Conversant - Cross-Device Manifesto

© 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


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



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



HOW MANY CONNECTED DEVICES DO YOU HAVE?



US CONSUMERS AVERAGING 3 CONNECTED DEVICES

Source: Sophos 2013

USA

CANADA UK AUSTRALIA

2.7 2.7 2.63.0



SMARTPHONES ARE INCREASINGLY POPULAR

35%

10%

45%

24%

56%

34%

58%

42%

0%

10%

20%

30%

40%

50%

60%

70%

Smartphone Tablet

Percentage of US Adults with a…

2011 2012 2013 2014

Source: Pew Research Center Internet Surveys, 2014, 2014

Fastest device

adoption rate

ever!



TODAY’S CONSUMER: ONE DAY – MULTIPLE DEVICES

P

Breakfast Browsing At Work Afternoon Break Evening on Sofa





TIME SPENT IN MOBILE APPS EXCEEDS PC TIME



APP DOWNLOADS CONTINUE TO GROW

Source: Nielsen 2013

Average App

Downloads Per

Smartphone (USA)41DOWNLOADS PER

SMARTPHONE



MOBILE A CRITICAL PART OF PURCHASE JOURNEY

6%

14%

24%

40%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

2010 2011 2012 2013

SH

AR

E O

F A

LL O

NLIN

E S

HO

PP

ING

TR

AF

FIC

USA Black Friday Shopping from Mobile Devices

Source: IBM, 2013



ROLE OF MCOMMERCE GROWING RAPIDLY

Source: Piper Jaffray and eMarketer, 2013



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



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



THREE ASPECTS OF CROSS-DEVICE

1. Targeting

2. Delivery

3. Measurement



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

Conversant

United Profile



Anonymized Hard Match

Algorithmic Matching

Data Recency

+

+

CROSS-DEVICE: ACCURATE DELIVERY

STRONG CROSS-DEVICE MAPPING ESSENTIAL



CROSS-DEVICE: NEW MEASUREMENT APPROACHES

MOST USE MULTIPLE DEVICES FOR THEIR BUYING PROCESS

2013: IPSOS and Google



CROSS-DEVICE: NEW MEASUREMENT APPROACHES

MOST USE MULTIPLE DEVICES FOR THEIR BUYING PROCESS

2013: IPSOS and Google



CAMPAIGN OBJECTIVE

ENTERTAINMENT CASE STUDYA 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

Rate0.66% 1.78% 4.42%

eCPO $249 $598 $132



One Device Cross-Device One Device Cross-Device

CAMPAIGN OBJECTIVE

TELECOMM CASE STUDYA 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



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 approachWHAT 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



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



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



THANK YOU!

Kurt Hawks

General Manager – Mobile

Conversant, Inc.

http://www.linkedin.com/in/kurthawks

www.conversantmedia.com

http://www.linkedin.com/in/kurthawks

http://www.conversantmedia.com/

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