Targeting & Tracking

Across Devices

11 June 2014

THREE PROBLEMS WITH MOBILE

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The more devices we have,

the bigger this problem

becomes.

SEM auction is broken

An auction with only two valuable

spots is not a healthy auction.

Mobile doesn’t convert as

well as desktop or tablet.

Can’t track across devices

Low conversion

rates

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The other panelists are going to cover conversion rates in depth

But let’s take a moment and revisit some very basic research from 2011:

Which Fortune 100 companies have mobile versions of their websites?

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Which Fortune 100 companies have a mobile site in 2011?

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Which Fortune 100 companies have a mobile site in 2014?

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Really, Apple?

menu

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What’s this about a broken auction?

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And now for a better auction

CROSS-DEVICE ATTRIBUTION

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Here’s the problem

Source: Nielsen, 2013

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And it’s going to get worse and worse

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Some possible solutions

Google’s Estimated total conversions can help fill

the void. However, Android users are not the

same as other smartphone users and not all

paths start with Google.com.

Emergence of other network identifiers for cross-

device and cross-OS tracking.

Statistical IDs determine user & device by stitching

together lots of different signals.

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Facebook’s dirty little secret

= ultra-precise reach and frequency capping

…across all devices

Me,

too!

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• Full suite of Core Audiences targeting capabilities

• Cross-device

• Easier setup (3rd party vendor not required)

• And more!

Better than FBX!

Meet Website Custom Audiences (or Custom Audiences for Your Website)

Website Custom Audiences

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• WCA becomes an acquisition tool when

you expand with lookalikes

• 1% for best performance

• 5% for additional reach

Lookalike expansions

Retargeting

1% expansion

5% expansion

Retargeting

1%

expansion

5%

expansion

Retargeting

1%

expansion

5%

expansion

Retargeting

1%

expansion

5%

expansion

Retargeting

1%

expansion

5%

expansion

Female, 25-34 Engaged < 6 mos.

West Coast + Hip Hop Existing customers + yoga

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And retargeting from inside mobile apps

United Frank & Oak Open Table

• 34 hours/month spent on smartphones

• 86% of that time spent in apps (Nielsen)

FACEBOOK

AUDIENCE NETWORK MOBILE 7 .0

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What is this Facebook Audience Network?

• Goal: mobile app installs & mobile engagement (for now)

• Only fires inside mobile apps at the moment

External mobile ad network

• It’s Facebook ads outside of Facebook!

• Target users based on both what they’ve done and who they are

What’s the big deal?

• Custom Audiences

• Core Audiences

• Lookalike Audiences

How can I target?

THANK YOU

R E I D S P I C E

R E I D . S P I C E @ I C R O S S I N G . C O M

@ R E I D S P I C E