© 2014, Conversant, Inc. All rights reserved.
PRESENTED BY
April 15, 2023
A NEW STANDARD FOR DATA:IDENTIFYING AND REACHING THE “ALWAYS ON” INDIVIDUAL IN A MULTI-DEVICE WORLD
Matthew Weisbecker
© 2014, Conversant, Inc. All rights reserved.
6.8B people on the planet.
How many have a cellphone?
4BPEOPLE HAVE CELLPHONES
?
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How many people havea toothbrush?
3.5BPEOPLE HAVE
TOOTHBRUSHES?
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There are more cellphones in the world than PCs.
How many more?? 5X
MORE CELLPHONES
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What percentage of Americansuse only mobile to accessthe internet?
? 25%USE MOBILE ONLY
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THE “ALWAYS ON” INDIVIDUAL
5+HOURS PER DAY
SPENT ON DIGITAL
60%TIME SPENT ON
MOBILE/TABLET VS. PC
67%START SHOPPING ON
ONE DEVICE AND CONTINUE ON ANOTHER
75%USE SMARTPHONES
WHILE SHOPPING
Source: eMarketer, Think Insights by Google, Nielsen, 2014
6
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WATCHED3 TESLA VIDEOS
SEARCHEDFOR SHOW TICKETS
SEARCHEDFOR TIARAS
90+ MINS/DAY ON CELEBRITY GOSSIP APPS
RESEARCHEDCOSMETIC INGREDIENTS
BROWSEDHOCKEY EQUIPMENT
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WHO I AM
WHAT I CARE ABOUT
WHAT I BUY WHAT I WATCH
HOW I CONNECT WHERE I HAVE BEEN
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ALL THE PIECES TO THE PUZZLE
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WAYS TO CONSTRUCT A PROFILE
@
PIILogin/
RegistrationCookies/
Device IDs
Privacy Concerns
Platform Limited
Accuracy Issues
E.g. Experian E.g. Facebook E.g. DSPs
© 2015, Conversant, Inc. All rights reserved.12
VERIFIED INDIVIDUALS
Individual Profile
ID #99999
2
Online Data
Transaction IDs, registration data and email opens hard link devices to individual
@$Online PurchaseTXNID# 12345
Confirmation EmailTXNID# 12345
Device Matched
Device Matched
Behavior on each device paired to individual
3
+ browsing, search, video, shopping, purchase, etc.
+ app usage, location, download, purchase, etc.
+ demographic, home ownership, political affiliation, etc.
Offline Data
Name, address, email and transactions basis of individual profiles
1
Credit Card File(Name, address, etc.)
TXNID# 12345
Individual ID #99999(includes TXN ID# 12345)
3P Anonymization Partner Strips PIICreates Individual
ID #99999
Example
© 2014, Conversant, Inc. All rights reserved.
EDUCATION PROFESSIONALS
4,17XX,455D E S K T O P S
1,654,0XX2MOBILE
X10,506TABLETS
Defining the Audience: This audience includes users whose occupation is in the education field based on offline name and address based sources.
24,986,512DESKTOPS
15,161,826MOBILE
7,130,734TABLETS
REACHING
10MCONSUMERS (4.7 Average Devices)RETAIL BEHAVIOR
o 5.5x more likely to be in-market craft materialso 2.5x more likely to be in-market for entertainment
BROWSING BEHAVIORo 10x more likely to be on education enrichment siteso 3.7x more likely to be on arts and crafts sites
SOCIALo 32% have recent Facebook
activity in the last 7 days
W H A T I B U Y
W H A T I C A R E A B O U T
LIFE EVENTSo 85% are femaleo 15% are male
W H O I A M
DEVICE DATAo 78% have an iPhoneo 2.2x more likely to own a Mac Desktop
H O W I C O N N E C T
BUSINESS DATAo 7x more likely to be on the school boardo 3x more likely to be health and fitness teachers
*Consumers seen in the last 30 days
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Customer List Customer List
Single DMP for display / mobile
BlueKai
LiveRamp / Axciom / etc.
DSP or DMP
Media Delivery
Media Delivery
o Offline-based profiles with scale result in higher match rates (80%+ vs 30-55%)
o Fewer stages with user syncs means a larger pool is retained for messaging
o Unified individual profiles in Conversant DMP enable cross device messaging and tracking
MATCHING AND REACH
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Key Findings
• Of the entire 79,129 conversions, 34% occurred on a channel other than the last messaged channel
• Of the 29,435 Smartphone/Tablet attributed conversions, 90% occurred on a device other than the last messaged channel
• In practice, the 34% of “cross-channel” conversions would either be misrepresented in a cookie-based report or missed altogether
CONVERSION CHANNEL
Last Messaged Device (Pre-Conversion)
PC Tablet SmartphoneAll Channel Conversions
DELIVERY
PC 49,107 122 465 49,694
Smartphone 20,221 1,700 823 22,743
Tablet 5,168 99 1,425 6,692
Total 74,495 1,921 2,713 79,129
ATTRIBUTION CONVERSION REPORTING
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DATA DONE RIGHT
Profiles Built Around Known Individuals - Not Cookies
Transactional Deterministic Match To Link Devices - Not Guesswork
Single Customer View Across Display and Mobile – No Householding
Richer Customer Insights – Combine Offline and Online Data
Attribution and Measurement – Optimize and Learn
A Platform That Can Deliver Scale – Driving Reach and High Match Rates
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Thank You!
