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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

Kurt Hawks of Greystripe - From Theory to Practice – 5 Ways to Do Cross-Device Right at SIC2013

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From Theory to Practice – 5 Ways to Do Cross-Device Right Every year there’s a white-hot topic in digital marketing. This year it’s cross-device marketing. In theory, cross-device sounds like a winning strategy to reach consumers with fragmented attention across multiple screens – but doing cross-device right requires a building plans around the customer and their cross-device usage patterns, not platforms or devices. Put theory into practice by learning the 5 key drivers of cross-device marketing effectiveness.

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Page 1: 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

Page 2: 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.

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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Page 3: 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.

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

Page 4: 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.

MORE THAN HALF OF DIGITAL MEDIATIME NOW ON MOBILE DEVICES

Source: comScore (September 2013). Media Metrix Multi-Platform.

PC

Mobile

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Page 5: 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.

CROSS-DEVICE RESEARCH RESULTS

Page 6: 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.

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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Page 7: 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.

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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Page 8: 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.

What Does“Cross-Device Advertising” Really Mean?

Page 9: 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.

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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Page 10: 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.

Cross-Device Data is Necessary for a Complete Picture of Consumer Behavior

Page 11: 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.

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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Page 12: 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.

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

Page 13: 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.

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.

Page 14: 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.

Marketers See Great

Benefits & Perceived

Executional Hurdles of

Cross-Device

Page 15: 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.

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.

Page 16: 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.

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.

Page 17: 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.

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.

Page 18: 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.

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.

Page 19: 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.

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.

Page 20: 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.

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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Page 21: 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.

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

Page 22: 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.

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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Page 23: 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.

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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Page 24: 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.

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?

Page 25: 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.

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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Page 26: 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.

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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Page 27: 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.

4) ENGAGE USING THE INTERACTIVE STRENGTHS OF EACH DEVICE

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Page 28: 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.

• Awareness

• Attitudes & Favorability

• Purchase Intent

• Product Preference

5) MAKE LEARNING AND INSIGHTSA PRIORITY

Brand Lift

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Page 29: 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.

5) MAKE LEARNING AND INSIGHTSA PRIORITY

CROSS-DEVICE IMPACT• Cross Effectiveness

• Conversion Rate

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Page 30: 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.

5) MAKE LEARNING AND INSIGHTSA PRIORITY

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Page 31: 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.

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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Page 32: 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.

THANK YOU.

Kurt HawksGeneral Manager, [email protected]