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Digiday Programmatic Media Summit. Glen Straub. Factual

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Digiday Programmatic Media Summit

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Digiday Programmatic Media Summit. Glen Straub. Factual

  1. 1. ConfidentialConfidential STATE OF THE INDUSTRY Glen Straub NAVIGATING MOBILE WITH LOCATION DATA & MEASUREMENT
  2. 2. Confidential All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions. THE USE OF LOCATION DATA FOR MARKETING CONTINUES TO INCREASE 1) eMarketer, Location Intelligence H2 2016 2) “Touching the Infinite: A Report on the 2017 Mobile Maturity Survey. 2 121% Increase in 5 Years $20.2 $24.2 $28.0 $32.4 $36.3 $39.6 $12.4 $16.0 $20.7 $24.8 $28.9 $32.4 $- $20.0 $40.0 $60.0 $80.0 2016 2017 2018 2019 2020 2021 Billions Non-location-targeted Location-targeted 23% 21% 17% 14% 10%
  3. 3. Confidential All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions. Survey of 369 publishers SOTI REPORT METHODOLOGY 3 Big questions: How have publishers adapted to mobile-first strategies? Are publishers successful at scaling first-party data? How are publishers using data to collect meaningful insights on customers?
  4. 4. Confidential All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions. PUBLISHERS ARE ALLOCATING MORE RESOURCES TO MOBILE 4 MOBILE APP MOBILE WEB DESKTOP 81% of publishers’ users are reached on mobile
  5. 5. Confidential All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions. YET, PUBLISHERS ARE MEASURING SUCCESS THROUGH ENGAGEMENT 5 72% 18% 9% 1% ENGAGEMENT IMPRESSIONS CONVERSIONS OTHER >70% of engagements occurred on mobile apps
  6. 6. Confidential All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions. HOW VALUABE IS ENGAGEMENT? 6 Challenge High engagement does not correlate to direct sales Solution A clearer method to gauge contribution to revenue is conversion metrics
  7. 7. Confidential Conversion rate is by far the biggest indicator of whether or not our efforts, as an agency, are successful. - Sara Helmy, CEO, Tribu “
  8. 8. Confidential All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions. THE PUBLISHER OPPORTUNITY 8 ONLY 14% of advertisers are “very satisfied” with engagement metrics ONLY 9% of publishers are focused on conversion rates
  9. 9. Confidential All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions. OFFLINE CONVERSIONS HELP CLOSE THE LOOP 9 90% of retail sales occur in brick and mortar stores
  10. 10. Confidential ADVERTISERS RELY ON LOCATION DATA FOR HOLISTIC MEASUREMENT 10Source: eMarketer, Location Intelligence, H2 2016 53% of advertisers use location data for attribution and to understand the consumer’s path to purchase. 57% of advertisers use location data as a measurement for advertising effectiveness.
  11. 11. Confidential Understanding how the data works in a digital way is huge. The data has to be real time, accurate and scalable. - Paul Bannister, Executive VP of CafeMedia “
  12. 12. Confidential All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions. SCALING FIRST PARTY DATA IS A CHALLENGE 12 94% of publishers collect first-party data 78% of publishers find that information is limited
  13. 13. Confidential All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions. PUBLISHERS ARE USING THIRD PARTY DATA TO SCALE 13 85% of publishers are purchasing third-party data 61% of publishers work with only one third-party data partner
  14. 14. Confidential All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions. HOW PUBLISHERS SELECT DATA PARTNERS 14 60% 33% 24% 14% 13% 8% 2% DATA TRANSPARENCY DATA QUALITY COST REPUTATION OF DATA PROVIDER TARGETING SPECIFIC AUDIENCE SCALABILITY Other
  15. 15. Confidential All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions. KEY TAKEAWAYS 15 The usage and investment in mobile channels continues to be on the rise Publishers have an opportunity to leverage location data to measure conversions Data transparency and data quality are the most important when selecting data partners Publishers are using 1st party data, but it is limited. They are using 3rd party data to scale
  16. 16. Confidential All services are subject to applicable law, regulation, and restrictions. Not all services may be available in all regions. 1616 FACTUAL IS A LOCATION DATA COMPANY 200mm+ Devices worldwide BILLIONS of observations daily 130mm+ Places globally

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