advertising effectiveness for cross screen models

Thank You for joining, we will begin momentarily.

Advertising Effectiveness for Cross Screen Models

February 28, 2013

Join the conversation on Twitter - #iabxscreens

2

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?

3

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, Nicole@iab.net

Join the conversation on Twitter - #iabxscreens

4

A Quick Explanation

When I say Screens and Channels I mean:

Screens

Ch

an

nels

SearchDisplaySocial

Video

Owned

5

Why Cross Screen / Channel Matters

6

Why Cross Screen / Channel Matters

7

Why Cross Screen / Channel Matters

8

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

9

Why Cross Screen / Channel Matters

It is how consumers behave

It is how consumers expect us to behave

10

But Advertising Is Still Sold Like This…

AdWords Enhanced Campaigns

Buying: Cross screen

11

And This…

Facebook Exchange (FBX)

Users: Owned Social

12

And This.

Jumptap Cross Screen Audience+

Users: Mobile PC

13

Consumers Expect This

14

But They Are Getting This

15

And It’s a Hard Problem To Solve

Walled gardens

Fragmented data

Different standards across screens

Funnel specialization

User ‘re-association’

16

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

17

Will One Garden Ever Be Big Enough?

18

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

19

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 nicole@iab.net with questions.

Please type questions into the question

feature