Rethinking Retargeting:
The Cross-Device Opportunity
Adam Berke – CMO and President
@adamberke
#SMX
#RollAbout
Sydney, Australia Opened April 2014
Hiring 20 by
2015
The AdRoll Story
#SMX
Media and Advertising Industries are
Evolving
#SMX
Intent data is your most valuable
asset
#RollAbout
Data is the center of the new digital advertising ecosystem
Display Search
Social
Video
Mobile
Content
Mktg
Data
#SMX
Marketers have been capturing intent data
through search for years
Modern Furniture
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There Are Other Places to Capture Intent
#SMX
#RollAbout
60-Day Holding
Period
30-Day Holding
Period
Segment Your Intent Data
#SMX
Duration & Segment Prioritization
#SMX
Number of Impressions
Bid decay
function
Algorithms can do the heavy lifting
#SMX
Exploring cross-device retargeting
Mobile is now overtaking the same way as Facebook did a few years ago
#SMX
"90% of consumer transactions are
started on one device and finished
on another." - Neil Mohan, Google VP of Display Advertising
#SMX
Mobile usage is incremental to time spent on
desktop
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Yet marketers haven’t caught up in mobile advertising
Source: KCPB
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We’re Now in a Multi-Screen World Dave wants to shop wherever, whenever he
wants
#SMX
Key Differences: Mobile vs. desktop advertising
Mobile app & browser environments
• SDKs vs. pixel
• Unique KPIs
• Screen sizes smaller
• Less opportunities to serve ads
• Touch instead of click
• App store distribution
• Connectivity issues exist
#SMX
Meet your mobile marketing objectives
• Cross-device retargeting
• Driving app installs
• Increase mobile conversions
• App re-engagement
#SMX
Cross-device retargeting
Gain incremental reach and drive conversions
across mobile, desktop, and tablet.
#SMX
Reach users across desktop, mobile, and tablet
With our customers across multiple screens throughout their day,
cross-device retargeting allows us to connect with them regardless of
the device or platform they’re using.
► 50% below target CPC
► CTRs greater than 1%
► 223% more volume on Apple versus Android products
► 300% more volume on iPhone versus Android Phones
► 20% more efficient CPC on iPhone versus Android phones
—Kristina Simonsen, Marketing Associate
#SMX
Increase app discovery and app installs
You desktop audience are the most likely to download your app, so
engage this audience while they’re on their mobile device
#SMX
Case Study: Trek’s omni-channel and cross-device strategy
We wanted to make sure that our current website visitors could
continuously engage with our product anytime they’re on mobile
devices.
► 3.25% avg. CTR on mobile
► CPC $0.32
► 160% spike in app installs
— Casey Kohner, Web Production Manager at Trek
#SMX
Increase mobile conversions Similar to desktop retargeting, continue to re-engage your potential
customers through mobile web browsers
#SMX
Taking a multi-channel approach
#SMX
Thank You Adam Berke
@adamberke
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