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Today, people employ multiple devices simultaneously, switching screens an average of 27 times an hour. It's time for marketers to meet them there -- on every screen -- with targeted, compelling messaging. But before now, reliably matching multiple devices used by the same customer was an impossibility. By cracking this code, Tapad is unifying advertisers' targeting and attribution across all screens. Are Traasdahl will describe how they do it ,and he will share the exceptional results Tapad's cross-platform campaigns are bringing in for the biggest advertisers in finance, telecom, retail, auto and travel. Presenter: Are Traasdahl, founder & CEO, Tapad @tapad
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THE CROSS-PLATFORM CONSUMER
DIGIDAY MOBILEDecember 2012
Strictly Confidential2
“Digital Natives switch their attention between media platforms (i.e., TVs, magazines, tablets,
smartphones) 27 times per hour, about every
other minute!”
http://www.mediapost.com/publications/article/172988/fickle-digital-natives-switch-platforms-every-ot.html#ixzz1uTDQN
A complete change in consumer behavior: We are all multi-tasking on multiple screens throughout the day
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However, multi-screen usage creates a real problem for marketers:
NO CROSS-PLATFORM IDENTIFIER (“COOKIE”)
=
YOU APPEAR TO BE MULTIPLE PEOPLE TO TRADITIONAL ADVERTISING & INTERNET
TECHNOLOGY
Result: As an advertiser, you travel 15 years back in time….
No cross-platform re-targeting, no message sequencing, no content optimization and not even frequency
capping across screens
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Solution:A UNIFIED VIEW OF A CONSUMER
ACROSS ALL SCREENS
A UNIFIED VIEW SOLVES CROSS-PLATFORM CHALENGES IN ADVERTISING, COMMERCE AND CONTENT
HOWEVER, IT’S A TAD HARD IF CONSUMERS ARE NOT LOGGED-IN
ON EVERY DEVICE….Strictly Confidential
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What is Tapad?“The Tapad Device Graph Technology Gives Marketers and
Publishersa Unified View of a Consumer Across All Screens”
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Tapad bridges devices together to create a Device Graph which enables Cross-Platform Targeting and Analytics
• Cross-device audience buying and re-targeting between screens• Message sequencing and frequency capping• Cross-platform attribution analytics and brand studies
Our technology solution currently implemented with the majority of the largest advertisers and publishers
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How do we do it?We’ve built a predictive algorithm that processes 200 Billiondata points per month to bridge devices
• Data Co-op model with our partners in the eco system where we are processing 200 Billion Data points per month• Huge scale, with 700 Million devices in the Device Graph today• Praised in AdAge for our thought-leadership around Privacy: No personally
identifiable information combined with complete transparency and opt-out control for the consumer in a partnership with DAA and EvidonStrictly Confidential
Case: Cross-platform retargeting is highly effective in driving additional conversions
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8
8.7x increas
e
TOP AUTOMOBILE CLIENT #2
Imp conversion rate increased by 8.7x using cross-platform retargeting vs. contextual targeting*
* Tapad is the first company to ever provide these metrics to marketers, so our reporting methodology continues to be refined and data is directional.
Case: Messaging to users across multiple devices significantly increases conversion rates
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9
4.3x increas
e
TOP AUTOMOBILE CLIENT #1
When users were exposed to ads on both computer and mobile/tablet devices, conversion rate for unique users increased by 4.3x when compared to exposure on only computers*
* Tapad is the first company to ever provide these metrics to marketers, so our reporting methodology continues to be refined and data is directional.
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TAPAD-AT-A-GLANCE • Investors: TechCrunch called it a “A hell of a list…” of online entrepreneurs. VCs
include: Firstmark Capital (Pintrest, RiotGames, Lot18) and Avalon (Zynga, Tacoda)
• HQ in NYC with offices in Detroit, Chicago, San Francisco, Los Angeles and Miami
• Customers: big publishers and every major advertising agency and 40 of the 50 largest advertisers in the US, including in the following verticals:
Telecoms Financial Services Media and Cable Automotive Entertainment Retail and Consumer Goods Travel/Airline
• According to AdAge:Tapad has “a serious piece of weaponry”
…the end of “spray and pray” mobile advertising
