Cross-Screen Advertising

For Affiliate Marketers

Millennial Media’s

confirmed cross-screen

profiles

of online adults

are cross-screen

consumers

start shopping on a

smartphone and continue

on a PC or tablet

People moveBetween screens, media, and moments

58MM2/3 65%

Source: Millennial Media, comScore Mobile Metrix, GfK MRI iPanel

Screens Media Moments

More Devices

People use multiple devices

to accomplish single tasks

More Channels

Content & ads accessed

in-app, online, and offline

More Data

Mobile-first data is the key to

identifying cross-screen users

Advertise like this. Instead of like this.

Attribution

Report conversion events from any screen and tie them

back to the first touch

Essential Elements Of A Successful Cross-Screen Campaign

Cross Screen Ad

Serving

Unify delivery and reporting of campaigns

across screens

Retargeting

Identify consumers on any screen and successfully

retarget them

A mobile-first approach to connecting messages to audiences as they

move between screens, media, and moments

Cross-Screen Ad ServingUnify delivery and reporting of

campaigns across screens

Building the Device Map

Serve Ads to User

Across Devices

05Cross-Screen User

Profile Confirmed

04Screen Connect

Bridges Devices

03Consumer Identified

on Another Device

02Initial Ad Delivered

to Consumer

01

0

20

40

60

80

100

120

140

160

180

Mobile Online Radio Newspapers Magazines

Driving Conversions With Cross-Screen Delivery

1.) Consistent Creative Strategy

Sequential messaging to guide consumers through the funnel

2.) Increase ROI

Drive deeper engagement and better performance

3.) Optimize Delivery

Allocate budget to best performing screen to drive more conversions

Cross-Screen AttributionReport conversion events from any screen

and tie them back to the first touch

Attribution

Report

Cross-Screen

Attribution

It’s not only knowing that it

worked. It’s knowing where to

give credit for making it work.

Cross-Screen attribution maps

conversion events to their

original impressions.

The Path to Conversion

Attribution Report Shows Path to

Conversion by Device Groups

03Look-Back Window Captures

Associated Ad Impressions

02Conversion Event Identified

from Cross-Screen Consumer

01

Attribution Reporting

Understand the

downstream effect of

your mobile campaign

✚ Impressions by Device Group

✚ Cross-Screen Overlap

✚ CTR by Device Group

✚ Reach & Frequency by Device Group

✚ Cross-Screen vs. Single-Screen

Campaign in Action Gain a better understanding of how a mobile campaign drove online

donations

Strategy: Run a campaign targeting the same

users across mobile, tablet, & PC

Gain a better understanding of where

PC conversions originated

Results: 38% of PC conversions could be

attributed back to mobile or tablet ad

views

Cross-Screen RetargetingIdentify consumers on any screen and

successfully retarget them

Retarget Ads Across Screens

Retarget Across Devices With

Pinpointed Audience Data

03Identify Cross-Screen User

Visiting Site Using Device Map

02Place Tracking Pixel on

Advertiser PC Website

01

Capture intent, extend messages, and drive conversions across screens

Cross-Screen Retargeting Retarget consumers across screens

SITE VISIT

• Reach consumers with additional messaging relevant to the device they are using

• Identify and retarget loyal consumers, based on previous actions

Benefits of cross-screen retargeting

Campaign Lifecycle

21

3

4

Access Cross-Screen Users Across Segments

Serve Ads To The Same User Across Multiple Screens

Track Conversions Across Screens

Reporting/ Optimization

Retarget Users Across Screens Based On Specific Actions

ThankYou

谢谢 Merci

Danke ありがとう

Ted McNultySenior Director, Performance Advertising

M: 508-654-3670

E: tmcnulty@millennialmedia.com