Improving The Customer Experience: Leveraging Data for Cross-Device Strategies
Transcript of Improving The Customer Experience: Leveraging Data for Cross-Device Strategies
One Consumer: Way Too Many DevicesIan Johnson, Global EVP of Product of Cadreon
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Who is Cadreon? Cadreon is the programmatic AdTech arm of the Interpublic Group / Mediabrands holding group (NYSE: IPG)
We provide a unique programmatic model to all major brand verticals in over 25 markets
Cross-platfor
m intellige
nce
Cross-platform
Intelligence
Plug & Play Open
Architecture
Digital Core+ +
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Consumers want to adoptAgencies need to adapt
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Consumer adoption trends
67%+Of all internet users utilize
multiple devices
13% Of Millennials ONLY use a
mobile device
1 out of 5Waking minutes spent by
Millennials on their smartphone
79% Of US adult population
have a smartphone
2xTime spent watching
Youtube has doubled YoY
90%Of people switch screens
to complete tasks
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Consumers use multiple devices to complete their tasks
• Poor mobile connectivity may lead consumer to finish transaction on a more stable device connection
SLOW CONNECTION
• Consumer is on the move and has limited time
• Multi-tasking, switching devices rapidly
TIME CONSTRAINTS
• Complex activities with multiple steps not ideal for all devices
• Security or privacy concerns
COMPLEX / SENSITIVE INFO
• Content or service is only available through certain devices
• Cannot transact all purchases through all devices
AVAILABILITY
Source: Google/Ipsos
90% of consumers move sequentially between difference screens the same day
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Consumers expect their content to be available wherever, whenever and however they want to consume it
Anytime Anywhere Any Device
…..Consumer’s exposure to advertising follows this dynamic
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Cross device gives us the ability to more precisely tailor consumer’s interactions with their brand’s messaging
Right Time Right Place Right Device
11:40 PM at home
9:25 AM at work
10:15 AM at work
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But today….
We still leverage decade’s old planning and siloed media buying practices
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Which leads to….
A deluge of uncoordinated ad experiences for our consumers
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Why have we been slow to adapt?
Siloed Planning & Measurement
Fear / Myths Lack of Expertise
TV Data ≠ Digital Data
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Cross Device
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What is Cross Device?
Cross device is the ability to tie one consumer to many devices, to help with planning, targeting, and measurement
One Person = Many Devices
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How can we connect a consumer to their devices?
A device graph uses numerous identifiers to link the devices to each user
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Cross Device Uses
ENGAGEMENT EXTENSION
Leverage existing learnings & extend them across devices, maximizing consumer engagement
CROSS DEVICE TARGETING
Programmatic execution across channels the way consumers expects it
CROSS DEVICE MEASUREMENT
A truly holistic view of complex paths to purchase across devices
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Consistent dialog with your consumers, offering them high value content at the right time, right place and optimal frequency
Consumer’s ad experience is better with Cross Device
Brands also Benefit from Cross Device
Increase budget efficiency
Holistic view of consumer with more insights into where actions take place
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Cross Device works: Automotive
Process
Outcome
• We evaluated cross device performance by region and month for the Tier 2 group via a deterministic device graph
• Showed that late in the quarter with less money, rebalancing the budget to 30% mobile decreased the eCPA by 42% & increased conversions by 16%
Scenario• Auto manufacturer was running tier 1 and tier 2
campaigns across channels but planning them in isolation
• Tier 2 front loaded the budget during the quarter
Optimized Mobile Allocation
-42% eCPA
16%More conversions
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Cross Device works: CPG
Process
Outcome
• Exposed users in the morning and then retargeted in the evening across Desktop, Mobile and Tablet
• 47% of all Desktop retargeted imps were found on Tablet or Mobile in the evening
• Engagement was boosted using cross-device retargeting in the PM, with a 10x higher CTR
Scenario• CPG marketer was running standard retargeting,
exposing users in the morning and then retargeting in the evening on same device
• We wanted to explore if it was possible to improve performance by leveraging all devices.
10xCTR
Improvement
1.5m Imps on Desktop1251 Clicks0.08% CTR
365k Imps on Desktop557 Clicks0.15% CTR
172k Imps across Desktop, Mobile, Tablet1.5k Clicks0.87% CTR
S T A N D A R D D E S K T O P R E T A R G E T I N G
C R O S S D E V I C E R E T A R G E T I N G
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What do you need to make cross device work?
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Right process
Right technology and data
Right attribution
Education & organizational buy-in
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Cautionary tale – make sure you understand how your performance is judged
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The future….
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Where next?
Cross Screen Less optimization to proxies Develop new agency tools & processes
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Thank you!Contact:
+1 415 262 5900
653 Front Street
San Francisco, CA 94111
www.cadreon.com