The Trade Desk
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This document discusses the importance of cross-device marketing strategies for reaching shoppers. It notes that 90% of internet users now use multiple devices and 70% of mobile searches lead to website actions within an hour. While mobile media consumption is high, mobile ad spending remains low compared to consumption. The document recommends targeting, attribution, and frequency control as part of cross-device strategies to increase reach by up to 2.6 times per user. Learning from cross-device reporting and attribution is key to optimizing performance.
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The Trade Desk
- 2. 2 © Urban Airship. Confidential. Do Not Distribute.
- 3. OCTOBER 1
- 4. Shoppers don’t think in terms of siloed channels.
- 5. 90% of internet users are now using more than one device to accomplish a task over time1 1 Adbrain, 2015. The Cross-Device Opportunity.
- 6. Connect with shoppers throughout the digital ecosystem with the right cross-device tools
- 7. 70% of mobile searches lead to action on a website within one hour of when the search was conducted.2 2 Hogniman, 2015. 10 Mobile Marketing Statistics to Help Justify Your Budget.
- 8. 24% 8% 0% 5% 10% 15% 20% 25% 30% % Mobile Media Consumption % Mobile Ad Spend Meeker, Mary. 2015. 2015 Internet Trends Report.
- 11. Increase your opportunity to reach a single user by up to 2.6x with cross-device
- 12. Tie the opportunity for increased reach into your frequency strategy. Maximize and, more importantly, maintain control of the number of user touchpoints. Use insights from cross-device reporting to find the perfect mix for users in your audience and message appropriately.
- 13. Future success relies on present learning. Tracking and attributing conversions is key to understanding the user motivations. Use attribution measurement to better optimize based on performance and the knowledge of your user’s path to conversion.
- 14. Added Bonus: Get the credit you deserve for sealing the deal! 2 3 4 1
- 15. TOP 5 DAYS FOR ONLINE SHOPPING IN 2014 NOV 28 Black Friday $1.5B Dec 1 Cyber Monday $2.0B Dec 2 Tuesday $1.8B Dec 8 Monday $1.6B Dec 12 Friday $1.4B
- 16. 16 © Urban Airship. Confidential. Do Not Distribute.
Editor's Notes
- Thanks you for the introduction. All of us at The Trade Desk are thrilled to be a part of today’s Omma conference. For those of you who are not familiar, TTD is a Demandside Platform. We are a pure buy side platform and believe in transparency, omnichannel and also that Programmatic is barely out of the first inning. Some quick background myself: My name is Stacy Bohrer, Senior Director of Business Development at The Trade Desk and my team is responsible for developing and cultivating partnerships with agencies and their brands across the Midwest.
- What are we talking about today? I am taking the chance to talk about cross device and why it matters as we begin our holiday marketing campaigns. To be crystal clear, I’m not talking about simply omnichannel campaigns today, you know, campaigns which utilize mobile/social/etc in silos, but instead the ability and impact of understanding multiple channels and figuring out how they work together so that we, as marketers, can effectively target across them. With our holiday campaigns upon us, it’s important to refresh our toolset and reexamine how we hit consumers this holiday season. Shopping is starting earlier and earlier every year. The pumpkin spice latte has been around my three year old went back to pre school and this past weekend I saw Christmas decorations at Macy’s at Old Orchard. At the same time, Purchase points are also expanding/ It’s now not uncommon to make a big purchase on a smartphone or tablet. A few years ago people seemed less willing to make a purchase on a handheld device and preferred to purchase on a desktop. Now people are even becoming more comfortable with the thought of their phone being their wallet, too That means potential customers are ready to buy in more places than ever – on laptops, on tablets, on their phones – and we as marketers can capitalize on this if we access the right tools But it also means that our jobs as marketers are more complex Our challenge is to figure out how to best interact with potential customers in more places than ever before
- By now this shouldn’t be a surprise, but: shoppers don’t think in terms of channels. They pick up the device nearest to them, whether it’s their phone, tablet, or computer, and they start browsing. The year 2015 consumer’s expectation is to have a seamless and convenient experience across all of their different devices. If someone doesn’t have a mobile optimized page, I leave the site. If Bloomingdales didn’t have an app (well, I’d be better off), I would not have this outfit today. And because consumers don’t think in terms of siloed channels, neither should we as marketers. But this isn’t easy.
- 90% of internet users are using more than one device to complete a task over time And we know this! We’re all consumer and understand our own behavior. We are not just marketers, we’re also consumers. And if it’s not already evident, this is the age of the consumer – it’s actually less about the device and more about the user behind that device The device is just the means of reaching the user more often and in a more impactful way. Everyone here gets programtic, so this is truly the foundation of everything we already know. We’ve always know it wasn’t where (online), but who. And once again it rings true – it isn’t what device the consumer on, it’s who is on the device.
- Holiday season is when people make the most deliberate shopping decisions for the year. It’s when we spend the most as consumers, and when we spend the most as marketers. Having the right cross-device tools is most important Today, TTD is integrated with several top Cross Device data partners: AdBrain, TapAd, Drawbridge and Crosswise. These technologies are able to find the same consumer across multiple devices in order to show relevant ads as he or she moves down the purchase funnel. This is powerful and it is what we have all been waiting for, right?
