Chad Gallagher of Advertising.com - Mobile Myth Busters at SIC2013
Kurt Hawks of Greystripe - From Theory to Practice – 5 Ways to Do Cross-Device Right at SIC2013
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12-Sep-2014 -
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Transcript of Kurt Hawks of Greystripe - From Theory to Practice – 5 Ways to Do Cross-Device Right at SIC2013
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
FROM THEORY TO PRACTICE: 5 WAYS TO DO CROSS-DEVICE RIGHT
Presented by
Kurt Hawks
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
TODAY’S AGENDA
• The Multi-Device Consumer
• What Marketers Are Saying About Cross-Device
• 5 Essentials For Doing Cross-Device Advertising Right
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
CONSUMERS ARE USING MULTIPLE DEVICES TO ACCESS DIGITAL CONTENT
Americans average: 3+ devices
Behavior tracked on: 12+ cookies
Source: SophosLabs (2013). Mobile Device Survey. 3
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
MORE THAN HALF OF DIGITAL MEDIATIME NOW ON MOBILE DEVICES
Source: comScore (September 2013). Media Metrix Multi-Platform.
PC
Mobile
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
CROSS-DEVICE RESEARCH RESULTS
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
METHODOLOGY & PROFILE
Qualification
• Work Within the United States
• 100% Involved in Media Brand Selection Decisions
• Must be Involved in Mobile and Either Online or Tablet Media Decision-Making
• Must Have Spent at Least $1 Million on Total Digital Advertising in 2012 and at Least $500,000 in Mobile in the Past 12 Months.
Method
• All interviews conducted online
• Incentives include cash
• Timeframe: March 11 – 25, 2013
Sample
Marketer and Agency contacts from The Advertiser Perceptions Media Decision Maker Database and third-party databases as needed.
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
METHODOLOGY& PROFILE
Profile of 201 Respondents Overall
Marketer 32%
Agency 68%
VP and Above 47%
Director/Supervisor 32%
Manager/Planner/Buyer 21%
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
What Does“Cross-Device Advertising” Really Mean?
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
CROSS-DEVICE ADVERTISING IS…
An integrated advertising program to reach the same user across multiple digital devices like smartphones, tablets and laptop computers Reach Same
Useron All Devices
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
Cross-Device Data is Necessary for a Complete Picture of Consumer Behavior
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
Marketers Want Cross-Device Targeting Capabilities
Source: Advertiser Perceptions, ValueClick Media, Greystripe (2013). Mobile & Cross-Device Study.
Believe it’s critical to target the SAME user across DIFFERENT devices
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
Marketers Want Cross-Device Consumer Data
Three quarters want cross-device data for Mobile targeting
Almost 8 out of 10 say cross-device targeting is important
Source: Advertiser Perceptions, ValueClick Media, Greystripe (2013). Mobile & Cross-Device Study. 12
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
Marketers Value Unique and Proprietary Data
of media buyers value high-quality proprietary data that is not available from 3rd party data providers
13Source: Advertiser Perceptions, ValueClick Media, Greystripe (2013). Mobile & Cross-Device Study.
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
Marketers See Great
Benefits & Perceived
Executional Hurdles of
Cross-Device
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
BENEFITS
PERCENT OF MARKETERS WHO VALUE THESE BENEFITS TO USING ONE PARTNER WHEN ADVERTISING ACROSS DEVICES
Optimize Performance of the Entire Media Budget 52%
Expand Reach of Campaigns 50%
More Cost-Efficient 50%
Retarget the Same User Across Devices 43%Extend Successful Display Audience Segments into Mobile
38%
Streamline the Media Buying Process 38%
15Source: Advertiser Perceptions, ValueClick Media, Greystripe (2013). Mobile & Cross-Device Study.
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
OBSTACLES
PERCENT OF MARKETERS WHO IDENTIFY THESE BARRIERS FOR GREATER UTILIZATION OF CROSS-DEVICE ADVERTISING
Tracking and Reporting Complexities 42%Methodologies for Connecting Devices Lack of Credibility 30%Mobile, Online and Tablet are Managed as Separate Budgets 28%
Lack of a Single Point of Contact 27%Difficult to Hit My Specific Target Audience Through Cross-Device Advertising 25%
Too Many Privacy Issues Involved 24%
16Source: Advertiser Perceptions, ValueClick Media, Greystripe (2013). Mobile & Cross-Device Study.
