The Cross-Device Manifesto

© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.

PRESENTED BY

May 6, 2014

The Cross-Device ManifestoWhy you need to go cross-device, and the best way to do it!

Kurt Hawks: GM – Conversant Mobile

© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.2

CROSS-DEVICE QUIZ

6.8B people on the planet. How many have a cell phone? 4 Billion

How many people have a toothbrush? 3.5 Billion

There are more cellphones in the world than PCs. How many more? 5X

What percentage of Americans use only mobile to access the internet? 25%

How many hours/day does average American have cellphone within reach? 14

What percent of smartphone users use their phone to help with shopping? 78%

How many Americans converted to smartphones while we took the quiz? 86


CROSS-DEVICE QUIZ

6.8B people on the planet. How many have a cell phone? 4 Billion

How many people have a toothbrush? 3.5 Billion

There are more cellphones in the world than PCs. How many more? 5X

What percentage of Americans use only mobile to access the internet? 25%

How many hours/day does average American have cellphone within reach? 14

What percent of smartphone users use their phone to help with shopping? 78%

How many Americans converted to smartphones while we took the quiz? 86


HOW MANY CONNECTED DEVICES DO YOU HAVE?


US CONSUMERS AVERAGING 3 CONNECTED DEVICES

Source: Sophos 2013

USA

CANADA UK AUSTRALIA

2.7 2.7 2.63.0


SMARTPHONES ARE INCREASINGLY POPULAR

Smartphone Tablet0%

10%

20%

30%

40%

50%

60%

70%

35%

10%

45%

24%

56%

34%

58%

42%

Percentage of US Adults with a…

2011 2012 2013 2014

Source: Pew Research Center Internet Surveys, 2014, 2014

Fastest device adoption rate

ever!


TODAY’S CONSUMER: ONE DAY – MULTIPLE DEVICES

Breakfast Browsing At Work Afternoon Break Evening on Sofa



TIME SPENT IN MOBILE APPS EXCEEDS PC TIME


APP DOWNLOADS CONTINUE TO GROW

Source: Nielsen 2013

Average App Downloads Per

Smartphone (USA)41DOWNLOADS PER

SMARTPHONE


MOBILE A CRITICAL PART OF PURCHASE JOURNEY

2010 2011 2012 20130%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

6%

14%

24%

40%

USA Black Friday Shopping from Mobile Devices

SH

AR

E O

F A

LL

ON

LIN

E S

HO

PP

ING

TR

AF

FIC

Source: IBM, 2013


ROLE OF MCOMMERCE GROWING RAPIDLY

Source: Piper Jaffray and eMarketer, 2013


OLD MEDIA APPROACH – PLAN BY DEVICE IN SILOS Separate budgets for PC, Mobile, Tablet Different marketing metrics, goals and measures by channel Marketing delivery measured by device – no holistic user-centered planning Poor visibility if a user starts the buying process on one device and finishes on another


CROSS-DEVICE: USER-CENTRIC MEDIA PLANNING

Holistic planning across devices based upon user behavior One set of common metrics Interplay of channels in user behavior extensively measured Visibility to track a sale if a user starts the buying process on one device and finishes on another


THREE ASPECTS OF CROSS-DEVICE

1. Targeting

2. Delivery

3. Measurement


Data from all devices/channels united in 1 DMP

Individual profiles richer and comprehensive

Profiles dynamically updated in real-time

CROSS-DEVICE: UNITING THE DATA

ALL DATA ASSOCIATED WITH ONE ANONYMOUS ID IN REAL TIME

ConversantUnited Profile


Anonymized Hard Match

Algorithmic Matching

Data Recency

+

+

CROSS-DEVICE: ACCURATE DELIVERY

STRONG CROSS-DEVICE MAPPING ESSENTIAL


CROSS-DEVICE: NEW MEASUREMENT APPROACHES

MOST USE MULTIPLE DEVICES FOR THEIR BUYING PROCESS

2013: IPSOS and Google


CROSS-DEVICE: NEW MEASUREMENT APPROACHES

MOST USE MULTIPLE DEVICES FOR THEIR BUYING PROCESS

2013: IPSOS and Google


CAMPAIGN OBJECTIVE

ENTERTAINMENT CASE STUDY A leading cable company wanted to increase the number of subscriptions at a reduced CPA

WHAT WE DID

Conversant conducted a side-by-side test for display-only, mobile-only and cross-device campaigns.

DID IT WORK?

• Cross-Device engagement rates exceeded single device rates

• eCPO for cross-device was lower than single device campaigns

CROSS-DEVICE SUCCESS STORY: CABLE SUBSCRIPTIONS

MeasureDisplay Only

Mobile Only

Display +Mobile

Engagement Rate 0.66% 1.78

% 4.42%

eCPO $249 $598 $132


One Device Cross-Device One Device Cross-Device

CAMPAIGN OBJECTIVE

TELECOMM CASE STUDY A leading mobile company wanted to increase online subscriptions

WHAT WE DID

Side-by-side test comparing mobile vs. cross-device.

DID IT WORK?

• Yes! Cross-device campaign showed a 59% lift over single devices

• Cross-device engagement outperformed single-device by 229%

CROSS-DEVICE SUCCESS STORY: MOBILE SUBSCRIPTION SALES Drive prospects to subscribe online Side by side test – Mobile versus cross-device Same spend – very different results

Engagement RateSales

59%Lift

229%Lift


A national direct-marketing company offering sweepstakes and consumer offers wanted to:

o Drive users to their website where they could register for the latest cash prize sweepstakes

DRIVING SWEEPSTAKES REGISTRATIONS WITH CROSS-DEVICE

CAMPAIGN OBJECTIVE

Combining Display + Video outperforms a single-channel approach WHAT WE DID

The campaign featured Custom Display and Video ad units, targeted and optimized to reach adults 35+.

Users fell into one of two ad delivery methods:

• Served display only ad, or

• Served video ad, then retargeted with display ad at a later time on a different site.

DID IT WORK?

o Users who viewed video ads and were later retargeted with a display ad on a different site were 5X more likely to register for the sweepstakes than those who just saw a display ad.2,500 Conversions

o Adding video increased the absolute number of conversions while decreasing the effective cost per action by 12%

Display + Video

= 5 XThe Conversions

CASE STUDY


CONVERSANT DATA SHOW CROSS-DEVICE PROGRAMS DELIVER SUPERIOR PERFORMANCE

1X 1X

3.4X

5.4X

Single Device Cross-Device Single Device Cross-Device

Average Conversion RateAverage Engagement Rate


FOUR KEY TAKEAWAYS

1. Don’t ignore cross-device. It represents the future of digital and direct

2. It’s not just delivering ads on different devices. It’s about putting the consumer at the center of everything you do

3. To do it right, you need:• Cross-device targeting• Cross-device identification and delivery• Cross-device measurement

4. The results clearly show a great return on investment


THANK YOU!

Kurt HawksGeneral Manager – MobileConversant, Inc.

http://www.linkedin.com/in/kurthawkswww.conversantmedia.com

http://www.linkedin.com/in/kurthawks

http://www.linkedin.com/in/kurthawks

http://www.conversantmedia.com/

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