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Cross-Device Targeting:
What to Watch for in 2017
Lauren T. Fisher
Senior Analyst
January 12, 2017
2. © 2016 eMarketer Inc.
Agenda
The evolving nature of cross-device targeting
Five things to watch for in 2017
Two things you won’t see in 2017
#eMwebinar
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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
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Marketers’
adoption of
the necessary
capabilities
for true
cross-device
targeting is
still a work in
progress
#eMwebinar
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Knowledge and use of the two main device
identification methodologies has grown
Deterministic Probabilistic
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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
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Fleshing out
the identity
graph is the
ultimate goal,
but most are
just beginning
this process
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Question:
How confident are you in your
cross-device targeting
capabilities?
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Focus will be
placed on bridging
online-to-offline
(O2O) data
sets to
enhance the
purchase journey
#eMwebinar
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This mirrors
consumer
expectations
for what a
holistic
messaging
strategy
should look like
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Loyalty card data,
shopper data,
CRM data and
location data will
be just some of
the many sources
of offline
purchase info
#eMwebinar
16. © 2016 eMarketer Inc.
TV will become a core component of
the cross-device equation
2
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Buyers want
more cohesion
between TV and
digital ad
targeting
efforts; a good
portion are
already buying
this way
#eMwebinar
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Greater
momentum
around TV ad
targeting is one
driver of growth
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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
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ConnectedTV
Addressable
Linear
Connected and
addressable TV
offer the most
precision with
audience
matching, but
audience
matching with
linear TV is the
ultimate goal
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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
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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
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A rethinking of how brands and creative
agencies work together will help drive advances
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Attribution will see greater
cross-device capabilities
4
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Measurement is
absolutely vital
for a number of
activities
related to
cross-screen
advertising
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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
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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
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There are multiple levels on which data quality
can be assessed
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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
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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
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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
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You won’t see the emergence of a
universal identifier
1
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Without a
universal
identifier,
marketers face
significant
challenges in
obtaining a
single customer
view
#eMwebinar
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Walled gardens and consumer privacy concerns
are two significant holdups
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You won’t see marketers turning a blind
eye to consumer privacy concerns
2
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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
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Potential legal ramifications are also cause for
concern
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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
48. © 2016 eMarketer Inc.
Poll Results:
How confident are you in your
cross-device targeting
capabilities?
49. © 2016 eMarketer Inc.
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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?