- Let me showcase its power with an example from my own personal experience last week: I’ll spare you the details, but long story short, my very cool holiday present to my husband and myself is nutrition counseling. I was considering this while I Researched on my commute two weeks ago. Someone had given me a referral at Northshore Hospital, so I investigating on my iphone. When we arrived at Union Station, my browser closed and I was onto my work day. Northshore wasn’t done with me, however because At this point, I’m officially first party data. The next day, I received an ad at the eoffice on my computer, which reminded me that I wanted to plan talked to husband about that night. Go served an ad on my lap top that day while at the office. I didn’t have time, so I made myself a calendar reminder, which of course I ignored. Two nights later, an ad was served to my tablet while I was catching up on my personal to do list at home (unfortunately, it did not make the list). But the ad hit me at the right time. And boom. My husnamd and I will be seeing dr. marjoie someone, the week after thanksgiving as a gift to ourselves for a healthy new year. Cross device targeting worked. The ad knew that I was an worthy consumer and was able to drive me down the purchase funnel within a week.
- Yet… One interesting stat we found while researching is from Mary Meeker, a well-known Silicon Valley VC who studies internet trends. She points out that the % of time spent with mobile doesn’t come close to reflecting the percentage of working media dollars going to mobile. Only 10% of advertising budgets are going to mobile – the device that we are all addicted to. 25% of all media comsumption is done via theirdevice, yet marketers are spending less than 10% of their budget on mobile In fact, the % of marketing budgets allocated to mobile is actually smaller than budgets spent on print The gap between % of time spent and % of budget spent can close, now that we can measure mobile more accurately. Now there is absolutely no reason to not be spending where our consumers are.
- Let’s consider how we close that gap A vast majority of agency employees – 89% - agreed that not being able to measure cross device was holding back the growth of mobile, according to TTD partner AdBrain. So given everything we’ve talked about so far, this should be changing rapidly now With the integration of cross device technology providers like AdBrain, Crosswise, Drawbridge and Tapad into omni-channel buying platforms like The Trade Desk, the opportunity to make mobile work – both for customer insights and for campaign performance measurement – has never been greater Maybe you’ve previously been wary of pitching mobile capabilities because it was hard to justify the value of mobile. You can revisit that now. Cross device capabilities can be coupled with app download tracking technology, too. You can now match your 1st party cookies to 1st party device IDs. You can now leverage 3rd party device IDs for a fully-built out, measurable mobile strategy on a plan \Cross device technology enables us to talk to potential customers in more places than ever before, and that’s meaningful for big branding and DR initiatives.
- Specifically, I’ll call out three ways to engage with cross device technology this holiday season so you can test results for yourself: Targeting Frequency Attribution
- First, Cross Device Targeting We’ve seen clients more than double their opportunities to see users when they incorporate cross device targeting technology – a 2.6x increase. Northshore Health systems knew they wanted to retarget me, but without cross device capabilities, they wouldn’t have been able to find me while on my laptop that evening when I was actually in a position to convert! we are all constantly trying to find ways to reach our perfect audience, boom, you just opened up your reach.
- Next up is Cross Device Frequency: with a bigger picture view of consumers’ paths across devices, you have better tools to control frequency overall Since cross-device targeting increases the opportunity to reach the same user on more devices, you can adjust your frequency strategy so that your increased reach is met with the appropriate number of user touchpoints. And if the holy grail of advertising is finally finding the optimal frequency, cross device f-capping can be a great step in the right direction
- Finally, there’s Cross Device Attribution This is what helps to generate deeper insights about your customer’s motivation and path to conversion And pulling in cross device attribution reporting can unlock smarter optimizations based on users’ behavior on all devices You may learn patterns that impact the way you bid and buy. For example, if Northshore Healthsystems begins to understand that I engage but don’t have time to convert during the workday, they can place a higher value on the ads they should me while I’m on the train. Without attribution tying this all together, this wouldn’t be possible. Similarly, Northshore will understand that the ad they showed me durng the day also mattered because it helped me evaluate and consider the “purchase” later that day.
- Cross Device Attribution is ultimately what can help you drive more credit for conversions How many of us have been giving a lay-up to the next guy on the media plan because we simply didn’t have visibility into how conversions were happening across users’ devices? If you enable cross device technology for attribution, you’ll be pulling in conversions that happened in otherwise cookie-less environments (such as mobile web or in-app) and also crediting mobile and tablet impressions as drivers of conversions The key to unlocking the full potential of cross-device is through attribution; that provides the tools to get the credit you deserve for the effort you put in to every conversion We’ve seen clients get up to 50% more conversions credited to their campaigns when pulling cross device attribution in. That’s 50% more conversions you didn’t have insight into before, and 50% more data points on which to optimize. Not to mention a huge help to your CPA performance.
- To wrap up, here’s a snapshot of the biggest online shopping days of the year. That’s a lot of ad spending in a short amount of time. This year, we don’t have to spend blindly across channels. given the impact we now know cross device tools can have, let’s test cross device technology out on your campaigns, see what performance and insights you and your team can generate. Let’s leverage the tools that everyone here wished for last holiday season. Thanks again to Omma, and I wish you all a happy holiday marketing season!