Brian Ferrario of Drawbridge, Inc. session at the Seattle Interactive Conference 2014. Over 90% of consumers use multiple devices sequentially to accomplish online tasks, yet advertisers continue to have disjointed conversations with their customers by taking a siloed approach to digital advertising. Brands who are early adopters of smart, scalable cross-device advertising solutions have a head start in establishing and maintaining a seamless conversation with customers.

1. DITCH THE! DEVICES!
The Art & Science
of Connecting with the
Always-On Consumer

2. DITCH THE! DEVICES!
That’s The Art not & Science
how
a ny of Connecting of th is works!
with the
Always-On Consumer

3. Brian Ferrario @brianferrario
VP, Marketing
Previous Gigs:
Sociomantic
(bought by dunnhumby/Tesco)
Rocket Fuel (NASDAQ: FUEL)

4. 65 employees
In business for 3 years
First cross-device
technology company
with full-stack
solution in identity,
media, and attribution
HQ in San Mateo, CA
Offices in New York, London, Chicago
Backed by
1
Programmatic
advertising

6. The brand promise has to
match the brand experience!

7. #1
Mobile isn’t
targetable.!

8. “Can Mobile Targeting
Ever be as Accurate as
Cookies on the Desktop?”!
“Mobile Ad Targeting,
Tracking Is Work In
Progress”!
“Why Mobile Advertising
Is Such a Headache for
Marketers”!
Why the
Thought Persists!
“Mobile doesn’t have cookies”!

11. Smartphones are
really two devices:
App and Web.! ≠!
App! Web!

12. The issues with
Safari on iPhone...
are the same for
Safari on desktop. ! =!

14. That’s not how it works.!
Marketers need to target consumers,
not devices.!

15. ≠!
Real Targeting
Requires More
Than Device Data. !

16. Cross-Device
Consumer
Targeting
Drives Mobile
Performance!
4x!
Return on Ad
Spend & +3x
conversion rate
for a premier
fashion retailer!
Leverage desktop data, mobile app
behavior, and location for retargeting.!
Female!
Mobile
Apps:
ShopStyle,
Pose, Gilt!
Frequents
high end
fashion
retailers!
18-35!

18. Gaming
Male!Apps!
Frequents
high end
electronics
stores!
High
income!
Cross-Device
Consumer
Targeting
Drives Mobile
Performance!
Leverage desktop data, mobile app
behavior, and location for retargeting.!
26%!
Decrease in cost-per-
acquisition for a
major consumer
technology
provider!

22. #2
Multi-device
equals
cross-device.!

23. Why the
Thought Persists!

26. That’s not how it works!
Allocating spend in multiple channels
is different than deliberately
reaching consumers across devices.!

27. Desktop! Mobile! Cross-
Device!

28. Cross-Device!
Brand Strategy!

29. Cross-Device
Enables Seamless
Conversations!

30. 71% of consumers!
say they don’t take well to
inconsistent cross-channel messaging.!
Forrester !

31. 1 in 10 consumers!
say that inconsistencies in the brand
experience from device to device would make
them stop interacting with a brand altogether.
Forrester!

32. #3
Login data
is the
Holy Grail
of identity.!

34. Facebook Quarterly Revenues From Advertising!
Q2’10! Q3’10! Q4’10! Q1’11! Q2’11! Q3’11! Q4’11! Q1’12! Q2’12! Q3’12! Q4’12! Q1’13! Q2’13! Q3’13! Q4’13! Q1’14! Q2’14!
3000!
2500!
2000!
1500!
1000!
500!
0!
Why the
Thought Persists!
Advertisers continue to
pour money into reaching
registered users.!

35. That’s not how it works!
Predictive technology can solve
for cross-device identity. !

36. Cross-Device
Consumer Reach!
85%+!
0! 200! 400! 600! 800! 1000!
Monthly Active Cross-Device Uniques
Predictive approaches can
deliver precision and scale.
Accuracy!

37. Who wins and who loses in the battle for cross-screen
attribution is still hard to call. But for those
who do get it right, the promise is one of almost
unprecedented insight into their
customers’ behavior and what makes
them buy.
“!
”!

38. #4
The path to
purchase is
unclear. !

39. We know our customers are
looking for our products on the go
and then buying on their
desktops. If we do not measure
and analyze these cross-device
conversions, we are vastly
underrepresenting the value of
mobile in our overall ecosystem.!
‣ John Boris
Senior VP and CMO!
“!
”!
Why the
Thought Persists!
Attribution models haven’t
caught up to consumer behavior. !

40. 85% of marketers!
are either not measuring their cross channel
marketing performance at all, or are using
antiquated methods, such as last click.
Jan 2014 Visual IQ study!

41. That’s not how it works!
You can bridge the gap because
identity has been solved.!

42. A Complete
View of Consumers!
Understanding conversion paths
gives a clear picture of ROI.!

43. 24.4%
Lift in desktop
conversions from
mobile ads

44. With one billion smartphones worldwide and tablets
catching up quickly—more than 70% of consumers own
three or more connected devices — the onus is on
marketers to provide a unified user
experience or risk losing their
customers to brands that do.
“!
”!

45. #5
TV is not
addressable.!

46. Why the Myth
Persists!
We don’t view TV
as a connected device.!

47. That’s not how it works!
TVs are fast becoming smart,
personal devices. !

48. Addressability of
Connected TVs Makes
Them Connectable
on Consumer Graphs!
101M!
Smart TVs!
33M!
Streaming!
Devices!

50. TV…
Has Come
Full Circle!

51. Traditional
TV!

52. Here’s to the crazy ones…!

53. #people #crossdevice
can turn simply yelling…
into story telling.

54. Thank you.