advertising effectiveness for cross screen models
DESCRIPTION
Join representatives from Jumptap and Operative to learn about how their approach to advertisers has changed, shifting the focus of the conversation from channel/screen specific models to a user-centric advertising model. They will discuss this topic from a marketer/sell-side perspective and will also address the technical and business challenges they’ve identified using these models. Ultimately, the goal is to understand how a cross-platform / cross-screen approach starting with the right audience can effectively deliver targeted content.TRANSCRIPT
Thank You for joining, we will begin momentarily.
Advertising Effectiveness for Cross Screen Models
February 28, 2013
Join the conversation on Twitter - #iabxscreens
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Agenda Welcome & Housekeeping
● Nicole Horsford, Member Services, IAB
Speakers● Matt Tengler, Senior Director of Product, Jumptap
General Overview on Cross Screens & Challenges Faced by Advertisers Today
● Matt Gay, GM Media Optimization, OperativeDiscussion on how companies are solving these challenges as it relates to Cross Screen Advertising
Q&AJoin the conversation on Twitter - #iabxscreens
Questions?
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Attendees should ask questions using the GoToWebinar user interface. Please type questions into the Question box on the GoToWebinar user interface at any time during the presentations.
● We will create a queue and answer as many questions as possible following the presentations.
● Additional questions should be directedto Nicole Horsford, [email protected]
Join the conversation on Twitter - #iabxscreens
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A Quick Explanation
When I say Screens and Channels I mean:
Screens
Ch
an
nels
SearchDisplaySocial
Video
Owned
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Why Cross Screen / Channel Matters
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Why Cross Screen / Channel Matters
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Why Cross Screen / Channel Matters
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Why Cross Screen / Channel Matters
Source: http://www.mobilecommercedaily.com/sephora-exec-mobile-orders-up-167pc-year-over-year
“Customers don’t view mobile, tablets, Web and stores separately,” Ms. Marcus [Director of Mobile and Digital Store Marketing] said. “They are ways for consumers to shop when and where they want.”
33%of sephora.com traffic is from mobile and tablet
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Why Cross Screen / Channel Matters
It is how consumers behave
It is how consumers expect us to behave
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But Advertising Is Still Sold Like This…
AdWords Enhanced Campaigns
Buying: Cross screen
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And This…
Facebook Exchange (FBX)
Users: Owned Social
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And This.
Jumptap Cross Screen Audience+
Users: Mobile PC
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Consumers Expect This
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But They Are Getting This
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And It’s a Hard Problem To Solve
Walled gardens
Fragmented data
Different standards across screens
Funnel specialization
User ‘re-association’
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How Are The Walled-Gardens Fairing?
The large platform plays are trying to bring more people into their gardens
Search Video / Display Email Login, Social, TV
Social Login Email Search
OS / App Eco Search Email Display, Social,
TV
OS / App Eco Display TV
Social Login Email Search
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Will One Garden Ever Be Big Enough?
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Networks Will Have to Evolve
Advertising User networks
Walled gardens Buy across channels
Fragmented data Centralize interactions / learnings Different standards across screens Simplify buying
Specialization Optimize the entire funnel
User ‘re-association’ Connect user experiences
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Who Will Benefit?
Consumers will get a more connected and cohesive message
Platforms that can connect and optimize across screens and channels will get the advertising dollars
Advertisers will get better insights, attribution and efficiency
Q&A
This webinar will be made available on iab.net/events_training/interactive_insights_webinars
Please contact [email protected] with questions.
Please type questions into the question
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