A presentation given at the Direct Marketing Club of New York on the need for brands to embrace cross-device marketing. Plus a concrete plan to quickly adopt a cross-device posture in your marketing. Includes actual cross-device campaign case studies.

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All names and logos are trademarks or registered trademarks of their respective owners.
PRESENTED BY
May 6, 2014
The Cross-Device Manifesto
Why you need to go cross-device, and the best way to do it!
Kurt Hawks: GM – Conversant Mobile

2. © 2014 Conversant, Inc.. All Rights Reserved.
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

3. © 2014 Conversant, Inc.. All Rights Reserved.
All names and logos are trademarks or registered trademarks of their respective owners.3
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

4. © 2014 Conversant, Inc.. All Rights Reserved.
All names and logos are trademarks or registered trademarks of their respective owners.4
HOW MANY CONNECTED DEVICES DO YOU HAVE?

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US CONSUMERS AVERAGING 3 CONNECTED DEVICES
Source: Sophos 2013
USA
CANADA UK AUSTRALIA
2.7 2.7 2.63.0

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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!

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TODAY’S CONSUMER: ONE DAY – MULTIPLE DEVICES
P
Breakfast Browsing At Work Afternoon Break Evening on Sofa

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TIME SPENT IN MOBILE APPS EXCEEDS PC TIME

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APP DOWNLOADS CONTINUE TO GROW
Source: Nielsen 2013
Average App
Downloads Per
Smartphone (USA)
41DOWNLOADS PER
SMARTPHONE

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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
SHAREOFALLONLINESHOPPINGTRAFFIC
USA Black Friday Shopping from Mobile Devices
Source: IBM, 2013

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ROLE OF MCOMMERCE GROWING RAPIDLY
Source: Piper Jaffray and eMarketer, 2013

13. © 2014 Conversant, Inc.. All Rights Reserved.
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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

14. © 2014 Conversant, Inc.. All Rights Reserved.
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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

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THREE ASPECTS OF CROSS-DEVICE
1. Targeting
2. Delivery
3. Measurement

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 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

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Anonymized Hard Match
Algorithmic Matching
Data Recency
+
+
CROSS-DEVICE: ACCURATE DELIVERY
STRONG CROSS-DEVICE MAPPING ESSENTIAL

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CROSS-DEVICE: NEW MEASUREMENT APPROACHES
MOST USE MULTIPLE DEVICES FOR THEIR BUYING PROCESS
2013: IPSOS and Google

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CROSS-DEVICE: NEW MEASUREMENT APPROACHES
MOST USE MULTIPLE DEVICES FOR THEIR BUYING PROCESS
2013: IPSOS and Google

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CAMPAIGN OBJECTIVE
ENTERTAINMENT CASE STUDY
A 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
Measure
Display
Only
Mobile
Only
Display +
Mobile
Engagement
Rate
0.66% 1.78% 4.42%
eCPO $249 $598 $132

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One Device Cross-Device One Device Cross-Device
CAMPAIGN OBJECTIVE
TELECOMM CASE STUDY
A 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

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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 approach WHAT 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
=5XThe Conversions
CASE STUDY

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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

24. © 2014 Conversant, Inc.. All Rights Reserved.
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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

25. © 2014 Conversant, Inc.. All Rights Reserved.
All names and logos are trademarks or registered trademarks of their respective owners.25
THANK YOU!
Kurt Hawks
General Manager – Mobile
Conversant, Inc.
http://www.linkedin.com/in/kurthawks
www.conversantmedia.com