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
WHAT MARKETERS WANT: FEATURES & CAPABILITIES
CROSS-DEVICE ANALYTICS AND INSIGHTS TO MEASURE CAMPAIGN EFFECTIVENESS
ACCURACY OF METHODOLOGY USED TO TARGET AN AUDIENCE ACROSS DEVICES
ABILITY TO OPTIMIZE EFFECTIVELY ACROSS DEVICES
17Source: Advertiser Perceptions, ValueClick Media, Greystripe (2013). Mobile & Cross-Device Study.
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
WHAT MARKETERS WANT: BROAD SET OF MEASUREMENTS
REACH ACROSS ALL SCREENS
IMPACT ON BRAND LIFT IN COMBINATION ACROSS MULTIPLE DEVICES
PERFORMANCE IN COMBINATION ACROSS MULTIPLE SCREENS
GRP’S ACROSS ALL SCREENS
18Source: Advertiser Perceptions, ValueClick Media, Greystripe (2013). Mobile & Cross-Device Study.
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
CROSS-DEVICE DRIVES SUPERIOR MARKETING RESULTS
2009-2011 2012 2013
Media buyers have seen increased effectiveness with cross-device campaigns
Media buyers expect to spend an average of 30% of their digital dollars against cross-device efforts
19%
24%
30%
19Source: Advertiser Perceptions, ValueClick Media, Greystripe (2013). Mobile & Cross-Device Study.
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
KEY FINDINGS OF RESEARCH
Marketer’s Desireis to Reach Consumers Wherever They Are. Consumers Are Spending Nearlya Third of their Digital Budgets on Cross-Device Efforts.
They Need • Cross-Device Targeting Capabilities
• Unique and Proprietary Data from Cross-Device Advertising
Key Benefits• Expand Reach
• Optimize Plans
To Succeed• Deliver the Right Features and Capabilities
• Provide the Right Measurements
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
5 ESSENTIALS FOR DOINGCROSS-DEVICE ADVERTISING RIGHT
1. Focus On The Consumer, Not Devices
2. Ensure Sound User-To-Device Matching
3. Leverage Rich Behavioral Insights Across All Devices
4. Engage Using The Interactive Strengths Of Each Device
5. Make Learning And Insights A Priority
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
1) FOCUS ON THE CONSUMER, NOT DEVICES
Consumer behavior is not siloed- marketing plans shouldn’t be either
Deliver an integrated campaign to reach the same consumer across all of their digital devices
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
IDENTIFY• Unite all consumer activity into one device
ID
BUILD• Build rich device-level profiles
LINK• Link devices to a single consumer profile
2) ENSURE SOUNDUSER-TO-DEVICE MATCHING
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
2) ENSURE SOUNDUSER-TO-DEVICE MATCHING
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IMPORTANT QUESTIONS
• Does the media partner have core capabilities for both mobile and online display?
• What type of data is used to link profiles?
• What’s the user-to-device matching accuracy and how is it verified?
Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
3) LEVERAGE RICH BEHAVIORAL INSIGHTS ACROSS ALL DEVICES
One DMP for immediate actionability
Media Browsing/Interaction Data
Product Search Data
Device/Platform Data
Location Data
Purchase Data
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
3) LEVERAGE RICH BEHAVIORAL INSIGHTS ACROSS ALL DEVICES
ContentIn-App Publisher
New Auto Research4m18s
SearchPC Search History
Trucks / Pickups3 Days Ago
TransactionalPC Hunting / Fishing191 Days Ago
DemographicPCInc $150k4 Days Ago
Location History
TabletDallas, TX
3 Days Ago
Percent of Digital Time
InteractionIn-AppRequest Quote1 Day Ago
60% Desktop
40% Mobile
Automotive Intenders with a Household Income Above $75k
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
4) ENGAGE USING THE INTERACTIVE STRENGTHS OF EACH DEVICE
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
• Awareness
• Attitudes & Favorability
• Purchase Intent
• Product Preference
5) MAKE LEARNING AND INSIGHTSA PRIORITY
Brand Lift
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
5) MAKE LEARNING AND INSIGHTSA PRIORITY
CROSS-DEVICE IMPACT• Cross Effectiveness
• Conversion Rate
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
5) MAKE LEARNING AND INSIGHTSA PRIORITY
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
5 ESSENTIALS FOR DOINGCROSS-DEVICE ADVERTISING RIGHT
1. Focus On The Consumer, Not Devices
2. Ensure Sound User-To-Device Matching
3. Leverage Rich Behavioral Insights Across All Devices
4. Engage Using The Interactive Strengths Of Each Device
5. Make Learning And Insights A Priority
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Copyright © 2013, ValueClick Media & Greystripe a ValueClick Company. All rights reserved.
THANK YOU.
Kurt HawksGeneral Manager, [email protected]