pray” mobile advertising 10 Strictly Confidential
    11. 11. Thank You! Are Traasdahl Founder / CEO are@tapad.com 11Strictly Confidential

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