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Brian Ferrario of Drawbridge, Inc. session at the Seattle Interactive Conference 2014. Over 90% of consumers use multiple devices sequentially to accomplish online tasks, yet advertisers continue to have disjointed conversations with their customers by taking a siloed approach to digital advertising. Brands who are early adopters of smart, scalable cross-device advertising solutions have a head start in establishing and maintaining a seamless conversation with customers.
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DITCH THE!
DEVICES!
The Art & Science of Connecting with the Always-On Consumer
DITCH THE!
DEVICES!
The Art & Science of Connecting with the Always-On Consumer
That’s not how any of this works!
Brian Ferrario @brianferrario VP, Marketing Previous Gigs: Sociomantic (bought by dunnhumby/Tesco) Rocket Fuel (NASDAQ: FUEL)
In business for 3 years
65 employees First cross-device technology company with full-stack solution in identity, media, and attribution
HQ in San Mateo, CA Offices in New York, London, Chicago
Backed by
1
Programmatic advertising
The brand promise has to match the brand experience!
Mobile isn’t targetable.!
#1
“Can Mobile Targeting Ever be as Accurate as Cookies on the Desktop?”!
“Mobile Ad Targeting, Tracking Is Work In Progress”!
“Why Mobile Advertising Is Such a Headache for Marketers”!
“Mobile doesn’t have cookies”!
Why the Thought Persists!
Smartphones are really two devices: App and Web.! ≠!
App! Web!
The issues with Safari on iPhone... are the same for Safari on desktop. ! =!
That’s not how it works.!Marketers need to target consumers, not devices.!
≠!Real Targeting Requires More Than Device Data. !
Cross-Device Consumer Targeting Drives Mobile Performance!
4x!Return on Ad Spend & +3x
conversion rate for a premier
fashion retailer!Leverage desktop data, mobile app behavior, and location for retargeting.!
Mobile Apps:
ShopStyle, Pose, Gilt!
Female!Frequents
high end fashion retailers!
18-35!
Gaming Apps!Male!
Frequents high end
electronics stores!
High income!
Cross-Device Consumer Targeting Drives Mobile Performance!
Leverage desktop data, mobile app behavior, and location for retargeting.!
26%!Decrease in cost-
per-acquisition for a major consumer
technology provider!
Multi-device equals
cross-device.!
#2
Why the Thought Persists!
That’s not how it works!
Allocating spend in multiple channels is different than deliberately reaching consumers across devices.!
Desktop! Mobile! Cross-Device!
Cross-Device!
Brand Strategy!
Cross-Device Enables Seamless Conversations!
71% of consumers!
say they don’t take well to inconsistent cross-channel messaging.!
Forrester !
1 in 10 consumers!
say that inconsistencies in the brand experience from device to device would make them stop interacting with a brand altogether.
Forrester!
Login data is the
Holy Grail of identity.!
#3
Facebook Quarterly Revenues From Advertising!
Q2’10! Q3’10! Q4’10! Q1’11! Q2’11! Q3’11! Q4’11! Q1’12! Q2’12! Q3’12! Q4’12! Q1’13! Q2’13! Q3’13! Q4’13! Q1’14! Q2’14!
500!1000!1500!
2000!
3000!2500!
0!
Advertisers continue to pour money into reaching registered users.!
Why the Thought Persists!
That’s not how it works!
Predictive technology can solve for cross-device identity. !
Cross-Device Consumer Reach!
Monthly Active Cross-Device Uniques
0! 200! 400! 600! 800! 1000!
85%+!
Predictive approaches can deliver precision and scale.
Accuracy!
Who wins and who loses in the battle for cross-screen attribution is still hard to call. But for those who do get it right, the promise is one of almost
unprecedented insight into their customers’ behavior and what makes them buy.
“!
”!
The path to purchase is
unclear. !
#4
We know our customers are looking for our products on the go
and then buying on their desktops. If we do not measure and analyze these cross-device
conversions, we are vastly underrepresenting the value of mobile in our overall ecosystem.!
‣ John Boris Senior VP and CMO!
“!
”!
Attribution models haven’t caught up to consumer behavior. !
Why the Thought Persists!
85% of marketers!
are either not measuring their cross channel marketing performance at all, or are using antiquated methods, such as last click.
Jan 2014 Visual IQ study!
You can bridge the gap because identity has been solved.!
That’s not how it works!
A Complete View of Consumers!Understanding conversion paths gives a clear picture of ROI.!
24.4% Lift in desktop
conversions from mobile ads
With one billion smartphones worldwide and tablets catching up quickly—more than 70% of consumers own
three or more connected devices — the onus is on marketers to provide a unified user experience or risk losing their customers to brands that do.
“!
”!
TV is not addressable.!
#5
Why the Myth Persists!We don’t view TV as a connected device.!
That’s not how it works!
TVs are fast becoming smart, personal devices. !
Addressability of Connected TVs Makes Them Connectable on Consumer Graphs!
101M!Smart TVs!
33M!Streaming!
Devices!
TV… Has Come Full Circle!
Traditional TV!
Here’s to the crazy ones…!
#people #crossdevice can turn simply yelling… into story telling.
Thank you.
