eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017

4. © 2016 eMarketer Inc. Cross-device targeting is a top priority 69% cross-device audience recognition 52% advanced analytics and modeling to target audiences Source: Interactive Advertising Bureau (IAB) Data Center of Excellence and Winterberry Group, January 2016 Topics or Developments that Will Command Most of Their Attention in 2016, According to US Digital Marketing and Media Practitioners #eMwebinar

5. © 2016 eMarketer Inc. Even today, the phrase ‘cross-device targeting’ still means different things to different folks “There are probably more companies that are targeting media across devices than there are companies that actually understand the cross-device behavior of their customer base.” —Brandon Wishnow, EVP, Measurement and Activation, Ovative/group #eMwebinar

8. © 2016 eMarketer Inc. Perhaps due to growing sophistication, focus on the ‘device’ piece of cross-device is shifting “Things are moving away from being just about cross-device identity and more toward identity itself, which is who is this user, what are their interests, and what are they likely to purchase.” —Rahul Bafna, VP, Product Management and Partnerships, Drawbridge #eMwebinar

19. © 2016 eMarketer Inc. Interest in TV ad targeting is high, but true cross-device integration is only just surfacing “We’re seeing an increase in requests from clients to go ahead and apply the same kind of targeting practices and audience-defining capabilities to TV that we are seeing in digital. But from a cross-device or cross-channel lens, we’re not seeing this yet as a ubiquitous request. … It’s more exploratory.” —Denise Colella, SVP, Advanced Advertising Products and Strategy, NBCUniversal #eMwebinar

20. © 2016 eMarketer Inc. ConnectedTV Addressable Linear Connected and addressable TV offer the most precision with audience matching, but audience matching with linear TV is the ultimate goal #eMwebinar

22. © 2016 eMarketer Inc. Getting a handle on sequencing and frequency will be a top priority “What advertisers want when they go to cross-device is not just to deliver ads on a smartphone or a tablet or a desktop, they want to know who is behind those devices, and they only want to message that person a certain number of times a day. They want to manage frequency, and in some cases they want to create a narrative. And if they can’t connect the message they gave you on your smartphone with the message on the laptop, they’re constantly starting over.” —Jon Schulz, CMO, Viant #eMwebinar

23. © 2016 eMarketer Inc. Many, though not all, inhibitors will subside Select Personalization Challenges According to Senior-Level Marketers in North America  29% - Lack of technology to execute personalization  33% - Not having enough data  30% - Inaccurate data  31% - Linking data for a single customer view Source: Experian Marketing Services, April 2016 #eMwebinar

27. © 2016 eMarketer Inc. But here, the imperative for accuracy is much, much higher “The challenge with measurement is you need to have a much higher accuracy bar. If you get a false positive in targeting, it’s wastage or money out the door. But if you get a false positive in measurement, you’re actually attributing a conversion to the wrong impression, and so you get a misleading understanding of what exactly is happening. ” —Jonathan Lewis, Manager, Measurement and Identity Products, Facebook #eMwebinar

28. © 2016 eMarketer Inc. Expect to see cross-device attribution capabilities improve in the following ways:  Greater incorporation of identity graphs into existing measurement providers  Greater movement away from solely cookie-based solutions  Greater adoption of cross-platform attribution services, thanks to mobile and O2O demands  Greater convergence of traditional and digital attribution models #eMwebinar

31. © 2016 eMarketer Inc. It’s not just a transparency issue; it’s a terminology issue “Data standardization is a major pain point for buyers of [cross-device] solutions. There is very little standardization within the industry for different terminologies such as ‘accuracy’ or ‘match rate’ or ‘active cookies.’” —Ajit Thupil, Director, ID Graph, Oracle #eMwebinar

32. © 2016 eMarketer Inc. Four things marketers will consider when assessing issues of quality: 1. How segments are created 2. Ability to use one’s first-party data 3. Onboarding match rates and methodologies 4. Quantity of data vs. quality of data #eMwebinar

33. © 2016 eMarketer Inc. The inevitable—and growing—number of holes in the identity graph will also pose challenges 32.0% US internet users employing an ad blocker this year 20.5% Share of iOS mobile devices in US with “Limit Ad Tracking” feature enabled Source: eMarketer, June 2016; adjust as cited in company blog, Oct 12, 2016 #eMwebinar

35. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What is needed to fuel cross-device targeting? A single view of the customer across devices A single view of the customer across channels

36. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Solving the Identity Challenge with Adobe Audience Manager 1. Data In 2. Logic, Organization, Segmentation 3. Data Out POS CRM WEB DATA SHOPPING CART Data Aggregation Sourced from devices and channels, foundational Audience Creation Unify data to profiles, modeling, audience creation Audience Syndication Push segments to marketing channels for reach/personalization DEVICE DATA

37. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Getting to a Single View of the Customer with the Adobe Device Co-Op OTHERSITE.COM Login No Login YOURSITE.COM No Login Login No LoginLogin Login No LoginLogin VIEW WITH THE DEVICE CO-OP

38. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Impact of Getting Identity Right Reported by 1/3 of customers Site Conversion Rate +26% Better Conversion Among most customers Cost Per Order -20% Improved Efficiency Among 1/3 of customers Average Order Value +50% Increased Order Size By focusing on a single view of the customer +3x Additional Reach Source: Adobe Audience Manager Customer Check-In Survey, fielded October-November 2016 Identifiable Audience

39. © 2016 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. More Information  Adobe Audience Manager Website http://www.adobe.com/marketing-cloud/data-management-platform.html  Adobe Device Co-Op Webinar - Jan 18th, 1pm PST  https://my.adobeconnect.com/DeviceCo-Op  Email Molly Felz: felz@adobe.com  Adobe Digital Marketing Blog https://blogs.adobe.com/digitalmarketing  Email Me: mskinner@adobe.com

45. © 2016 eMarketer Inc. Brands will not want to work with companies that do not uphold consumer privacy standards “Marketers aren’t running fast and loose with trying to reach users across devices; I think they are quite concerned.” —Dan Taylor, Managing Director, Global Display, Google #eMwebinar

47. © 2016 eMarketer Inc. Key Takeaways  Cross-device is no longer a conversation of device identification but of audience identification  Cross-device targeting isn’t just about digital; it’s also about television and offline, in-store interactions  As targeting capabilities strengthen, improvements to ad creative—particularly the ability to sequence and frequency cap—are top of mind  Focus on data quality and the validity of data used to inform identity graphs will also strengthen in 2017 #eMwebinar

49. © 2016 eMarketer Inc. Learn more about digital marketing with an eMarketer corporate subscription Around 200 eMarketer reports are published each year. Here are some recent reports you may be interested in: Q&A Session Made possible by: You will receive an email tomorrow with a link to view the deck and webinar recording. To learn more: www.emarketer.com/products 800-405-0844 or webinars@emarketer.com Lauren T. Fisher Cross-Device Targeting: What to Watch for in 2017  Cross-Device Targeting: A More Holistic Audience View and a More Compelling Customer Experience  Television Update Winter 2016-2017: The Shift in Ad Currency  Cross-Platform Video Ad Buying: Gaining Ground, but Fraught With Hurdles  Cracking Cross-Device Attribution in 2016: Data Quality, Blended Models and Merging Online-Offline Data  Television Update Fall 2016: Is the Surge in TV Ad Spending a Normal Shift or a Trend?

eMarketer Webinar: Cross-Device Targeting--What to Watch for in 2017

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