How Publishers use Tapad's Device Graph to Extract Value from Audience Data

PUTTING PUBLISHER DATA TO WORK

How Smart Publishers Extract Value from Audience Data

A Tapad Coral eBook

1info@tapadcoral .com

WITH THE TAPAD DEVICE GRAPH,™ MAXIMIZE THE VALUE OF YOUR AUDIENCE ACROSS SCREENS.

Consumers are accessing content across all of their devices. This creates a challenge for publishers who want to connect with consumers in the right place, at the right time. When a publisher plugs into the Tapad Device Graph,™ an opportunity is created by accessing valuable data. Publishers may have insights into a customer when they are logged in on their desktop, but not when they are on mobile (or vice versa). This makes it difficult to connect the data dots and understand consumer behavior and inspire consumer action.

The device graph helps you makes the right connections, providing you with knowledge you need to monetize your audience.


The Tapad Device Graph™ makes this connection and provides that knowledge to the publisher to leverage in many diff erent ways.

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The Tapad Device Graph™

Meet Tapad Man!!


Scenario 1: Improving advertiser performance and messaging

CNN sells Gap on a multi-screen campaign for their new summer clothing line which uses a mix of display and video assets. The CNN sales rep recommends allocating most of Gap’s video budget to desktop users and most display budget to mobile & tablet. Gap wants to target CNN users most interested in travel. CNN already has a fi rst party data segment called CNN Travel users.

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CNN leverages The Tapad Device Graph™ to connect audiences found to be interested in travel across all of their screens.

CNN serves a unique user (from the travel audience) a Gap video when they are on the CNN.com Desktop site.




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Then CNN sequentially messages the same travel user on Tablet with different display ad formats showing Gap outfits.

Sequential Messaging

Finally, CNN retargets the travel user on all devices with specific articles of clothing which they browsed while on their Tablet.



Problem Solved:

The Tapad Device Graph™ allowed Gap to serve relevant and sequential messages to CNN's travel audiences across devices, reducing redundancies and improving the user experience.


Scenario 2: Increasing CPMs and revenue

TheStreet is generating a majority of their sales revenue through private marketplace RTB demand. They are struggling to monetize their mobile inventory, but do very well monetizing desktop traffi c. TheStreet decides to sell their audience data as packages such as “High Net Worth Users.” TheStreet only captures fi rst party data via their desktop users.

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TheStreet leverages the Device Graph in order to find the same “High Net Worth Users” on Mobile and Tablet devices.

Any demand source that currently has access to TheStreet’s private marketplace can now buy “High Net Worth Users” which will target these individuals across all of their personal devices.


High New Worth Users



The amount of targetable inventory for “High Net Worth Users” has been significantly increased.

Problem Solved:

The Tapad Device Graph™ helps publishers sell more high value inventory on a greater volume of their impressions. TheStreet’s overall revenue increased by opening up a larger overall pool of devices where “high net worth users” could be reached.

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Scenario 3: Better insight into user engagement behavior

BuzzFeed is producing a series of long form and short form video content for Pedigree dog food. BuzzFeed is planning to promote the Pedigree video on their desktop and mobile site as well as their television and mobile apps. BuzzFeed wants to better understand if the long or short form content gets a better consumption rate, based on the device with which the user is engaged.

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BuzzFeed syncs their audience data with The Tapad Device Graph.™

Tapad Coral passes BuzzFeed a file linking each one of their visitor’s associated devices.



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BuzzFeed now is able to analyze all of their metrics, like video completes, engagement and demographics by device type and individual.

Going forward BuzzFeed can target each unique user with other Pedigree videos (long or short) based on that unique user’s preference.



Problem Solved:

The Tapad Device Graph™ provided additional insight into BuzzFeed’s audience preferences so they can share that knowledge with brands and content creators to provide value throughout the whole user engagement experience, raising their total revenue and efficiency.


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Scenario 4: Attributing mobile clicks to desktop conversions

The Wall Street Journal (WSJ) audience contains a higher than average population of boomers (55+), which AMEX is trying to reach. WSJ sales reps have been selling AMEX on device specifi c campaigns for 3 months. AMEX is happy with WSJ as a brand, but they are concerned that their mobile campaign conversion rates are much lower than their desktop campaign conversion rates. A conversion for AMEX consists of fi lling out a form to sign up for a card. WSJ needs to prove that their mobile audience is just as valuable as their desktop audience to better allocate AMEX ad spend.

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INCREASEDENGAGEMENT

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The WSJ leverages The Tapad Device Graph™ to analyze the conversion rates of customers that saw ads on multiple devices as opposed to just one.

WSJ finds that if their audience was exposed to AMEX ads on more than one device, they were more likely to engage.



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WSJ finds that last-click attribution over emphasizes desktop for this audience because of this.

WSJ sales reps share this information with AMEX to show how mobile ad spend leads to desktop conversions.



Problem Solved:

The Tapad Device Graph™ enables WSJ to attribute how ad spend on a specific platform or device lead to a conversion on a different device. This enables WSJ sales reps to justify the ROI on mobile ad spend.

Date post:	12-Apr-2017
Category:	Internet
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How Publishers use Tapad's Device Graph to Extract Value from Audience Data

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