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CONVERSANT CASE STUDIES
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MOBILE BRAND BUILDERAUTOMOTIVE
THE PROGRAM RESULTED IN
$5.76MNEW
REVENUE
C A S E S T U D Y: M O B I L E B R A N D B U I L D E R
Client: Buick Lacrosse
Objective: Increase brand awareness and purchase intent for the Buick LaCrosse
Solution: Conversant built a custom captivate smartphone unit to provide unique touchpoints for interaction with the Buick brand in the form of an attention-grabbing game.
• 17% lift in likelihood to recommend
• 3.9% average CTR
• 2.7 minutes average interaction time for those who engaged with the ad
• 21% lift in brand awareness
33%Lift in
purchase intent
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DRIVING MOBILE ENGAGEMENT FOR A NEW TV SERIES PREMIERE
20
CAMPAIGN OBJECTIVEA leading TV network approached Conversant to introduce a new reality show across mobile devices.
The goals included building brand awareness, driving video views and driving viewership within the target audience of males, ages 18-49 with a HHI of $75,000+ and college degree.
o Leveraged proprietary & 3rd party data to create a custom mobile audience centered around male targets, ages 18-49 with a HHI of $75,000+ and college degree/higher education
o Custom HD Video Trailers across smartphones and iPad inventory
o Custom Full-Screen Video Ad Boosters aimed at driving engagement and ultimately increasing
viewership
WHAT WE DID
DID IT WORK?The 6 week campaign yielded the following results:o 2.23% CTR
o 67,000+ Add to Calendar, Twitter and Facebook actions
o 10 Billion impressions served
o 28,000 hours of brand exposure
CASE STUDY: MOBILE VIDEO
2.23%CTR
Mobile Video Booster
0.89%CTR
Facebook Button
1.14% CTR
Add-to-Calendar Button
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OFFLINE AND ONLINE CONVERSIONS CASE STUDY
CAMPAIGN OBJECTIVEA leading wireless carrier wanted to drive online and in-store carrier switches via Mobile advertising
Goals were to drive offer awareness and in-store/online visits/conversions
.THE STRATEGY
The Mobile Campaign:
Leveraged proprietary & 3rd party data to create & target a custom mobile audience centered around:
• Customers of competitive carriers
• Proprietary behavioral characteristic
• Projecting national store visits and brand impacts based upon PLACED validated 3rd party panel data
MEASUREMENT
The 3 week campaign yielded the following results:
• 387K stores visits with a store conversion rate of 0.47% that was directly measured from our matched group
• Efficient cost per store visit of $0.26• PLACED’s Telecomm average cost per store visit was
74% more efficient than the norm• Drove 6.22% lift leading to 23,000 incremental store
visits in saturated telecomm market where lift is only seen 60-70% of the time.
CASE STUDY: MOBILE MAX EXPOSURE
387K Store Visits
26₵ Cost/Retail Visit
$1.19Telecomm
Industry Norm
vs.
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CONVERSANT REMARKETINGMAJOR DEPARTMENT STORE
C A S E S T U D Y
Program Dates: 2012-Ongoing
Problem: Marketer identified existing remarketing solution optimizing to clickers did not generate incremental revenue at scale.
Conversant Solution: • Doubled reach compared to prior remarketing solution• Cross-device, dynamic messaging strategy with variety of messaging including multi-
product, Lifestyle, Promo, and Co-op treatments.• Demonstrated incremental revenue by providing marketer validation files of messaged
test/control purchases
14.1M UNIQUES
MESSAGED
20+% INCREMENTALITY
504KONLINE MESSAGED
PURCHASES
$20+MINCREMENTAL
REVENUE
THE PROGRAM RESULTED IN
© 2014, Conversant, Inc. All rights reserved.23
CROSS-DEVICE BRAND BUILDERENTERTAINMENT
C A S E S T U D Y
Client: Leading entertainment company
Objective: A leading movie production company with a new movie release wanted to increase awareness and engagement of the movie trailer and drive traffic to the movie’s website.
Solution: Conversant used its extensive cross-device media reach across mobile web, in-app and display to deliver a cross-device video campaigns targeting 18-35 year old males who are likely to purchase computer programs, TVs, video games, event and movie tickets.
. THE PROGRAM RESULTED IN
50%LIFT IN CTR COMPARED
TO DISPLAY ONLY
1.24xLift in VCR
Display Only Mobile & Display
1.01%
1.52%
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Conversant Private Exchange
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What programmatic media means to Conversant: Automated buying of Conversant offering through a Deal ID.
CONVERSANTDATA & TARGETING
UNIQUE REACH
OUTSTANDINGAD QUALITY
PROGRAMMATICBUYING SIMPLICITY & EFFICIENCY
PREMIUM INVENTORY
CROSS-DEVICE IDENTIFICATION
EXCHANGEcoming soon
CONVERSANT HAS MADE IT EASY FOR PROGRAMMATIC BUYERSTO ACCESS OUR UNIQUE OFFERING
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HOW IT WORKS: BUYER PATH
CONVERSANT PRIVATE EXCHANGE
VIDEO
CROSS-DEVICE
DISPLAY MOBILE
SUPPLY SIDE PLATFORMS
(SSP)
Your DSP