jeremy haft, viant
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The document discusses challenges with cookies for digital advertising including that 2/3 of connected devices don't support cookies, 50% of cookies expire within 5 days, and cookies don't represent actual people. It notes the increase in devices per consumer and challenges with cross-channel attribution and retaining customers with seamless experiences across channels. It poses the question of how a people-based platform can solve these issues and outlines a three-phased approach of measure, plan and execute to do so.
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jeremy haft, viant
- 1. 11 Jeremy Haft National Vice President of Platform Sales May 31, 2017
- 2. 22 2/3 of Connected Devices Don’t Support Cookies 50% of Cookies Expire Within 5 Days Cookies are Not People Not Shopping in Stores Don’t Own Devices COOKIES DON’T WORK
- 3. 33 More Devices, More Data, More Challenges Source: eMarketer, 2016, Global Web Index, 2016 On average, every consumer has 3 or more devices 41% of marketers said attribution transparency was top mobile advertising challenge
- 4. 44 Customers Say Cross-Channel Matters 82% of consumers who switch brands say companies could have retained them with more seamless cross-channel experiences Source: Accenture Global Consumer Pulse Survey, 2016
- 5. 55 THE BIG QUESTION How does a people-based platform solve for these challenges?
- 6. 66 MEASUREPLAN EXECUTE A Three Phased Approach
- 7. 77 What kinds of actionable insights can you get from your CRM data? PLAN How are you driving greater reach, addressability and efficiency of campaigns?
- 8. 88 What is the value of a people-based DSP? EXECUTE How are you solving for the complexities of a cross-device world?
- 9. 99 How are you using reporting to optimize campaign goals and KPIs? Source: Viant IMP MEASURE
- 10. 1010 MEASUREPLAN EXECUTE The Viant® Advertising Cloud
- 11. 1111
Editor's Notes
- Today, cookies simply don’t work where the majority of action is at for advertisers: two-thirds of connected devices don’t accept cookies and 50% of cookies expire within five days. Cookies have also meant digital marketing is often treated in isolation – rarely being joined up across the full path to purchase, with the impact on offline sales ignored. Put simply cookies don’t shop in stores, people do.
- Here on this slide, Jeremy will tee up how we approach solving the answer or finding the answer to that big question (“What are the key feature you need in a people-based programmatic advertising ecosystem?”) ... You need to think about it in a 3 staged approach... Do we have a slide like this one i stole from another deck that achieves this goal of a tee up?
- Question 1 will be answered with this thought: Leveraging a CRM onboarding tool native to the platform drives greater reach, addressability, and efficiency Question 2: Deterministically marrying online and offline purchase and behavior data garner actionable insights
- Question 1 answer: Deliver ads to actual people in a programmatic world Manage reach and frequency at the person level as opposed to a probabilistic cookie Question 2 answer: today it is about reaching the right person and the right time on the right device with the right message, etc…device linkage back to identity allows for that, etc…
- Same here for the DAP/Measure stage Question 1 answer: Integrated cross device measurement tools enable real time control to pull levers and optimize impressions in real time to increase performance Marrying online and offline data allows for further proof that your programmatic dollars are working. With our 1:1 direct consumer relationship at your fingertips, you can look at dollars spent against your actual audience and if/when they went in store or online and purchased your product or service…
- Final slide: wrap up with a big VIANT AD CLOUD slide… where we reiterate the Plan/Execute/Measure and how that is tied back to now the IMP + Adelphic + DAP (sorry for the shitty slide but i was just trying to pull from what i saw in the Viant and Adelphic GP)