the cross-device manifesto
DESCRIPTION
A concise look at cross-device consumer behavior and the best marketing strategies to capitalize upon it.TRANSCRIPT
© 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
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.3
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
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.4
HOW MANY CONNECTED DEVICES DO YOU HAVE?
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.5
US CONSUMERS AVERAGING 3 CONNECTED DEVICES
Source: Sophos 2013
USA
CANADA UK AUSTRALIA
2.7 2.7 2.63.0
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.6
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!
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.7
TODAY’S CONSUMER: ONE DAY – MULTIPLE DEVICES
Breakfast Browsing At Work Afternoon Break Evening on Sofa
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© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.9
TIME SPENT IN MOBILE APPS EXCEEDS PC TIME
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.10
APP DOWNLOADS CONTINUE TO GROW
Source: Nielsen 2013
Average App Downloads Per
Smartphone (USA)41DOWNLOADS PER
SMARTPHONE
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.11
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
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.12
ROLE OF MCOMMERCE GROWING RAPIDLY
Source: Piper Jaffray and eMarketer, 2013
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.13
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
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.14
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
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.15
THREE ASPECTS OF CROSS-DEVICE
1. Targeting
2. Delivery
3. Measurement
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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
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Anonymized Hard Match
Algorithmic Matching
Data Recency
+
+
CROSS-DEVICE: ACCURATE DELIVERY
STRONG CROSS-DEVICE MAPPING ESSENTIAL
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.18
CROSS-DEVICE: NEW MEASUREMENT APPROACHES
MOST USE MULTIPLE DEVICES FOR THEIR BUYING PROCESS
2013: IPSOS and Google
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.19
CROSS-DEVICE: NEW MEASUREMENT APPROACHES
MOST USE MULTIPLE DEVICES FOR THEIR BUYING PROCESS
2013: IPSOS and Google
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.
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
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.
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
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.
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
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.23
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
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.24
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
© 2014 Conversant, Inc.. All Rights Reserved.All names and logos are trademarks or registered trademarks of their respective owners.25
THANK YOU!
Kurt HawksGeneral Manager – MobileConversant, Inc.
http://www.linkedin.com/in/kurthawkswww.conversantmedia.com